Magnus Gabriels is co-author on a new exiting book published by BeatHouse UK about how indie bands and singer/songwriters should go on about getting their music out on international radios without having both label, manager and PR companies working on their (expensive) behalf.
Magnus Gabriels saw early on that in this social media fixated cyber world that we live and breathe at the moment, nothing would in turn beat old fashioned radio airplay in his quest to conquer the world with his rather infectious take on indie pop.
We asked him a few questions prior to his imminent departure to Berlin, Germany for what looks like being a year long promotional tour.
Why a book about gaining old fashioned radio play in this age of social
Well the short answer is that we believe that radios still is the
prime way to break a new act and that the expectations to the social
medias as the new way of getting music out to the millions. Though
social media the last years have been praised as the new way for music
to spread around the globe, in reality it’s hardly more than a small
handful every year that makes it through these channels.
What is that radio play can do for indie musicians in terms of fast tracking
a musical career?
If you got the right tracks and you know what you are doing, you can
get out to millions and millions of listeners!
Isn’t radio playlists only filled and populated with releases from
established record labels?
Some still are, no doubt. But in our experience we are witnessing a
change in the attitude from radios towards indie productions. Radios
are opening up and are no longer only interested in dealing with the
major labels. Many radios no longer take for granted that the next
radio hit will be delivered by a major but might as well come from as
a indie thing. I would actually expect that this also makes it
somewhat more fun to produce radio.
You are a pretty exciting artists yourself, what do you feel that radio
exposure will do for your career in the end?
Well thank you. My whole promotion strategy is build around getting my
Will gaining radio play be a piece of cake for readers or would you expect
them to invest some quality time into this?
In this case I think that quality time wont be enough. I think you
should expect to work their ars off. I don’t see radio exposure as a
magic shortcut to a break through. Its hard work and a tough road but
what I like about it is that I know that this road leads to millions
of potential fans.
Whats your best advice to new great yet to the large public unknown bands?
If we are talking about airtime it would have to be: Be extremely
precise in what music format you want to fit and make the singles fit
How does your own radio campaign strategy for 2012 look like?
Im starting out in Germany as I feel my tracks are in good rapport
with a lot of the larger stations music format. I of course start
working the smaller ones first but do aim at the larger stations to
pick up at a later point.
Should a radio driven campaign still include some online activities?
The quick answer is yes! You want to make sure you have online
visibility when the right person on a radio rely likes your track. You
have to make sure it’s the right thing google coughs up when that
person googles you. We explain all of that in the book to actually.