At Ten16 Entertainment, we have the privilege of hearing a lot of great music.
Every week, we meet to listen to songs artists have poured time, energy, and talent into. We cherish this opportunity and don’t take it lightly!
Because of this, one of the most important parts of our role isn’t simply scheduling promos. It’s deciding when to say yes, and when to say, “not yet.”
It’s About Saying Yes at the Right Time
We don’t approach submissions looking for reasons to turn people away.
In fact, it’s the opposite. We’re looking for alignment, where a song, strategy, and season come together, giving a single a real opportunity to connect.
When we say no, it’s rarely about the artist’s potential or the value of the song. More often, it’s about readiness.
What We’re Looking For
1. A Song That’s Ready
A strong message matters, but so does how that message is delivered.
For radio, that means:
- Immediate connection (hook)
- Thoughtful structure and proper length
- Production and sound that stands alongside what’s already being played
It doesn’t need to be perfect, but new songs need to be competitive in their context.
2. The Right Timing
Timing shapes how a release is received.
We’ve seen songs lose momentum simply because they were rushed out before the foundation was in place (before the artist was ready), or because the moment had already passed.
Sometimes the best decision we can make together is to wait.
3. A Great Strategy
A release isn’t just a date on a calendar, it’s a coordinated effort that includes:
- How the song is introduced
- Who it’s meant to reach
- What happens after it goes out
Without a plan, even strong songs can struggle to gain traction.
4. Alignment and Fit
Most songs aren’t meant for radio—and that’s OK!
Different formats serve different purposes. Some songs are meant for personal reflection, live settings, or digital platforms rather than radio airplay.
Our goal isn’t to reshape a song to fit a format, it’s to recognize where it can connect most effectively. If we don’t think it’s going to reach radio, we’re not going to advise you to go for it.
5. A Collaborative Mindset
The best outcomes come from partnership.
We look for artists who are:
- Thinking beyond a single release
- Open to feedback and refinement
- Willing to build momentum over time
Radio promotion is so much more than sending out a press release and seeing what sticks. It’s a strategic partnership that creates an opportunity for stations to get to know an artist. When done well, it helps them feel like it’s a no-brainer to add them into rotation. And that’s just one benefit of what we do!
What “Not Yet” Really Means
When we say no, it’s often not a closed door.
More often, it’s an invitation to keep developing, refining, and preparing for a stronger moment ahead.
We’ve seen artists come back with songs that were better positioned, better timed, and ultimately more impactful because they waited.
Our Goal
At the end of the day, we’re not trying to work with the most artists.
We’re trying to do meaningful work with the right songs, at the right time, in the right way.
That means being thoughtful about what we take on, and making sure that when we say yes, we can fully stand behind it.
If you’re working on new music, we’re always listening.
And whether the answer is yes now or yes later, we’re always rooting for your music to land where it can connect best.
