Paying to Play? Who, Me?
by Kenny Love

The response to my last article addressing the professional 
execution of music promotion has already been so positive, 
I felt compelled to expand it.  Now, while I may, possibly, 
find reader support with this article as well, drive-bys are 
inevitable.  Therefore, I have only one request…please use a 
semi-automatic weapon as this will allow me at least the 
opportunity to momentarily dodge any stray ammo.


Seriously though, it is almost a given fact today that if you 
pick up any independent recording and compare its graphic 
design artwork and sound quality, there exists virtually no 
distinguishable differences.  In fact, I will go as far as to say 
that "indie" product, most of the time, carries a much higher 
quality all around due to its very nature.


So, why is it that most independent recording artists fail to 
budget, or even consider the provision or allocation of 
promotional funds for their own recording?  Is it because 
they believe long lines of record labels will be salivating at 
the mouth for their product as it rolls off the manufacturer's 
line?


These are some of the same artists who go all out, sparing 
no expense, and spending thousands of dollars to ensure 
that not only is their product recorded and mastered to 
perfection, but some of them also purchase the same top-of-
the-line gear that professional studios carry.


They are also the same artists who seek top graphic 
designers whose special effects often rival the best work of 
George Lucas.  So, once again, why the ongoing and 
consistent failure to even consider budgeting for professional 
promotion of their well vested recording as well?


I believe that the main reason is that they feel that with such 
a professional sound and appearance, it will, indeed, be a 
"sure thing" to attract investors for promotion, or record labels 
that will be impressed with their work enough to provide big-
dollar funding.


Here is a wake-up call to all subscribing to this far-flung 
theory:  The music game has now changed!  It's not done 
that way anymore!  Everyone and his brother (or sister) is 
creating high quality product, but many are going steps 
beyond on their own to make sure the promotion ball starts 
to roll.


So, the fact that you are now producing your music on 
compact discs is no longer impressionable.  It is now 
considered the standard and expected format in order to be 
taken seriously.


However, one way to stand out from the crowd is to not 
become so overly anxious to release your high-quality 
recording that you don't take the time to acquire your 
promotional funding for it.


Granted, it is a fact that many promotional and publicity 
services charge exorbitant and outrageous fees.  But, taking 
the time to shop around for one you can reasonably afford 
will, ultimately, place you ahead of your competition.


In fact, you should begin to budget for your promotional 
phase of your recording at the same time that you start to 
budget for your recording and manufacturing phases.


The current standard rates for independent radio promoters 
and press publicists now range from a low-end of $400 per 
week up to a high-end of $2000 per week.  DOUBLE this 
amount if you intend to use both.  And, you will normally 
require both…again, one for radio promotion, and the other 
for print media interviews and reviews.


An average initial promotion campaign for a new recording 
lasts from 12-16 weeks.  Figuring a budget based on the 
low-end would require you to budget a minimum of $4800 in 
order to affect a national promotion campaign.  And again, 
this figure is computed on only the radio promoter.


If this means delaying your release date by six months, or 
even a year, so be it.  At least, you will be able to move 
consistently forward without worry of losing your recording 
financially in the middle of your marketing campaign, 
attempting to obtain a bank loan, or worse, borrowing 
money from family and/or friends later.


The worst that could happen from not establishing a 
promotion budget for your recording?  Watching your 
recording collect dust and age as you scuffle daily to locate 
needy funds.  Pay to Play?  You Betcha!
___________________________________________________


Editor's Note:  Kenny Love is President/CEO of Sachja 
Productions, a combined national radio promotion and press 
publicity firm.  Sachja Productions accepts unsolicited 
recordings (compact disc only) in all music genres for review 
and consideration.  Contact the organization at P. O. Box 
701231, Dallas, Texas  75370.  You can also telephone the 
company at (972)390-0529, Fax to (209)755-8329, or Email 
them at sachja@yahoo.com.  Likewise, you can 
receive complete automated information on the company by 
sending an Email request to sachjainfo@smartbotpro.net.