Notice how, with little fanfare, artists have taken to aggressively building alliances with other media.

Far beyond 10 years ago when the insertion of songs from The Fray to Anna Nalick to Snow Patrol found a Grey’s Anatomy audience.

Plus, you now find networks running the song ‘bug’ during promos in the lower corner identifying the artist and title!

Music licensing unions have jumped into the act – with tutorial for musicians to get exposure for their art.

Disney properties execute this across all their platforms (ESPN on ABC!) without reservation!

Remember the happy accident – 10 years passed – with High School Musical?

Insiders said they would have been thrilled with 30,000 soundtrack scans.

With their own alliance (Disney Channel) they shattered viewing and merchandise records.

Now more than ever, native media hungers for broad strategic alliances.

Starting today, search outside the typical channels of exposure and certainly outside your comfort zone.

  • Zero into ONE community in your community that contains substantial audience return – then become a part of every parade, festival, pig roast, fireman challenge and civic event they do.  You will be rewarded with prominence in all their events.
  • Reach out across another platform for cross promotion – even if it’s NOT in your group – most group are doing this with television weather now.
  • Approach a grocery chain for your brand to ‘own an aisle’ where the store features specials available only advertised with you – insist on placing several FLOOR decals (the last uncluttered space in a grocery store) in the aisle for maximum exposure.

Media noise has increased to deafening levels on all platforms (Social, iiTunes, You Tube, Connected Car) and radio’s impact is suffering.

Make 2017 your opportunity to maximize alliances with non-traditional venues.

Next Week: Kaizen

Kevin Robinson is a record-setting and award-winning programmer.  His brands consistently perform in the Top 3 of the target – often times as the list leader.  In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand.  Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position.  His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent.  Kevin lives in St. Louis with his wife of 30 years, Monica.  Reach Kevin at (314) 882-2148 or