What is song-plugging / payola?

• A. A modern licensing method for digital streaming.
• B. A practice where DJs promote songs via social media.
• C. A traditional practice where publishers paid or gifted performers to perform specific songs; the biggest stars were the strongest marketing channel.
• D. A type of songwriter credit assignment.

Answer: (C)

Song-plugging, historically tied to payola, is the practice of publishers paying or gifting performers to perform or publicly promote a specific song. The point of this strategy is to leverage the performer’s reach and fame to generate exposure, so big stars become the strongest marketing channel because their fan base and media attention can drive listeners, radio airplay, and chart success. This differs from modern digital licensing methods or influencer-style promotion and isn’t about assigning songwriter credits. In the classic payola era, such payments to gatekeepers raised legal and ethical concerns and led to regulatory scrutiny, but the promotional idea remains the essence of plugger activity.