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

 

Niche Radio ~ by Brian Player

The success of our emerging artists today depends to a larger

extent on the amount of exposure their music gets both live and in the media. Live is very much a question of making contact with promoters and venues and being prepared to travel, often big distances to reach the widest possible audience.
     The media, of course, is to a certain extent a different story where contact can be made via social media or email in the hopes that the recipient will be impressed enough to play and pass positive comments to their audience.
   

 But live audiences are being spread ever thinner as more venues and promoters have come into being. There has also been an explosion in the number of media outlets, such as radio streaming services, all trying to attract the same audience.
     In the UK alone, the last 10 years has seen 355 local community radio stations licensed, each covering an FM broadcast range of around 15 miles plus an internet stream reaching world wide.
     Add to this the wide range of BBC and commercial radio services along with streaming from Deezer and Spotify or

Mixcloud and you can already see a potential for individual, in person concert audience numbers to be very low.
     If this wasn’t enough, it has never been easier to start your own radio station on the internet. Much of the software needed can be obtained free of charge and all you need is a home computer with a server big enough to handle the number of listeners you hope to attract.
     What does this mean for the struggling musician trying to make a name and reach as wider audience as possible? Well, I guess doing some homework is essential. Review each station and show carefully to estimate its ability to attract an audience, and in particular an audience that may like your music.
   

 It is worth moving a little outside the comfort zone. Whilst it may seem obvious to contact a station with the name of the genre you perform, it also follows that niche, single genre radio will attract the smallest of audiences, particularly if they are only available on the net.
     Like small specialist music clubs, individual radio shows have become niche, attracting a small number of followers and those who have a particular reason to listen in, will do so if maybe a relative or friend is being featured.
     Many shows have no listeners at all so it pays for the musician to be selective when choosing a show to send music to.
    Look for a high social media presence and pre-broadcast advertising and always be sure the station has the appropriate licences in place.

     Community radio is licensed but operates within certain restrictions. During the day (7am to 7pm) the music policy will be for wide appeal, hits from the last four or five decades and current pop.
     In the evening and at weekends it is all change and room is made for specialist and niche programming. As an emerging artist that is where you would be best to focus your attention.
     Most observers agree that radio is holding its own in the world of entertainment but, as with music itself, technology is changing the geography and we see a fragmented scene with many more radio shows than most listeners can cope with.

Brian Player is a UK radio personality with Wey Valley Radio and a regular contributor to Originality by Design. You  may contact Brian here

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