What’s it all about?
Radio edits have been around for decades and historically it was exactly that; an edit. Typically the intros were too long or the solos a little too indulgent or there were other parts that just made a track too long for the average radio listeners attention span. Over the last 10 years or so the radio edit has evolved and become a significant part of the overall launch/marketing strategy for independent and major artists/labels. Now, radio edits have become radio mixes which are essentially a new mix that can be tailored to a specific group of networks to target particular demographics or age groups. There may even be different radio mixes for different networks to widen the impact. So to put it bluntly the essence of the job is to take a song which has been deemed not suitable for the desired network and turn it around to maximise exposure. That’s the easy part though. The real trick is to do it and still maintain the original essence of the song and artist. A good relationship with a radio plugger is a massive advantage as they are the people speaking directly to the networks on a daily basis and they know what the hosts/producers are looking for.
So here’s a bunch of radio mixes I’ve produced and mixed. In the right column you can hear what the original album masters sounded like when I got them.