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Will Satellite Consolidation Hurt Label Promotion Efforts?
April 18, 2008
By Ken Tucker, Nashville
There's only one Howard Stern, but music formats offered by satellite radio broadcasters Sirius and XM frequently overlap. So a merger of the two companies—expected to be approved by the FCC in the next few weeks—would initially mean duplication of content. But radio industry insiders anticipate that much of that redundancy will be eliminated once the consolidation is finalized.
Some have speculated that reducing redundant formats could enable record labels to better target their promotion resources toward one station. But in general, most of the label promotion reps polled by Billboard—especially those specializing in niche formats—think fewer stations means fewer promotion opportunities.
"It's great that their combined [channels] will have a larger audience but it's also at the expense of the exposure," Virgin Records VP of promotion Dave Reynolds says. "It takes away 50% of my chance of being exposed correctly."
Brad Paul, senior VP of promotion at Rounder Records—a label whose bluegrass releases benefit from the 24/7 national exposure they get from Sirius and XM—doesn't like the idea of...
Click here to read the full story, including top promotion executives speaking about the impact of losing specific channels, a look at the reach of the popular satellite streams, how it would effect promotion efforts and more.
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