A Historical Perspective on LP Marketing and Payola in 1962: The Case of Robby and the Troubadours

The music industry in 1962 reflected the political turmoil of the times. Dinner and
dancing was a popular pastime. The music Americans heard and enjoyed over the
airways was limited, however, by payola.
Program directors adhered to criteria that supported the corporate fiscal model of
their radio stations. Songs needed to attract listeners and major advertisers. Payola
typically involved direct payments from major record labels to disc jockeys and the
rewards were lucrative. Record labels fed them songs to play and disc jockeys became
loyal to the payments. Thus, payola became a bottleneck to broader distribution of other
artists, which hurt musicians, small record labels, and the public, and increased the price
of music.
Entertainment managers were ambitious band managers who took on additional
roles due to the high costs of producing and promoting songs. The case of Robby and the
Troubadours is shared through a historical simulated marketing plan.