| For the self-promoting independent artist, the idea of | | | | education than ever before. |
| taking on a radio promotion campaign can, in itself, | | | | Now, even the least popular music genres are certain |
| become overwhelming. But, this idea is usually based | | | | to find a financial comfort zone with a market of |
| on such artists attempting to obtain worldwide airplay | | | | almost 16 million unique principals. |
| on a local budget. | | | | So, what results could really popular commercial music |
| And, in doing so, self-promoting independent artists | | | | genres experience, simply by working the various |
| quickly discover another factor not usually considered | | | | entities of the college market, i.e., campus radio, |
| previously...that engaging in a worldwide radio | | | | campus press, campus bookstores, campus music |
| promotion campaign translates to hundreds and, | | | | stores, campus live performances? Quite pleasant |
| possibly, thousands of CD units for media contacts | | | | ones, I would suspect. |
| alone. | | | | But, remember! The above statistics only reference |
| As you can see, this can also quickly become a | | | | the United States college/university potential |
| nightmare for indie artists, particularly, if the | | | | listenership. College radio also has a respectable |
| promotion budget only allows for the purchase of | | | | portion of listeners who are *not* students. |
| 1,000-CD packages at a time. | | | | Add to that, listeners of college radio who strictly |
| Starting in the 1980's, college radio became a | | | | listen to the streaming portion of college radio online, |
| dominant force in not only discovering independent | | | | and who may, or may not, be in the college's |
| recording artists, but also in introducing new artists to | | | | geographical area, i.e., military service members. |
| the general public. Hundreds of these particular artists | | | | Plus, there is lot more of the college market abroad, |
| have gone on to become established 'household' | | | | of which U. S.-based artists would do well to |
| names. | | | | approach English-speaking nations first, i.e., United |
| Likewise, the college radio level has a continued | | | | Kingdom, Australia, Ireland, subsequently, moving into |
| history of presenting, practically, all forms of music, | | | | additional nations. |
| much of which would never see the proverbial light | | | | While it may (or may not) be true that it is possible |
| of day at the commercial radio level and, in many | | | | for commercial radio stations to be the primary |
| cases, neither at the non commercial level. | | | | driving force behind most retail sales, that theory |
| Therefore, if an artist has limited funds for radio | | | | may not be so valid today, given the fact that: |
| promotion, it is highly advisable that the he begin | | | | * With the Internet, artists are no longer required to |
| exclusively with college radio for the following | | | | sell millions of CDs to make a great living financially |
| reasons: | | | | * Artists have greater and easier access to far more |
| * Far easier and faster access to airwaves | | | | radio stations (broadcast, satellite, internet, college) |
| * Far more plentiful specialty and mix shows and | | | | * With the college community, and all of its combined |
| programs | | | | promotion and sales aspects (radio, bookstores, |
| * Greater chances for both in-studio and telephone | | | | music stores, live performances), if conducted |
| interviews to promote music releases | | | | correctly, the college market campaign can equalize |
| * More possibilities for station ID checks for further | | | | and, in some cases, even supersede commercial radio |
| publicity | | | | results. |
| * Corresponding college campus newspapers that will | | | | _________ |
| more readily accept and support music aired on their | | | | [---Additional Statistics---] |
| campus stations for creating a campus-wide buzz | | | | Top 10 College Enrollment: |
| * A ready and built-in market in the campus | | | | Miami-Dade College (51,717) University of Texas at |
| community for repeated live performances to further | | | | Austin (50,616) Ohio State University (48,477) |
| support and supplement campus airplay and campus | | | | University of Minnesota-Twin Cities (46,597) |
| press coverage | | | | University of Florida (46,516) Arizona State University |
| * An opportunity for grassroots distribution through | | | | (45,693) Texas A&M University (44,618) Michigan |
| supplying both campus bookstores and campus music | | | | State University (44,227) University of Wisconsin |
| stores with music releases | | | | Madison (40,912) Pennsylvania State University at |
| Is the college market a viable market for your music | | | | University Park (40,828) |
| sales? | | | | (The above figures were reported in Almanac |
| Though the question is rhetorical in nature, please | | | | 2004-2005, published by the Chronicle of Higher |
| review the below U. S. college population statistics: | | | | Education, August 27, 2004.) |
| * There are 631 public 4-year colleges and universities | | | | _ |
| that have a combined student population of | | | | What College Students Spend on Music: |
| 6,236,455. | | | | According to a recent Harris Interactive survey, |
| * There are also 1,835 private 4-year colleges and | | | | college students spend $200 billion...that's |
| universities with a combined student population of | | | | right...BILLION dollars per year, with 76% of the |
| 3,440,953. | | | | students having spent $2,746,000 on music alone. |
| * Additionally, there exists 1,081 public 2-year colleges | | | | Note: As an added advantage, the self-promoting |
| with a combined student population of 5,996,701. | | | | independent artist should also create an Internet |
| * Even further, 621 private 2-year colleges host | | | | radio promotion campaign simultaneously, since most |
| another 253,878 students. | | | | 'net stations are accepting of MP3 files for airplay, |
| This brings the average U. S. student population total | | | | thus, reducing packaging and shipping costs of CDs to |
| to a whopping 15,927,987 minimum every year. And, | | | | stations. |
| more people are attending some form of higher | | | | |