doowopvault said:
Doo Wop is being banished from the radio not because there isn't much advertising revenue to be had, what it comes down to is whom has the most desposable spending money and payola.
The music industry is having more problems than even radio is having. In fact, far from paying for plays, it is lobbying in DC to get radio stations to fork over a percentage of revenues.
In any case, even in the worst eras of payola and alleged payola, labels only pushed current music because that was where the big sales and new artists came from. Labels did not pay to have recurrents played. Labels did not pay to have gold played. And they certainly did not pay to have 50 to 60 year old songs played.
But that little detail aside, the fact is that doo wop appeals to people in their 60s and beyond for the most part. Advertisers look for consumers with easily forged or easily changed buying habits and older consumers are a much harder... often unprofitable... sell. And that's why you may go an entire lifetime selling to agencies and never, ever see one buy that targets 55+. I know I never have, and I made my first ad sale in 1961.
People from 18 to their 20's are generally living with their parents. Not paying rent, mortage, heat, electric etc. They are the group buying the $120.00 sneakers, designer Jeans, CD's etc. they are the group who, when they see an artist wearing a certain style of clothes, they will run out and buy them.
That is exactly why agencies and advertisers target younger consumers. They make an immediate sale, and can create a brand loyalty out of it, too.
So corporate radio will play the artists that the corporate labels have an investment in and are maketing.
Who owns a label is rather unimportant. What matters in radio is whether a format appeals to a consumer group that advertisers are looking for.
So they get businesses that also gear their products to that same age group and charge them an arm and a leg to advertise on the stations.
If you owned a station, would you not try to pick a format that reached a large group of listeners? A consequence of being successful in that endeavor is being able to charge proportionally high ad rates and making a profit.
It beats not making a profit and losing your station.
Next we have the connection between corporate radio and the corporate labels.It was discovered in NY about 7 or 8 years ago, how the corporate labels were paying thousands per play to the corporate stations.
And, in fact, that investigation was headed by the now disgraced Attorney General of New York State.
The practice was not conducted by the labels, but by independent promotion outfits hired by the labels. The practice was not "paying for play" but paying stations a fee to have the right to report the adds to the trades. While the industry is better off without the taint of malfeasance that whole thing involved, it was not, strictly speaking, payola.
So here is the problem, Doo Wop isn't played because of a lack of advertisers or listeners, it isn't played because the labels aren't around anymore, the artists aren't around anymore, so where is the payola going to come from?
Again, labels never paid or attempted to influence the play of gold. they have never cared.
And doo wop appeals to a group that advertisers don't want to target.
It's not about record labels, payola, or anything other than the reality of the fact that advertisers don't pay to reach seniors.
Where do you think all these trips and cruises come from that the stations give away? what...you think the stations are paying for it, PLEASE!!!!!!!
They pay or trade for it... and since the stations that give away cruises are targeting the cruise-appeal demos, they are definitely not getting any record label help. The cruises are the preferred prizing on classic hits and traditional AC stations, not hip hop and CHR stations...
Of course, the labels themselves need help and are not giving anything away today anyway.
So get your Cumes and your PPMS, go in your bathroom, flip up the toilet lid and dump them, because in the real world they mean nothing.
Actually, nearly 100% of transactional radio business is placed using ratings as a metric to establish value and pricing. In the real world, they are a significant component to the agency sales effort of any significant radio station.