Introduction   The rise of pop music   Dominating the music industry   Competing in a world market   Becoming a star   The power of radio   Fighting piracy   Digital age		The power of radio Radio airplay, particularly on mainstream ‘pop’ oriented stations, can get a song heard by a public that is willing to buy the product. While radio is used differently across the world, getting songs heard on radio stations is a key part of artists’ and record labels’ commercial strategies. Successful pop music stations concentrate largely on the most popular big releases. Programmes specialising in chart countdowns can guarantee large sales for both the single that is being played and the album on which it is available. It is therefore vital for record companies to get their music heard on these stations, and they will aggressively market the releases in order to secure airplay. Deregulation in the broadcast industry is becoming increasingly frequent across the world. In the USA, the most mature broadcast industry in the world, the Telecommunications Act of 1996 allowed companies to own an unlimited number of stations across the country, instead of the 40 station limit previously held. As a result, the US radio industry is dominated by corporations like Clear Channel and Viacom, companies that together account for over 40% of the US radio audience. Clear Channel owns over a thousand radio stations, and also owns concert venues and promotion companies across the US and Europe. Broadcasters around the world are following the US example, especially in Europe and Asia. In the mid-1990s, the Indian Supreme Court declared the airwaves to be public property and noted that broadcasting in the country was ruled by outdated laws. It forced the government to set up an independent body to control the airwaves, removing the power from the government itself. Deregulation, and the situation that has developed in the US, is not without its critics. According to the Future of Music Coalition (FMC), it has led to a “loss of localism, less competition, fewer viewpoints and less diversity.” An FMC survey reported that consumers were in favour of governmental intervention into the situation that has developed, as less new artists have the chance of getting their music heard in the deregulated market. The level of influence held by corporations over the music that is played on the radio makes it difficult for record companies to release more specialised music that does not appeal to a large audience. It is a common complaint from smaller labels that promoting new music to radio stations is one of their biggest problems, as they believe the links between the Big Five record companies and the corporations ruling the airwaves are restricting their ability to compete.

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