As a musician who usually leans towards popular streaming services for your music consumption, you’re probably aware that radio still reaches an audience of over 90% of the world’s population at least once a week. With more than 50,000 radio stations globally, including online and satellite options, this is a platform you can’t ignore. This guide will provide a comprehensive look at getting your music on the radio, offering a handful of the most tried and effective ways to get your music airplay beyond the conventional strategies.
Because while radio may no longer be the only way to promote your music, it still holds significant power and potential, and services are available to help make the process easier for smaller artists like you to get your music heard by fans and other curators alike. This article will present the six best ways to get your music to radio stations. Whether you’re an independent artist just starting or have been in the business for years and looking to expand your promotional game into new, potentially international markets, these strategies will provide the insights and tools needed to succeed in today’s multifaceted music industry.
Listn.live
Listn.live, in partnership with Syndicast, has transformed how music creators pitch their work to radio stations. Providing direct access to over 2000 FM/DAB and online worldwide stations, Listn.live enables creators to target suitable radios for their selected territories strategically. This direct connection ensures that artists can effectively expand their airplay and reach a global audience without complications.
While they’re new to the game, this simple X-Factor easily puts them ahead of more legacy submission platforms like Submithub and others. By removing the complex web of industry middlemen, Listn.live opens doors to some of the most influential radio DJs known to propel the careers of even smaller artists. The platform’s ability to curate connections based on specific criteria ensures that the connection is direct, highly targeted, and impactful. Whether you’re looking for regular support or just an accolade to tout on your artist bio that you were supported by globally recognized DJs on their radio shows, this is a no-B.S. approach to getting it done.
Listn.live’s design makes pitching music to radio a worthwhile investment of time and effort for artists. Its 360 promotion campaigns are personalized and tailored to the individual artist’s needs, focusing on genre affinity, territory, and engagement. This targeted approach maximizes the chances of success in an increasingly crowded music landscape, making Listn.live an indispensable tool for modern music creators seeking to make their mark.
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Do The Legwork Yourself
In today’s digital age, smaller artists can access crucial information online, such as the contact details of influential curators at platforms like Sirius XM or iHeartRadio. With diligent research, these contacts can be found, and artists can reach out directly. This seemingly obvious access presents a significant opportunity to get music heard by the right people, depending on how artists leverage these connections.
While the music industry may seem to be controlled by major players, countless web, browser, and online radio stations are eager to discover new content. These smaller stations are often more responsive and willing to collaborate. Landing multiple small stations may not seem impactful individually. Still, having 10, 50, or 100 stations playing your show can significantly boost your career, offering both tangible benefits and impressive metrics.
Leveraging sites like OnlineRadioBox can further this strategy. Many stations list their contact emails directly in their descriptions, making them easy to reach out to. Though these stations might not provide detailed metrics like monthly listeners or activity levels, they present a valuable opportunity for casting a wide net. You can significantly expand your reach and influence by featuring your music or radio show on various stations.
Pay A PR Agency
PR (public relations) agencies offer specialized services to musicians seeking to promote their music on radio, TV, and other platforms. These agencies distribute press releases, secure interviews, and arrange radio airplay, leveraging connections with significant media outlets and providing greater reach and visibility than direct submissions. While this method offers substantial advantages in generating media attention, it may come at a significant cost, depending on the PR agency’s fees.
The evolving music landscape has also opened opportunities for artists to manage many PR tasks independently. With the rise of streaming platforms and accessible online tools, musicians can build an audience without relying solely on traditional industry gatekeepers. This democratization allows for a more flexible approach to promotion, catering to various budgets and goals.
For those who engage with a PR agency, careful selection is critical to aligning with their specific needs and maximizing the benefits of this professional collaboration. The choice between handling PR independently or with professional assistance depends on factors like budget, stage of career, and targeted reach, offering multiple pathways for artists to connect with their audience.
Invest In A Radio Plugger
Radio pluggers, experts in promoting music to various radio stations, are valuable for broadening your reach. They target specific outlets, using their industry contacts and understanding trends, coordinating airplay, and fostering artist-station relationships.
In today’s digital age, independent promotion is accessible, but engaging a radio plugger can still offer advantages. They craft tailored campaigns focusing on your genre and desired audience, but this specialized service comes at a cost. Smaller artists targeting specific DJs, stations, or regions might find themselves paying for features they don’t initially need.
