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MORE PRO TALK FROM HELEN LITTLE, president, U.S. operations, RuffNation Records (Ch. 7, Programming/Distribution, p. 185)…ABOUT: Discovering music: "I'm still looking for great music (as when she worked in radio); I'm just involved a little earlier. I get to listen to demos and to records that haven't yet haven't released. "For a company releasing records, 'airplay' is important depending on the type of music. In classical, it's not that important. For hip-hop and urban, it's more important, although some artists do well without airplay… "Radio is a specialized market. At pretty much any radio station, you have to take into account that you're there to sell advertising. In order to get the best rates, you need to get the largest number of people to listen to your forma and your station, to spend time with you. You're focused on the product you're delivering to them…" Records and the economy: "I think that the economy will always affect the music industry a great deal. It's hard for people to part with their hard-earned dollars when the economy is 'tight,' so to speak….One of the things (about consumers now) is that they buy music but they buy it more carefully. What they want to know when they buy it that it's worth the $20 or $25 they're paying… "These times also open the door to more new artists who are top-notch caliber. And the established artist can come up with new sounds. The recording artist has to work harder and for less…"
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