Rachel Hurley

Social Validation Matters

Some musicians love social media and others hate it. The fact is that if you are either unable or unwilling to put in the work to maintain active channels, it can be detrimental to your PR campaign. Authentic social media can make a huge difference.

Music outlets DO check these channels for social validation. It can be a big mistake to underestimate the relevance of an active social media presence and how it can affect a PR campaign. It takes time and effort for an outlet to write and put together all the assets for a feature about your music. Your social media numbers give writers a gauge of how many eyeballs a story about you will draw.

Engage Your Audience AND the Media

While it is important to engage with your fans, don’t forget it is also important to engage with the media too. If you have a favorite music outlet that you want to be covered by, start following and engaging with their writers. Become a known name before they get pitched coverage.

Once you do get coverage, you need to share it on your social channels.

Choosing Your Platforms Wisely for Authentic Social Media

The fewest social channels you should use are Facebook, Twitter, and Instagram. However, it’s not unwarranted to include YouTube, a blog on your website, a TikTok, or an email newsletter (email marketing is still the best way to reach your fans as long as they opt in).

Here is a guide for posting to your social channels:

Facebook Page: Up to 2 posts per day – Boost at least 1 (Connect your FB and Instagram accounts for an automatic sponsored Instagram post when you promote on FB)

Twitter: 10 tweets per day – many of these can be retweets – but try to engage with people including other musicians, writers, music outlets, fans, etc.

Newsletter: 1  per month

YouTube:  1 video per month – live recording, in concert, talking head update

Instagram:  5 posts per week – but spend the majority of time liking and commenting on other’s posts

TikTok: 2 per day

The Impact Of Social Media On Fan Culture

Did you know that radio advertising generates an average of $17 billion in revenue each year in the United States? That’s a massive industry, and as a musician, tapping into the power of radio promotion can skyrocket your career. But navigating the world of radio promo can be overwhelming, especially if you’re going the DIY route. That’s why this guide is here to help you master the radio game and get your music heard by the masses. Whether you’re targeting commercial, college, non-profit, satellite, or internet radio, I’ll provide you with valuable insights and strategies for successful radio promotion.

Key Takeaways:

• Radio advertising is a multi-billion-dollar industry that offers immense potential for musicians.
• Mastering radio promo can help you gain exposure and reach new fans.
• This DIY guide will provide valuable insights for promoting your music on various radio formats.
• You’ll learn when to launch a radio campaign and whether to hire a radio promoter.
• Discover effective strategies for promoting your music on your own.

Understanding Radio Formats

To effectively promote your music on radio, it’s important to understand the different radio formats. Each format caters to a specific audience and has its own unique characteristics. Let’s take a closer look:

Commercial Radio

Commercial radio stations are the big players in the radio industry. They are for-profit stations that generate revenue through advertising. Commercial stations follow popular trends and rely heavily on the Billboard charts to determine their programming. These stations have a wide reach and can provide massive exposure for your music.

College Radio

College radio stations are typically run by students and are known for their support of independent and up-and-coming artists. These stations have a more eclectic and diverse program, often playing music that doesn’t conform to mainstream trends. College radio can be a great way to gain exposure and build a dedicated fan base.

Non-profit and Community Radio

Non-profit and community radio stations serve as a platform for local artists and unheard voices. They include public stations like NPR affiliates and small community stations. These stations have more flexibility in programming and are often open to a wider range of genres. Non-profit and community radio can provide a nurturing environment for emerging artists.

Satellite Radio

Satellite radio operates on a subscription-based model and offers a diverse range of channels catering to different genres and interests. It provides national coverage and reaches listeners across the country. Satellite radio is known for its high audio quality and commercial-free programming.

Internet Radio

Internet radio encompasses online streaming platforms that deliver radio-like content. It includes traditional terrestrial radio stations that offer online streaming as well as specialized services like Pandora and Last FM. Internet radio provides global reach and allows listeners to discover new music based on their preferences.

I believe understanding the different radio formats is the key to navigating the diverse landscape of radio promotion. By identifying the right format for your music, you can target your efforts, connect with your audience, and maximize your exposure.

