WorshipLife.com’s guest blogger for today is Stan Moser. Stan Moser began his career in the christian music industry as a part-time employee at Word Records in Waco, Texas in early 1970. During the next 25 years, his leadership roles at Word, Marantha!Music, and Star Song made him one of the key executives who helped launch a musical era that is still touching lives. With the launch of his book, ”We Will Stand,” Stan “collectively recollects” things that really happened among a group of men and women who recorded the songs, promoted the concerts, sold the albums, 8 tracks, cassettes, and CDs that have impacted millions of fans around the world.
In spite of the explosive growth of social media exposure over the last few years, radio airplay continues to be the best opportunity for exposing a song – your song – to the largest possible audience. Recent Arbitron reports indicate that Christian stations that play music primarily reach more than 32,000,000 listeners each weekday. And those listeners are there for one reason – they want to hear great, uplifting and inspiring songs!
The impact of Christian radio means there is a lot of competition for every minute of airtime. Outside of drive time shows (where banter, news, and weather occupy extra time) the average station plays 12-14 songs per hour.* If you average that over 24 hours, that means there are about 300 opportunities for airplay for your song.
Of course, many of those songs are played repeatedly during the day. Heavy rotation songs get 5 to 7 plays each day. Medium rotation songs about 3 to 5 plays, and light rotation songs about 2 to 3 plays each day. Those extra airings reduce the total number of unique songs that a station plays… dramatically.
Some of those songs may occupy airplay space for 25 weeks or more during a year. And even songs that don’t “test” well can stay on the air for 10-15 weeks if a program director really likes that tune.
Needless to say, the completion for every airplay slot is fierce. Every major record label has full time staff members who promote their songs to stations. Every other label has at least a relationship with one or more independent radio promoters who serve the same function. By the way, those same Indy promoters just might do the same for your song. The best way to find them is to become a member of Christian Music Broadcasters. That is the current gathering place for most of those who influence radio airplay.
Now, before you change careers or dreams, keep this in mind:
In this digital era, you have plenty of opportunity to create exposure for your song or performance. Yes, that is highly competitive as well, but social media does give you a starting place.
Here’s the bottom line when it comes to getting heard: There are many talented professionals (at labels, publishers, radio, independent promotions, etc.) whose job is to find you. You don’t need to send demos or hire lawyers and agents to get their attention!
What you need to do is to “make as much noise” as possible right where you are. Play every opportunity that comes along. Engage whoever shows up. Create a link with them through social media. Ask them to share your songs with their circle of influence.
Don’t be afraid to “give it all away” for the sake of the ministry that your song or performance just may provide. If writing, playing, and singing is your passion and your directive from the Lord, every single person you impact is worth the effort.
We can’t all be “stars,” but we can all be servants of the Most High God. Do your part and do it relentlessly. You can count on the fact that He is doing the same.
*These statistics are very general. Stations may approach their playlists differently based on their specific music format or their charter (non-profit or for-profit).
Contemporary Christian Music has impacted millions of listeners around the world for the last forty years. Jesus Music legends including Love Song, Larry Norman, and Keith Green set the stage for a whole generation of artists. Andrae Crouch, Evie, and The Imperials were among the first to shape this new era of music, and over the next decade we were introduced to amazing artists like Amy Grant, Michael W. Smith, Steven Curtis Chapman, Steve Green, Sandi Patty, Twila Paris, Newsboys, Point of Grace, 4 Him, Carman, and countless other gifted singers and songwriters.
”We Will Stand” is the “collective recollection” of a group of men and women who recorded the songs, promoted the concerts, sold the albums, 8 tracks, cassettes, and CDs that have impacted millions of fans around the world. What you are about to read really happened.
“A book like this cannot be written until it has been lived.”
Stan Moser began his career in the christian music industry as part time employee at Word Records in Waco, Texas in early 1970. During the next 25 years, his leadership roles at Word, Marantha!Music, and Star Song made him one of the key executives who helped launch a musical era that is still touching lives.