Underground music can significantly benefit from radio airplay, but how do you get your music on the radio? This article delves into the essentials, providing a comprehensive guide to navigating the radio landscape for underground artists.
Despite the digital age's dominance, radio remains a potent medium for underground and commercial music alike. While many people now prefer streaming services, there is still a substantial audience that values the human touch of a DJ and the element of surprise in not knowing the next song. Additionally, radio serves as a vital companion for commuters who spend long hours in transit. Importantly, this isn't limited to top 40 commercial stations; numerous smaller stations and specialty shows cater to niche markets, making radio airplay a valuable asset for any music career.
In recent years, the radio industry has undergone significant changes. Many stations have consolidated under large conglomerates like iHeartMedia (formerly Clear Channel). These conglomerates often prioritize playing what the audience wants to hear and catering to advertisers who fund the stations. According to a 2021 report by Statista, iHeartMedia alone owns over 850 radio stations in the U.S. (source).
Before diving into radio promotion, it's crucial to define your objectives. Are you promoting a tour or an album? Your musical genre will also influence your promotional strategy. For underground music, targeting specialty shows and college radio stations is often the most effective approach.
You have two primary options: Do-It-Yourself (DIY) or hire a professional radio promoter. While DIY is cost-effective, hiring a promoter can yield better results, albeit at a higher cost. Radio promotion campaigns can range from a few hundred to several thousand dollars. A radio promoter's job includes sending your CD and a one-sheet to stations and following up with them. Their established relationships with Program Directors (PDs) can significantly increase your chances of getting airplay.
Contrary to popular belief, DJs rarely control the playlist. In most cases, the station's PD makes these decisions. A radio promoter's existing relationship with the PD can be invaluable in getting your music played.
For specialty shows, professional-looking CDRs are often acceptable. However, commercial stations usually require glass-mastered CDs. Always put your best tracks first, as PDs rarely have time to sift through multiple songs to find the standout track.
College radio stations can be unpredictable. Some specialty shows may accept CDRs, while the main programming might require professional CDs. This varies by college and the station's popularity.
If you opt for DIY promotion, start by researching how to submit your music. If the station's website lacks this information, reach out via email. Avoid the shotgun approach of sending your music indiscriminately. Instead, research which shows are the best fit and how to contact them. Sending your material to the wrong person or show is a surefire way to get it discarded.
Don't overlook internet radio stations, which are growing in number daily. They are often more accessible and willing to play new music. Some specialty shows may even request interviews, providing an excellent opportunity to promote your website, upcoming events, or new albums.
If you decide to hire a radio promoter, ensure you choose someone who specializes in your musical genre. For example, don't hire a rock promoter for a hip-hop campaign. Doing your homework can make a significant difference in the success of your radio promotion.
With careful planning and a clear understanding of your goals, radio can play a crucial role in getting your music heard. Whether you choose to DIY or hire a professional, doing your homework is essential. Good luck!
By understanding the radio landscape and strategically targeting the right stations and shows, underground artists can effectively leverage radio airplay to boost their careers.
