ABSTRACT
This chapter focuses on the demand that may be stimulated for music products and performances and how they may be brought to public attention. It outlines the concept of payola has not surfaced in media headlines as in the USA, but the practice of hyping records has been commonplace in the UK music industry. For artists who are enterprising and want to bring their material before an audience and consumers, promotion begins just as soon as music has been created. The popularity of music and social networking sites such as Facebook and Twitter have given independents in particular an open platform to promote their music without the gate-kept promotional restrictions existing in primary media, TV and radio exposure. The primary radio construct in the UK and USA follows in the footsteps of national TV in its prioritisation of which music they choose to exploit, essentially using larger music labels to service the media juke box.
