Nov. 17, 2025

Is paying for PR or radio promotion a scam?

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Is paying for PR or radio promotion a scam?

In today’s episode of the Music Business Newsletter with Matthew Rix, I’m answering a question that almost every independent artist runs into at some point:
Is paying for PR or radio promotion a scam?
He’s an artist out of Austin, Texas, who has been getting hit with emails and DMs from companies promising playlist placements, blog features, radio spins, and even label attention but only if he pays anywhere from $1,000 to $3,000, or signs up for a monthly retainer.
On top of that, he’s already been burned once by a so-called “promotion company” that took his money and barely did anything. Now he’s stuck wondering:
Is any of this real, or is it all smoke and mirrors?
In this video, I dive into:
-The truth about PR and radio promotion
-How to tell a real company from a shady one
-What PR can and can’t actually do for an artist
-When it’s worth paying for — and when it’s a waste of money
-Why do so many artists get fooled by the same sales pitches
If you’ve ever wondered whether you should pay for PR, radio promo, playlisting, or “exposure campaigns,” this episode is going to save you a whole lot of money and headaches.
Do you have a question about the music industry?
Visit https://MatthewRix.com and submit it.
The more details you give, the better I can help and your story might help another artist avoid the same mistakes.


Listen to Mattrix Minute for daily Music Business insight without the music industry hype.
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We're gonna talk about radio promotions and pr how much

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should you spend, what's a scam, what isn't? Are we

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dive into that email. I'm gonna go ahead and ask

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you to click like on this video, subscribe, leave me

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a comment if you agree or disagree, And if you

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have a question on the music industry that you'd like

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for me to answer, just go to Matthewicks dot com

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click submit your question.

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It's absolutely free.

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You don't have to be a member, you don't have

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to join a Patreon, you don't have to book me

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for a private session. Just go to Matthewrix dot com,

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give me as many details as possible, and we will

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answer it here on the channel. So for today's email,

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he says, Hey, Matthew, Lately, I've been getting a ton

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of emails and dms from people claiming to be pr

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agencies or radio promoters. They all say the same thing

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that for a small fee they can get my music

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on playlists, blogs, radio stations, and even in front of

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record labels. Wow, they covered they covered the you know,

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the gauntlet on that one. So pr agencies or radio

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promoters for a small fee, which we'll get into the

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small fee here in a second can do playliss placement,

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blog placement in radio stations, and then also act as

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an an R person. If an actual company could do that,

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that would be outstanding. But you know, there's something for everybody.

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Oh no, I'm not you know, I'm not looking for

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pr I'm just looking for radio play.

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Oh, we do that.

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I'm not looking for radio play. Apparently it's two thousand

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and six. And I'd really like some blog placement. Oh,

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we can do that as well. Now I'm not looking

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for blog placement. I really like to get signed by

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a major.

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We can do that as well. Just I'm serious. I'm

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going to buy a red flag and just wave it,

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he says.

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Some of them are asking for one thousand to three

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thousand dollars, others want a small monthly retainer, and a

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few even claim to have connections at major radio stations.

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I'm sure they do claim all that. So they want

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a thousand to three thousand dollars and they can make

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all your dreams come true for just one thousand dollars.

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One time payment of one thousand dollars. We can make

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your dreams come true with playlist placements and blogs and

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radio stations and record labels, he says, radio stations. I

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guess he means radio promotions. Others want a monthly retainer. Yeah,

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this is all just a scam. It's all. I know

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a lot of great independent radio promoters. And what an

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independent radio promoter is that they don't work for a

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record label. Record labels actually hire the independent radio promoters

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to work a song to radio. And all the great

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radio promoters I know do not mess with trying to

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get you a record deal or playlist placement. And I

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cannot believe in twenty twenty five you received a DM

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from somebody trying to shake you down for one thousand

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dollars to get you on a blog. There are some

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gutsy people in this world. I will just say that.

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But here's the thing.

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This is the sad part. They've gotten this from somebody.

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They've gotten this from somebody. They've gotten one to three

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thousand dollars with hopes of playlist placements, radio station services

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getting their song service to them. Blogs people still do blogs.

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I don't know anyways, And being put in front of

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a reclue, he says, I'm not totally new to this.

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I've been releasing music for a few years, have a

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couple of thousand monthly listeners on Spotify and built a

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small fan base here in Austin, Texas. But I've been

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burned before by promotion companies that didn't do much more

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than send a few emails and disappear. Well, yeah, that's

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that's that's the scam. They send a few emails up,

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we tried, thanks for the three thousand dollars. Come back

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around when you have another song, because I think that.

