Payola is an ugly part of the mainstream music scene particularly in radio. It has crept into media as well albeit to a lesser degree. If you place an advertisement we’ll guarantee an article or some sort of coverage. If you pay us for a “promotion” we’ll run your single 30-50 times a week even if music testing shows our listeners don’t like it.

Indies can’t compete with that most of the time. They can’t get enough face time to win over the gatekeepers in order to be in the prime spots.

All of this sucks, right? Greed takes the place of letting the best rise to the top. What people are left with is a bunch of over-compressed auto tune flavor of the moment crap.

The pay to play mentality has slowly crept into our scene. You don’t get supported unless you pay. It used to at least be about “we like and agree with your ministry style so we’ll support you but not them” in years past. Now it’s starting to become about money before service and support. Sure, we’ll support you but you gotta give us some money. Never mind how “good” your music is or the quality of what you’re doing. If you pay, you’re in. Unfortunately amongst Christians it’s easy to take advantage. People are naturally more trusting.

When did money become more important than building and supporting the scene? From my vantage point it’s been slowly creeping in for a few years. For the record, I have challenged a few people I’ve seen doing this. Yes, I do understand that “stuff” costs money. Fair enough but I think you have an idea of what I’m talking about.

This reminds me of why I got involved in our scene and it’s reinforced my passion for doing it the right way.

Sometimes the best things in life really are free.

6% of all internet users are “heavy clickers” and they account for a whopping 50% of all ad clicks.

This got me thinking… are my ads conveying enough information to appeal to only the 6%? Am I completely missing on the rest? Do your ads all say “click now”?

In hurrying to get information out on what you’re doing as an artist… you’re forgetting the very people you ought to be serving info to first – media. Somehow (almost always without permission = bad form) I end up on “fan” email lists from artists. There are a few things wrong with this:

1. You should be getting your announcements and news sent to Media first. Why? They are your lifeline to millions and millions of people who aren’t likely to ever visit your web site/Myspace/Facebook etc. You’re foolish to not take advantage of such an opportunity. Sometimes it sours me on wanting to cover an artist. It’s now old information and for how much effort goes into supporting you already, the least you could do is get us info early.

2. Sloppy. I keep using the phrase “almost always” because it fits. Presentation is pretty important even when it comes to delivering your updates to fans much less media. Clean it up and for goodness sakes hit “spell check”. It’s not that hard.

3. Relationship. Artists/labels should know this one by now. We’ve all heard that “it’s about who you know”. I’ll let you in on a secret… those artists that take 2 minutes to check in with me and personally deliver information are far more likely to find support. Those that send impersonal communication, never respond to my questions/requests and aren’t very thoughtful of providing me with material… well, you can guess the result. In the mainstream scene this is hardly an issue at all. Unfortunately in the Christian scene it is the norm.

For those that wonder and cry about being slept on… maybe it’s your fault because you haven’t done any ground work to not be slept on. Be okay with that or do something to fix it.

4. Opt in. There is a spam problem in our scene. Adding people to your email list without their permission isn’t ok. It’s annoying and a quick way to turn more people off than win them over. Set up your email lists to make it easy for people to opt in. If they want to be removed, comply right away. I’ve been hassled so many times about wanting to be removed from some Christian artists email list that I never signed up to be on in the first place!

Hopefully a few light bulbs turn on after reading this.

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Christian cats offering “respect” to fallen music artists publicly but not to their own living brethren. These same folks happen to also be the ones who trumpet the need for unity.

It’s a great way to discover some new music and re-discover some old favorites. Check out a recent favorite of mine below. Let It Go! is my jam.

Upon release this was one of the most popular tracks on the album at radio. It quickly climbed to the #1 spot on over 50 stations across the USA and even more abroad. Real catchy track.

Artist: Cookbook and Uno Mas
Song: Let It Go!
Album: While They Slept
Label: ILLECT Recordings
Year: 2006

Purchase at: Sphere of Hip-Hop Store, iTunes, Amazon.com

Download: Cookbook and Uno Mas – Let It Go!
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Hi_____,

I swear my name is Josh and not ______.

*removed* is considered one of the major breeding grounds of hip-hops finest artists and continuing this trend is up and coming artist *removed*

Really?

*removed* is a rapper/producer, with a style that has the nostalgic feel of hip hop’s “golden era” combined with today’s modern sound. I have read your page and I absolutely love the format, I feel it fits his style. It would be great if you would consider doing a review or feature on *removed*, I think your readers will enjoy reading about him and his music.

Did you really read my page? If you did, how come you don’t know my name? *chuckle*

The lesson:
I know how hard it is to personalize a note for each and every spot you’re trying to promote to. I’ll admit that I use some copy in the same ways but I make every effort to personalize it to the point that you wouldn’t know it was the same info. Getting stuff submitted like what is above makes me reach for the delete button before I make it half way through the pitch… and I have much more patience for this than most. Learn from it if you’re promoting music.

My inbox is emtpy

Subscribe to the Sphere Store email list at http://www.sphereofhiphop.com/email.htm

GET A BONUS ALBUM DOWNLOAD
We’ve run this special a few times in the past and everyone seems to dig it! For the rest of the month of August we’re giving away bonus album downloads with your purchases.

How it works…
1. Visit the Sphere of Hip-Hop store http://www.sphereofhiphopstore.com

2. Shop for CDs or Digital Music Downloads
a. Buy (3) album downloads and get (1) album download as a bonus. Buy (4) album downloads and get (2) album downloads!
b. Buy $30 worth of CDs (before shipping) and get (1) album download as a bonus. Buy $45 worth of CDs and get (2) album downloads!

3. Claim your downloads
a. Forward your Sphere Store receipt to store@sphereofhiphop.com
b. We’ll reply with a list of album downloads you can choose from
c. Make your selections by replying to that email
d. Enjoy the bonus beats and rhymes!

Easy!