Now that you have a better understanding of the different radio formats, you can tailor your radio promotion strategy to suit your music and goals. Selecting the right format that aligns with your genre and target audience is crucial for a successful radio campaign. In the next section, we’ll explore when to launch a radio campaign and how it can benefit your music career.

When to Launch a Radio Campaign

As a musician, you want to make sure that your music reaches as many ears as possible. A radio campaign can be a fantastic way to achieve this, whether you’re launching a new album or promoting an upcoming tour. The power of radio promotion lies in its ability to introduce your music to new fans, build excitement for your upcoming concerts, and ultimately boost album sales.

Radio Promo Planning

When planning your radio campaign, it’s crucial to set flexible goals that align with your overall career trajectory. Think about what you hope to achieve through this campaign. Are you primarily focused on gaining exposure, increasing streaming numbers, or selling more merch? By clarifying your objectives, you can tailor your campaign to maximize its impact.

Define Your Goals

Once you’ve defined your goals, it’s time to target the right radio stations. Identify the stations that align with your musical style and attract your target audience. For example, if you’re a pop artist, commercial radio stations might be a perfect fit, while indie and college radio stations can be ideal for promoting alternative or underground music. Make sure to research each station to understand their audience demographics and programming.

Build Relationships

Building relationships with influential professionals in the music industry can significantly boost your radio campaign. Connect with DJs, program directors, and other industry figures who have a strong presence in the communities you’re targeting. Attend industry events, engage with them on social media, and explore collaborations that can help spread the word about your music.

Timing is crucial when it comes to launching a radio campaign. It’s generally recommended to invest in a radio campaign shortly after the release of a new album or project. This timing allows you to take advantage of the initial buzz and enthusiasm surrounding your music. By capturing the attention of radio listeners while your music is still fresh in their minds, you have a higher chance of leaving a lasting impact.

In summary, a well-planned radio campaign can propel your music career forward by reaching new fans, creating excitement for your upcoming tour or album release, and boosting your overall exposure. Set clear goals, target the right radio stations, build relationships with industry professionals, and launch your campaign at the optimal time to make the most of your efforts.

Hiring a Radio Promoter

When it comes to getting your music heard on the radio, hiring a radio promoter can be a game-changer. These professionals have the expertise and connections to increase your chances of getting airplay and reaching the right hands. A good radio promoter understands the intricacies of different radio formats and has strong relationships with DJs and program directors. They know how to pitch your music effectively and get it into rotation.

But before you dive in and hire the first radio promoter you come across, it’s important to do your research. Look for a promoter who specializes in your genre and has a track record of success. Ask for recommendations from other musicians or industry professionals who have worked with radio promoters before. Remember, you want someone who not only understands your music but also has a compatible work style and is passionate about promoting your unique sound.

COST

Now, let’s talk about the elephant in the room – the cost. Hiring a radio promoter is an investment in your music career, and the cost can vary depending on various factors such as the promoter’s experience, duration of the campaign, and the scope of their services. On average, you can expect to pay between $1500 and $6000 for a 3-12 week radio promotion campaign.

While the price tag may seem steep, it’s important to consider the potential benefits. A successful radio campaign can help you reach new fans, gain exposure, and open doors to new opportunities in the industry. Ultimately, the decision to hire a radio promoter boils down to your budget, goals, and level of expertise in navigating the world of radio promotion. If you’re new to the game or lack the necessary connections, a radio promoter could be the missing piece that takes your music to the next level.

Remember, finding a reputable radio promoter who understands your genre and shares your vision is crucial. Take your time, do your due diligence, and make an informed decision. After all, it’s your music and your career on the line.

