Digitalization has completely changed the face of the music industry in recent years. Nowadays, independent artists don’t need to chase that dream record deal with a major label to get their music heard by millions. With the emergence of streaming platforms like Apple Music and Spotify, and the rise of social media, everyone has unlimited access to millions and millions of listeners and potential fans. Digital distribution plays a crucial role in making music available to these platforms and to radio stations, with over 95% of music played on commercial radio sourced through digital distribution channels.
Streaming services such as Spotify, Apple Music, and YouTube Music have become key channels for music discovery and promotion, allowing artists to reach wider audiences and integrate with radio apps for even greater exposure. But while going viral on TikTok and landing your songs on coveted Spotify playlists are the preferred strategies in this digital age, you should not forget about radio - yes, you heard that right. Music blogs, once highly influential in music promotion and discovery, have seen their role diminish compared to digital platforms, but they still remain a part of the promotional landscape for artists seeking exposure.
Why is getting your song on the radio still important?
Competition on social media platforms is intense, and it can be very hard to stand out from the crowd and have people pay attention to you and your songs. One of the best ways to get your music heard, believe it or not, is radio. In fact, 2018 research showed that 62% of new music discoveries were made on radio, compared to just 20% on free music services. Radio listening remains a dominant source of music exposure, surpassing streaming platforms in total listener hours and helping artists build regional popularity.
Just think about it: how many times do you turn on the radio while driving, or hear a catchy tune while waiting in line somewhere and turn on Shazam to see who the artist is? Getting your music played on the radio can significantly boost an artist's exposure and career development. Having your song played multiple times on radio stations increases recognition and can lead to more opportunities for growth and revenue. It's also important to track the number of songs played on radio to measure your success and refine your promotional strategies. Radio is a great way for aspiring musicians to reach a wider audience that’s looking to expand their music library and discover new artists - and we’re going to show you how to do it.
Preparing Your Music
Before you approach radio stations, it’s essential to make sure your music is truly ready for airplay. Commercial radio stations expect tracks that are professionally produced, mixed, and mastered to meet industry standards. As an independent artist, investing in high-quality production will help your music stand out and increase your chances of being played on commercial radio. It’s also important to have a clear understanding of your musical style and genre, as this will help you target the right radio stations and connect with the right audience.
In addition to your music, prepare a professional press kit, like an EPK, that includes a compelling artist bio, high-quality photos, and up-to-date contact information. Radio programmers and music directors often look for artists who present themselves professionally and are easy to work with. By ensuring your music and press kit are polished and tailored to the expectations of commercial radio, you’ll make a strong impression and improve your chances of getting your music played on the radio.
Building Your Brand for Radio Success
In today’s crowded music industry, building a strong brand is essential if you want to get your music played on radio stations and stand out to music directors. Your brand is more than just your sound—it’s the unique image, message, and story you present to the world. Start by developing a professional website and active social media accounts that showcase your music, bio, and upcoming events. Make sure your press kit is up-to-date and highlights your achievements, music videos, and any radio airplay you’ve already received.
Engage with your fans and industry professionals by sharing regular updates, behind-the-scenes content, and exclusive promotions. This not only helps you connect with your audience but also demonstrates to radio stations and music industry professionals that you’re serious about your music career. Independent artists can leverage online platforms like Apple Music and Spotify to get their music in front of a wider audience and create buzz that attracts the attention of many radio stations. By consistently presenting a polished and authentic brand, you’ll increase your chances of getting your music heard and played on the radio.
7 Ways to get your song on the radio
Getting your song on the radio is not quite as easy as it sounds, and you’ll need to invest some time and effort if you want to get it right and maximize your chances. The following steps will guide you through the music submission process and show you how to submit music to radio stations. Here’s how to get started.
1. Choose the right single
This first step is without a doubt the most crucial step in the entire process of getting your song on the radio. Choosing the right song to submit can make or break your chances of success, so you want to take time to pick a single with wide mass appeal, a strong message, and of course, a catchy melody. Make sure that the song represents your musical style and that it is polished and mastered to perfection - radio stations only play professional-sounding, high-quality songs.
2. Target the right stations
Another crucial step in this process is picking the right radio stations to submit your song to. As an indie artist, there’s no point in sending your songs to a heavy metal radio station if your genre is jazz or indie. Do some research on local and national radio stations, including local stations and public radio stations, to figure out the genres they play and where you fit in. Local stations and public radio stations can be especially valuable for regional exposure and connecting with audiences interested in local culture.
