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#715717 - 04/29/09 08:55 PM Pirate Radio a New Marketing Tool  
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The radio industry is in shambles and now with the large number of radio professionals being displaced by the effects of consolidation, automation, listener apathy, Internet and Satellite competition and lower than expected revenues, low powered, Title 47 CFR, Part 15 micro broadcasters are on the increase and they are giving their former employers a run for their money at a much lower cost basis but with all of the professionalism of commercial broadcasters.

Since they are legal, but not licensed, they have more program freedom and because their broadcast range is so small PROs don't require royalties. In addition, they stream.

There are literally thousands of these LPAM stations peppered around the country with major broadcasters breathing down their collars because with more programming freedom, they sometimes prirate away the audience.

Here is one website with a list of LPAM broadcasters: http://www.part15.us/stationlistings

Last edited by ArtistPreneur; 04/29/09 08:56 PM.
#715799 - 04/30/09 12:21 AM Re: Pirate Radio a New Marketing Tool [Re: ArtistPreneur]  
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Good stuff AP. Seems like eventually the new wave will touch every facet of the music industry doesn't it?

#715800 - 04/30/09 12:28 AM Re: Pirate Radio a New Marketing Tool [Re: Billy Darnell]  
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Aaaargh mateys!!!!


bc
#715804 - 04/30/09 12:38 AM Re: Pirate Radio a New Marketing Tool [Re: Bob Cushing]  
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lol sorry bout that BC, but thats the facts of life I think. and hey, you need to go over to my thread and contribute a little of that knowledge you have gained to the group my friend...lol.


Billy Darnell

#715818 - 04/30/09 01:18 AM Re: Pirate Radio a New Marketing Tool [Re: Billy Darnell]  
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Which of course means that where you were now getting very little performance royalties, now you will get nothing. Music was a good business while it lasted.

MAB

#715829 - 04/30/09 02:16 AM Re: Pirate Radio a New Marketing Tool [Re: Marc Barnette]  
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Well Mark,

I have to tell you buddy, my heart isn't bleeding for the industry. Had they been more perceptive, and open to the general public, a little more classy , and a little less rude, there might not have been a need for this to happen. They wanted to control every aspect of the business, from who gets a break, to what's being played on the airwaves. They alienated millions in the process. They can point a finger at the internet, free music, and small radio stations, but the truth is they did it to themselves. If they were providing what the public wanted in the first place there would have been no need to turn elsewhere.

I know that's the world you have lived in, and it's been good to you, and it's hard watching the change, but I have to be honest with you and tell you it's going to give some of us great pleasure to watch the walls cave in around the stuffed shirts, who made sooooo many bad decisions along the way.

As far as royalties go, well, the only people that will miss them are those that were getting them, and thanks to the industry there were a lot more not getting them than those who were. Welcome to our world, hopefully, we can make it a better world together.

I believe there will still be a royalty system out there for those who can produce a quality product, but the small stations will probably stand as a proving ground to get to that level.

Good luck Mark, your a talented guy, I am sure you will excel at anything you do.

Billy Darnell

#715833 - 04/30/09 02:52 AM Re: Pirate Radio a New Marketing Tool [Re: Billy Darnell]  
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I don't claim to know how the competitive spirit works in the radio industry, but if I was getting my butt kicked by a no budget, non-licensed legal radio station operating out of a closet in the suburbs, you can sure bet that I'd be checking out their pipes to see what they're doing right.

If your content happens to be playing when I'm listening, then lucky day for you, I just got your content for my big stick station. Guerrilla marketing works in funny ways. http://www.gmarketing.com/radio/

Last edited by ArtistPreneur; 04/30/09 02:52 AM.
#715836 - 04/30/09 03:00 AM Re: Pirate Radio a New Marketing Tool [Re: ArtistPreneur]  
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lol. Afraid i missed the point of the last paragraph.

Is that your new niche AP? Guerrilla marketing?

#715838 - 04/30/09 03:28 AM Re: Pirate Radio a New Marketing Tool [Re: Billy Darnell]  
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AAAAAARRRRGGHHH!


bc
#715846 - 04/30/09 04:21 AM Re: Pirate Radio a New Marketing Tool [Re: Bob Cushing]  
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"If your content happens to be playing when I'm listening, then lucky day for you, I just got your content for my big stick station. Guerrilla marketing works in funny ways."