The DIY Radio Campaign

So, you’re an aspiring musician looking to promote your music on the radio, but don’t have the budget for a professional radio promoter? Don’t worry, there are still plenty of things you can do to give your music the exposure it deserves. Here are some DIY strategies for launching your own radio campaign:

1. Listen and Learn: Tune in to programs and stations that play music in your genre. This will give you an idea of the radio personalities and influential artists in your niche.
2. Connect and Engage: Social media is a powerful tool for building relationships with local DJs and radio programmers. Join the conversation, share your music, and show support for their work.
3. Create a Targeted List: Build a contact list of key individuals in the radio industry, including DJs, program directors, and music journalists who specialize in your genre.
4. Prepare a Promotional Package: Put together a well-crafted package that includes your latest album, a concise artist one-sheet, and any press materials that showcase your music and story.
5. Follow Up and Stay Engaged: After reaching out to radio professionals, follow up to keep the conversation going. Share any airplay or positive feedback you receive with your fans to create additional buzz around your music.

Remember, a DIY radio campaign requires dedication and persistence. Building relationships, networking, and staying engaged with the radio industry are key ingredients for success. Explore different avenues and be open to new opportunities. Who knows, your music might just find its way onto the airwaves!

Uploading on Streaming Platforms

When it comes to radio promotion, uploading your music on streaming platforms is a must. These platforms not only provide a convenient way for listeners to access your music but also offer opportunities for exposure and reaching a wider audience. Let’s explore some of the top music streaming platforms:

1. SoundCloud

SoundCloud is a popular platform for independent artists and is widely known for its user-friendly interface. It allows you to upload your music directly and share it with your fans. With its social networking features, you can engage with your audience, receive feedback, and connect with other artists. SoundCloud also provides additional promotional tools and analytics to help you understand your audience better.

2. Spotify

Spotify is one of the largest music streaming platforms with a vast user base. It offers a wide reach and the ability to create playlists, making it an excellent platform for promoting your music. Getting your music featured on popular playlists can significantly increase your exposure and attract new listeners. To access Spotify for Artists and make the most of its features, you need to verify your artist account.

3. Apple Music

Apple Music allows indie artists to register their music and reach millions of Apple users. By registering as an artist on Apple Music for Artists, you gain access to valuable data and insights about your audience and the performance of your tracks. This knowledge can help you make informed decisions and refine your promotional strategies.

4. Amazon Music

Amazon Music is a streaming service that provides an excellent opportunity to reach a large audience. By distributing your music through Amazon Music for Artists, you can enhance your visibility and potentially attract new fans. Amazon Music offers various promotional features, such as personalized artist stores and artist merchandising, to further support your music career.

5. YouTube Music

YouTube Music offers a platform for both audio and video streaming, making it ideal for artists who want to showcase their visual content. However, it’s important to consider copyright and algorithm issues when uploading your music to YouTube. Utilizing YouTube’s features, such as creating music videos or live performances, can help you gain exposure and engage with your audience.

6. Bandcamp

Bandcamp is a user-friendly and artist-centric platform that allows you to showcase and sell your music directly to fans. It provides a range of features, including customizable artist pages, merch sales, and fan messaging. Bandcamp also offers built-in analytics to help you track your sales and audience engagement.

By leveraging these music streaming platforms, you can enhance your radio promotion efforts and increase your music’s reach to potential listeners. Remember to optimize your profiles, engage with your audience, and seize the opportunities these platforms provide!

Connecting with Radio Stations and Venue Managers

When it comes to expanding your promotion opportunities, connecting with radio stations and venue managers is key. These industry professionals can help you reach new audiences and create exciting live performance opportunities.

Finding the Right Radio Stations

To begin, it’s important to identify radio stations that cater to your specific genre. This will increase your chances of getting airplay and reaching listeners who are interested in your style of music. College and public radio stations are often more open to independent artists and can provide a platform for exposure.

Submit your tracks to these stations for consideration. Craft a compelling pitch that highlights your unique sound and why your music would resonate with their listeners. Remember, building relationships with radio station staff can lead to long-term partnerships and increased exposure in the industry.

Unlocking Opportunities with Venue Managers

Venue managers are key players in the live music scene. They can help you book local gigs and showcase your talent to a larger audience. To connect with venue managers:

1. Research venues in your area that align with your music style and target audience.
2. Craft a professional and engaging email introducing yourself and your music. Highlight your accomplishments, such as previous successful shows or any awards you’ve received.
3. Include a link to your music so that venue managers can easily access and evaluate your sound.
4. Follow up with a phone call or another email to express your enthusiasm and inquire about potential show opportunities.

