[This article was written by Erica Sinkovic, CD Baby’s Web Product Manager and general music enthusiast.]
Whether you’re an independent artist or signed to an independent label, you’re sure to have a lot on your plate already. Between booking shows, debating merch, planning your next big marketing move, juggling social media-insanity, oh yeah, and writing new material, the last thing you want to add to your plate is a radio campaign. Indies have all but abandoned this once-career-establishing source. Some say it’s because their audience isn’t listening to radio anymore, some say it’s because radio is only for Top 40 major label artists, and others simply don’t have time or resources to even consider it in their marketing mix. I’m here to tell you: don’t abandon radio.
Even though many people, particularly teens, are listening to music via YouTube and other on-demand platforms, discovery tends to happen through other channels. Just two years ago, in 2012, Nielsen reported that 48% of people surveyed discovered music most often through the radio (compared to YouTube’s 7%). Today, in 2014, Nielsen reports that radio listenership is on the rise from 243.7 million in 2013 to 244.4 million weekly listeners in 2014. They cite the localization of stations and their curated content as a key factor to becoming so easily interwoven in peoples’ lives…something to keep in mind come tour time.
I’m not here to tell you “drop everything and focus all of your time and money on radio.” I’m here to tell you that radio is not dead, DJs are still the tastemakers in every town, and radio still has the power to bring artists of all genres to the next level in their careers, at every level.
In my experience of working with incredible artists, labels and distribution companies, I’ve seen the difference that radio can make – taking unknowns to globally recognized names (yes, there are many more millions of people listening internationally). Mumford & Sons, Phoenix, Childish Gambino, Robert DeLong, these are artists that Glassnote Records took way up the charts in both airplay and sales by focusing much of their efforts on radio in every single market (touring also being a major factor). You can’t turn on a college radio station or satellite radio channel without hearing Arcade Fire (#1 on Billboard), Grizzly Bear (#7 on Billboard), First Aid Kit (#12 on Billboard Independent), Passion Pit (#4 on Billboard) and so on.
Don’t give up on radio because there are millions of people still listening, still trusting and still anxiously awaiting the next “new thing.”
How do you get your music on the radio?
Depends on your resources.
1. Radio marketing services such as Pirate! or The Syndicate. Some publicists offer this service in varying degrees as well, but relationships are key here.
2. Radio mailing services offered through boutique distribution companies for an additional fee (single or album-based).
3. Print out a one-sheet, get a box of promos, and start looking up key stations (Will you be touring there? Do you have sales there? Is there an influential tastemaker station there?) to mail or digitally deliver your music to.
* Helpful hint #1: your one-sheet should tell readers immediately why they should care to listen to your music.
* Helpful hint #2: if you want to confirm that someone has listened to your music, pick up the phone and call them.
Have you gotten your music on the radio as an independent artist? Did you hire a promoter, or handle the radio promotion yourself? Let us know in the comments section below.
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[Radio picture from Shutterstock.]