We’ve talked about the “what” and the “how” of getting your music on college radio. Now, let’s talk about the “who.” Behind every great college radio station is a team of passionate student DJs and Music Directors. For an artist earning under $10k a year, these individuals are not just gatekeepers of airtime; they are your most valuable allies in the independent music ecosystem.
Forget the cold, transactional nature of some industry interactions. College radio thrives on genuine passion, discovery, and community. Building real relationships with student DJs can amplify your reach far beyond simple airplay and provide invaluable connections for your future career.
Why Student DJs Are Your Secret Weapon
- They Are Tastemakers: Student DJs are often ahead of the curve, seeking out fresh, innovative sounds that mainstream radio might overlook. They are genuinely excited to break new artists.
- More Freedom: Unlike commercial DJs constrained by rigid playlists, student DJs often have significant creative control over their shows. This means they can play your 7-minute experimental track, your deep album cut, or feature an extended interview if they connect with your artistry.
- Future Industry Leaders: Today’s college radio Music Director could be tomorrow’s A&R rep, publicist, festival programmer, or music supervisor. These are the relationships that can grow with you throughout your career.
- Local Scene Advocates: Many college stations are deeply embedded in their local music scenes. They love supporting local artists and can be powerful voices for your work within the community.
- Authentic Endorsement: An enthusiastic endorsement from a student DJ often feels more genuine and relatable to their listeners than a paid-for advertisement.
How to Build Genuine Relationships (It’s Not Just About Getting Played)
- Do Your Homework (Beyond Just the MD):
- Listen to Their Shows: Don’t just send a generic email to the Music Director. Listen to several shows on the station. Identify individual DJs whose taste aligns with your music.
- Personalize Your Pitch: When you reach out, mention specific shows or segments you enjoy. “I loved how you transitioned from [Artist A] to [Artist B] on your ‘Late Night Lofi’ show last Tuesday. I think my track ‘[Your Song Title]’ would fit perfectly with that vibe.”
- Follow Them (Respectfully): If a DJ has public social media for their show, follow them. Engage with their posts about music.
- Offer More Than Just Music:
- In-Studio Sessions/Interviews: If you’re touring through a college town, offer to stop by the station for a live acoustic performance or an interview. This is gold for stations and creates a memorable experience for you and their listeners.
- Provide Content: Can you send them a short, pre-recorded audio ID for their show? Or a brief video message they can share on their social media?
- Exclusive Content: Offer a track, a remix, or an unreleased demo as an exclusive for their station or a specific show.
- Be Humble and Grateful:
- Thank Them! If they play your music, send a genuine thank-you email. Share their post on your social media, tag them, and express your appreciation.
- Don’t Be Demanding: If they don’t play your track right away, don’t badger them. Politely follow up once, but respect their decision and their overflowing inbox.
- Be a Fan: Show genuine interest in the station and the music they play. College radio is a community; become a part of it.
- Engage Offline (When Possible):
- Attend Station Events: Many college stations host local music events, open mic nights, or benefit concerts. Attend them! Introduce yourself, listen to other artists, and show support for the station’s mission.
- Connect with the Music Scene: Go to local shows in college towns. Talk to other musicians. Often, these connections lead to introductions to student DJs or station staff.
The Long Game
Building relationships with student DJs isn’t about instant gratification. It’s about playing the long game. These connections can lead to:
- More consistent airplay over time.
- Introductions to other influential people in the local music scene.
- Opportunities for opening slots at campus concerts.
- Future collaborations or career opportunities as these students graduate and move into the industry.
While the numbers and charts of college radio are important, never forget the human element. The passion of a student DJ who genuinely believes in your music is far more powerful than a fleeting commercial spin. Cultivate those community connections, and you’ll find an army of advocates ready to champion your sound.