In what way would you hearing someone's "content" help them unless your point is that you will buy anything you hear?

Low Power radio doesn't kick anyone's ass. That's entirely the point. It's not a danger to the mega radio stations, it's simply beneficial to small portions of a given community. The only way they'd be kicking ass is if they start showing up in listener ratings in a signficant way. They don't have enough reach to do so and they aren't even designed to do that. If they could reach or service very many people, they couldn't be low power.

The difficulty radio is having is complex, but one significant factor now is that people are consuming and discovering and enjoying music in a fundamentally different way than before. They want ultra choice options that even a low power radio station can't really service. Sure, they can hit a small local niche, but most of them still focus on a genre or several genres of music. People now consume music with greater diversity than ever before. First simply because it's cheaper and easier to experiment and discover new stuff and second because there's more music available of all kinds than ever before. There's far more supply than demand and the demand that there is wants all their tastes satisfied on their terms. That's why giant iPods are so great. And the subscription services will eventually catch on (it's really a great way to experience whatever music you want) so that folks let go of needing to "own" any music at all. Renting it, when it's so cheap and offers so much convenience and selection, is a much better model. The only downside is you still need a trusted filter. But there really isn't many radio broadcasters of any size that can meet the wide variety of tastes. And even though low power can experiment and tastemakers there can possibly attrack a following for their selections, the very nature of what they do (low power) means it can't easily catch on. Even internet radio simulcasts are problematic. If their listener rates get too high, they have to pay the extreme licensing fees now imposed. So they can't afford to catch on too much.

Low power is great to bring a small area of the community together or service things like Ethnic music for pockets of non English language citizens or other speciality categories. But they are far from kicking anyone's butt and they aren't really set up to do that.

Brian


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#715848 - 04/30/09 04:23 AM Re: Pirate Radio a New Marketing Tool [Re: Bob Cushing]  
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Can someone point out the specific regulation that says that micro-broadcasters don't have to pay royalties? If this is true, it is very surprising.


Kevin Edward Rose
Celtic, Americana, whatever the folk.
Hailed by Performing Songwriter magazine as a "valued subscriber".
More music sold than Elvis and the Beatles combined!*
http://www.KevinEdwardRose.com
http://www.youtube.com/KevinEdwardRose
#715868 - 04/30/09 05:35 AM Re: Pirate Radio a New Marketing Tool [Re: Kevin Edward Rose]  
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AP, you posted this on another thread:
Originally Posted by ArtistPreneur
Billy,

"That's my take on it...?" That's Brian's line, you thief! ;-)

Regarding your comments about promoting your music by giving it away for free, I have one more tidbit to offer. I was doing some research on FCC Title 47 CFR Part 15 regarding low power AM Stations (LPAM) http://search.yahoo.com/search?ei=utf-8&fr=slv8-mcafee&p=fcc%20part%2015&type= and discovered that there are literally thousands of community based low power AM and FM stations operating around the country and oversees and they are streaming!

They're also called micro broadcasters because at the frequency at which they broadcast at there is no FCC license required and the PROs don't pay attention to them, so your music is played next to the bigs.

The radio industry calls them Pirate Radio but if they are broadcasting in compliance with FCC there is nothing Pirate about them except for the fact that they are pirating away attention from big broadcasters.

If you can't pay your way to radio the next best way to get radio's attention is to compete with them and the bigs are looking.

There are several sites with station lists, here just one: http://www.part15.us/stationlistings


I went into research mode and unfortunately, you seem to have some facts confused.

First of all, the Part 15 regulations on unlicensed low power transmitters are referring to devices such as cordless phones, baby monitors, garage door openers, etc. this is not micro-broadcasting.

There are carrier current stations, also known as campus radio stations. In these, the signal is transmitted along a standard electrical wire, will not pass through a transformer, and only have about a 200 foot range. These can ONLY be operated by educational institutions.

The other low-powered stations MUST be licensed by the FCC, and I have yet to find anything saying that they do not have to pay royalties to the PROs.

BTW, my degree is in Broadcast Production Technology and I have over twenty years under my belt working in radio and TV.


Kevin Edward Rose
Celtic, Americana, whatever the folk.
Hailed by Performing Songwriter magazine as a "valued subscriber".
More music sold than Elvis and the Beatles combined!*
http://www.KevinEdwardRose.com
http://www.youtube.com/KevinEdwardRose
#716121 - 05/01/09 02:35 AM Re: Pirate Radio a New Marketing Tool [Re: Kevin Edward Rose]  
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ArtistPreneur Offline
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The original intent of this post is to demonstrate to active, guerilla marketing people like Billy Darnell that there are other markets that can be approached to expand the reach of your audience attention.

