ARTISTES: WHYTHE DJ WON’T. PLAY YOUR SONG…BY WALE APPLAUSE

It’s often not a part of me to break my promises, so I
decided that no matter what, I’m going to drop this epistle
today. I got back home from my last engagement of the
day at about 2am in the morning, but still painstakingly
decided to take time out to do this. It was indeed a very
long day for me as I had several meetings at different
locations. The first was with the Association of Nigerian
Djs [DJAN] which held at Club Amnesia, Surulere for over
7 hours. Although the very popular Vice-President of the
association, “DJ Jimmy Jatt” was there in absential, the
meeting was well anchored by the President “Dj Larry”,
another renowned but less popular Disc Jockey.
It was a large gathering of DJs and few up-coming acts,
who came to solicit support of this association. A lot was
said at this meeting and I came to realise why some songs
do not and will not get airplay. It was reason enough to
know why some up and coming acts will never reach the
peak of their careers and why some already registered
ones will not sustain the tempo. At my second meeting of
the day with the DJs at Yaba area in Lagos, most of the
things said correlated those I earlier heard at the previous
meeting with DJAN.
Before I go on, for the very first time online, I wish to make
a formal introduction. I’m Wale Applause,
an obvious music lover and writer for over 30 websites
and blogs. I’m the Editor of Harplus Global
Communications, publishers of the periodic Applause
Africa Magazine. I’m an artist and music publicist and
promoter to acts like “Olamide”, “Ruggedman”, “Lineo-
Elepepe Master” [US], “XL” [a New York sensational
rapper], “Hakym the Dream” Lamba tour, “Demmy
Blaze” and “Bucho”. I’m also the manager cum publicist
of “Gee 4” the “Omo to Badt” crooner and “Jay
Marcus”, the “Nigboro crooner”. I am an event and
artiste tour planner and manager, [grassroot] music
researcher with a strong love for humble up and coming
acts who do good music, that’s the drive that joyfully
make me write these epistles. I guess that’s enough about
me.
Now to the business at hand which is: “Why most DJs will
not play your song?” This epistle is relevant to all up and
coming acts including already established ones. Amidst
the Disc Jockeys, it’s an established fact that most of them
have been ridiculed, embarrassed, and disgraced by
several acts whom they have nurtured to growth in the
music factory. At both encounters I had with the DJs, they
all had this painful statement to make which really hurt
them so deep. A lot was said at the meetings, but I was
able to bring them together into subheadings.
- RESPECT THE DJ’s
It’s a known fact that before any act could and would get
to the climax of his/her career, one or more DJs must have
been involved, so why not respect them? No matter how
small you think a Disc Jockey is, he still got his audience.
Remember, songs don’t make DJs, they make songs.
Don’t you ever think that if you do not make music, they
got nothing to play; where were Nigerian acts when
“Sisqo” ruled the globe? The first rule is “Respect” which is
reciprocal.
- DJ, PLAY MY SONG
This was a general complaint of most club and party DJs.
They often time go to their places of work which is the
clubs, then an artiste comes around, then either walk up to
the DJ or send his manager with the message tell the DJ to
play his/her song. Who do you think you are; apologies to
“ 2face Idibia” [a humble king]. Where is the word
“please”? These people are fathers and brothers; they
should be approached with utmost respect. At the
meetings, I gathered that when occasions like this occur,
the dustbin is put to effective use.
- MAKE GOOD MUSIC
What kind of DJ places money or familiarity over
credibility? Every DJ who has got his/her own audience is
careful of the kind of music being played. Once your song
is listened to and doesn’t fit into his kind of play, dear
artiste he’s got no reason to play your song. He’s not
wicked when he bluntly tells you to get better. These people
have listened to music from far and near, so when a DJ
truthfully tells you that your song ain’t fit for airplay, you
can only get better.
- INTRODUCTION and DELIVERY
Most DJs when sampling your song do not have all the
time to listen to your 4mins track. All they need is a strong
connection with your introduction and beat attack. If and
when this is gotten wrong, impressing most DJs become a
“Herculean” task.