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One will really work.

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So he goes on to say, so, now I'm wondering

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is paying for PR or radio promotions basically a scam

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or are there real legit companies that can actually make

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a difference for independent artists. I got to be very

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careful when I say this, just because my mom and

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sister for the last twenty five years have ran a

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very successful PR company, So I gotta be very careful

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how I say this. For this day and age. If

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you are an artist in music, you do not need

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a PR company. If you're doing a book and you

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want to get on you know, Good Morning America or

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CNN or Fox News, I would hire a PR company

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for that, a reputable one, not one that advertises on Instagram.

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Is radio promotions a scam? It depends on what your

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genre of music is. Here are the genres. I would

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say to do radio promotions in as an independent artist,

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And I mean your song has gotta be outstanding. Not

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that you think it's outstanding, not that your your girlfriend

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or your boyfriend thinks it's outstanding, or your mama, but

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like the general public thinks that it's outstanding. I would

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do triple A, which is kind of all over the

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road Americana music. They play some rock, they play some Americana,

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they play some indie. I would get a I would

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get a radio promoter that specializes.

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In triple A. Uh.

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If you are country, I would do country, but not

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somebody who's going to service you to iHeart channels, by

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somebody who's gonna hit more of the local AM stations.

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You know, a couple of FM, but none of the

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big boys, none of the big boys. If you are Christian,

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I would do Christian. That is pretty much it.

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Like if you if you do.

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Hip hop, I want to waste my time with radio

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promotions for hip hop. If you do metal rock, punk,

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definitely not. If you do pop music, I want to

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waste my time because you take a you take a

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hip hop, you take a pop station.

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This was a couple of years ago.

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They were adding a new song to their rotation, a

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new song now, that could have been Justin Bieber, Lady Gaga, whoever.

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They were adding one to two songs a month to

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their rotation. So as an independent artist, as an up

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and comer, they're not going to even give your song

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a time of day, because, well, who do the fans

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tune in the radio to listen to you or the

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new Justin Bieber song or the new Areana Grande song.

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Same thing with rock.

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Rock, you do have a better chance of sliding in,

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but you're gonna have to go to like college radio,

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and I just don't think it's worth it. But there

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are legit companies out there. But you's gotta know what

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genre of music. Now, if you are to go, if

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you're gonna work with a reputable radio promoter for rock

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or hip hop, you're talking north of thirty thousand dollars.

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And that's even if they'll take you, because a lot

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of times, the more successful these guys are, they'll they're

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not They're not taking anybody. You know, you're gonna it's

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gonna have to be, especially if you're not with the label.

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It's gonna have to be as close to perfect as

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possible for publicity as.

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An artist, I don't think you need it.

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What are they going to do send a press release

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on who's going to pick up a press release? And

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if they did, okay, we're going to service your press release.

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Where's it going? Who's carrying who's publishing press releases? In

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twenty twenty five, and obviously blogs, I didn't even know

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blogs were still around. I didn't even know that was

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something that we're trying to pitch artists on about getting blogs.

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And there's no promoter who's going to make a claim

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of paying me one to three thousand dollars we can

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get you in some record label connections, there's none. If

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you do work with a reputable PR agency or a

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radio promoter and you are independent and the song does

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well and you're easy to work with and easy to

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get along with, they will when they you know, because

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they work with label. I mean a radio promoter does

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they work with labels. Your name will get brought up

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to the to the right people and that label.

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It's just how it goes.

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I mean years ago when I was an R you

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would you would have these rate independent radio guys like, hey, check.

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This band out.

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Because everybody, everybody in the industry wants to be the

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one who says I discover them and I got.

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Them this, This is how it goes. It still happens

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that way.

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So he says, I'm trying to figure out how to

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tell the difference between investing in my career and wasting

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my money on empty promises. I think, first of all,

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if anybody hits you up on Instagram.

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I've said this before. Anybody hits you up on Instagram

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or x or Facebook and they're promising you the moon.

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For one thousand to three thousand dollars, it's a scam.

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You want to look for any time you're talking to

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anybody in the music industry that wants to work with you, you

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got to look for stuff that isn't absolute. So somebody says,

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like this is a hit song, we're gonna get it

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to number one, it's a scam because they're not going

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to bank their reputation because they don't know if it's

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gonna go to number one. What you want to look

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for is when people say stuff like I really love

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the song I really think it might do well at radio.

