The Role of Radio in Music ~ by Brian Player

Is there a role for radio in promoting music today? Well, I might

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claim there is but maybe not in the way we have come to expect from past history.

Never has there been such a choice of media to entertain as there is today. We all know about streaming services giving free or near free access to new music and the hundreds of radio services all competing for our attention.

So, how is the radio scene evolving? Who are the winners and how are listeners making their choices?

Firstly, national broadcasters continue to dominate the world of popular music. In the UK we are very much habit driven and still tune to the stations we know will deliver a balance of the tunes and chat we enjoy. Specialist shows also tend to be of a quality and content that can be relied upon for an enjoyable listen.

Where does that leave local and community services? We have over 400 in the UK alone.

Perhaps... All enjoying international reach through the internet and a massive choice for listeners.

The local element, news, interviews, and bands from

Acoustic Cafe

the area can be relied upon to provide a small increase in listener numbers when featured, which can also lead to a more loyal following for the station if the shows are enjoyed.

But I emphasize the word small, and this is where local and specialist shows can score against their bigger national competitors.

It takes work, but by clever manipulation of social media alongside digital broadcast any particular show or presenter can build a following of loyal supporters that will benefit his/her show, station, and those taking part.

The numbers will never be huge, but the reputation can be built to the extent that musicians and artists will see that show as giving real benefit in promoting their music.

Take the world of Indie and Folk Music. A popular radio show can draw a regular listening population of around 200, equivalent to a reasonably large gig but with the advantage of featuring lots of artists. And listeners can comment, chat and ask questions while the music is being played, without distraction.

This creates a social element where like-minded people come together over the topic they love... MUSIC. They are also sure to come back.

That could not be easily achieved in the bigger arena. The numbers would be too great. But via the local network, friendships develop that often span continents, and musicians come together with those who love their music on a personal level not possible in other areas.

Yes, a specific role for community and local radio not achievable elsewhere and helping musicians promote their music, the numbers will never be big but by offering a two-way interactive experience that will not matter.

In a recent survey carried in the UK the most important feature recognised by listeners to local radio was companionship.

What better example of that being achieved than in the enjoyment and promotion of independent music.

Brian Player, Host 

Acoustic Cafe

Wey Valley Radio, Alton UK