"Pay for Play": The Redistribution of Payola for Music Diversity in New York State and Its Implications for Sustainability in Music

This essay seeks to connect the dots between payola, media consolidation, music diversity, and sustainability in music. It begins with a brief history of payola, the practice of paying a radio station to play a specific music recording without disclosure to the public; suggests a reciprocal relationship between the "new payola" and corporate media consolidation at the turn of this century; and evaluates claims and counterclaims that media consolidation is detrimental to or supportive of music diversity. The article details New York State's payola investigations of 2005-2006, which reached cash settlements with major players for redistribution to music organizations disadvantaged by payola. Finally, "Pay for Play" reflects on the efficacy of this unique approach to fostering diversity in the marketplace. Effective or not, efforts on the part of a state government to redistribute corporate profits on behalf of underrepresented music point to a concern for cultural diversity not unlike concerns for genetic and species diversity in the biological sphere.