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I'd love the opportunity to work with you, X, Y,

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and Z. Now, granted, they're not going to do that

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over DM, and they're not going to put their numbers

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out there what they charge because they're competitors.

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There's there.

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You know, radio promotions is a cutthroat industry. So if

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I can find out, because you widely broadcast, how much

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you charge, then my competition can undercut me. They can

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go to my contract with a certain label I work with,

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undercut me. So when you're looking at if it's a

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scam or not one, if they're trying to do business

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over direct messages, it's a scam if they have a website,

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and a lot of these guys don't. But if they

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do and they list their pricing on the website, you're

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gonna go what. But trust me, it's a scam because

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people do not in this industry. People do not advertise

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their prices. You can't go to William Morris's website and

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find out how much did it cost to book an artist?

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Because especially even with radio promotion, like every time I've

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ever dealt with anybody in radio promotion, it's kind of

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a case, like, what's your budget? And if you have

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a radio promoter who really loves your song and he's reputable,

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it's what's your budget. I had guys when I was

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working with labels, I'm like, I don't have a big

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marketing budget. They you know, label they not give me

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a big marketing budget for this, and they'll come down

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on their price, so they'll say I can't do it,

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but they're not going to advertise their price. So how

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do you invest in your career? Well, first and foremost,

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you're smart because you have taken the time to pause

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and think, and that's an investment because you're not just

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like blowing money, getting discouraged, getting burned, becoming jaded.

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But I will tell you this right now.

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Anybody who's promising you playlist placement, blogs, radio stations and

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getting you in front of record labels as a scam.

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There's no company I know of who promises you all that.

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There's not. Each one of those.

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Is independent and the thing is about we can get

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you in front of record labels. So now they're acting

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as an r. The thing about anar, guys, you have

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to understand is they like to fly under the radar

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because they don't want to get bombarded. They don't want

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people showing up at their house, so they're not going

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to advertise it. They're not gonna, you know, be hitting

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up random artists and saying, I'm an A and R director.

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Pay me three thousand dollars as for the monthly retainer.

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A lot of times when you work with radio, you

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will pay an initial upfront deposit whatever it is. You

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might get quoted ten thousand dollars to have a song

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worked by a reputable radio promoter, and you're gonna have

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to pay three grand up front, and then you're paying

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them every month while they work that song. I don't

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like paying people a huntred upfront because then there's no

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motivation and you don't really say you don't say what

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kind of music you do, you don't say where you're from.

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So based on what type of music you do, I mean,

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if you do EDM, you don't need any of this.

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You know what radio station is going to play you,

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what blog's going to talk about you, what blogs around

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Still and playlist placement, We've talked about this. Playlist placement's

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a scam. It's an absolute scam all day long. He

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goes on in his email. Have you ever seen an

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artist actually benefit from hiring a.

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PR radio team? Of course, of course.

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I mean especially when I was in the thick of it,

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and I mean, you know, I was working for the labels,

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like we lived and died by radio. But Spotify is

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killed radio, so are you bandcap boys? Spotify killed radio?

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All right?

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Radio still exists because there's still a lot of passive

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music listeners. Is radio breaking people these days?

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No?

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I think the artists are getting broken on Instagram, artists

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getting broken TikTok and then radio follows. But on radio

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is not breaking people these days. So yeah, I've seen

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people benefit from hiring a radio team. I haven't seen

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any artists benefit from PR because honestly, as an artist

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these days, the only time you would ever hire a

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PR company is when you are on the top and

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you want to get your organization.

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You work with out there, or you have a tour

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coming out.

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But a lot of times these days, a lot of

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these news websites and you know, YouTube channels and stuff

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like that, like they're making stories from what the artists.

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Posts on their Instagram page, on their Facebook.

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You know, they've got a new tour to announced, the

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artists announces the tour, posted dates, they'll write their own

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article from that. So yeah, I have seen I have

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seen radio be incredibly effective depending on the genre. I

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haven't seen it that effective in the last ten years,

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he says. I appreciate your time. Your advice has really

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helped me out recently. I'd love I'd love your take

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on this one.

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Signed.

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I mean I would say if anybody hits you up

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on DM quoting prices, promising you the moon, promising that

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they can do everything for your career in record time

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for one thousand dollars or two thousand, it's an absolute scam.

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So good email, good head on your shoulders to look

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for this. What a great way to start off on Monday.

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And if you have a question on the music industry

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and you'd like for me to answer it, just go

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to Matthewicks dot com click submit your question, give me

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as many details as possible, and until next time, I

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will talk to you later.