Remember, playing live shows not only helps you gain exposure but also allows you to connect with fans and network with other musicians and industry professionals.

Comparing Radio Stations and Venue Managers

By actively engaging with radio stations and venue managers, you can create a strong network of supporters and gain valuable promotion opportunities for your music.

Conclusion

Radio promotion is a game-changer for indie artists looking to gain exposure and connect with fans and industry professionals. Whether you decide to take the DIY route or hire a radio promoter, understanding the various radio formats and building relationships with radio stations and venue managers are key elements of success.

Alongside radio promotion, consider leveraging the power of streaming platforms to complement your efforts. Upload your music on platforms like SoundCloud, Spotify, Apple Music, Amazon Music, YouTube Music, and Bandcamp to expand your reach and attract a wider audience.

Additionally, don’t underestimate the importance of engaging with social media and online communities to enhance your visibility. Interact with fans, share your airplay, and participate in conversations related to your genre to foster a strong online presence.

With this DIY guide in your pocket, you’re equipped with the knowledge and strategies to master the radio game and take your music to new heights. Embrace the opportunities that radio promotion offers and let it pave the way for increased music exposure and success as an indie artist.

FAQ

What is radio promo?

Radio promotion refers to the efforts made to get music played on radio stations, including commercial, college, non-profit, satellite, and internet radio. It involves strategies such as sending promotional packages, building relationships with radio personalities, and hiring a radio promoter.

Why is radio promo important for musicians?

Radio promotion is important for musicians because it helps spread their music to new fans, creates excitement for concerts, and boosts album sales. It provides a platform for exposure and can help musicians gain recognition in the industry.

What are the different types of radio formats?

The different types of radio formats include commercial radio, college radio, non-profit and community radio, satellite radio, and internet radio. Each format has its own programming style and target audience.

When is the best time to launch a radio campaign?

The best time to launch a radio campaign is soon after the release of a new album or project. This allows for maximum exposure and capitalizes on the freshness of the music.

Should I hire a radio promoter?

Hiring a radio promoter can increase your chances of getting airplay and reaching the right hands. A good radio promoter understands different radio formats and has strong connections with DJs and program directors.

What if I can’t afford a radio promoter?

If you can’t afford a radio promoter, there are still steps you can take to promote your music on radio. These include listening to programs and stations in your genre, connecting with local DJs and radio programmers through social media, and building a targeted contact list.

Which streaming platforms should I upload my music to?

There are several streaming platforms you can upload your music to, including SoundCloud, Spotify, Apple Music, Amazon Music, YouTube Music, and Bandcamp. Each platform has its own advantages and reach.

How can I connect with radio stations and venue managers?

You can connect with radio stations and venue managers by contacting them directly, submitting your tracks for consideration, and networking at industry events. Playing live shows is also a great way to showcase your talent and attract new fans.

Is radio promotion still relevant in the digital age?

Yes, radio promotion remains a powerful tool for musicians to gain exposure and connect with fans and industry professionals. While digital platforms have expanded opportunities for promotion, radio still has a wide reach and can provide valuable airplay.

Source Links

• https://necmusic.edu/sites/default/files/2018-08/CustomEM_DIY Radio Promotion.pdf
• https://www.sharetopros.com/blog/diy-music-promotion-guide.php
• https://bandzoogle.com/blog/how-to-effectively-promote-your-music-to-radio

If you’re not raking in the royalties yet, and if you’re reading this, we assume you aren’t, we’ve put together a post, about what we think are the eight most effective ways to enhance your music marketing for free.

Marketing on Social Media – DUH

You know this, but you’re probably not doing it right. The only thing you need to remember is that no one gets on social media to be promoted to. If that’s all you do, your posts have just become background noise. Instead, think of social media just like television: It should be entertaining or educational 80% of the time and commercials (promotion) 20% of the time. That’s the secret. Now, all you have to do is figure out how to entertain your audience 80% of the time.