Consider commercial stations as well, as they often have different requirements and can offer broader reach if your music fits their format. Starting with smaller stations is a smart strategy, since they are often more open to new and indie artists, making it easier to gain initial airplay. Don’t overlook satellite radio as another platform for airplay, as it offers unique opportunities for independent musicians.
You want to choose radio stations that can connect you to the right audience, so try to figure out what your main genre is and how your music is perceived by listeners. Many artists nowadays combine different genres and musical styles, but you should still be able to narrow it down.
3. Follow radio format guidelines
There is no point in submitting a 13-minute track to a radio station, unless it's a progressive rock station that encourages that kind of thing. Usually, radio stations will play songs that are short, between 2 and 4 minutes or so, so you should try to follow their guidelines to have any chance of getting radio play. If your single is longer than that, you can work to create a radio edit version of it, like so many artists do, and submit that version. Depending on individual station requirements, you might have to submit a physical CD or send your song in a digital format like an MP3. Research these requirements to make sure your submission follows the guidelines.
4. Research DJs and contacts
If submitting to a station is not successful, or you want to maximize your chances, you can research local DJs or radio station contacts to reach out to directly. It's important to contact radio stations directly, using specialized platforms that let you filter by genre, country, and other parameters to target your music promotion and get valuable feedback. You can look up radio station websites, LinkedIn profiles, and social media profiles to find the right contacts. Look for titles like ‘music director,’ ‘DJ,’ ‘station manager,’ and especially ‘program director’—the program director is often the key decision-maker for new music submissions and airplay consideration. Building relationships with program directors can significantly improve your chances of getting your music played. Start by looking up local or college stations, because they are more likely to play your songs. National stations get flooded with submissions and requests and there’s a chance your song will get lost in the mix.
5. Create buzz around your music
It's not enough to simply send in your song to a bunch of radio stations and wait to get ‘discovered.' You need to put in the work and create buzz around your music, because DJs and station managers will research artists before they play their music on the radio. You should be active on the local scene, play live as often as you can, be present on social media, have strong and professional-looking Spotify and Apple Music profiles, and a promising fanbase. Engage with your followers, other artists, and professionals in the industry, keep working on releasing new music, collaborating with other musicians, and building your online community. This will show station directors and DJs that you're professional and committed to this career path.
6. Have a press kit on hand
Whether you’re trying to get radio play, reaching an A&R professional, or catching the attention of a record label, you’re going to want to have a press kit ready. An electronic press kit (EPK) is a professional digital version of a press kit, often used by artists to make a strong first impression on radio stations. It should include a short artist bio, a high-resolution portrait, links to your website and socials, your Spotify profile, contact information, and links to 2 or 3 of your best, highest-potential tracks. Some radio stations will ask you to submit this, some might not, but it could increase your chances of getting radio play. Additionally, sending out press releases to announce new music or radio airplay to media outlets is a valuable way to promote your work and reach a wider audience.
7. Use a radio plugger
If you don’t have the time to pursue radio stations and DJs on your own, or have a budget to work with someone who knows the ins and outs of this part of the business, you can hire what we call a radio plugger. Radio pluggers are music industry professionals who specialize in promoting songs to radio stations. This is basically someone who has experience in the industry and a long list of contacts that they can reach and pitch new artists to, and they are usually respected by radio station managers. They can help you reach the right people and boost your visibility, increasing your chances of landing your songs on the radio.
How to submit a song to a radio station
To begin the music submission process to a radio station, you typically need to create a professional-quality recording of your song, preferably in a standard format like MP3. Research the radio station’s submission guidelines, which are often available on their website, and submit music according to the instructions provided. This usually involves filling out an online form or sending an email with your song, artist information, and any relevant details. Be sure to include a brief but compelling artist bio and a catchy one-sheet highlighting the key aspects of your song. The ultimate goal of your music submission is to have the station play music from new artists, increasing your chances of playing music on air and reaching a wider audience.
Some radio contests or opportunities, such as the Tiny Desk Concerts, may require artists to submit a music video or performance video—like uploading a performance to YouTube—as part of the entry process to gain exposure.
