'Nobody is scrutinizing this.' Following our pay-for-play investigation, several radio vets tell us the number of 'indie promoters' demanding pay-for-play is growing
pay-for-play continues to be a common practice in the radio business, with money or goods passing from the record labels to the radio stations to influence airplay. The pay-for-play transactions are primarily funneled through intermediaries known as independent promoters .
Mark describes a slightly different transaction between the stations, the indie promoters, and the record labels. “[The indie] goes to the record company and says, ‘Hey, this station is moving an artist from a light rotation to a [heavier rotation], but unless you pay me, it won’t happen,'” the program director explains. “They try to disguise [the transaction] as research” expenses, he adds.
As the restrictions loosen in radio, the winners are the independent promoters with exclusive relationships — and those stations under their control. “That is a six-figures-a-year deal [between them],” Mark explains.
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