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RADIO AIRPLAY 101 Specialty/Mixshow radio
By Bryan Farrish www.radio-media.com
Specialty
/ Mixshow Radio
A specialty show or a mixshow is a one or two hour show on a commercial
station, usually late at night, and many times on the weekends, which
plays music that the station normally does not play. A disadvantage of
these shows is that you get only one or two spins per week on any particular
station (which is even less than some college stations give you.) The
advantage of these shows, however, is:
(1) The number of listeners to these commercial stations is much higher
than with college stations, since commercial stations have promotional
budgets which they use to attract listeners (billboards, vans, bus benches,
TV ads, etc.)
(2) Commercial stations have a steady listenership level year round (compared
to college,) although, listenership does peak somewhat in the spring and
summer because of increased outdoor activities. Interestingly, with many
more people tuning into radio via the web, commercial radio may just get
increased listening during other parts of the year too.
(3) A song's prominence on commercial stations is higher, due to most
commercial stations' higher visibility.
(4) An often-overlooked asset of specialty/mixshows on commercial radio
is the fact that the folks who host these shows, many times, also sit
in on the music meetings with the station's music director and program
director. So if your long term goal is to be in regular rotation on these
stations, the specialty/mixshow route is a great preliminary step.
Speaking of long term goals on commercial radio, if you envision any type
of radio advertising/promotion for your project, then starting out with
the specialty/mixshow circuit (on these same stations) might be a good
idea.
The specialty and mixshow circuit is about as far as you can expect to
get without getting into some heavy commercial promotions. With college
radio, heavy promotion is not required, but since specialty and mixshows
are on commercial stations, you should start looking into this area.
Specialty/mixshows are generally alternative, rock, techno, dance, urban,
jazz or blues, and there are separate charts for each of these. Relative
to college radio, specialty/mixshows are fewer in number (usually less
than 100 per genre,) but are more difficult to obtain. Relative to regular
rotation on commercial stations, specialty/mixshows are far less costly
to work.
Regarding your CD type, specialty/mixshows require fully-manufactured
CDs (with lithographed graphics)...not the computer-printed CDRs. Fortunately,
however, CDRs can still be used for college radio.
How do you choose between promoting to specialty/mixshow and college radio?
Well first of all, larger labels would do both, and possibly commercial
regular rotation on top of this. But most brand new projects will need
to choose between specialty and college. Here's how (genre permitting)...
Have limited CDs? Go with specialty...the most you'll need will be 100
for a charting campaign.
Have only CDRs? Go with college...they'll take almost anything.
Hate commercialism? Go with college.
Wanna be visible to larger labels? Go with college...you'll generate more
"paper" chart results to put in your press kit. For the same number of
dollars, you won't get as far in commercial.
Wanna build your own label, sell records in stores, and add other artists
long-term? Go specialty...it will prepare you for commercial regular rotation...which
is what sells the most records (provided you have a retail promoter/salesperson.)
Wanna do some regional appearances? Do college, because there are many
more stations to pick from in any particular region. But if you are going
to eventually try commercial regular rotation, then go ahead and choose
specialty now.
These are, of course, just rough guidelines, but the most important aspect
to any radio campaign is that whatever you choose, stick with it and see
it through to the end. Stopping a 10 week campaign at 5 weeks (or an 8
week campaign at 4 weeks) will guarantee that you will get almost zero
results.
Bryan Farrish
is an independent radio airplay promoter. He can
be reached at 818-905-8038 or www.radio-media.com