In the 1950s, Payola evolved into music publishers and record labels providing cash, gifts, or royalties to radio station disc jockeys in order to gain airplay, which stimulated record sales, without mentioning these as sponsored airtime. However, not many of these musicians could afford, promoting themselves on this very hard journey.

If an artist could afford to pay for sponsored airtime, it would ultimately deplete from their profits. The road to stardom was not an easy one. Artists were responsible for paying for their recording time, promoting their own records, playing nightly venues to gain exposure, with very little pay (sometimes pennies) for each record sale. Many artists struggled to survive in this period, despite their talent. Alcohol and Drug use becomes a normal part of the profession, and hindered many great artists. Many times “Drinking and drugging, their advances away”.