When so much attention is given to TikTok and gaining spots on Spotify curated playlists, artists and labels may begin to neglect radio play as a serious option.
But, hear us out! Listening numbers are up across almost all radio stations this quarter.
The latest listening numbers released by RAJAR (Radio Joint Audience Research) show that listening numbers are up. It is clear how a play on a breakfast show or playlist spot on the BBC can get your song heard by millions instantly. Music Week puts it simply:
"The biggest population increase in 75 years contributed to a record 50.8m people in the UK listening to radio each week."
That's a lot of people! It's not just the increase in listening numbers across almost all BBC and commercial radio stations that is important, it is also what radio represents.
Radio is used by many as background noise, sure, but for decades it has also been used by music lovers to put them at the forefront of new releases. It helps them find their next favourite band or artist, and stay up to date with current pop culture. Who doesn't want to be listening to the hottest music of the moment?
In an interview with Music Week, the Head of BBC Radio 1, Aled Haydn Jones, highlighted radio's longevity within the industry:
"Radio endures because of that fear of missing out on the liveness as cultural moments happen, whether that’s Glastonbury or a Taylor Swift or a Billie Eilish album, or even news stories as they happen. They don’t go to streaming to find out what’s going on; over three-quarters of young people turn to radio."
That being said, radio is not for all artists and bands.
While radio gives you control over the timing of your campaign, streaming and social media are far less time-sensitive, and are easily accessed at any time. People can listen whenever they want, for as long as they want. It's no secret that it's harder to get a precise impact date with streaming and social media, but you may get better longevity. This can be a game-changer for smaller artists!
Each radio station can only play a finite number of songs each week, compared to streaming's unlimited number of songs available. So, getting a spot on the radio is extremely competitive, but when done, it sets your release apart from the rest if it's one of the chosen releases to receive support.
Despite these benefits, after successfully getting airtime, many up-and-coming bands struggle to justify the cost of radio pluggers compared to the return they receive from the plays.
Okay, this all sounds great and I think radio is for me... but how do I get my music on the radio?
The Musician's Union have put together a really useful article with hints and tips on getting plays, so go and give it a read. Who knows? Maybe you'll be the next radio sensation!
And if so, we look forward to hearing your music on the airwaves!