Many musicians would kill to have their music playlisted on an influential radio station like YFM. The Joburg-based station is considered the premium urban youth radio station in South Africa, with a weekly listenership of 1,7million, according to RAMS statistics for 2009.
MIO had the opportunity to speak to YFM Music Executive, Mervyn Sigamoney. In this interview, Sigamoney gave suggestions on how musicians can increase the chances of having their music playlisted at the ever-popular station.
How does one submit music for possible playlisting on YFM?
Sigamoney: You can just do a drop off at our front desk at our offices in Hyde Park. Your music needs to be registered and have all the relevant information like SAMRO or other Publishing companies.
Who do I talk to if I want to submit my music?
Sigamoney: Just address your submission to Music@YFM with all your contact info in an envelope. Your music will be listened to – it’s our promise to all artists.
Which procedure do you recommend when submitting music?
Sigamoney: Drop off at reception.
In terms of packaging, is there anything specific that the artist can do to get more attention?
Sigamoney: Don’t hand write on the disc with felt tip pens. Have the disk in a Jewel case (CD case) with an information page printed or a plain sleeve with track information and artist details (SAMRO/Publishing) this all can be done on normal paper, nothing fancy, just neat and easy to read.
Can you explain the screening process that happens after an artist has submitted his/her music?
Sigamoney: The music is played in our music committee meetings. A panel of YFM staff (who make up different demographics in terms of age, likes and dislikes) listens to every piece of music and decides if the music should get played on the station.
In the case that you find an artist’s music not playable at your station, do you inform them?
Sigamoney: No we don't give feedback as it is not viable.
Is the station open to all genres?
Sigamoney: Yes, but we decide whether our audience will appreciate any particular track based on the demographics we broadcast to.
Which type of music gets first preference at YFM?
Sigamoney: Hot, current music.
In terms of quality, what do you look for?
Sigamoney: We are talking music here. All ‘music’ should be made to the highest quality.
If the song/s I sent were rejected, does it mean that I cannot submit other songs as well?
Sigamoney: Please don’t stop the music. Just keep trying things that will help you when submitting. Try listening to the station, the sound of the station is there for you to hear and get an idea of acceptable quality and the latest trends. Work with those as guidelines and you should be OK.
Some artists may also want to know how one gets an interview at YFM
Sigamoney: The artist must be on the play list and preferably in high rotation. The interview also has to be setup and confirmed a week before the date of air.
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