Letter From the Publisher
Dear Friends in Music.
It has come to my attention that some of my Independent Promotion friends and associates are upset regarding the following X-Communication featured in our weekly Saints & Sinners editorial.
"Lightning strikes Programmers connected to Independent Promoters who add records on Impact week before they have had a chance to play the song. We all know that 9 times out of 10 this practice results in short lifespan for the project rather than giving the single a chance to develop and grow. When are we going to stop the bullshit? The practice of the same sh*t week in and week out just to post some letters on Impact day is transparent and is nothing but a disservice to the Artist and the Music."
I can accept how some of these Promoters could feel attacked from simply reading the first sentence however it was my intention that by
reading the entire subsequent commentary that all parties would have been able to get the true meaning and purpose of the X-Communication.
This in mind, I've decided to further explain my stance on this issue as it pertains to Radio Programmers, Label Promotion Executives, Independent Promoters and myself as an overall community working together to successfully promote and develop Artists, their Music
as well as Airplay.
I think it's safe to say it all begins with the Impact Date and what we're looking to accomplish by striving for the coveted "Most Added" honor, which more often than not is simply a list of call letters with minimal or in some cases no immediate airplay. I can't help but question what
purpose this serves... Does that mean stations adding the record are committed to addressing the record the following week or the week after with actual airplay? History shows that this is hardly the case. What usually happens is the station adds the record and if there is support it's usually with just overnight spins. This isn't done because the Programmer doesn't want to support the record, it has more to do with being pressured to come on the record before they are ready for it or have the room for it. The common result of this cycle is that a record doesn't get the proper time to develop in order for the Programmers to make a legitimate call as to whether or not it's right for their station or audience.
Our reference to "Programmers connected to Independent Promoters who add records on impact week..." may have been better worded "Label Promotion Executives who utilize Independent Promoters and their relationships with Programmers to add records on impact week
without receiving a real commitment to give the song a legitimate shot."
Had this been the case the X-Communication would have emphasized that we are all at fault when it comes to pushing a record on some imaginary timetable and should be more concerned about utilizing the relationships between the Label Promotion Executives, Independent Promoters and Programmers to better read the marketplace and together strategize on the development of airplay. This would better insure
that when Programmers "Add" records it's because they believe the song is right for their station and audience.
This isn't to say that we should rid ourselves of Impact Weeks or the much sought after "Most Added" of the week, lets just make sure that
the results are something tangible. Together we all need to look beyond the short term and strive for long term success in cultivating Music, developing Artists and creating a healthier professional environment.
Vince Pellegrino - Publisher
It has come to my attention that some of my Independent Promotion friends and associates are upset regarding the following X-Communication featured in our weekly Saints & Sinners editorial.
"Lightning strikes Programmers connected to Independent Promoters who add records on Impact week before they have had a chance to play the song. We all know that 9 times out of 10 this practice results in short lifespan for the project rather than giving the single a chance to develop and grow. When are we going to stop the bullshit? The practice of the same sh*t week in and week out just to post some letters on Impact day is transparent and is nothing but a disservice to the Artist and the Music."
I can accept how some of these Promoters could feel attacked from simply reading the first sentence however it was my intention that by
reading the entire subsequent commentary that all parties would have been able to get the true meaning and purpose of the X-Communication.
This in mind, I've decided to further explain my stance on this issue as it pertains to Radio Programmers, Label Promotion Executives, Independent Promoters and myself as an overall community working together to successfully promote and develop Artists, their Music
as well as Airplay.
I think it's safe to say it all begins with the Impact Date and what we're looking to accomplish by striving for the coveted "Most Added" honor, which more often than not is simply a list of call letters with minimal or in some cases no immediate airplay. I can't help but question what
purpose this serves... Does that mean stations adding the record are committed to addressing the record the following week or the week after with actual airplay? History shows that this is hardly the case. What usually happens is the station adds the record and if there is support it's usually with just overnight spins. This isn't done because the Programmer doesn't want to support the record, it has more to do with being pressured to come on the record before they are ready for it or have the room for it. The common result of this cycle is that a record doesn't get the proper time to develop in order for the Programmers to make a legitimate call as to whether or not it's right for their station or audience.
Our reference to "Programmers connected to Independent Promoters who add records on impact week..." may have been better worded "Label Promotion Executives who utilize Independent Promoters and their relationships with Programmers to add records on impact week
without receiving a real commitment to give the song a legitimate shot."
Had this been the case the X-Communication would have emphasized that we are all at fault when it comes to pushing a record on some imaginary timetable and should be more concerned about utilizing the relationships between the Label Promotion Executives, Independent Promoters and Programmers to better read the marketplace and together strategize on the development of airplay. This would better insure
that when Programmers "Add" records it's because they believe the song is right for their station and audience.
This isn't to say that we should rid ourselves of Impact Weeks or the much sought after "Most Added" of the week, lets just make sure that
the results are something tangible. Together we all need to look beyond the short term and strive for long term success in cultivating Music, developing Artists and creating a healthier professional environment.
Vince Pellegrino - Publisher
