(Almost) everything you wanted to know about requesting...but were afraid to ask

Sure, it's a little redundant considering our header--but by overwhelming popular demand, here's that brand new "forever in blue jeans" Bucky Covington promo image from his album cover photo shoot again. You can pre-order Bucky's debut CD at Amazon, Best Buy and Target, hear the full version of his single "A Different World" at CMT, or enjoy samples of four songs from the CD at Bucky's official MySpace. Thanks so much for writing!

(Short version: politely requesting Bucky's song really does help it climb the charts, even if you don't hear it right away--so request on. For the long version with the reasons why, keep reading. Links to resources are at the end of the post and in the sidebar--scroll down and enjoy!--Winnie )

My first experience--and first disillusionment--with radio requesting came when I was in high school. Our local Top 40 station had an "Instant Request" oldies hour, and I called up to ask for my favorite vintage tune, only to be told, by the DJ, what song I would be requesting--they gave me the title they wanted me to ask for, recorded my voice requesting one of my least favorite vintage tunes, then hung up and patched some friendly DJ patter in before playing the whole thing on the air. Voila--"instant request"! Needless to say, I've been a little leery of radio requesting ever since.

If you've had similarly frustrating experiences while asking for "A Different World" these last few weeks, don't feel alone. The actual mechanics of radio requesting have changed substantially since the bygone days of Wolfman Jack and classic Top 40. Nowadays, it's better to think of radio request lines as a suggestion box--not a jukebox. There are still some wonderful stations and DJs who are happy to simply play a requested song the way they did back then, but they're becoming fewer and farther between. This excellent article by author/DJ/voice-over talent Corey Deitz is a few years old--however, the situation now is largely the same:

First of all: it’s not you. It’s nothing personal. Most people don’t hear their request.

That’s because Radio - at least terrestrial radio - long ago moved away from listener requests and opts to program by research: auditorium tests (large groups who are asked their opinion), focus groups (small groups who are asked their opinion), and music scheduling software (designed to rotate everyone’s opinion throughout the day).

And once this process is completed, a station’s “library” of music is established.

Here's his explanation of how newer songs make it onto today's tighter playlists:

So, what about new music? How do radio stations decide what gets played? Well, that’s a little different. It’s usually a combination of:

1. Checking trade magazines to see what other similar radio stations are playing and how often
2. Listening to pitches by record promoters
3. Factoring in if the band already has had a hit or if they’re unknown
4. Asking local music shops what people are buying
5. Relying on their gut-feelings on how the band will be received by listeners and if it fits into the station’s music format
6. Occasionally having opinion surveys at their websites listeners can respond to

What does all this mean for us? Well, there's a silver lining to this techno-cloud. On the one hand, calling up or emailing to request Bucky's single doesn't necessarily mean you'll be hearing it on that DJ's show right away, or even that day. On the other hand, calling up or emailing your request for Bucky's single does substantially improve your chances of hearing it on that station in the long run! Based on several months of lurking at radio industry sites, here's what I've learned about what our requests actually accomplish, whether we hear "A Different World" as a result of a particular call/email or not:

Requests at stations that are currently playing the song help the song get played more often by establishing that listeners (that'd be us) are receiving it well and enjoying it on the playlist.

Requests at stations that are not yet playing the song give it a higher profile when the "what to add to the playlist" decisions are made--they show that there is indeed a local audience for the song.

As you can see, that neatly corresponds to point number one on Mr. Deitz's list. Plays inspire plays--the more often the song is heard on the stations that are playing it now, the more likely it is to get heard on new ones. So if you think your requests don't matter--think again! They do.

When it comes to how to request, we have options that radio fans in Wolfman Jack's day could only dream of. Bucky's single has gained enough traction in the past two weeks to be added to the list of songs available as an e-Quest Alert--sign up at your favorite local and/or streaming stations' web sites, and they will send you an email or text message you when "A Different World" is about to be played. (Here's our previous post about the eQuest Alert service.) We also have the wonderful resource of radio station websites--you can request a song, participate in a survey, give feedback or a "thank you" for playing Bucky's single, or vote in a songfight--all without ever picking up the phone. And of course, the option of listening to stations all over the country via streaming audio is something our parents could never have imagined. (Does WKML's DJ Larry K. Smith now know he has a nationwide fan club?)

When it comes to how not to request, here's a modern-day twist to keep in mind, too. In today's radio environment, corporate control is stronger than ever, and DJs often cannot play a request even if they would like to, due to company policy. Some stations won't add a song until it hits the Mediabase Top 40, or 30, or 25; some have other specific criteria for adding a song to a playlist that must be strictly adhered to. This doesn't mean that requests don't matter--they are vitally important as real suggestions for a future playlist--but it does mean that arguing with radio folks will get us absolutely nowhere.

Forgive the statement of the woefully obvious, but just for the record--never, never, never, never, never get into an argument with DJs or station managers about a request for Bucky's music. Leaving emotions out of the whole process is key. If they say "sure, we'll play it" and never do, thank them politely and put in another request the next day. If they say "we wouldn't touch anything American Idol related with a 10 foot pole", thank them politely and put in another request the next day.

Yes, the state of radio today is frustrating. But consider this--DJs and station managers often cannot add a song until they get a corporate go-ahead, but they sometimes can (and do) ban or downplay a song or an artist if they choose. Even if they're snarky--and some can be--we've gotta stay sweet. Those twenty or thirty years Bucky says he wants in this business begin right now--and there's only one chance for his audience to make a first impression. Our friendly contacts with radio people today can go a long way toward making those decades as smooth as silk--and they can help stations look forward to Bucky's future releases with pleasant anticipation, rather than dread.

(The Golden Rule of requesting still stands, of course; only request at stations you can and do listen to. Radio stations hate spam every bit as much as we do.)

Bucky Covington is certainly doing his part to make "A Different World" a hit (just look at that promo tour, y'all)--and now it's our turn. With a little knowledge, a spoonful of sugar and a dollop of faith, we've got a recipe for success!


Here are a few resources to make requesting easier:

To find local and streaming stations: Radio-Locator.com and Radio Time both offer links to great stations available online and in your area. (You might find your new favorite station hundreds of miles away...)

General request info and updates: BuckyCovingtonFans MySpace has a blog section full of request resources--links, contacts, tips and more--to increase the chances of hearing Bucky on your local airwaves.

General info on the radio industry: The radio section at About.com is enormous--and very informative. If you've ever wondered about the inner workings of the radio business, this is a good place to start.

Your local station's website: Use it, live it, love it--and request from it.

CMT and GAC's Video Countdowns: It's almost that time! Video play will do a world of good when it comes to inspiring casual fans to request "A Different World". Bookmark GAC's Top 20 Country Cowntdown and CMT's "Pick or Flick" pages, and be ready to cast your votes when Bucky's video debuts in a couple of weeks or so.

Whew! Please forgive the length; hope all the info helps. News post next--see you later today!