Here are some examples you should already know:

Share funny or interesting images or videos that are relevant.

Post insights or other valuable information. Ask your friends what they think you know a lot about and then post about it. But, it does not have to be music related, and it preferably should not be. Posting about other topics adds more layers to you and makes you more interesting and memorable. If you don’t know a lot about anything, figure out something you want to know a lot about and then take your audience on the journey with you.

Then, encourage user-generated content.

Marketing through a Mailing List – DOUBLE DUH

If you do not have a mailing list – what is you doing? Do you want to build a database of fans that will buy your wares and attend your shows, or are you just fucking around?

Email is considered one of the most effective channels for marketing, with 79 percent of marketers placing it in their top 3.

In order to maximize your list’s potential it needs to include the person’s name, email address AND city, state, and zip code. So, that way you can segment the list and send emails about Georgia only to people who live in Georgia.

Offer exclusive content, early releases, and behind-the-scenes glimpses to entice them into joining. An email can have more impact than a thousand social media posts. Plus it’s a great way to try to sell that box of t-shirts sitting in your closet.

Harmonize with Influencers

These can be people you admire or just use your musician friends and cross-promote. It gets your content seen by new eyeballs – and lets people know that you’re likable and have friends.

Engage in Online Communities

Listen to me. No matter what you think about Twitter, music writers, and other industry folks are on it. So, look up music writers, label owners, radio DJs, agents, talent buyers, etc, and follow them, then engage with them. But, and this is a big but, don’t look stupid.

Also, become a part of online communities and forums where music lovers hang out. Additionally, Share your knowledge, answer questions, and establish yourself as an authority in the music scene. Marketing is all about building connections. You know those people who know everyone? This is how they did it.

Get Featured on Music Blogs

Easier said, than done, but it is free. Pitch your music to relevant music blogs and publications. Craft compelling pitches that grab their attention. Make sure to personalize your outreach, show genuine interest in their platform, and sprinkle some clever wordplay to stand out. My best advice is to not even tell them you’re a musician the first time you connect. Instead, just make it about them. Compliment or offer them something. Then, put them in your back pocket. And wait.

Stage an Intimate Livestream Concert

Take your music directly to your fans’ screens by organizing intimate livestream concerts. Get up close and personal, crack a few jokes, and make them feel like they’re sitting in the front row. It’s a virtual stage that offers a real connection.

Create Compelling Visual Content

If you have the skills and good taste. Otherwise, this one isn’t for you.

To be successful in Music Marketing, You Need to Collaborate

Finally, join forces with other talented artists who complement your style. Collaborative tracks or even joint EPs can widen your reach and introduce you to new fans. This is not a new idea, but if it works, why reinvent the wheel?

Email Marketing? A mailing list…really? That notepad on the merch table at the show?

Why bother if I’m connecting with fans on Facebook, Instagram, Twitter, TikTok, Bandsintown, etc?

Well, it’s simple – people might fluctuate on their social media platform of choice, and in how much time they spend scrolling through them – but most people still check their email – and you don’t have to pay to reach your fans.

Your email marketing list is one of the few marketing platforms you own outright. While social media is great, you don’t have any control over their platforms. Look at how quickly they change their algorithms and how much it costs to run ads to reach people who have already opted in as your fans.

The bottom line is – the number one way to sell to fans is through email marketing. E-mail subscribers are 15x more likely to buy than Twitter followers.

Going on tour? Announcing a new release? Pre-order? Highlighting a dream piece of press? New merch drop? Anything and everything you want to share with your fans – an email marketing list is the best way to reach your audience directly.

There are a few ways to go about building your mailing list – here are a few to try (the merch table notepad is still a valid option – just don’t make it your ONLY approach)!

Our entertainment lawyer, John Seay, explains how to copyright your new music without a lawyer (and how to save yourself some money.)

ALSO – check out our Music Rookie Podcast interview with John: Do you really need an Entertainment Lawyer?

Whenever a client asks me to submit copyright registration for them, I always answer, “I’m happy to do it for you, but if you’re looking to save money, this is something you can do yourself if you figure out the application yourself.”

