The commercial radio industry, at this time in history, couldn't be less friendly to the independent musician. However, that doesn't mean there isn't some significant radio airplay available to you if you know what you're doing. Outlined below is a plan to consider if you have the three important ingredients necessary for working your record to radio.
When it comes to commercial radio, the chances of getting significant national airplay for your independent record are next to none. We live in an era when a small group of powerful media conglomerates own and control the most important radio stations in the land. Unless you are connected to a major label, or are independently wealthy, the costs of promoting your songs nationally to commercial radio have spiraled out of sight.
There are, however, lots of mix shows and specialty shows on commercial stations that may offer limited airplay, and at least will get you some awareness in the markets across the country. There will be a lot of work involved in finding these stations yourself, city by city, and music format by music format. I suggest you subscribe to or get a copy of the annual CMJ Directory.
If you have money to invest in radio promotion it's possible to hire an independent promoter who may be able to open some doors to these shows for you. Be prepared to spend several hundred dollars a week for their services.
A more realistic approach for airplay is to consider the options available on the noncommercial side of the FM dial. (88.1 FM to 91.9 FM) With the combination of college radio stations, community stations, and even some of the larger National Public Radio affiliated stations, your chances of getting your record played are much better.
Below you will find an outline based on how professional record labels plan for their radio promotions.
You need to prepare:
Be sure to remember that your plan may be distributed to employees, and any independent promotion people you may hire. This plan will be their introduction to your or your artist, and is the plan they will base their work on.
Design a detailed overview of your radio promotion plan.
Address the following specific topics in your plan:
Design a 12 week plan for the product and promotional tools.
As you can see, a radio promotion campaign is something that is done as part of a wider marketing plan. Always have distribution and sales plans, as well as publicity, advertising and touring plans coordinated carefully with your airplay campaign. The worst thing that can happen to any song on the radio is that someone hears the song, but can't find a way to buy it. Professional record labels always have distribution and sales connections set up before they secure airplay. You should do the same.
Throughout his fprty year career in the music business, FourFront Media & Music's Christopher Knab has shared his experience at many industry conventions and conferences, including the New Music Seminar and the Northwest Area Music Business Conference.
Knab was owner of a San Francisco music store, co-owner of the 415 Records label, and station manager at KCMU Radio in Seattle.
He currently provides a unique consultation and education service for independent musicians and record labels. His new book is entitled "Music Is Your Business".
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