Some of you are probably looking at the word radio and rolling your eyes, but today we’ll be discussing just how important online radio is for Indie artists and why it still matters. Even though this method might seem antiquated or dated, radio is still one of the most listened-to mediums of mass communication.

In America alone, if we look at some stats, we can see that Every week, an impressive 92 percent of Americans aged 18 and above tune in to the radio. The radio continually delivers for people of all ages.

See? How can such facts be ignored, especially as an independent musician? Such airplay and exposure can work wonders for one's career. In fact, because of the increasing number of stations and chances, it may be more effective now than it ever was before. The primary advantage of radio is that it connects people to music.

The Importance of The DJ & Music

The DJs are why most people listen to their favorite stations. They admire their personality and musical preferences. When the DJ plays new songs, it provides legitimacy to the music and encourages fans to interact with the artist.

Another advantage of radio is that you may promote your music to a certain demographic. Most of the radio is extremely regional and genre specific. Consider radio as being customized advertising for your music. You may target a very particular audience and rapidly increase your following.

Radio is also an excellent medium for discovering new music. While streaming networks such as YouTube Music, Spotify, and Amazon Music are fantastic, they allow users to create their own playlists, which might hinder discovery. Radio listeners are forced to listen to particular music or songs as chosen by the DJ or the station.

This favors musicians and is an excellent feature in many circumstances! They simply have to listen to the song, without skipping it and this can make it easier for fans to discover indie artists such as yourself.

If you're trying to get your music heard must understand that radio is still a viable platform.

The Legacy of Radio & It’s Positive Effects on Musicians

The medium’s track record of connecting new talent continues to be a driving force behind the emergence of successful music groups all over the world. True music curators and DJs are experts that sift through the massive amounts of music generated on a daily basis and choose the best selections for their target audience, and who, more crucially, bear the reputation of a whole station or program on their shoulders.

On the other hand, streaming services have contributed to the evolution of music discovery; that is how technology affects all of us. However, these modern techniques of music discovery have not substituted the likes of Radio.

Frequently, musicians who have just dabbled in digital streaming believe that radio is a thing of the past and that no one listens to it anymore, our article proves otherwise.

When it comes to thinking about which radio stations are the best for indie acts, then you should look into college radio. College radio stations are often operated by universities and broadcast a mix of public radio, digital, and top 40-style programming. They also serve as a training ground for the upcoming generations of skilled DJs and music curators.

This is because college and university radio stations are continuously seeking new music and new artists to present, this is an excellent location to begin your path, as an indie act, to achieving national radio attention. Music hosts on college stations (both those that play mainstream musicians and those who are closer to public radio) are enthusiastic about presenting fresh talent.

If you're having trouble getting your music played on commercial radio, take a look at online radio for an easier entry point.

It's Still Viable To Use Radio To Promote Your Music

That human connection promotes both you and your musical development. Making a cameo or being asked to come and appear on a college radio channel can also be a great thing. Plus, with frequent exposure and favorable support and ratings, an opportunity to promote and talk about your music can be a big break for many struggling indie performers.

Apart from college radio, another radio genre that still matters if you’re an indie musician is Non-Commercial & Community. Most non-commercial/public radio stations and programs' target demographics are university graduates, enthusiastic about the programming on their preferred stations, and financially dedicated to backing that programming.

This is good for you, it means that People who contribute to a station's programming are the sorts of people who spend their money on things they enjoy and value. In other words, it can help narrow down the perfect fanbase to go after.

Radio's biggest asset is the depth and variety of its formats; since it is not confined to one genre or style, the chances for musicians to use radio as a gateway to communicate with actual music listeners are enormous. The correct radio outlet has the potential to hugely influence how your band finds its target market.

Diversify your platforms to increase your music reach.

More Platforms Than Ever To Get Your Music Heard

While certain podcasts, independent music platforms, and stations may appear to have a lesser audience reach than commercial radio, it is important to remember that audience numbers and audience connection are not the same.

A key reason that true music aficionados choose smaller, independent, or community-supported radio stations is that they don't like listening to 5-7 minutes of commercial interruptions. Plus, ardent music enthusiasts also diversify their listening habits by utilizing numerous music curation services rather than relying on just one.

We hope this made sense and we’ve drummed the importance of radio and made it clear why online radio still matters for indie artists. The bottom line is that as indie artists you simply cannot afford to lose out on the potential audience and exposure that radio airtime can bring to you.

Getting recognized and supported on indie radio stations can open avenues and opportunities that you probably never even dreamed of having. They can also potentially, increase your fan base so that when you have local concerts more people can come to support you.

Besides, any increase in support means that you can interact and engage with more fans on your social media as well. All these things can really help break into the industry and they all start with radio.

Article sources: IAMA | FLYPAPER