NEW YORK- In the largest cooperative effort in industry history, local radio stations across the country announced today they have banded together to launch an integrated marketing campaign celebrating the medium's power as the primary source for new music and compelling audio entertainment.
The first wave of the program involves a series of radio commercials entitled "Radio. You Hear It Here First." The spots were produced by the award-winning New York based advertising agency DeVito/Verdi. A first round of spots released this week feature superstars like Nelly, Ludacris, Avril Lavigne, Ashanti, Alicia Keys and Hoobastank, all of whom acknowledge radio's role in kicking-off their careers. In each, the artist recites a series of accomplishments and milestones that were achieved only after the artist was initially discovered on the radio.
Over the course of the next several months, the campaign will continue providing the testimonials of artists - from a range of genres - to sing radio's praises on a wide cross section of radio formats, including Urban, Alternative, Classic Rock, Country and others.
Virtually every major radio group including ABC, Beasley, Bonneville, Buckley, Clear Channel, Cox, Cumulus, Emmis, Entercom, Greater Media, Infinity, Jefferson Pilot, Journal, Radio One, Regent, and Susquehanna have stepped forward to voluntarily air the spots aggressively. As a kick-off to the program, these groups will air the spots several times per day, every day between now and the end of February. The value of this initial commitment alone exceeds $28 million.
NEW ARTISTS JOIN THE CAUSE
The campaign also features up-and-coming artists who extol local radio's role in discovering and introducing new music and artists to the American public. Such musicians include emerging Urban/Blues artist "John Legend," electro-rock up-and-comers "The Bravery," R & B act "Brooke Valentine," and emerging female artists "The Ditty Bops."
"Radio is where I always went to find out what was hot and new," said John Legend. "If you wanna know the artists to watch for or even where the party's gonna be, you listen to the radio. So, for a new artist, radio is critical. It's the most important way for people to be introduced to my music."
"Fundamentally, the role of each local radio Programming Director is to find the most compelling, local, national and international music to bring to our listeners," said David Field, president and CEO of Entercom Communications. "We are proud to note that local radio introduces thousands of new songs and artists to the public every year."
"This is what radio needs - a voice that effectively communicates the strengths and appeal of this great medium," said Infinity President and CEO Joel Hollander. "This campaign conveys that ours is an organic, compelling medium that remains the unrivaled source for new music."
Jimmy Steal, Sr. VP Programming for Emmis commented, "This exciting campaign reminds us all of radio's continuing dominance in both breaking new music and providing unique entertainment, which builds unbreakable bonds with our audiences."
The on-air radio spots are the first step in a multi-media effort. The industry and DeVito-Verdi are jointly developing print, Internet, and viral elements to the campaign.
DeVito/Verdi, a privately-held company, has been recognized as one of the most exceptional creative agencies in the industry. The agency's radio commercials have won numerous awards, including one at this year's Radio Mercury Awards, and the grand prize at last year's annual ceremony.
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