Radio is almost as antiquated as this photo. (Image via thedailygopher.com)
Radio used to be the surefire way to break an act, both in the pop and rock worlds. But in this day and age for rock bands and indie artists, terrestrial radio is not the foolproof tool it once was. Radio formats are shifting, nebulous, and really hard to define. Various satellite options and the ability to listen to whatever you want, whenever you want, thanks to mobile devices, have usurped some of radio's power to break an artist.
Even college radio, the most critical haven and a home for indie artists to lay their foundations, and specialty programming, a launch pad to bigger and better airplay, are morphing because the internet now exists as the place in which music fans unearth new talent.
So where does that leave indie artists and the radio game? Well, not solely relying on radio, that's for sure. Yes, it's still a tool to sell music, namely singles. Yes, it's an essential element of a campaign and one that should not be taken lightly. Yes, the college and specialty formats and shows still matter a great deal since they're champions. But these aspects have to be supplemented with other things.
Look at bands like Everclear and Nickelback. Each are from different eras and with multiple and massive hit singles and multi-platinum sales to their names. Everclear ruled the '90s, while Nickelback dominated the '00s. But now, in 2015, both acts rely more on touring than they do on radio spins of new songs. Yes, you'll still hear new Nickelback on any active rock station worth its salt, and they'll still craft radio hits, but radio is not the sole driver.
The same can be said for Pearl Jam. The band will always have its classic catalog played on radio, but their new songs dominating airwaves just isn't happening. But the band will still tour, play to packed houses, and grab new spins.
But you're not Pearl Jam. You're not the 'Back. You're not Everclear. You're an indie artist. You can still learn from the big boys by making touring a top priority, since so much can be built around the tour business. It's where artist development happens.
So you have to go into it knowing that you need to build other elements first or concurrently. Radio was once the main seller of records and a raiser of awareness. With record sales at an all-time low, artists must rely on a variety of revenue streams and tools to get it done. Make sure you have a press profile, consisting of national and local buzz. Partner with a quality booking agent so you can hit the road and do things via a grassroots, ground-up approach. Touring and playing shows creates a direct connection with people, and you'll likely sell merch, so make sure your agent is primo. Pay attention to your social media and be present in that space. If you have songs with hooks, plan to hire a radio indie to help them get the airplay they deserve. Don't ignore the long-running college or community stations that have stoked the fires for so long, either.
It's a pretty common-sense plan! Try it.
Amy Sciarretto has 20 years of print and online bylines, from Kerrang to Spin.com to Revolver to Bustle, covering music, beauty, and fashion. After 12 years doing radio and publicity at Roadrunner Records, she now fronts Atom Splitter PR, her own boutique PR firm, which has over 30 clients. She also is active in animal charity and rescue.