Release On A Label Who Is On The Radio
If you’re a smaller artist dreaming of global radio play, research the labels you could send demos. Seek out those with radio shows or run by artists who actively support their label’s talents by inviting more minor acts for guest mixes and features on their shows.
Avoid settling for labels that only upload your music to Spotify and then forget about it until royalty collection time, regardless of their industry reputation. Your passion for your craft deserves better.
Luckily, many artists and labels host radio shows that feature their artists in guest spots. These connections can help get your music onto massive radio stations like Kiss.FM and Sirius XM. It takes effort to discover which labels have the right resources, but that investment can align your career with your goal—in this case, getting your music on the radio. Focus on partners who can help you move forward, not just those with industry clout.
FAQs
What are the benefits of getting my music played on radio stations?
Playing your music on the radio offers significant benefits, especially for independent artists. Radio provides a human connection to music through DJs, lending credibility and helping fans engage with new songs. It allows you to target specific audience groups based on location and genre, quickly growing your following. Unlike streaming platforms where listeners choose playlists, radio promotes discovery, enabling listeners to find new music they might not have encountered otherwise.
For independent musicians, College, University, Non-Commercial, and Community Radio stations can be particularly beneficial. These stations often have passionate curators and fans receptive to new and unsigned artists, making them an ideal platform for promoting and connecting with a dedicated audience.
Can I promote my music to radio stations without a record label’s support?
Certainly! Independent artists can promote their music to radio stations without the support of a record label, and many do. By targeting College and University Radio, Non-Commercial and Community Radio, or even some online and satellite options, independent musicians can find platforms that are open to unsigned artists. Crafting a professional and engaging press kit, researching appropriate stations for your genre, building relationships with DJs and station managers, and following submission guidelines can all be essential to your success. Some stations are very open to independent music, and with persistence and professionalism, you can get your music played.
Even without a label, various services and consultants specialize in radio promotion and can assist in guiding independent artists through the process.
They have the connections, experience, and expertise to hear your music. It might require investment in time and money, but promoting your music on the radio without a record label’s support is entirely possible. Leveraging social media, networking within the industry, and continually engaging with targeted radio stations can further enhance your chances of gaining airplay. Independent artists can achieve radio promotion and grow their fan base with determination and a strategic approach.
How can I measure the success of my radio promotions and airplay?
Measuring the success of your radio promotions and airplay is essential in gauging market response and potential growth areas. Utilizing airplay monitoring services like Soundcharts, you can gain valuable insights into your airplay presence across various local markets, pinpoint high-potential markets, and track the progression of your airplay over time. Detailed, customizable charts provide a deep dive into specific markets, enabling strategic promotion.
Beyond market analysis, airplay monitoring helps manage your radio promotion network by tracking and growing your presence, recognizing the success of strategic approaches, and building a promotion network.
Finally, some services ensure the collection of public performance royalties by accessing real-time airplay logs, a vital aspect for artists to claim their rightful earnings from global airplay, while others, like Listn.live’s success can be measured from accepted submissions and supported campaigns on the platform.
How can I effectively combine radio promotion with other marketing strategies like social media and streaming services?
Combining radio promotion with other marketing strategies like social media and streaming services can be effectively combined by utilizing an integrated approach that leverages both traditional and digital channels. The synergy of traditional mediums such as radio, billboards, and print with digital platforms provides a comprehensive reach to various consumer segments.
- Billboards and Geotargeting: Pairing traditional billboard advertising with geotargeting can reinforce marketing messages by connecting with consumers in specific locations through mobile device marketing strategies.
- Magazines and Digital Content: Collaborate with niche print magazines to reach specific audiences and extend your reach through their digital channels, such as social media or digital editions.
- Newspapers and Online Ads: Use print newspaper ads for local targeting and negotiate added value for online banners or social media posts to bridge both platforms.
- Television and Video Ads: Leverage TV spots and repurpose the content for social media, digital streaming, and other online channels to maintain consistency across platforms.
- Radio and Streaming Ads: Utilize radio for localized exposure and amplify reach by purchasing additional placements on streaming platforms like Spotify or podcasts.
By integrating traditional and digital channels, businesses can create an omnichannel approach that ensures a cohesive and personalized customer experience. This integrated strategy stands out in a cluttered digital landscape and brings consumers convenience and unexpected personalized experiences, enhancing engagement and sales. Moreover, as traditional channels become more accessible, even small businesses can leverage this combination approach to maximize their impact on brand awareness and interaction.
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
