3 Reasons Why College Radio is a Great Form of Music Promo
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Traditional radio may be nearly obsolete. College radio, on the other hand, remains an excellent way to enhance music promo.
Radio was the number one way to get your music out there up until less than a decade ago. However, with the advent of streaming services and social media, reaching out to pop radio stations can prove futile for independent artists and small bands.
Depending on your musical style, brand, and messaging, certain elements perform extremely well at university radio stations. College students tend to look for more indie acts, venture into more experimental and foreign music, and value diverse sounds. Just take a glance at this college radio top songs list to see how drastically a playlist like this differs from Top 40.
As a college radio alum, I can personally vouch for the tangible impact that utilizing these radio stations can have for an artist starting out. On the radio station I hosted, the station directors advised against playing any Top 40 in our shows. This rule may seem unnecessarily picky, but it created room for great music discovery.
At university radio stations, there are easy ways to land your songs on their shows and in their catalogues without paying any money. There is also the possibility of developing a local niche in a college town. Lastly, if you prioritize developing good relationships with these organizations, it could highly reward you in the long run.
College Radio Promo Is Typically Free
Most college radio stations accept song submissions not as paid promotion, but genuinely out of curiosity and goodwill. Radio show hosts and club members typically do not get paid to fulfill their duties. Rather, they do them out of passion. Even if the particular radio station you’re targeting does not have a submission box, these organizations are always active on social media and more likely to return your messages.
What happens once your song, EP, or album gets the green light? Either the organization will put you in their automated catalogue, in a playlist, or on a live broadcast. Additionally, some college stations have a well-executed web presence with editorial features and interviews. All of these things are humble and likely to reach small audiences. But these audiences are more likely to be engaged audiophiles and new music listeners.
Typically free means that some college radio stations may ask for payment in the form of donations. As nonprofit institutions, they need income to stay afloat. Another way it might not be free is that sending physical copies and/or merch is recommended to start developing a memorable relationship.
Amass a Localized Fan Base
College towns are often described as “bubbles.” This can apply to many different aspects of college town life but is especially the case when it comes to music taste. Touring artists will come to cities one-fourth of the size of the rest of their touring spots just to play a college town. College students have a proven fondness for live music and indie music.
This is where you may be able to amass a localized fan base. Because college towns are close-knit collections of young individuals, one person’s favorite band can become a community obsession. I remember missing out on live shows early in my college career that would come to be more mainstream indie artists. The lifesize cardboard cutout of Mac Demarco in my college radio station made him a well-known figure in our organization before he became a more household name.
Develop Lasting Relationships
Much like amassing a local niche, it is beneficial to develop good relationships with college radio stations. As with all music promo business/networking, friendliness could land you incredible opportunities in the future.
College radio stations are often in charge of local music festivals and entertainment for university events. Some college radio members will go on to work in the music industry and have awesome connections. You want your name in the ring for event lineups, promotion opportunities, and general recommendations!
The Bottom Line
Spending more time targeting university radio is low risk, high reward. I would emphasize that reaching out to college radio stations can be casual, not a formulaic process. Just reach out, it could truly make a difference. But if you like formal how-tos, use this guide to learn the specific steps.
Sam Bowden is an Author/Contributor Intern for the StreamLINE Music Blog. He enjoys making carefully curated Spotify playlists, thrift shopping, and playing trivia. Sam is a history and film studies graduate from Indiana University-Bloomington.