With the advent of new media such as satellite TV, subscription radio, DVD, cable-on-demand, and the proliferation of others such as video games, and digital downloads, never before have songwriters been in such demand. These new media are expanding into homes across the country and around the world with such rapidity that content-providers-- producers, directors, broadcaster, and cable-casters--find themselves struggling to keep pace with the demand.

Songwriters have found that through these new avenues, markets have opened in which their material could possibly be utilized. With DVDs for instance, film producers are now targeting consumers with projects which were conceived from start to finish to be marketed to the home movie market. Although straight-to-video movies were marketed this way in the days of VHS, today’s DVD versions--thanks to the technology behind the DVD--have the added benefit of containing “extras” the home viewer have now grown accustomed to such as alternate takes to the story; a “making-of” documentary; director’s commentary; theatrical trailers; and, in a growing number of cases, music and music videos which may have been cut from the movie but contained in the DVD version as an added value placement.

Video games are another area in which songwriters of today see a new means in which to express themselves. Just 15 years ago, video game makers considered music incidental to the game itself, but as the sophistication and high-definition technology of the games increased to have such features as 3D imaging and surround sound, consumer tastes wanted music which could take advantage of their advanced home entertainment systems. Video makers began to contract with record labels and production companies to create tunes which would appeal more to game players.

World Wrestling Entertainment (WWE) ventured into this field with a series of games based on the exploits of its TV wrestling stars. In every game, the wrestling stars depicted were introduced to a song created especially for them. The music proved to be so popular that a separate CD of the soundtrack was produced and it promptly became a best-seller. Def Jam records, sensing the profitability of this genre, released their own line of video games which featured characters based on actual Def Jam artists such as Method Man and Redman battling each other and other rap stars. With each game came an original mix of songs by the artists that helped propel Def Jam’s line to multi-platinum success.

Another way in which songwriters are prospering more is with subscription satellite radio services such as Sirius and XM. Due to corporate mergers and takeovers, most local radio stations are more and more closing their playlists to local bands since these acts do not attract the listeners--and therefore the advertisers--like national recording artists do. Satellite radio, which offers listeners a chance to hear commercial-free music of all genres from anywhere in the country, has allowed unsigned artists, bands, and songwriters a chance to air their material as a way of “counter programming” the sameness that corporate radio conglomerates like Clear Channel airs. Both XM and Sirius have discovered that consumers are requesting to hear local groups and artists who otherwise would not be heard. As a result, some retail distributors have reported that local merchants are now being deluged with calls from consumers inquiring about the songs appearing on the satellite.

Although this increased demand for new material has created new markets for songwriters and new opportunities, one salient fact has remained from the days of old: songwriters MUST present their best efforts and best work to the record buying public. Songwriters still need to acquaint themselves with the values of hard work, perseverance and persistence to succeed at their craft, and these are values which will ascertain whether the writer is one of substance or merely one who is, for lack of a better word, a “hack”.

Songwriting involves a myriad of talents, not the least of which is the ability to compose material which will engage the listener in an aural landscape seemingly constructed just for them. Most writers acquire this skill not from some college, school or university but through studying the hits of the past. Many successful songwriters de-construct the lyrical and melodic content of hit songs, line-by-line, chord-by-chord analyzing what exactly made them a hit. This method is used continuously by these writers in an effort to hone their skills to razor sharp precision. They feel that this method ensures that when an opportunity to present their material is made available that they will not only be prepared but able to give what is, in fact, their best work possible.

Songwriters wishing to take advantage of the opportunities listed here need to research the particular media they are interested in for the submission protocol each field has established. As with the more traditional ways songs have been submitted in the past to record labels, publishing companies and the like, writers today still need to maintain the professional approach to their submissions. Find out whom--and in which department--is accepting material and respond accordingly. These methods will help to guarantee that success is yours.