By Lisa Morgan
I understand that radio is a business that depends on ratings in a highly competitive industry. I have been told that radio programmers are concerned that putting local musicians on air will lose audiences. This Saturday, the Local Music Showcase, supported by Oscar and Grammy nominated producer Ronnie King, hopes to validate the fact that supporting local talented and worthy artists by sharing them with your audiences is simply good business.
It was terrifying to learn what was unfolding in France, and even more so to learn that some of our desert’s own were at the very center of it. Now, as the terror subsides and “some” relief can be experienced knowing that most are coming home safe, I reflect on how this band, whose name most of the national newscasters got wrong at first, is now top of mind. Eagles of Death Metal’s (EODM) album has been around for a while now. Suddenly, their record launches to the top 20. Will they NOW finally find their way onto their local radio stations that have played everybody else’s music while they were scratching out a career? After decades of successfully earning the respect of fans in the US and in other countries, will their success and demand only be related to the catastrophic event that they were lucky to survive? My question to the media- why can’t we show support for our local musicians when they are struggling to find an audience and before we risk losing them forever? To those whom I have personally seen go against the grain and provide opportunities to share their audience with local artists (examples: Bradley Ryan, Rich Gilgallon, Mike Mozingo, Jimmy Fitz, Brad Mercer, Patrick Evans, Dan Ball), I salute you, as do the many artists, their peers, their fans, and their families, not to mention many of your listeners.
The music industry is tougher than ever these days. The idea of finding your way through the flooded masses of music can be debilitating. There was a day when radio could make a difference in our rich American music culture. Now, it seems, money does all the programming. In ways, local radio is facing the same dilemma with satellite radio and streaming. The one thing that sets local radio stations and local musicians apart from the competition is that THIS is your hometown. Couldn’t you work together to build solid relationships in your community and, of course, revenue?
Musicians, even the reluctant ones, have learned to bear the burden of networking to draw audiences. Artists who create their own music are perhaps more driven than most to do the work to get people to their shows and events so their creations can be heard. More than most businesses, musicians understand the power of social media – they’ve depended on it. With every local artist you bring on air, you bring a whole network of potential new listeners – family members, current fan bases, peers, the audiences that have left radio to find music on their own terms. These are quality listeners, because they come with a loyalty that is as passionate as the music itself. I’m not saying you have to let every local musician on air, but if you haven’t realized that the Coachella Valley and the high desert are a mecca of incredible original music, and that many of these musicians raise the bar on much of your current playlist, you may want to get out more.
This Saturday night, I invite you to do just that. Join our Local Music Showcase at Schmidy’s Tavern, a Palm Desert business that has publicly stated that hiring local musicians has greatly contributed to their success. Artists who performed on Mix 100.5, thanks to radio personality Mike Mozingo earlier in the year, will perform. One of those promising artists, Rick Shelley, will be celebrating his independently released (and financed) EP, recorded in Joshua Tree at High Lonesome Recording Studio. I think anyone in attendance of this Local Music Showcase this Saturday night, will be hard pressed not to see the connection these shining artists are capable of making to those who listen. They will be even harder pressed not to be awed at the level and numbers of worthy music makers we have in our desert, and this is showcasing a mere handful.
The well of truly inspired talent runs deep in our low and high desert, and is delivered by some of the hardest working, under paid and under recognized people you will ever meet. The only reason they do what they do, is the passion that compels them and the hope of being heard and making an impact on as large of a listening audience they can find. It is a heartbreaking business. In today’s music world, if you don’t have just as deep a well of financial resources as you do talent, the odds of making your mark as a musician are practically impossible. I believe our community is prepared to stand behind these local musicians in a tangible way. I also believe, that the first local radio group to go to market with a strong local music presence on air, will be the big winner.
