Bryan Farrish is an independent promoter with several assistants who gets hired to obtain airplay for artists.
He started by training in outside sales and telemarketing, and then set up shop in Los Angeles in 1994. He continued studying mass media, and radio in particular, until his first music client came onboard in 1998, and each year after that has been a record year in terms of the amount of airplay he has obtained.
In 2004, he opened his second office in Santa Monica; this location is set up for 20 people to be on the phones at once (this is in addition to the 7 simultaneous people that can be working in the Sherman Oaks office.)
#1 most added record in Album Net Aggro (when it existed), CMJ Crucial, and CMJ Loud all in the same week; Only indie record on the R&R Rock Specialty Chart (and album of the week, too);
#2 most played hip hop record on CMJ hip hop for an entire year; Most-added indie artist on the small market AC chart;
#1 most added record for two weeks in a row at FMQB AC;
Only indie artist on the Billboard AC chart at #22 (during the holidays, no less); Over 20 clients who were on the most-added Hip Hop chart of CMJ, many of whom went on to the regular chart;
Several client debuting in the top 20 of the new age chart;
Debuting an unknown artist at #3 on the Living Blues chart;
Playlisting many AC clients in small markets, many times being the only indie artist on a playlist;
Debuting an artist at #3 most added on CMJ top 200, beating every major label that week, and doing so with an artist that had no distro, no press, no video, and had not even played live ever before.
Why is radio promotion such an important part of a recording artist’s marketing strategy?
The obvious goal of radio promotion is to get your music heard. When people hear your music, it’s called a ‘listen’. So if ten people hear your song, that’s ten listens. But there are other ways one can use radio promotion besides getting listens. For instance, if you’ve decided to be your own label and are trying to find fans or to attract bigger offers, then the purpose of reaching out using radio is to show that your music should be taken seriously.
How is radio promotion useful for unsigned singer/songwriters and bands?
Radio promotion is useful for artists who want to keep control of marketing. Getting on the radio is great when you want people to hear the whole song and hear it repeatedly. It’s also the hardest and most expensive form of marketing because you’re asking the most of the audience. They’re not just listening to one second of the song.