In today’s music industry, radio promotion remains one of the most effective ways to get music heard. Whether aiming for a local community station or a national audience, airplay can help artists reach new fans, increase visibility, and build lasting credibility.
What Is Radio Promotion?
Radio promotion is the process of getting an artist’s music added to radio playlists. This involves connecting with program directors, pitching new singles, arranging interviews, and tracking airplay performance. It’s a relationship-driven business—trust and persistence often make the difference between a track that gets spun once and one that becomes a station favorite.
Why Radio Still Matters
Even in the streaming era, radio offers:
-
Instant access to targeted listeners
-
The ability to influence charts and streaming numbers
-
Opportunities for artist interviews and features
-
A trusted channel for discovering new music
For many genres—especially jazz and niche music—radio stations remain highly engaged with their communities and eager to support fresh talent.
Kate Smith Promotions: A Case Study
One standout in the field is Kate Smith Promotions (katesmithpromotions.com), a Chicago-based company specializing in jazz and related genres. Founded by Kate Smith, a former jazz club owner, the company’s approach blends deep industry knowledge with personal relationships built over decades.
Kate Smith Promotions works with artists to secure airplay on non-commercial, college, internet, and public radio stations. Services often include coordinating music delivery, organizing interviews, and monitoring chart activity. Their client roster features both established and emerging artists, and their success is rooted in a clear understanding of what programmers want and listeners respond to.
Takeaways for Artists
-
Target the right stations – Match your music to the station’s style and audience.
-
Work with experts – Experienced promoters already have valuable relationships in place.
-
Follow up regularly – Keep in contact with stations and provide updates or fresh material.
-
Measure your results – Track where you’re getting airplay and how it impacts your audience growth.
By combining strategic outreach with consistent follow-up, artists can use radio to amplify their presence and build lasting careers—especially when partnered with a dedicated company like Kate Smith Promotions.