Amplify Your Music's Reach: Effective Strategies for Radio Pitching

While a slot during prime-time commuting hours can be invaluable and highly coveted, niche radio programmes may unlock access to true-fans. Community radio can be great to connect to your local scene, and at the very least can be a great opportunity to practise your radio voice and interview chops.

As with any pitching - a little strategy, prep and organisation goes a long way in making an impact with the radio producer or host (who are flooded with requests for airtime).

Timeline:

Radio programmes tend to be planned out 6-8 weeks advance (may vary).

Targeted Research and Audience Alignment:

A precise aim yields the most fruitful results. Comprehensive research to identify radio stations that align with your musical genre and style is required - but if you keep the organised records/spreadsheets - you may only have to do this once every few years. Consider factors such as their programming focus, listener demographics, and previous tracks they have played (and mention this if relevant/similar to your track). This diligent groundwork will empower you to effectively tailor your pitch and maximise the probability of resonating with the intended audience. You might consider various programmes on RTÉ Lyric FM, Dublin Digital Radio, BBC Radio XXX etc. Enlisting a Publicist (you can include this in many funding budgets) can help save you the time of doing this yourself, but will also open more doors due to the industry contacts and relationships they've nurtured over time.

Aim:

Clearly state what your goal here is - have you recently released an album which is garnering favourable reviews? Do you have an upcoming tour you're promoting? Have you released some music which is timely, topical and relevant to the radio show (e.g. Christmas Music, music about social issues, or music that aligns with themes such as Pride or Black History Month)?

Crafting a Compelling and Captivating Narrative:

Emphasise the unique qualities and artistic vision that define your work. You may like to remark on specific interplay between instrumentalists, intricate techniques, or evocative lyrics. By thoughtfully conveying your musical essence, you will pique the interest of radio professionals, while providing them with the necessary information to present your work. Precision and conciseness are paramount, as industry professionals lead busy lives and get inundated with more requests than they can programme. Begin with a captivating introduction that hooks their interest (e.g. "Ella Fitzgerald meets Aphex Twin", "if Thelonius Monk played electronics"), introduce yourself, articulate the distinctive elements of your music, and explain why it would be a valuable addition to their programming. Provide accessible links or samples that facilitate effortless exploration of your music.

N.B.: Who, Where, When, What, Why?

Links:

Include easily downloadable .WAV files and a platform link for quick listening access (e.g., Bandcamp or Spotify). Most radio stations (esp. RTE) will also need your files to be correctly lablled if they are to play them on air.

Labelling format: BAND NAME_TRACK NAME_ALBUM NAME_YEAR_LABEL (or self-released).

Do not send attached files, they are generally too big and clog up inboxes (or get stuck in a spam filter).

Press release: write this in the third person (can include a short personal quote if you'd like) as radio presenters will often sight-read this for the first time live to air.

Cultivating Relationships:

Like any pitching, successful radio pitching extends beyond the mere transmission of music—it requires the cultivation of meaningful relationships with key industry players. Engage with radio presenters and producers through professional channels, such as social media platforms or industry events. Demonstrate your genuine interest in their work, participate in relevant discussions, and establish rapport. These connections will foster trust and enhance the likelihood of your music capturing their attention.

Professional Follow-Up:

After sending your pitch, allow sufficient time for recipients to review your submission. Then, send a brief, courteous follow-up expressing gratitude for their consideration. Reiterate your enthusiasm for potential collaboration and inquire if they had the chance to evaluate your music. If you have any updates, such as positive reviews, mention them. Combine professionalism with persistence to convey dedication and to stay fresh in their memory. Remember, "no response" doesn't always mean "no," and "no" often means "not at this time." Every artist experiences knocking on countless doors. before finding the right ones.

Radio Interviews:

Just as you would if playing live-to-air, be sure to warm up your vocal chords beforehand and to practice what you'll say. Practise “stalling” by replacing the "ummms" in your answers with thoughtful pauses/silences instead. Some radio interviews will provide you with their questions in advance. Bring some written prompts along with you for the interview - in particular any essential details (venue, date, etc.). Don't forget to snap some pics for socials!

Lastly:

Generate buzz around airplay by posting about it on social media. Cross-promotion benefits radio programs and may increase your chances of future invitations.