So you’re in a band, or perhaps you’re a manager of an up-and-coming artist — or perhaps you run a record label and have a release you want to create additional exposure for. What do you do to create awareness for a piece of art that needs to be heard? Where do you go? How do you bridge the gap between a local fan base and a national audience? As we’ve all learned, cream does not always rise, and it takes more than just a message in a bottle to make sure you’re being received in an ocean of new and/or already established artists.
Studies have shown that radio is still the number one source for new music discovery — and it’s as simple as flipping a switch or clicking a mouse. As a radio publicist, I too can attest to this, and feel that in any field of marketing, knowledge is power in taking full advantage of these tools. Much like a conversation you’d share with the knowledgeable clerk at your local mom and pop record store, radio promotion serves the purpose of cultivating positive dialogue about your music between the promoter and the programmer of a radio station — focused on turning them onto new ideas and sounds across various genres.
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