Why Don't Commercial Radio Stations Play More Music From Local Artist?

Generally speaking, radio stations do not support local artist. However, with that being said, all local artist are not necessarily ready for radio play. Be it sound quality, subject matter, production or promotion, many local artist don't do themselves any favors and actually decrease what little chances they have of getting radio support.

Most local artist think that it is a radio stations job to 'break' music, but that is not their goal at all. The main thing radio stations are focused on is selling commercials to companies that want to reach their listeners. Commercials pay the bills - period. The higher the radio stations ratings are; the more they can charge for advertisements. Commercial radio stations are striving to get the most listeners possible in the demographic it is aiming for. It is the job of the Program Director to play the most popular songs by the hottest artist especially during peak periods.This is why you hear the same songs state to state even though each station has different Program Directors. Advertisers that see a positive response to their commercials and an increase in their business will continue to dump money in the radio stations lap. Unless you are investing money into 'radio promotions'... Local artist have little to no chance of getting into rotation....unless you have a plan.

Luckily for indie artist, the Internet has taken a great deal of power away from commercial radio. Most artist need to focus on marketing directly to fans via the Internet and building their campaigns from the grass roots approach. Develop relationships with mixtape, Internet and night club DJs. by making music that will easily fit into their formats. You must also be willing to listen and act on constructive criticism. If you can get a song hot in the local clubs, local radio will be forced to play your record. It is very rare for an independent song to get into regular rotation at a radio station because program directors feel that playing unproven, untested and under promoted songs will cause people to turn the radio dial, thus costing the station money. It is more practical to aim for the mixshow.

In closing, local artist need to have a better understanding of what radio stations want to do. Simply put, they want to make money, and they make their money from commercials - not breaking independent artist. They don't care about your new style or artistic creativity. As for radio stations; Diddy said it best in 1997, "It's all about the Benjamin's baby." In future articles I will talk about an indie artist new best friend; Internet Radio.