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Planning Your
Radio Promotion Campaign
by Christopher Knab - Fourfront
Media & Music - March
2002
Back to Music
Business 101
The commercial radio industry, at this time in history, couldn’t
be less friendly to the independent musician. However, that doesn’t mean there isn’t some significant radio airplay
available to you if you know what you’re doing. Outlined below is a plan to consider if you have the three important
ingredients necessary for working your record to radio.
1) The money to fund the campaign
2) The time to spend working all the stations consistently
3) A product that is ready for national airplay
When it comes to commercial radio, the chances of getting significant national airplay for your independent record
are next to none. We live in an era when a small group of powerful media conglomerates own and control the most
important radio stations in the land. Unless you are connected to a major label, or are independently wealthy,
the costs of promoting your songs nationally to commercial radio have spiraled out of sight.
There are, however, lots of mix shows and specialty shows on commercial stations that may offer limited airplay,
and at least will get you some awareness in the markets across the country. There will be a lot of work involved
in finding these stations yourself, city by city, and music format by music format. I suggest you subscribe to
or get a copy of the annual CMJ Directory.
If you have money to invest in radio promotion it’s possible to hire an independent promoter who may be able to
open some doors to these shows for you. Be prepared to spend several hundred dollars a week for their services.
A more realistic approach for airplay is to consider the options available on the noncommercial side of the FM
dial. (88.1 FM to 91.9 FM) With the combination of college radio stations, community stations, and even some of
the larger National Public Radio affiliated stations, your chances of getting your record played are much better.
Below you will find an outline based on how professional record labels plan for their radio promotions.
You need to prepare:
- A database of commercial and non-commercial stations that you realistically
think may play your music.
- The timeline you'll use to put the promotional material together (basically
setting your deadlines).
Be sure to remember that your plan may be distributed to employees, and
any independent promotion people you may hire. This plan will be their introduction to your or your artist, and
is the plan they will base their work on.
1) Design a detailed overview of your radio promotion plan.
- Consider all marketing and promotional ideas listed below.
- Propose what you think would work best in each of the areas to help
market the record to radio.
- Remember to keep cohesiveness between all areas: Give reasons why your
music is appropriate to each station you approach.
- Remember you will need several practical tools/materials to achieve
your goals. (Computers, hardware/software, office supplies, etc.).
Address the following specific topics in your plan:
- Background/Goals: Give
a brief history of the artist, and describe the goals of your plan.
- Image: Describe
and maintain the artist's image consistently in all promo materials.
- Radio: What radio
format(s) will be targeted? What markets? Which songs? Any station promotions? (On-air concerts?) Hiring any Independent
promoters?
- Publicity: Describe
your plans to create a “buzz” in the print media. Any press releases to the music industry trades? Update any bios,
fact sheets, and other press materials.
- Sales: Describe
Distribution and Retail plans. Any in-store play/ promotions? What other specific sales opportunities? Mail order,
live shows, Internet website? Any store promotional tie-ins with radio stations?
- Video: Is a video
cost effective? What airplay opportunities are there for the video?
- Touring: Describe
the time frame for touring, and other promotional events to coordinate while on the road. Consider specific clubs,
halls, fairs, festivals, etc.
- Any club/venue promotional tie-ins with radio stations
- Advertising: Design
an ad to be placed in the trades/ consumer music press, and other media? What funds are available for purchasing
ads? Describe the costs/benefits?
- Misc.: Record release
party? Novelty item? Any other clever ideas? Explain clearly.
2. Design a 12 week plan for the product and promotional tools.
- Lay out what needs to be accomplished each week to get the record out.
- Consider the: artwork, mastering, credits, sequencing, printing, pressing,
booklets, layout/design.
- Include in the timeline when to start working on the promotional tools
that you will need for your plan (photos, press releases, novelty items, display material, ads).
- Design the timeline with deadlines for each element of your project.
As you can see, a radio promotion campaign is something that is done
as part of a wider marketing plan. Always have distribution and sales plans, as well as publicity, advertising
and touring plans coordinated carefully with your airplay campaign. The worst thing that can happen to any song
on the radio is that someone hears the song, but can’t find a way to buy it. Professional record labels always
have distribution and sales connections set up before they secure airplay. You should do the same.
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Christopher Knab is an independent music business consultant based in Seattle, Washington. He
is available for private consultations on promoting and marketing independent music, and can be reached at 206-282-6116
or by email at: Chris@Knab.com
Chris Knab's new book, 'Music Is Your Business'
is available NOW from the Music Biz Academy bookstore.
Visit the FourFront Media and
Music website for more information on the business of music from
Christopher Knab.
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