#287 - What's The Romance With Radio?

On this week’s episode, we have a discussion with Johnny Dwinell regarding what it is that drives artists to hear their songs on radio… and is it worth the cost? Today’s terrestrial radio is attempting to figure out what their future is in the overall spectrum of things. At the same time, the record business is looking to see what their next step might be.Currently they’re going to go with the devil they know (the current format and programming), yet knowing that it’s not working, and not try the devil they don’t know, which is streaming platforms. At the same time, you as the independent artist need to know your customer listening base. Hollywood has figured it out, by knowing who their customer is has become the new norm in television. Why hasn’t the record business, or the music industry as a whole caught up to that paradigm shift? In order to even get the attention of radio these days, you need the following: You Need Spins to achieve market penetration You need 40 to 70 spins in each market to achieve that penetration You need to be in for the long haul (6 to 9 months) Those spins have to happen during peak listening hours The radio station has to have sufficient listenership While all this is going on, you as the artist need to understand that in the record label’s eyes, you’re a small business. These days, record companies are in the business of acquiring small businesses. They just don’t know how to make that profitable for them. Few people have experienced the music business from as many different angles as Johnny Dwinell. An expert in the fields of digital marketing and social media growth and engagement, Johnny has worked with some of music’s most notable names, produced albums, co-founded a well-known music business podcast and started a Nashville-based artist development company. Johnny co-founded Daredevil Production in 2012 with a focus on breaking artists in the digital world. Over the years, he has headed up digital marketing for cruises featuring popular artists like Tracy Lawrence, Ty Herndon, Jamie O’Neal and Andy Griggs. John’s marketing expertise has also been used to sell out shows for country music legends T.G. Sheppard, Ronnie McDowell, and BJ Thomas. https://daredevilmusicproduction.com/ © 2023 Lotta Dogs Productions LLC Showrunner and Executive Producer Emeritus: Tom Sabella Producer and Host (the guy who has a face for podcasting): Bob Bender Management Representation: Chuck Thompson for Thompson Entertainment Group, LLC Co-Producer - Audio/Video Editor (the man behind the curtain): Mark Sabella Director of Video and Continuity (the brains of the entire operation): Deborah Halle Marketing and Social Media (all knowing): Sarah Fleshner for 362 Entertainment All Around Problem Solver (and Mental Health Therapist for us): Connie Ribas Recorded inside what could be an old beat up Airstream Trailer located somewhere on what’s left of Music Row in Nashville TN (Man we sure do miss Noshville, and the Longhorn Steakhouse) Mixed and Mastered at Music Dog Studios in Nashville, TN Editing and Post at Midnight Express Studio located in Olian, NY Production Sound Design: Keith Stark Voice Over and Promo: Lisa Fuson Special Thanks to the creator and founder of the podcast, Tom Sabella, along with Traci Snow for producing and hosting over 100 episodes of the original "Business Side of Music" podcast and trusting us to carry on their legacy. Website: If you would like to be a guest on the show, please submit a request to: [email protected] If you’re interested in becoming a sponsor for the show, let us know and we’ll send you a media / sponsorship kit to you. Contact us at [email protected] The views, thoughts, and opinions expressed on this show provided by the guest(s), are those of the guest(s) own, and do not necessarily represent the views, thoughts, and opinions of the host or producers of this podcast. The material and information presented here is for general information purposes only. The Business Side of Music’s name and all forms and abbreviations are the property of its owner (Lotta Dogs Productions LLC), and its use does not imply endorsement of or opposition to any specific organization, product, or service. Copyright © 2023 Lotta Dogs Productions, LLC, All rights reserved.