Streaming may be where it’s at for Generation Z, but for those over 35, radio is still the number one choice – according to a music survey compiled by Jackdaw Research. Around 93% of Americans listen to the radio at least once a week. If you are an upcoming musician, these statistics are important. Gen Z may be all about streaming services, but unless you are marketing your music exclusively to this age group, you will need to build relationships with radio stations and ensure that your content appeals to either mainstream or niche broadcasting services.

Why does Radio Still Matter?

Radio is still the number one choice for music for so many Americans because of its ability to present different playlists you can enjoy depending on your tastes. Through devices like shortwave radios, listeners worldwide can access broadcast content, which is key if your music has international appeal. Radio is also embraced by so many listeners because it presents new releases (singles and albums) they might not otherwise discover. This is the case both for broad commercial music stations and for independent or specialized ones. How many times have you listened to a song that blew your mind, either by new or old artists? Radio stalwarts value their favourite DJ’s ability to curate and present music. Many of the country’s most seasoned DJs are no less than experts in their field and may boast the specialized musical knowledge that the average listener can lack.

Building Important Bridges with Local Radio Stations

Even if you offer much of your content on Spotify and other streaming services, try to network with local and national broadcasters to ensure your tunes are played frequently. Target stations that are known for backing new, upcoming talent, and aim to share your music not only through music but also through interviews. Radio talk shows are a great way to spread your message. If your band is giving back to the community in some way, is backing an important cause, or is playing at an upcoming festival, a radio talk show is the perfect venue through which to spread the word about your work and your music with audiences. When negotiating, think of ways you can give back to the stations that support you. You might offer to play live at one of their events or offer a live session for one of their shows. You can also offer to donate a portion of your next gig to a cause the station already supports.

Radio is still a big part of most Americans’ lives, even though younger Americans prefer to rely on streaming services for information and entertainment. As a musician, it is important to understand that radio still plays an important role in American culture. This is especially important if your music is marketed at listeners over the age of 35 as well. Try to offer exclusive content to stations that offer exclusive content. Think a bootleg recording, unreleased single, or live performance you think your audience would enjoy accessing.