Record promoters help to get songs played on the radio.
For a song to have any impact on a musician's career, it has to be heard by the public. Because technology has made it easier and cheaper to create professional-sounding recordings, more musicians are getting into the business of music without a record deal. It's increasingly difficult for musicians to be heard over all the competition. A music record promoter's job is to help the artists they represent stand out from the crowd and get air time on radio stations.
Duties
The music industry accepts the idea that the more a record is played on the radio, the more units it will sell. The record promoter can be a part of the promotion team or an individual contractor whose goal is to get the records played on as many radio stations as possible. Music business consultant Christopher Knab writes in a MusicBizAcademy article, "Soliciting videos to MTV, VH1 and other music-oriented television networks and programs may also be the responsibility of this department."
Education
A degree is not a necessity to break into this career. The primary skills to be successful at this job are excellent communication skills and proficiency at closing sales. Former Warner Brothers promotion director Ed Nuhfer tells Jeff Johnson in an interview included in Careers for Music Lovers that "those who come from either a communications--journalism, writing--or a marketing background have a tendency to do better as promotion people."
Salary
The Bureau of Labor Statistics 2009 report estimated that promotions managers' annual salary is about $109,000, while general promoters of performance arts averaged $56,000. The record promotions positions can also be outsourced to independent contractors. Contractors can be paid on a commission basis which may put their annual salaries below or above averages.
Creating Opportunities
The most common method of gaining experience is working through a college radio station while pursuing a degree. Many students also get their foot in the door through internships. You can also get hired in a lesser position as an assistant to a promoter, work for a distributor or any number of jobs that will allow you to work your way up to the promoter position. With a background in sales and marketing from another field, you may be able to jump right in this career with nothing more than recommendations and a professional resume.
Insight
Record promoters should be good at persuading people and good at creating relationships through networking. Bob Jamieson, 30-year music industry veteran, says in an interview that this is not a typical 9 to 5 job. Because of the demand, it becomes a lifestyle. It is essentially a door to access to artists, exposure to top level executives, vendors and radio stations.
Tags: radio stations, music industry, played radio, record promoter, Record promoters