Patience

It is hard to be patient in the music industry. I often see artists get frustrated when a single they released doesn't have an instant reaction or just isn't taking off as quickly as they want it to. This is a natural reaction, but a lot of times I feel an artist doesn't really give their own song a chance.

Music and Program Directors I interact with will tell you it can sometimes take them a month or two before they 'put some proper ears on a track'. There are always some exceptions, but even the ones who listen to stuff right as soon as they get it will tell you they sometimes get overwhelmed with the amount of new music they receive.

For the artist it can be hard sitting, wondering and waiting. Over the years I've tried explaining to some of these frustrated artists that they have to try and be patient, but have found it hard to be convincing without a concrete example of a song taking a while before breaking at radio.

I now have that example.

KONGOS "Come With Me Now"

This single recently jumped to #54 on Billboards Top 100 chart.

The single was released in 2011 (video was posted on YouTube on July 31,2012)
Now I'm not saying you have to wait 2-3 years for a single to take off, but I am saying its worth giving the single more than 2-3 months at radio before giving up and thinking you need to change tactics and release a new single. If you believe in the song, push that song and give others an opportunity to believe in it too.