At Royal Heir Entertainment, one of the tools we specialize in is getting new artists their fair share of radio time. In decades prior, exposure on the radio was the only way to get your music out there and your biggest marketing tool to push album sales.
No one can dispute that radio was once king of the mountain, but today the good old FM has to share its influence with the likes of Youtube, Pandora, SoundCloud and genre-specific satellite radio stations. With so many options for music on demand, is fighting for your space on traditional terrestrial radio still worth it?
Yes.
Why your music still needs a home on the radio
It might surprise you, but 93% of U.S. adults still listen to the radio weekly. The audience is there. You just need to make sure they hear you.
The radio is a great way to target a specific area. If you match up your radio plays with local performances or appearances, then you’ll be doubling the effectiveness of each.
There’s also the DJ element. People who switch on their radios often do so because they’re deliberately searching for someone to give them the inside scoop on up and coming music. Terrestrial radio may no longer be the only game in town, but it’s still where a lot of people go deliberately searching for new music.
And don’t forget that radio is still the go-to background music of most restaurants and retail stores. It’s one of the only ways businesses can pump their stores full of tunes without running afoul of royalty laws.
The radio definitely still gets new ears on your music. It’s no longer the only game in town, though. Digital radio, social media and online promotion are all prominent tools, as well, and many seem custom built to cater to independent musicians.
Radio is a balancing act. In the past it was all or nothing. You either threw everything you had at the radio in hopes of gaining some traction or you failed. Today, you have other options, and you can afford to be a little pickier. If you can get onto the radio without breaking the bank, then it’s still some of the best exposure you can get.