Many emerging artists find that radio is a tough nut to crack. It can help to work with a seasoned radio promoter, who knows exactly what music programmers are looking for. Fortunately for us, Antiskeptic Entertainment is a CSC sponsor, and our Grand Prize winner will received a targeted radio campaign from this stellar company.
Antiskeptic’s owner, Demetrius Nath, was kind enough to talk to us about the ins and outs of radio promotion. Demetrius has led countless marketing & promotions campaigns for music, film & brands. Some of the artists worked with include Alexisonfire, Arkells, Bush, Cancer Bats, City and Colour, Danko Jones, Dolly Parton, Feist, Mark Ronson, Melanie C, Paul Brandt, The Sheepdogs & Tokyo Police Club. He is also a current CSC judge!
- What does your job entail? How did you get into radio promotion?
What I do is connect with radio contacts across the country, consistently over time, with quality music. The idea is to get stations to play the music I send them. I graduated from Harris Institute in 2005 & landed an internship at a company who primarily did radio promotion.
- When should an artist hire a radio promoter?
When they are starting to see traction on their music beyond their friends & family. When they see national potential in their songs, that possibly fit a certain radio format. When they have a budget & infrastructure in place that can support exponential growth if radio does embrace them.
- What are the advantages for an artist to work with a radio promoter, versus trying to promote a single themselves?
One can very well promote a single themselves & sometimes it is the route that makes the most sense, especially on an indie budget. However, in the past 12 years in the business, I haven’t seen a self-promoted artist on the charts. Radio Promoters not only have the process down to a science but also have built relationships with music/program directors across the country over decades. That counts for a lot in this game.
- What is one thing that you think will change about radio in the next five years? How about one thing that you predict will remain the same?
I definitely think radio will be accessible everywhere online…websites, apps, streaming, you name it. More so than it is now. You won’t have to associate radio with a car stereo system anymore. And because of this reason, I believe radio will remain one of the top music promotion tools available to artists.
- What are radio programming directors looking for when determining which songs to “add”?
Obviously the song has to blow them away AND be a perfect fit for their station. This goes without saying. In addition, the other half of the battle is what you have in your arsenal to support the song. What have you accomplished as an artist? Think about everything from social media numbers, tour dates, label/booking/management/publisher affiliations, video content, sales stats…the list goes on & on: more the merrier!