Eenie, Meenie, Miney, Mo...
by Kenny Love

Recently, I was in a public park enjoying a sunny afternoon, 
while intently contemplating this month's subject matter.  
As is so often with heavy concentration and indecisiveness, 
I began, unknowingly, mumbling to myself.  I was not aware 
that I was exercising my options verbally until I noticed 
several concerned onlookers.  Needless to say, I decided 
this decision would be best made in privacy as people are so 
quickly to attribute such solo musings to alcohol (or worse).


Subsequently, I decided that the most appropriate subject 
matter for independent labels and recording artists was one 
addressing steps for successfully promoting their recordings, 
while eliminating financial waste.  What finally brought me to 
this idea was that I recently began a national promotion and 
publicity firm for independents.


Much of the product that we receive arrives daily at our office 
as a last ditch desperate attempt to salvage finances already 
wasted.  By that, I mean many artists, in the interest of 
saving themselves money through not utilizing the services of 
a professional promotion service, play the game of "Eenie, 
Meenie, Miney, Mo."   To explain, they blindly delve into the 
marketing arena.


In other words, they can't figure out whether the horse 
comes before the cart, whether the chicken comes before 
the egg, or just what comes first. And, while I wholeheartedly 
endorse the DIY (Do-It-Yourself) approach to the music 
business, I also believe that one should also be the first to 
recognize and admit his or her weaknesses, as well as 
strengths.


Even though the music genres are varied, what these 
particular artists have in common is that they have located 
every radio station that they can find and simply forwarded 
copies of their recording to the stations.  Most times, they 
have not even made initial contacts to learn the names of 
either the Program Director, or the Music Director.


Often, the station count to which they have submitted their 
product ranges close to 200, or more.  When very little 
response, or worse, no response at all, is forthcoming, they 
become perplexed and can't understand where they went 
wrong in the process (especially when Uncle Bob and Aunt 
Lilly assured them that they were a sure-shot for the Number 
1 Rock spot on Billboard).  As a last ditch effort, they forward 
their product to promotion services, often throwing good 
money after bad, so to speak.


I have some simple advice: If you are not familiar with the 
specifics of marketing, promoting, or publicizing a recording, 
DON'T…I repeat…DON'T attempt to do-it-yourself.  That 
regrettable action will be akin to a doctor who treats himself 
for a terminal illness, or a lawyer who represents herself in a 
bank robbery witnessed by twenty customers.


In this area of the music industry, terms such as "objectivity," 
"timing,", "contacts," or "relationships," weigh heavily in 
attaining desired success.  And, without at least one of these 
elements, a failed promotional campaign is, practically, 
inevitable.


A further downside to marketing a recording without 
expertise, or the required know-how, is that once an artist 
has submitted a recording to radio in great numbers, there is 
very little, if anything, for a radio promoter to salvage.


Certainly one shouldn't expect  radio station personnel to 
re-add the recording to its play list, or put it into rotation 
again, if it ever was in rotation to begin with (you would be 
surprised that the artist expects this miracle to be created by 
the promotion service).


Therefore, this campaign on behalf of the artist would amount 
to the "lost cause" syndrome.  The same goes doubly true 
with the print media.  This is even further compounded for the 
most part by a lack of consistent follow-up, or the lack of any 
method being in place for follow-up by the do-it-yourself artist.


The ultimate loss is a lack of pre-arranged product distribution 
in the geographical areas of the radio airplay and/or print media 
coverage.


So, all in all, please do yourself a favor:  Either learn the 
promotion game extremely well, or get yourself a competent 
service that can perform professionally and proactively for you.  
Above all, don't subscribe to the "Eenie, Meenie, Miney, Mo" 
game.  It not only is a means to certain early financial ruin, 
but also a game best left on the children's playground.


Editor's Note:  Kenny Love is President/CEO of Sachja 
Productions, a national record promotion and press publicity 
firm.  Sachja Productions accepts unsolicited recordings for 
review.  You can contact the company at P. O. Box 701231, 
Dallas, Texas  75370.  Or, call them at (972)390-0529, Fax to 
(209)755-8329, or Email them at sachja@yahoo.com.