This Example Shows How Much It Costs To Get Radio Airplay
We’ve all heard of payola where radio DJs or program directors get paid in order to ensure they’ll play a song on their station. When it happens, it’s all done under the table, but one station in California actually has a program with an F.A.Q. that directly states the prices for airplay and an interview.
1050AM/102.3FM KCAA is in Loma Linda, California and is the local news/talk station and regional affiliate for NBC News, CNBC Business News and NBC Sports News. It also has a program that airs at 7PM on Wednesdays and 8PM on Sundays called CALI’s Best Radio Show that features Hiphop, R&b, Rap, and Urban Pop. But it’s not free to reach the station’s 5 million daytime listeners.
On the F.A.Q. posted on Medium, the “Services” list includes:
· 40 Min ARTIST SPOTLIGHT ( 3 songs played & Flyer for promo) $150
· 12–15 Min Interview over The Phone or In Station $75
· X1 Song Play $50
· X3 weeks Rotation $100 played on Cali’s Best x 3 shows ( total 6 spins on KCAA)
· Shout out (mention Name/Song/Product/ & Social Media $50
· 30sec Advertisement- $50
· 60 sec Advertisement $75
· Cosign (listen to your project and if LIKED will mention & cosign) $100
· Digital Advertising $25- Loop your Music Video or other Promo Video on the Big Screen in studio
· Blog PostonLashaunTurner.com $35
· Music Review- $50
Now these prices aren’t particularly high, and thanks to syndication to a few other radio stations and digital outlets the exposure is greater than just what KCAA provides. Remember that’s only for one show though. If you had to pay for airplay for different shows on stations in every territory, it wouldn’t be long before you’re spending some big bucks.
So why isn’t this payola? I’m not an attorney or an expert on the subject, but I think it’s not illegal because you’re dealing with the show’s producer and not with the station directly. The producer probably has bought the time from the station so is able to do whatever it wants with it, including charging for participation.
This just goes to show how expensive it is to get on the radio, even outside the normal lines of independent promotion.
