To understand The Payola Scandal we first must understand what Payola is. Payola is the act of paying disc jockeys in order to gain more air time on the radio. It was a widely known practice through the 1950’s when rock and roll was becoming more popular for teenagers. It was not illegal then to take Payola, but it was illegal to take commercial bribery. (Marie H., 1:46, Video Attached Below). Payola became illegal in the early 1960’s and disc jockeys suddenly become criminals for doing something they had always done. Many claim that Payola was the only way that rock and roll music would ever be on the radio while others believed something different, “several witnesses testified that payola existed long before rock-and-roll” (Sernoe, Pg.139).
Many people did not like Alan Freed’s music taste. He played many songs that came from Black singing groups and played Rock and Roll songs which parents and adults did not enjoy. When others in the music industry found out about Payola people came from far and wide admitting they had paid Freed to play their music. With so many people pointing fingers at him an investigation by Congress began. Once Freed began to be investigated may other disc jockeys began to be investigated as well, the other most known investigation being into Dick Clark. As many of these disc jockeys did not see they were doing anything wrong they admitted to every bribe they had taken and were dismissed with a slap on the wrist. Freed would not admit to any wrong doings and with evidence against him was charged with commercial bribery. The charges that were laid was such a downfall in the music industry that it essentially was the downfall to Rock and Roll music.
I found a short video on Alan Freed and how Payola played out in the 1950s and 1960s:
Of course, the two major players in the Payola scandal (as stated above) were Alan Freed and Dick Clark. Dick Clark admitted to all his wrong doings. Showed every cent of money he had taken and walked away with a small fine. There were many other charged in the scandal (I can not seem to find an exact number) that all admitted to what they had done and were left with the same outcome as Dick Clark, just a small fine. I believe that because it was such a common practice, although somewhat illegal, the courts had a hard time convicting them. It was more a warning to give to all the disc jockeys as well as other jockeys in the United States that this is now illegal and if caught after all these hearings there will be trouble.
I found a second video of Dick Clark speaking about the Payola Scandal, what it is and some of his thoughts on the Scandal. I found it interesting as you can see as he is speaking how he truly felt that there was nothing wrong with making a little extra money to play a record. But also, his feelings that he never dud take any money. It was the disc jockeys underneath him that were paid but like he said it was normal (at 1:16 in the video). Attached the video here:
Payola does still exist today it just has to be more open. “The act of exchanging cash or promotional consideration for airplay is not actually illegal in and of itself in the United States. Such exchanges are legal as long as they are done openly, providing some manner of public corresponding explanation of the character of the relationship between the parties involved” (Fairchild, Pg.1). It only becomes illegal if it is done secretly without anyone knowing. I believe that this is saying that instead of being paid directly, the record labels give radio stations some kind of compensation. Helping the radio station promote themselves (by donating money) or running a contest for the radio station to get their name out to the public. It could just be a gift for the radio company making the record labels song become big, something that is still a pay off but is not necessarily giving them money to play their music. As long as it is in the public eye and there is a valid reason for the money then it is okay.
I have a hard time deciding if payola is a good or bad thing. I think there is pros and cons to having it. It is good as it gets new music on the radio. As many suggested, rock and roll may have never made it on the radio if it was not being paid for. So, if it is the only way that a record label can get a new song on the radio that sounds different than anything before it then maybe it is not such a bad thing. But, it is also quite unfair for a label to pay as one company may have much more money than another. If one company continuously pays a radio station to play their songs and another record label wants to do the same but cannot pay as much then it becomes unfair. Especially if the company that is paying less is getting more listeners and people that are enjoying their music more. I do feel if there was just a mix of all the record labels without any payola that would probably be the best.
Although, I also feel in the world we live in today and the future we will see that. With the rise of XM radio a consumer can pick any type of music they like. If they like country they pick the country station on the XM radio, if they like coffee house they pick the coffee house station. In that sense record labels will only have to promote themselves to those specific stations rather than to a large station that plays all popular music. I believe XM radio is becoming more and more popular and it could abolish payola in the future.
Lindsy
Works Cited
Fairchild, Charles. 2012. Alan Freed still casts a long shadow: the persistence of payola and the ambiguous value of music. Retrieved from: http://journals.sagepub.com.cyber.usask.ca/doi/pdf/10.1177/0163443711433667
Histoy.com. 2009. The Payola Scandal Heats Up. Retrieved From: https://www.history.com/this-day-in-history/the-payola-scandal-heats-up
Sernoe, James Lawrence. 2000. ‘It’s the same old song’: A History of Legal Challenges to Rock-and-Roll and Black Music. Retrieved from: https://search-proquest-com.cyber.usask.ca/docview/304631095?pq-origsite=primo
Youtube
FoundationINTERVIEWS. (2012, Apr. 26). Dick Clark discusses the Payola Scandal – EMMYTVLEGENDS.ORG. Retrieved From: https://www.youtube.com/watch?v=1oOe3jkXR-w
H., Marie. (2013, Feb.26). Alan Freed Payola Scandal
. Retrieved from: https://www.youtube.com/watch?v=aGycBSVu7xo