Photo courtesy of My Radio

My Radio is led by singer J.P. Powell, front. The band signed a media placement deal in July so its songs can be distributed on television, movies and commercials.

The band name My Radio conjures up an obvious image.

But this Roanoke act doesn't believe radio is the best place to break a new band. Then again, My Movie or Television Placement doesn't have quite the same ring.

When singer/pianist/songwriter J.P. Powell and drummer Hunter Johnson put the band together, they had two priorities: making a great record and getting it into as many ears as possible, Powell said.

The best way to do that these days is by getting your songs on television, movies and commercials, something Powell wouldn't have considered a decade ago. But hearing bands such as the Shins, Wilco and others reach bigger audiences via television ads had an impact on him.

"We're not going to drive around in a van for 25 shows a month, hoping that we'll break," he said. "This is a way to get exposure and pay for what you're doing."

In July, My Radio signed a media placement deal with Ocean Park Music Group, a licensing company on the West Coast. Ocean Park represents publishing catalogs from a wild diversity of artists living and dead, including Robert Plant and Alison Krauss, Ray Charles, Mercury Rev, Robyn Hitchcock, Modest Mouse, Kaki King, Ike Turner, Jim Lauderdale and another band with Roanoke ties, Southern Culture on the Skids. The firm has placed music on many hit TV shows and movies.

There's already been a little action. The band signed papers to place its song "Yeah, Yeah, Yeah" on a halftime highlight reel for the Cleveland Cavaliers -- home of NBA superstars LeBron James and Shaquille O'Neal. Fox Sports Ohio will play the song during at least three telecasts in that region, with the option for more. The money there won't be big, probably about $100 per play, but again, it's exposure that My Radio is after.

"They use that song and LeBron puts up 40 points in the first half, we just get totally lucky, because now our song is piggyback riding LeBron," Powell said. Still, he's realistic: "Just because you have a placement doesn't mean anything's going to happen."

Bigger games could be ahead. Ocean Park just sent out My Radio's recently completed album, "Give Us The Sun," to potential movie, TV and commercial clients. The money there could be huge -- up to $25,000 for a good movie placement and up to $100,000 for an advertisement. The band should hear something soon, Powell said.

A listen to "Give Us The Sun" reveals plenty of songs that could sound great on a movie soundtrack. Turns out, Powell is a movie freak.

"Probably my favorite art form above all others is cinema. That's everything from indie films straight up to your big shoot-'em-up action thing. I love 'em all -- bad movies, good movies. I can't think of a song I've written that isn't at least partially influenced by movies."

Visit blogs.roanoke.com/rtblogs/cutnscratch to hear a podcast with Powell on this subject.

Also on the blog

There is happy and sad news in the local music world this week.

> Onetime Roanoke Valley resident Keith Carper, a bassist who most recently was touring with country music's Hal Ketcham, has died. Go to the blog to read more about Carper and see tributes posted by some of his friends.

> Singer/saxophone player Debrissa McKinney, formerly of Botetourt County, has been very busy since she moved to Asheville, N.C., to join the neo-funk/soul band Laura Reed & Deep Pocket. The latest record from jam/jazz bandleader Karl Denson's Tiny Universe, "Brother's Keeper," features McKinney and Reed singing harmony vocals on seven cuts.

Reed has taken time off the road to have a baby, but McKinney has hooked up with the reggae-flavored Josh Phillips Folk Festival for some touring. Early next year, she'll be headed to Florida for Jam Cruise 8, where she'll perform with members of Phillips' band and Lord-knows-who else. The young woman has huge talent. Go to the blog to read more.

> Our latest live audio includes Geoff Achison's Wednesday night solo performance at Kirk Avenue Music Hall. It was a small turnout, and I just can't believe that at the very least, guitar geeks aren't interested in hearing this Australian beast. He's got chops, but plenty of soul, too.

About midway through his 90-minute set, he called up Blacksburg's Hunter Pease to sit in. Pease, of the band Always Morning, had spent time with Achison at roots giant Jorma Kaukonen's Fur Peace Ranch, a guitar camp for players of all skill levels. They played a couple of tunes and were obviously having fun, particularly on a jam in the key of A, which you can hear on the blog.