In the video there’s a bit of role-playing through examples to illustrate the method explained here in this blog.
Many artists reach out to me on how to get radio airplay. It’s a big subject that confuses DIY musicians because music submission to radio is so common, but getting accepted isn’t. I’ve set out to remedy this for musicians who are serious about growing their audience using one of the best methods: radio airplay on specific media platforms.
Over the past few months I’ve talked about Super-Fans, Audience Growth, and the particulars of what works for Successful Indie Artists.
Radio airplay is one of the methods of exploding your fan base, as well as your music income.
Start with how to NOT get radio airplay
Radio airplay and promotion continues to be a beneficial means of growing your music as an indie or unsigned artist. However, there is a way to get airplay that is more beneficial to you than how 99% of artists do it.
- Submitting your songs to every station who accepts and plays indie music is not the way.
- Sending DM messages to radio shows or stations on Twitter is not the way.
- Emailing stations your mp3 song is not the way.
How to get radio airplay that actually works
One of the best ways to learn how to get radio airplay is by seeing examples that work. Just like everyone else, I’ve made some big mistakes in reaching out to radio stations to get my platform picked up. The key though is recognizing what works and what doesn’t, and making a pivot on the stuff that isn’t producing the results you want.
Most of us are used to seeing blanket emails that were obviously sent to a ton of people, with no specific individual in mind to receive it. Think about group messages on Facebook or group texts. Even if the person reaching out is a good friend, those are kind of annoying, aren’t they? Treat the person you want to contact the way you want to be treated. Send them an individual note. Before that, have an experience with their station that you can talk about when you email or contact them. By doing this, you show that you’re a genuine person who wants to build community and add value to the station or radio program with your music.
This is the method that I used to get my indie radio show heard around the country and across the world. I first did all the wrong things to grow my radio show. I sent the blanket emails, to both people that I know and those I didn’t. I got the same response from both endeavors: silence. Those tactics didn’t work for me and rarely work for others. There’s a reason why so many artists feel scammed when they pay for radio promoters to pitch their music to stations that get zero airplay from the endeavor.
The real secret to getting radio airplay is a mindset change. Shift from music marketing to community building.”Or as Ghandi said, “Be the difference you want to see in the world.” It’s the Golden Rule. It’s what makes the connections that we all have to build (the real ones, not the mouse clicks that pretend to be connections). Treat those you want to feature you like you want to be treated. It’s the pivot we have to make to see real growth happen.
When I made the pivot, and changed my approach, I found that it actually works. The details and step-by-step process of what to do, how to do it, and why is chronicled in my book book The DIY Musician’s Radio Handbook. The Handbook can also be used in your endeavors to grow your audience online via social media and with gigging, as well as reaching out to other music and media mavens for networking.