By Benjaah Edwards
Dear Radio station, when you sneeze we catch the cold and start sneezing too. You define what we like because your brand awareness and marketing team is not sleeping on duty. I wonder if you are excellent merely because you have no worthy competition? I wonder if being number one has meant that you have grown wings and can now do whatever you want?
Dear radio station! While I was chatting with some friends about you, they said that they cannot listen to you for long without getting bored and turning to YouTube or their own selection of music because, according to them, you play the same music over and over again. They said that they can even spend a year without listening in and come back to find very little change.
Perhaps having a consistent sound is what you want and we are clearly not getting it. I am told that you have a strict music policy. I have seen some artists complain. I don’t blame either camp. I haven’t allowed myself to blame either camp because that is not my calling. I have however been driven to wonder, just what if your music policy is the problem?
What if your music policy has meant that there are no new artistes breaking through, as a friend suggested? What if, as I added on the conversation, you have crippled the industry in the name of wanting to be the only ones giving people an endorsement – without which they can’t believe they have made it? What if, those artistes who think they have arrived because they are on your rotation, have not yet arrived? What if they knew that there are more territories to be won? What if they knew that beyond your radio station there is little else that the world knows about them? What if your music policy is the problem?
Dear Radio station, I am starting to think that perhaps change is good. Without it, you will receive the same results over and over again. I know there are people who are afraid of questioning you. Others are right in thinking, ‘if you can’t beat them, join them.’ I am not trying to beat or join you. I am merely allowing myself to process this thought and oftentimes, the best way is to write it down. If you see this and think it is you I am talking about, it is possible that you are right. You could actually be wrong, unless my friends and I were right that your music policy may be the problem.
About the Author
Benjaah Edwards Real Names Eddy Benjamin Atum is a Gospel Recording Artist from Uganda and he also blogs at sonofolwa.wordpress.com