- ACKNOWLEDGEMENT OF DJs
Dear artiste, no matter how good you think your music is, it
could as well be good as dead if and when not played by
DJs. You have to acknowledge this and give honour to
whom it’s due. When you get your chance in the media
during interviews and press conferences, do not be too big
to thank them, they are humans too. Do this every chance
you get and watch what you get in return.
- PRIDE
This goes before every fall. In my private discussions with
the National President of DJAN, I realised that most
credible DJs had started playing music ever before most
acts ever decided to pick up music as a career. These
people are way older than you think they are. Sometimes,
they look at a CD cover, and they say to themselves that
he’s not even as old as my child. Treat them with utmost
humility because more than u think, they deserve it.
- MONEY DOES IT ALL
I would love to begin this by saying that only lazy DJs are
broke. In sincere truth, they really do not need your money
to play your song, only that the hand that worketh must
eat. Do not go to them flaunting the little cash you got.
They’ve seen more. It reduces your credibility and
sustainability. Although it ain’t bad appreciating and
paying for the service rendered you, but avoid flaunting
that little cash in your pocket. Where yours end, another
begins, so be very careful about this.
- INADEQUATE PROMOTION
This is a major weakness of most up and coming acts. You
print a couple pieces of your promo CD to give a few DJs.
When a DJ willingly asks for 20 copies of your CD, you tell
him you only got 4, that’s a lot of discouragement. Your
music is nowhere on the internet, yet you want him to
singularly push your song. Who fills a basket? Please after
your studio session and you already got a well-mixed and
mastered piece, do not start promotion and publicity until
you are ready. For your information, promotion could cost
you a lot of money which could be as much as over
#500,000 if you haven’t got the right connects. Do not
think I’m blind to the fact that most up and comings have
the hurdle of finance to cross [we can't all be “Davido”],
but the truth is do not start until you are ready and got the
resources.
- BAD FEATURE
On this subheading, I wish I could give names, but that will
be so unethical. Please dear upcoming artiste, before you
feature any artiste on your track, research his relationship
with DJs. Some artistes have totally lost it with them;
therefore having them on your track will just spill oil on
your garment. As hard as this is to believe, I just let you
into a very big secret.
- POOR ARTWORK AND DRESS SENSE
They say the way you dress is the way you get addressed.
Most DJs have seen several promotional CDs, so
understandable it might take a lot to impress them in terms
of artworks, but why hand over a white CD to a DJ in a
white A4 paper. You got no print on the back of the CD, yet
you stick it into just white sheet. Take a look into their bags
and CD rack; you will see compact discs with good quality
artworks. Take your time to get a good graphics designer
who can at least deliver a quality artwork, this is sincerely
appreciated or else your disc befriends the bin. Another
point of note under this subheading is the dress sense of
most upcoming artistes. You walk up to a gathering of DJs
in big necklaces, which is otherwise known as blings, your
cap to the back, your dark shades on, and in extremely
tight carrot jeans. You can bet you won’t be taken
seriously. It’s understandable that as an artiste you have to
look “fly”, but do not convince this with looking
presentable. Any good shirt on a decent pair of trousers
won’t bite. I’m not asking that you disregard all of your
clothes as I understand that this is what most of you have,
all I’m saying is that you save them for the shows.
All cannot be said in a single epistle, but I’m sure that I
have been able to shed a ray of light to these problems as
to why most songs will not and do not enjoy airplay. For
more information, Wale Applause is very approachable
and willing to assist up and coming artistes. I can be
contacted on Twitter – @waleapplause01, or send a mail
via applauseafricamedia30@gmail.com
I can assure it won’t be a bad start.
Now I have to lay my head as I continue my bond making
with DJ which takes me to Oyo, Osun and Ondo states to
meet with the DJs who you can be assured have the same
things to say. Dear artiste, I really do hope to hear from
you soon.
Thanks
Wale Applause