While commercial radio is out of reach for most independent artists. Community radio, also know as LPAM by some, hobby radio by others, or Pirate Radio by still others does exist, and offers unknown opportunity therewith.

Keith Edward Rose did not say that unlicensed LPAM broadcasting was illegal, because it’s not. What he did say was, “the signal would have a 200 foot range.” He probably means a 300 meter radius but for discussion purposes we’ll use the more conservative, expert opinion that the broadcast radius is 200 feet.

A 200 foot radius translates into a 400 foot diameter which is equivalent to the height of a 20 story building. How many people can you get in a 20 story building? A 400 foot square is equal to 160,000 square feet and can house about 800 people or more.

Hmmm! That’s not close to the coverage of a radio station, but it is not a totally unfortunate demographic audience. Multiply that by 10 similar sites and you have the makings of a small network. It works for guerilla marketing.

Remember, AM signals don’t penetrate building shells very well so streaming helps and streaming is…well you know. And if you happen get some decent audience coverage you should pay royalties but then we all know that the price of royalties is determined by those who own the content or, in other words, those who decide to waive rights in lieu of attracting a larger audience share.

I don’t have any experience in the radio industry and I may be naïve but I am also extremely curious about different ways to penetrate interesting markets and share that information for everyone’s benefit. Part 15 is an interesting, if little known niche market.

My next question is for Brian and Kevin but especially directed at Brian, do you make a habit of attacking every open minded suggestion offered in good will for the benefit of all or is this just a cynical, closed minded dysfunction of your message board? Perhaps we could waste some time discussing imaginary ultra protectionist utopias ala Zeitgeist http://video.google.com/videoplay?docid=7065205277695921912

You can read the 157 page FCC specification here: http://www.fcc.gov/oet/info/rules/part15/PART15_07-10-08.pdf

#716153 - 05/01/09 04:49 AM Re: Pirate Radio a New Marketing Tool [Re: ArtistPreneur]  
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Originally Posted by ArtistPreneur
Community radio, also know as LPAM by some, hobby radio by others, or Pirate Radio by still others does exist, and offers unknown opportunity therewith.


Pirate Radio, by definition, is an illegal, unlicensed radio station. This is not the same as LPAM, which is legal, but does require a license. Unlicensed Pirate stations probably still exist, but I'm sure they are few and far between thanks to the ease and availability of internet radio. Besides, would you really want to use an illegal operation as a way to further your musical opportunities?

Originally Posted by ArtistPreneur
Keith Edward Rose did not say that unlicensed LPAM broadcasting was illegal, because it’s not. What he did say was, “the signal would have a 200 foot range.” He probably means a 300 meter radius but for discussion purposes we’ll use the more conservative, expert opinion that the broadcast radius is 200 feet.


Actually, it's Kevin, but at least I posted a name. Anyway, I did not say or mean a 300 meter range. It is a 200 foot range from the wire carrier. This is referring to Carrier Current stations, also known as Campus Stations, and they can only be operated by educational institutions. These differ from LPAM stations which must be licensed.

Originally Posted by ArtistPreneur
My next question is for Brian and Kevin but especially directed at Brian, do you make a habit of attacking every open minded suggestion offered in good will for the benefit of all or is this just a cynical, closed minded dysfunction of your message board?


I'm sorry you took this as an attack. I assure you that it was not meant in that spirit. I simply wanted to make sure the correct information is out there, so people aren't wasting time and resources looking for a market that is not there.


Kevin Edward Rose
Celtic, Americana, whatever the folk.
Hailed by Performing Songwriter magazine as a "valued subscriber".
More music sold than Elvis and the Beatles combined!*
http://www.KevinEdwardRose.com
http://www.youtube.com/KevinEdwardRose
#716161 - 05/01/09 06:39 AM Re: Pirate Radio a New Marketing Tool [Re: Kevin Edward Rose]  
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Kevin Edward Rose Offline
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As a follow up to the above post, I'm not saying that people shouldn't try to work with legal microbroadcasters. I just wanted to clarify that they are licensed, and as far as I know, they have to pay royalties just like any other licensed broadcast facility.

