When trying to get radio airplay, especially when you’re starting out, you should always start with the smaller radio companies first.

The major labels pump a hell of a lot of money into getting their  music aired. So, note that your competition will be fierce!

But, it can be done.

The first thing you want to realize is that commercial radio stations make their money from advertising. Because of this, they  need to attract the biggest advertisers that pay big bucks! So, for the stations to make money, they have to appeal to the biggest market which will inevitably be the popular music fans – or “pop” for short!

If you don’t make “pop” music, how are you going to attack this? Well, this is the “Do-It-Yourself” 6 step guide to getting your music on radio:

1. 1. Before you even contemplate contacting any radio station,  make sure you have your marketing plan In place. What this means is to have your bio, tour dates, release schedules, press coverage, etc, etc. It is no good you saying that “you just seeing how it goes”, or anything like that. You won’t  get any brownie points for that! Have it all on one sheet of paper. Nice and professional looking
2. Choose the right radio station that your music will fit the  criteria with (no point submitting hip hop on a classical music radio station)!
3. Find out who the programming director (who programs the shows) and the music directors (who decides what, listens to the music and recommends what gets heard) are. On smaller stations, they are  usually one and the same (person that is).
4. Either send your single (meaning don’t give them a choice of choosing a song) on CD, your bio, etc, by Fed Ex or hand deliver it to the PD/MD.
5. Whether or not you can pitch in person, make sure you come  across professionally. Show the stations that you know what you’re doing.
6. Have the mentality of ignorance when it come to the larger  commercial radio stations. If you break through and get heavy  rotation, great. If you get light rotation, great, but don’t be down  hearted if you only get spot rotations on the specialist shows. Most indies don’t get any commercial airplay at all.

The good thing about the above plan is that you can use it for all the different types of radio stations. In fact, I will advise you to start with the smaller local, internet,  college stations and build momentum, before moving up the  ladder to the medium and larger size stations.

At the same time keep records of the airplay you receive, as  you can use it when you pitch for the big commercials’.

What do you think of this tactic? Leave your comments below…

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Tagged as: Brownie Points, Classical Music Radio, Classical Music Radio Station, Commercial Radio Stations, Fed Ex, Gorilla Tactics, Heavy Rotation, Marketing Plan, Music Directors, Music Fans, Music Radio Station, Pop Music, Popular Music, Programming Director, Radio 1, Radio Airplay, Radio Companies, Release Schedules, Song On Cd, What This Means