Despite the invention of the Internet (actually invented in 1967 for scientists to share information between scientists and labs) One of the best promotion standards today is still radio. While the net has the ability to theoretically reach every single person on the planet, people still have to know that the web page actually exists. You can have the greatest song and website in the world but if no one know it exists or has some viral ability to spread, only a select few will find your page without promotion. Radio has the ability to reach millions of people at one time and because everyone in a car has a radio there is a greater chance for people to hear your next hit. This is still a smaller market as each radio station has a different range of transmission.
In order to reach a larger audience you have to have several stations not only playing your song but also in rotation. In talking with radio DJs they indicate that it can take upwards of 10x impressions of someone hearing an ad or song for it to make an impact. That being said, if you have a song with a killer and unbelievably catch hook, it can sometimes only take one impression to lock you in.
The radio station Program director is the main person you want to your music to. The problem is, that because music recording is basically available to anyone wi a computer there is an overwhelming overload of new music that can be submitted. This makes it very time consuming for stations to sort through music to find your song.
Here lies the next part of the closed loop. Commercial stations won't play your music without a record deal (with few exceptions) and most all record labels won't even listen to your music without you doing all the pre ground work including getting radio air play. The other problem is that due to the introduction of radio promoters, it can cost upwards of $368,000.00 for ONE son to hit the radio at once with full regular rotation. And even non-commercial radio promoters can charge upwards of $20,000.00 to get your music on the radio. This inherent problem is why there aren't undiscovered artists being "discovered."
If you are willing to do a little extra hard work, you can get around these hurdles. There is a great database of every or most every radio stations called: "On the Radio". The web address is www.ontheradio.net. This is a great resource for both commercial and non-commercial radio stations. They gives the information and genre of each station. Look for stations that play your style of music and you will have a greater chance of success. Also the invention of Internet radio you can your music played much easier as Internet radio broadcasters are always looking for new content and by law Internet Internet radio have to report every play to broadcast rits organizations. No all terrestrial air play stations are required to report. This of course doesn't reach the multitude you want at first but if you stay vigilant you will have ua steady climb.
I will not say this is an easy task, but there is nothing like hearing your song on the air.
The next part will deal with other air play promotion tricks and tips.
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