Local Scene and Music Promotion
Building a strong presence in your local scene is a key step to getting your music on the radio. Performing at local venues, engaging with fans on social media, and collaborating with other musicians can help you create a buzz and establish a loyal following. College radio stations and community radio stations are especially valuable for emerging artists, as they are often more open to playing new music and supporting local talent. These platforms can help you gain initial exposure, build your reputation, and attract the attention of commercial radio stations and music industry professionals.
Internet Radio Opportunities
Internet radio has revolutionized the way independent artists and emerging musicians can get their music heard. Unlike traditional commercial radio stations, internet radio stations often have more flexible playlists and are open to playing new music from a variety of genres. As an independent artist, you can submit your tracks to internet radio stations and reach listeners who are actively seeking out new music discoveries.
Platforms like TuneIn, iHeartRadio, and Pandora make it easier than ever to get your music played on internet radio and connect with a wider audience. College radio stations and community radio stations, many of which now broadcast online, are especially supportive of new and independent artists. These stations can help you build a track record of radio airplay, which is valuable when approaching commercial radio stations later in your career. By targeting internet radio and college radio, you can get your music played, grow your fanbase, and establish your presence in the music industry.
Tracking Your Progress After Airplay
Once your song is being played on the radio, it’s important to track your progress and measure the impact of your radio promotion campaign. Monitoring the number of radio plays, spins, and downloads can help you understand which radio stations and markets are responding best to your music. Tools like Soundcharts, Next Big Sound, and Chartmetric allow you to track your radio airplay and streaming data across commercial radio stations and online platforms.
Analyzing this data helps you refine your music promotion strategy and demonstrate your success to record labels, music industry professionals, and other stakeholders. You can use these insights to update your press kit, highlight your achievements, and secure more radio airplay as you advance your music career. Keeping a close eye on your radio promotion results ensures you’re making informed decisions and maximizing every opportunity to get your music heard by a wider audience.
Overcoming Challenges in Getting Radio Airplay
Breaking into radio airplay can be tough, especially for independent artists competing in a saturated music industry. One of the biggest challenges is getting noticed by radio programmers and music directors who receive countless submissions every week. To overcome this, focus on building a strong brand, producing high-quality music, and developing a targeted music promotion strategy that sets you apart from the crowd.
Utilize online platforms and social media to reach a wider audience and create buzz around your music. Consider working with a radio plugger or radio promoter who has established relationships with radio stations and can help you get your music played on many radio stations. Navigating the radio promotion process can be complex and sometimes costly, so take the time to educate yourself about how radio promotion works and what it takes to get your music played on the radio. By staying persistent, investing in your music promotion, and leveraging every available resource, you can increase your chances of getting your music heard and building a successful music career.
FAQs
How much does it cost to put a song on the radio?
The cost of putting a song on the radio can vary greatly depending on several factors. Traditional terrestrial radio stations may charge fees for airplay, known as "payola," but it is illegal in many countries. However, there are alternative options like online radio, college radio, and independent radio stations that may offer free or more affordable opportunities for song submission. Additionally, hiring a radio promoter or marketing team to help promote your song to radio stations can incur additional costs.
Does the radio pay you to play your song?
In most cases, radio stations do not pay artists directly to play their songs. Instead, they generate revenue through advertising and sponsorship. Artists and their record labels often invest in radio promotion to increase the chances of their songs being played on the air. The goal is to gain exposure and potentially boost album sales, concert tickets, or other revenue streams.
Can independent artists get on the radio?
Yes, independent artists can indeed get on the radio. While it may be more challenging compared to artists backed by major labels, there are numerous independent and college radio stations that actively support and promote emerging artists. These stations often have a more flexible and open-minded approach to music selection, providing independent artists with an opportunity to gain exposure and airplay. Indie artists can leverage radio airplay to gain exposure and build their careers, as radio promotion remains a valuable tool for new and emerging musicians. Building relationships with DJs, submitting songs to appropriate stations, and utilizing online platforms and resources can significantly increase the chances of independent artists getting their music played on the radio.
How much is a radio promoter?
The cost of a radio promoter can vary depending on several factors, such as the level of experience, reputation, and the specific services offered. Fees can range from a few hundred dollars to several thousand dollars, depending on the scope and duration of the promotional campaign. Some radio promoters may charge a flat fee, while others work on a percentage basis, taking a percentage of any resulting revenue or royalties. It is important to research and discuss pricing with potential radio promoters to understand their specific rates and services before making any commitments.
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