Independent Music Marketing and Radio Promotions in the Digital Era: Interview with music industry vet Mitchell Dudley

Since launching his own label toward the latter part of the ’80s, Mitchell Dudley continues to thrive in the music industry. His most noted release is immortalized in the minds of true Hip Hop fans due to its part in the Bridge Wars- a battle that transpired on vinyl between Marley Marl’s Juice Crew and Boogie Down Productions during the Golden Era of rap. While the heated battle was being played out by legendary emcees KRS ONE representing The South Bronx and MC Shan defending Queesbridge, Mitchski dropped an entry entitled, “Brooklyn Blew Up The Bridge.” Although the song was taken as a light-hearted and somewhat comical (Mitch was known as the Rapping Comedian) approach to the main event, the reality was that Mitch was delving into the business at an early age by self-releasing his record during the still developing genre.That early release would go on to garner radio play, sales, and eventually a spot in Hop Hop history. This was quite an accomplishment for a young rapper who took an entrepreneurial approach years before the rap masses began to aspire to become record executives and moguls.

Fast forward nearly a quarter century since his foray into the Hip Hop music industry, and Mitchell is still making an impact. For years, he’s worked on the marketing side of the music industry, promoting significant urban releases to radio. This busy industry professional, who spends his working hours breaking records, talking with label staff, and discussing sales strategies on behalf of Sony’s RED Distribution, was kind enough to share some advice and insight into this ever-evolving business.

What is the importance of radio in an era of YouTube.com, Bit Torrent sites, and Pandora?
Radio, I think will always be important. It’s still where a large percentage of people find out about new music. YouTube is good when you want to hear that song “right now.” Most radio station web sites now have a video section where you can go and watch. Pandora is cool because it searches for songs based on what you put in, so there’s always a surprise. I don’t use bit torrent sites at all.

Has the internet made radio obsolete?
Nah, not at all….the stations have jocks that people identify with. You also get news that you can do more research on later via the interwebs! And again, most radio stations have an online component where you can listen to the station, and their listeners identify with those as well.

Does non-commercial radio (college and community) assist independent artists in building awareness and getting sales today?
I think these stations help with awareness but not so much in the sales area. This listenership at these stations is so low, and most shows come on once a week and the playlists change more often than not. It’s kind of a lifestyle, hipster, trendsetter kind of thing. You’ll hear stuff on these stations way before they become popular!

Can you discuss radio’s role in a successful campaign?
All campaigns that involve radio promotions are a success if you get the record on. Success can be determined in different ways:
1) getting the record on the air
2) if people heard the song
3) you incorporate an online component.
4) you see sales in the market

All of these examples assist with building awareness. The more awareness on a project, the more potential it has to being a success. Unless, the overall consensus thinks the project sucks and it doesn’t react at all!

How can radio be used or integrated with new media activities?
Most stations already have websites. But now they all have Twitter, Facebook, etc., which can all be incorporated on the radio station website (via widgets) which helps drive traffic. You can also sometimes embed a radio station’s player on your own website.

In regards to music marketing, what do your day to day activities involve?
In addition to sales, retail marketing and being a label liaison, I am also creating and looking for non-traditional opportunities- creating campaigns, contests, and overall trying to create impressions. The more someone sees and hears the story you’re trying to tell, the more likely you are to create a sale!

How do you gauge the effectiveness of a campaign?
At the end of the day, you’re either trying to drive traffic somewhere and/or sell a product. If your sales are significant or you have a significant change in your Twitter followers or your Facebook fans, then your campaign was a success.

Do physical formats still have a place in promoting music today, can you discuss this?
I think so….Most people send out MP3’s and download links, etc. I know I don’t have the time to download and listen to everything I get via email. Honestly, if the subject in your email is not compelling, I almost (always) will delete it! But if I get a CD in the mail, I’ll pop it in right away!

Also, I think the digital format is a kids’ thing. More adults want something physical. Me personally, I’d rather have the CD to upload, and then download to my music player. Even digital sales are on the decline, I think folks are realizing, “hey if I lost my music player with 2,000 songs on it…that could potentially be a $2K loss.” Always better to have back up on something physical….but that’s just me!

Do you feel that viral videos can truly be planned?
Some acts are making videos just for the internet, and then they’ll have one that goes to the mainstream. So when you say can they be planned….I would have to say yes…9 out of 10 it’s part of the marketing plan!

Are there any misnomers about viral videos? For example, are some of these really pay for play video spots versus organic traffic?
I’m not sure if they could really be pay for play because people are looking for what they are looking for. You’re just scrolling through a bunch of videos and you click on what interests you. I’m sure there’s a way some sites drive up the views to make people wonder, “Why does this video have so many hits?” But for the most part, I think traffic is pretty much organic!

Do you feel that viral videos can help build a long term brand for a new artist? Do you have any examples of this?
If the artist is driving traffic to these videos. We’re talking about acts who won’t get on BET, MTV, and FUSE. But nowadays, as a new artist you really don’t need those outlets; especially if your marketing game is tight. You can have videos all day, but if no one knows they’re there, it’s just “another” video.

How should an indie artist proceed in regards to promoting their music to radio?
Start local, create a local buzz, get in the streets, start performing. Radio is not going to play anything that doesn’t already have something going on with it, except college and non-commercial, and even then, someone at the station has to be feeling it! It’s just like looking for a record deal these days….no one is signing anything that’s not already going…same thing with radio. I always say, if I go to your neighborhood and I ask who is the hottest rapper around here and they don’t say you….then you gotta lotta work to do!

What are the advantages of using a professional to work a release to radio?
NONE – nothing is guaranteed. You have to get something going on your own to make it easy for that professional to walk it in. While that person may have a relationship with the station, you gotta know that everything that person walks in is not getting played- bottom line.

What can artists do today to break through all of the noise and competition?
Out of the box marketing….don’t follow what everyone else is doing. There’s no real answer to this one. If there was, everyone would be doing it. Nowadays you need very little talent and a lot of luck. Just look at Antoine Dodson’s “Bedroom Intruder” song. Promotion, marketing, promotion, marketing!

Anything else you’d like to add?
Just because your friends like your project, that doesn’t make you hot! It’s the people who don’t know you that will keep it real with you! So, stop poppin’ ish, and get some ‘ish poppin’!