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10 Questions with ... David Dyer
September 18, 2007
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NAME:David DyerTITLE:Sr. Dir. Pop PromotionLABEL:J/RCA Music Group
Please outline your radio career so far:
1994- 1999 Copyright BMG Entertainment
1999- 2000 Marketing Arista Records
2000- 2004 Regional Promotion RCA/J Records
2004- 2006 National Top 40 Promo Jive/Zomba Label Group
Now National Top 40 Promo RCA Music Group1) The business has undergone significant changes in recent years. What are the key differences since you first broke in?
Sales is the #1 significant change, but that topic has been covered. After that it's clearly technology. MySpace, Facebook, Second Life, Web 2.0, widgets, etc. are all changing the way kids are exposed to music. It's really challenging to be on top of new technology but it's a crucial part of the game. We need to know where the new generation is going, and we have to make sure that when they arrive, we're already there.
2) You're kind of a "new breed" promo guy. In what ways do you differ from the veterans in the biz?
I don't think I strive to be different from the veterans. There are some amazing veterans in the field such as Cheryl Kovalchik, Paddy Rasconia, Paul Barrett, Paul Nelson, Jim Payne, Doug Hamann and Bobbi Silver. If we don't try to learn from and give respect to them we're doing ourselves a huge disservice. In terms of my own style I try to make sure that radio understands that we need them. The conversations today have to be much more about the business and showing the station that we really do want them to be successful. It's not all about dinners and drinks. Internally, Peter and I really try to make sure we are always looking for the fresh approach. We have a blast creating new marketing plans and radio advertisements. We're consistently challenging ourselves to be different and unique in what we do.
3) It used to be that radio was the first place you went to break a new artist. Now, in many cases, it seems like it's the last. Your thoughts?
Be clear: Radio is still #1. Top 40 radio can still deliver 60 million in real audience to a song in any given week. If you want to break an act, radio is still by far the best way.
4) MySpace and other sites are impacting the biz. How are you utilizing these online resources?
We have one of the best, most aggressive and strategic Digital Marketing Departments in the business. Peter and I make it a point to work hand and hand with them on a daily basis. If we have a station step out on a group, such as I Nine, we can support that add with major micro-marketing directly into that market and more importantly, brand the act directly to that station's listeners. This makes stepping out on an act more valuable to the station because their listeners will be exposed to the act from many more angles on a local and national level.
5) What's the lamest excuse for not adding a record that you've ever heard?
These days the lame excuses are few and far between. We try to be open and honest with radio, and it really feels like they are being equally open and honest with us. As a programmer you either think my song is a hit or not. If you are honest about where you stand, it will help me develop the song to suit what the station is looking for.
6) What's been your most rewarding project so far this year?
I honestly believe it's still to come with the new band I Nine. I think this band is chock full of hits, and I believe that 2008 will really be their year. Instead of talking to radio about airplay now in order to enhance Christmas 2007 sales, we really believe that the emerging story of I Nine will be told through 2008. This is a long-term plan to break a career artist.
7) What's been the most frustrating?
We're all about building careers and we have started that process with Paula DeAnda. She is now set up to have an explosive sophomore album. She has a lot of friends at radio and has worked very hard. She has had two hit singles and a strong third at two formats. The immediate CD sales have been frustrating in comparison to her impressive digital numbers, because we always want to see the hard work turn into immediate results, but I know it is all part of building what will be an impressive career.
8) What cool music do you have coming through the end of the year?
Mr. Davis has us set up for an impressive fourth-quarter showing. Not only will we have new tracks from Avril, Daughtry, Hurricane Chris and Baby Bash, but we also have big records coming from Santana "Into The Night," Alicia Keys "No One," Mario "Crying Out For Me," Foo Fighters "The Pretender," Velvet Revolver, and a new track from Jennifer Hudson.
9) Looking back, which years hold the best musical memories for you -- and who were your favorite acts at that time?
I hold the Arista years dear to my heart. In 2002 we had two #1 records with Pink's "Get The Party Started" and "Don't Let Me," and two top-5 songs with "Just Like Pill" and "Family Portrait." Avril emerged as the best new Pop artist with three #1 singles -- "Complicated," "Sk8er Boi" and "I'm With You." Usher broke all-time audience records with the #1 "U Got It Bad" and a top-10 single with "U Don't Have to Call." Even Diddy and Santana logged top-5 singles with "I Need A Girl" and "Game of Love." 2002 was an exciting year to be working for Arista Records.
10) What would we be surprised to find on your iPod?
Complete Seasons 1-6 of "24" and "Pirates of the Caribbean." Oh, you mean music... my four most-listened-to artists are Jay Z, Miles Davis, Donnie Hathaway and John Legend.
Bonus Questions
What artist/act (living or dead) you'd love to meet and why?
I am blessed to work on a daily basis with Clive Davis. After that, God is next ... and I'm in no hurry.
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