Matty White reveals five things artists need to know to get past radio’s gatekeepers
Matty White certainly knows what he’s not. “Let me make it clear I’m not a musician… I’m a radio programmer… I don’t know the correct terminology for every part of a song but I know what radio programmers are looking for.” He should, with over 100,000 hours of radio programming at SCA, dmg and ARN behind him, he’s one of Australia’s leading music directors and is known as a “radio gun”.
Matty hears a lot of songs – and although he loves it when he can tell musicians their songs will go to air, more often than not he’s the bearer of bad news. It’s for that reason he decided to start helping artists develop their songs for radio, before they’re assessed by the networks.
“It’s really hard to get a song on the radio,” Matty says, “and it costs a lot of money to produce a song. When I have to tell an artist ‘no’ it can break their heart, and their bank account. If you want your song played, then it should be produced in a way that gives the song its best chance. That’s the service I offer.”
Matty’s service has certainly worked for country singer Adam Brand, who says, “He did something I hadn’t seen very often… he really listened,” the There Will Be Love singer said. “So when he started to give me his thoughts, I really took it on board. Matty wasn’t just someone who gave me some advice, he was a game changer!
“Three months later I had my first commercial radio addition andended up having the single added to Mix FM in Sydney, Melbourne and Canberra as well as the Triple MLocal Works network,” says Brand.
So here’s the five most important things Matty tells acts about getting their songs played on the radio:
5. Don’t waste your money! Too often bands have come to me over the years with a mastered album costing thousands and the songs are rubbish… don’t be afraid to share your raw product. Most programmers will hear where you’re heading, why not ask for feedback during the recording process?
4. What station do you hear your song on? – This point usually annoys most musicians I deal with, but really what station do you hear your song on? I know you shouldn’t shape your music for a station or format however be aware of the reality within Australian radio… not many stations are willing to take risks on new music so understand the sound you’re heading for.
3. Melody – Are you proud of the melody in your track? It’s the soul of every song and you must believe in it… the melody is the backbone to your song.
2. The Voice – Even my mum can pick a weak voice thanks to reality TV. Don’t listen to your mates… they’ll always tell you “You sound great!” Allow your fans to sing-along so make that vocal as clear as can be.
1. Hooks Hooks and more Hooks – Our attention spans are shrinking and multiple hooks appearing in one song are often a key to a radio hit.