You’re a musician, you’re passionate, and you’re grinding. You’re making incredible art, perhaps earning under $10k a year from your music, but you know it deserves to be heard. And what’s one of the biggest dreams? Hearing your song on the radio.
Most artists think commercial radio is a closed shop, an exclusive club reserved for the Taylor Swifts and Harry Styles of the world, accessible only via big labels and even bigger budgets. But what if I told you there’s a powerful, often overlooked entry point right in your own community?
Forget about national syndication for a moment. Let’s talk about your local commercial radio stations.
The Hidden Gem: “Local Artist” Segments & Specialty Shows
Major commercial stations, even the pop and rock giants, are often deeply invested in their local communities. They understand that fostering local talent builds goodwill and connects them more authentically with their audience. This is where you come in.
Many commercial FM stations have dedicated “Local Artist” segments, “Homegrown” showcases, or specialty shows that feature music from artists based in their listening area. These aren’t always prime-time slots, but they are real commercial radio airplay. This kind of exposure can generate buzz, attract new local fans, and even catch the ear of local promoters or talent buyers.
Why this matters for you:
- Cost-Effective: Often, getting featured on these local segments costs you nothing but your time and a well-crafted pitch. This is a game-changer when every dollar counts.
- Credibility: Hearing your song on a legitimate commercial station, even once, provides invaluable “social proof.” You can tell venues, fans, and even potential collaborators, “My song was played on [Station Name]!”
- Local Fanbase Growth: People who hear you on their local station are more likely to seek you out, follow you on social media, and attend your local shows.
How to Find Your Local Radio Champions
- Listen & Research: Tune into your local commercial stations. Pay close attention to weekend programming, late-night shows, and any specific segments that feature new or unsigned artists. Look for shows with titles like “Local Spotlight,” “Unsigned Hour,” or “The Best of [Your City] Music.”
- Scour Their Websites: Most stations will have a “Local Music” or “Artist Submissions” section on their website. They might even list the specific DJs or Music Directors responsible for these segments.
- Engage on Social Media: Follow your local stations and their DJs on social media. Pay attention to posts about local events or music.
Crafting Your “Local-First” Pitch
Once you’ve identified potential shows or DJs, it’s time to pitch. Remember, you’re not just asking for a favor; you’re offering value.
- Be Direct and Concise: DJs and Music Directors are busy. Get straight to the point.
- Offer a “Radio Exclusive”: Can you provide them with a track that hasn’t been released everywhere else yet? Or a special acoustic version?
- Provide Broadcast-Ready Music: Ensure your track is mixed, mastered, and free of profanity. Make sure it has a clear intro/outro.
- Highlight Your Local Connection: Emphasize that you’re from their listening area. This makes your story more relevant to their audience.
- Offer a Shout-Out: Let them know you’d be thrilled to give the station a shout-out on your social media and at your shows if they play your track.
- Keep it Short & Sweet:
- Subject: Local Artist Submission – [Your Band Name] – [Your City]
- Body: Brief intro, link to your best track (SoundCloud/private link, NOT an attachment), a short bio emphasizing your local roots, and a polite request for consideration on their local artist segment.
Don’t Be Afraid to Network (Carefully)
Sometimes, simply sending an email isn’t enough. If there’s a local music event sponsored by a commercial station, or a live broadcast from a local coffee shop, consider attending. If appropriate, introduce yourself to the DJ, but be respectful of their time and space. A quick, friendly introduction can sometimes open doors.
Your mission: Identify those local gatekeepers who champion homegrown talent. Your first taste of commercial radio airplay might be closer than you think. It’s not about being famous overnight; it’s about building momentum, gaining credibility, and connecting with the fans who are most likely to support you—the ones in your own backyard.
