This article is an excerpt from CD Baby’s free PDF “Getting Radio Airplay: a step-by-step guide to DIY radio campaigns.

Look for the hidden opportunities!

Sometimes you just don’t have the time, money, or inclination to pull off a giant radio campaign, but the truth is, there are still plenty of opportunities to get your music a little airplay if you’re paying attention or know where to look. These commonly missed opportunities won’t make a career, but can be the little extra push needed to get the promotion ball rolling.

Be the big fish in a small pond.

Don’t overlook the small markets! Many off-the-beaten-path towns have community radio stations that would be thrilled to have you stop by while on tour. Even if your music doesn’t exactly fit their format, in many cases, these stations will welcome you for an in-studio performance or a short interview while spinning tracks off your album. Remember, even if the listenership is minimal, in-studios make excellent video and photo opportunities that make great content for the web!

Be sure to check the station’s website.

Many commercial radio stations have an internet radio component that can have a broader reach with more daring programming choices than you’d hear over the airwaves. If you do find this to be the case, be sure to follow their submission guidelines.

Keep your ears open for opportunities.

When the DJ asked listeners to submit their 5-song Perfect Playlist, Portland band Hello Morning submitted their playlist which included one song off of their new EP. The DJ loved their music and thought it fit perfectly, so not only did their song get played on one of Portland’s largest rock stations, but Hello Morning was asked to come into the studio to talk about their playlist which gave them an excellent opportunity to promote an upcoming show.

Use social networks to make an introduction.

There’s a good chance that many of the DJ’s in your town are on Facebook and Twitter, so use that as an opportunity to get to know your local radio scene. Interact with them, and as you get to know them, introduce them to your music. Oftentimes these folks are very interested in the local music community even if they’re station format does not allow for indie music on a regular basis.

-Chris R. at CD Baby

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