There are radio promotion services that can help get your songs to the music directors at radio stations.  These services can also follow up with the stations to see what they think of your music.  If you don’t have the time or ability to send out your music and keep track of the stations, perhaps this option can make sense.  The drawback is it will cost you anywhere from several hundred dollars up to a few thousand dollars.

Flickr image from user, Roadsidepictures

Hiring a service may make sense eventually, but initially, the best, most efficient, and cost effective way to get your music a chance at radio airplay is to start small and do some research.  Target only specific stations that you think will relate to your music.

Go to a station’s website and look at their playlist, like this one from KEXP.   If you like the songs a radio station is playing and can imagine your music fitting into in the context of everything else that station plays, you have a better chance of being a good fit.  Some of this is obvious.   If you are a hip-hop artist, it is likely a waste of time to send your music to a country music station and vice versa.

Even within two stations playing the same genre of music (i.e. modern rock), if you listen carefully you can often find subtle differences between the sounds of the stations.   This research can help you tailor your music submissions to stations best suited for you. Listen closely and be as objective as you can.

Once you identify a station that seems like a good candidate, do not send a “Dear Sir/Madam” type of generic letter with your music.  Do your research, find the name of the Music Director and address them by name in your correspondence.  Let them know that you know what their station is about.  E.g.: “I’ve liked hearing Field Music and Tahiti 80 on your new music show and I think my enclosed music fits in well with your station.  Could you give it a listen and see if you agree?”

If you’ve performed live in the same town as the station, mention the venues you’ve played, and include a few favorable quotes from local media if you have any to help distinguish your music from the pack of submissions that radio stations receive.

Two weeks after you send the music if you haven’t heard back from anyone, follow-up with one phone call to the person you addressed the music to.  Whether you reach them or their voicemail, introduce yourself, the band you are with, and then let them know you’re following up on a submission and that you would love to know their thoughts.  Leave your phone number and e-mail address.  If you don’t hear back from them, take that as your answer for now.   They probably aren’t interested.  Yet.

Don’t worry about it.  Move on, focus on your music, and keep building your following and career through continued songwriting, touring, and marketing.  It doesn’t mean the radio door is closed forever.   Just keep developing your story.