The cost of filing a copyright application is between $45 and $85 if you file online. You’d spend at least another $100 paying someone to do the registration for you. That may make sense if you value your time accordingly, but it’s most likely a waste of limited resources. The application isn’t difficult. However, it can be intimidating to get started without a little guidance. The purpose of this step-by-step guide, replete with screenshots, is to provide a whole lot of guidance.

So, what does it mean to copyright something? Thanks to the Copyright Act of 1976, your “original works of authorship,” i.e., songs, photographs, etc., are protected by copyright law the second they’re “fixed in any tangible medium or expression,” i.e., recorded, written down, etc. There’s technically nothing else you have to do to copyright your works. Something you should consider doing is registering that copyright with the Copyright Office.

Why register? First of all, registration creates presumption of ownership and validity. It allows you to sue for certain types of unauthorized uses of your work. If your work is registered when infringement occurs, you may be entitled to statutory damages and attorney’s fees, the latter a gamechanger when enforcing copyright.

Assuming you’re on board, go to the Copyright Office website, and let’s begin.

The Brutal Truth About Achieving Your Ambitions

We’ve all envisioned that life-changing dream – landing your dream job, owning that beach house, or pulling off a body transformation that makes Dwayne “The Rock” Johnson swoon. But how many of us actually get there? More importantly, why do so many passionate goal-setters stumble just steps away from glory? Daily goals can help bridge the gap.

Here’s the cold hard fact: Your lofty long-term ambitions mean dick without strategic daily goals to incrementally conquer them. It’s about using short, 24-hour sprints of hyper-focus to ultimately crush your objectives over the long haul. Don’t believe me? Let’s break it down.

Why Going Big-Picture Alone is Doomed

Sure, having that North Star career or lifestyle target provides general direction. But leaving it at just the huge, overarching objective is a surefire way to get lost in the weeds along the journey. It’s too damn easy for the grind of every day responsibilities to divert your limited attention and momentum.

That’s where we start dropping balls, procrastinating, and slowly convincing ourselves that achieving “The Dream” just isn’t realistic. A lame excuse dripping in self-doubt to avoid admitting you haven’t mapped out the footsteps to actually reach your f*cking goals.

Unleashing Daily Goals as a Secret Weapon

Now, complement that bigger ambition with a regiment of short-term daily goals, and suddenly that pie-in-the-sky fantasy kicks into an executable, adaptive, ever-evolving game plan.

By chunking your master plan into bite-sized 24-hour sprints, you create a consistent schedule of small wins to propel you forward. Those mini-achievements string together into serious progress over weeks, months, and years while keeping your permanent endgame in sight.

Plus, daily goals impose a productive sense of scarcity and urgency. They force you to prioritize high-impact action steps over aimlessly letting another day go to waste. When you only have one rotation around the sun to operate, you tend to apply laser focus on executing instead of procrastinating.

Keys to Dominating With Daily Goals

Sounds simple enough, but maximizing this technique takes a bit of strategy too:

• Ensure your daily goals harmonize with your deepest principles and natural skillset – tackling tasks that feel purposeful and leveraging your strengths is far more satisfying than chasing shallow busy work
• Aim for binary, process-oriented goals that live inside your control like “invest two hours practicing guitar” – not vague outcome-based targets like “become a famous musician” that leaves too much up to chance
• Always attach stakes – allocated rewards for achieving your goals, and real consequences for falling short of them
• Stay keenly self-aware; use experiences to refine your approach based on what’s working and what isn’t
• Build mandatory recovery periods into your goal schedules to avoid burnout

The endgame? Fulfilling any ambition through strategically-paced daily progress, rather than toxic hustle-porn you can never sustain. Master this method, and you master the cheat codes to the game of life itself.

Bottom Line

Don’t just idly fantasize about your biggest desires. Map the maze, lace up, and start making that sh*t happen through ruthless execution of daily goals and objectives. After enough resolved short hurdles, you’ll penetrate even your most intimidating long-term endgame. The choice? Become a gear in someone else’s machine, or architect your own supreme self-actualization. Not so complicated when you have the blueprint, is it?