The Modern Payola
Payola. I already said a word in this article that most people are completely indifferent to. Before I begin my article, I want you all to watch this video.
If you’ve watched the video intently, you’ll now understand what payola is. It’s the idea of buying plays from a DJ at a radio station, and it has been illegal for years. But, in this new streaming economy, it wouldn’t surprise me if payola was making a roaring comeback. Here’s why.
In this brand new digital sphere, let’s begin by saying the truth: the payola laws are outdated to say the least. The practice became illegal in 1960, therefore, a good forty years before the music internet boom that we are currently living in. At that point in time, the main source of new music was radio and jukeboxes at the local shop. Today, Spotify and YouTube have taken over.
Secondly, how many adds have you seen on Instagram from various accounts, talking about how so-and-so artists released a video or how so-and-so no-name artists are dropping a mixtape. My bet is that none of these brands did it for benevolent reasons. When the artist pays said Instagram star to promote their music, it’s the new version of payola.
Will the industry ever change and be fair?
Nope. Not to be a negative Nelly, but the reality of the situation is that it will not change because it will continue to be an industry. They aren’t selling music because they are selling products. In truth, you have to pay the game to play the game.
Remember the words of J. Cole on 21 Savage’s “A Lot”:
How many faking they streams? (A lot)
Getting they plays from machines? (A lot)
I can see behind the smoke and mirrors
N***** ain't really big as they seem
We, as a community, have to come to the conclusion that payola has already infiltrated the music. This isn’t new news. What I believe needs to happen, sooner than later, is the implementation of new laws to stop this. It will level the playing field for many of the best artists who are trying to get their music and their brand up.