Independent labels do not get the same treatment as majors in terms of radio airplay, a new survey finds. The A2IM (American Association of Independent Music) conducted the 18-month survey of 61 indie labels -- the largest in the past decade -- to judge the effectiveness of FCC's Rules of Engagement agreement, which was signed in March 2007 and put into place to curb payola in commercial radio practices.
The study concludes that over 92% of indie labels reported no change in relationships with radio stations, and 41% claim payola still determines commercial radio airplay. Since the signing of the FCC settlement, one in four labels (nine of the thirty-nine that responded to this particular question) indicated they had been asked to at one point supply some form of payola.
The A2IM is quick to dismiss the study as a completely negative finding, indicating the presence of some success stories and the 5.8% of labels that say they have a better relationship with commercial radio stations since the agreement. The organization also considers the success of internet and satellite radio by independent labels and musicians as a positive sign.
Commercial radio stations, meanwhile, can take this survey into account and pay more attention to independent labels. As Rich Bengloff, President of A2IM explains: "Rebranding radio as cool and creating a stronger bond with their local listeners is vital to the health of radio. We invite radio programmers to read this report and open their minds – and playlists – to the opportunities presented by playing more independent music.”
