NZ On Air broadcast promotions executive Jeff Newton, the music promo guy tasked with plugging the music it funds, shares his tips on how to get your music heard.

“The biggest challenge for an artist, especially independent artists, will be how do you make enough noise around you and your music to be heard above the racket everyone else is making.”

This interview is one in a series with speakers at this year’s NZ Music Month Summit, which throws a spotlight on the music industry.

Tell us a bit about your role.

In the simplest terms my job is about getting NZ music seen and heard on broadcast outlets. That means radio & TV predominantly but as online was added to the Broadcasting Act in 2009 it’s becoming increasingly about online audiences as well.  

How do I get a song on a streaming service?

It’s really easy, there’s online aggregators like CD Baby, Tunecore, Reverbnation and more that you can just go to their website upload your song and artwork pay a fee and hey presto a few days later your song is on iTunes, Spotify etc. Personally I’m not a fan of these services as they’re pretty faceless so I usually recommend DRM to people. They’re a NZ company, really good people and they offer a better service.

How do I get a song on radio? What does a plugger do?

Firstly, to get a song on radio you need an amazing song, it can’t just be good. It has to be 'Nek Lev' good to compete with all the international tracks that the radio stations receive. If the songs not good enough then it doesn’t matter how good your plugger is. Basically the pluggers job is to go to radio stations to advocate for songs to be added to a radio station's playlist. We use our relationships and the artists track record to convince the various content directors to give a song a go and that can quite often be the tipping point for a track but essentially it’s about the song. 

How popular is streaming, compared to radio?

Streaming is becoming more and more popular especially as the internet in NZ becomes faster and cheaper. Also as millennials get older their listening habits will become more the norm. In saying that most people are too busy to troll through 30 million songs on Spotify to find something they like so radio will continue to play a major role as tastemaker and will still be the format that determines the ‘hit songs’. In my opinion, streaming is not the death of radio, it’ll be a radio AND streaming equation.

Has the vinyl resurgence had any effect on streaming numbers?
 
No not that I can see, even people who dig vinyl still use streaming services. Can’t listen to vinyl in the car.

How do radio stations choose what local content gets airtime?

First and foremost, it’s about the song. No content director will make a call on a song regardless of the artist until they’ve heard it. Then if they think it fits the sound of their station then they’ll look at the audience interaction (streams, views etc), information the plugger can pass on and lastly their own music research (which would take a long time to explain so you’ll have to come to the NZ Music Summit to hear me talk about it).

How can NZ On Air help musicians?

By giving them the resources (money) to create the content that becomes the musicians’ product. Songs are the product that musicians trade on so we can help artists make that better than it might well be. After the content is created then I can plug radio for them, we have New Tracks to help distribute tracks to Broadcasters and the wider industry and All Tracks (curated playlists) for the public to discover NZ music. We also run road trips and put on showcases which can help give an artist context for broadcasters and audiences.

What are the current opportunities and challenges in the music industry?

I think the industry is starting to get a grip on how people are consuming music and what the available revenue streams are so I think a successful artist will be the one that can work out how these can work for them. The biggest challenge for an artist especially independent artists will be how do you make enough noise around you and your music to be heard above the racket everyone else is making.

What's your earliest musical memory?

Listening to my Dad's rugby team having a sing-a-long in the changing rooms after games. Having a beer singing Ten Guitars, E Te Iwi E, Hoki Mai and heaps more. We need more sing-a-longs in our lives now days.

Who would be in your all star band line up? (living or dead)

Keeping it kiwi, Jason Kerrison & Anika Moa (vocals), Rei and King Kapisi (raps & rhymes), Barnaby Weir (guitar & good vibes), Laughton Kora (lead guitar), Mike Fabulous (Bass), Hollie Smith (Keys) and Iraia Whakamoe (drums)

What was the last gig you went to? 

Was Homegrown but the night beforehand I was lucky enough to go the e.p launch for Wellington band the Drax Project. They are a thing! And if I’m any good at my job you’ll hopefully be hearing a lot more about them.

What's your big idea for 2016?

To find a way to make my children listen when their father asks them to pick their shit up!

About Jeff Newton

Jeff is NZ On Air's radio plugger and music promo guy tasked with getting the music we fund seen and heard. He is based in the Auckland office. Jeff worked in the radio industry for 14 years in a number of on-air roles at both Mediaworks and TRN (now NZME.). After a short sojourn in tourism he moved into record labels as the Promotions Manager at EMI Music NZ. Jeff holds a Diploma in Commercial Broadcasting from the NZ Radio Training School and his iwi is Tainui Awhiro.

• Jeff is speaking at the Understanding Radio and Streaming session at the NZ Music Month Summit on May 28.