The section in 47 CFR, Part 15 regarding non-licensed transmitting is referring to using devices such as garage door openers, baby monitors, etc., which broadcast a signal in order to operate.

As far as as the FCC regulations go, not only have I read them, I have been tested on them, both in college and in the process of receiving several broadcast engineering certifications, but I am willing to be proven wrong.

BTW, AP, just because someone says something that contradicts what you have posted, it doesn't mean you are being attacked. I believe the purpose of this forum is to provide a space where we can share, discuss, and learn from each other. If I post something that someone else disagrees with, I hope they will speak up. I am open to other views and welcome the opportunity to learn something new.

Last edited by Kevin Edward Rose; 05/01/09 07:30 AM.

Kevin Edward Rose
Celtic, Americana, whatever the folk.
Hailed by Performing Songwriter magazine as a "valued subscriber".
More music sold than Elvis and the Beatles combined!*
http://www.KevinEdwardRose.com
http://www.youtube.com/KevinEdwardRose
#716320 - 05/01/09 06:01 PM Re: Pirate Radio a New Marketing Tool [Re: Kevin Edward Rose]  
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ArtistPreneur Offline
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Sorry ~ KEVIN

I don't disagree with your first point, my limited understanding is that they don't pay royalties, because they get overlooked by the PROs and therefore are not compelled to do so. But, they should.

I don't have to prove you wrong, you don't have to prove you're right. Their existence is a reality. They are not exactly trying to hide, they are in fact trying to get the FCC to allow licensing for broadcasting in currently unlicensed frequencies.


#717843 - 05/06/09 04:33 PM Re: Pirate Radio a New Marketing Tool [Re: ArtistPreneur]  
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Radio Brandy Offline
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Some facts and information related to Part 15 AM broadcasting.
Part 15 AM is not in the same classification as the proposed LPAM before the FCC; which would allow for license AM broadcasting at powers ranging from 1 to 100 watts. Part 15 AM is allowed to operate with up to 100 milliwatts and a three meter antenna and is unlicensed.

A well engineered part 15 AM transmitter can cover up to 2 miles; many part 15 broadcasters set up a network of transmitters to extend coverage.

Many part 15 AM broadcasters do pay royalties to ASCAP & BMI, as well as sound exchange. Others choose to play only unsigned independent artist; allowing artist to promote their works directly to the listeners of the station, and sell directly via their websites. Some radio stations have formed their own labels, with their own stable of artist; one station has 45 artist signed.

The real strength of part 15 AM broadcasting comes from networks that have been formed to serve the low power stations. A single part 15 AM transmitter might not have much impact, but a network of twenty well placed transmitters would.

Part 15 AM broadcasters are starting to make an impact; showing up in ratings and surveys in some markets; like Fox Sports 1650 AM; a part 15 in Flagstaff, which came in third in the survey. Part 15 AM stations are rapidly becoming an income source for recently displaced broadcasters. Operating and start up cost are low: One could set up a pretty nice network of AM transmitters, for the price of a single 1000 watt AM transmitter.

Part 15 AM is a great place for independent artist to show off their works, without worrying about someone lifting it off a stream and selling it. While the sound quality is good, it's not something you could copy and convert it into a CD, without it sticking out like a sore thumb; it's a bootleg disc.

Part 15 AM, is becoming so popular as a means of setting up ones own radio station; the Mega Broadcasters have started to take notice, and have started to take action; the popular radio board Radio Info under the influence of the NAB has banned all those in favor of part 15 broadcasting from posting on their site. The NAB (National Association of Broadcasters) has a lot of power, and put it to use at Radio Info.

The term: Micro broadcasting is often used to describe part 15 broadcasting; because the terms and rules of Part 15 are unique to the United States. Micro broadcasters are all over the world, and legal in many countries like Norway and New Zealand; whose governments are not under the influence of big gifts handed out by lobbyist from the NAB.

Radio Brandy and Outlaw Radio have lots of info on micro & part 15 broadcasting. One last thing, regarding the number of micro broadcasters in the states; it is in the thousands based on transmitter sales, Pirates (10-1000watts) are in the hundreds in Florida alone; that despite tough laws on pirate, and even more world wide.

Steve
www.radiobrandy.com



Radio Brandy, Radio Outlaw, Outlaw Radio, XRQK FM, XRQK, KNJO Radio, Musicbox 1610,

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