We live in a world of streaming giants, of algorithm-driven playlists, and of viral TikToks. That’s why it’s easy to brush off radio as a relic. And yet, it keeps showing up! Still spinning. Still introducing artists. Still shaping musical landscapes. So here’s the question labels and publishers keep circling back to: Is radio still relevant for developing recording artists?
Well, maybe it’s not about a yes or no. Maybe, instead, it’s much more about how, where, and for whom.
Radio’s Staying Power in an On-Demand World
Streaming platforms have undoubtedly revolutionized how people consume music. Instant access, tailored suggestions, global reach, you name it. But for all their strengths, they come with one major challenge: attention.
A playlist slot on Spotify might expose an artist to thousands (or even millions), but for how long? One play? A week? Listeners skip. Algorithms shuffle. It’s a sea of choice, and the waves are relentless.
Now contrast that with radio. A track that enters rotation might get played multiple times a day across weeks or even months. It’s repetitive by design…which, for artist development, isn’t necessarily a bad thing. After all, repetition breeds recognition, and recognition is what builds fans.
Then there’s also the passive nature of radio. Listeners don’t need to search or decide. The song comes to them. That, by itself, is a powerful tool in an age where every click is fought for!
Territory Matters, and So Does Demographics
Radio’s impact isn’t universal, though. In some markets, it’s still king. In others, it's fighting for relevance. In the U.S., Top 40 and Country formats still hold a strong grip, and especially so outside of urban centers. In parts of Europe, national stations have enormous cultural influence. And in Latin America, radio often acts as the first stage for artist exposure before streaming even catches on.
Demographics play their part too. While younger listeners lean toward streaming, older demographics remain loyal to the dial. But even that’s shifting. Gen Z might not sit through a full broadcast, but local radio segments clipped and shared on social media? That’s a crossover move that’s gaining traction.
So labels and publishers have to zoom in. Know the market. Know the listener. In some regions, skipping radio is like skipping a step. In others, however, it might be a detour!
Radio and Artist Development: A Flexible Strategy
Here’s the thing: not every artist is built for radio. And not every radio strategy looks the same. For pop acts that are chasing mass-market appeal, radio airplay can still be a major accelerator. For niche or experimental artists on the other hand, maybe not so much. That doesn’t mean there’s no role to play. It just means the role looks different.
Labels can also use radio to complement digital strategies. A song doing well on TikTok? Ride the wave and bring it to terrestrial or digital radio. A single stalled on streaming? Test it on local airwaves and see if it resonates. The key is flexing it to fit the artist!
Radio’s Strength: A Storytelling Format
There’s another piece to consider. Radio isn’t just a jukebox. It’s a platform. Hosts introduce songs. They talk about artists. They create context. That’s something streaming platforms often lack. A track might play next to 50 others, with no intro, no story, and no anchor. But when a radio DJ says, “Here’s a new single from an up-and-coming artist out of Milwaukee who just signed their first record deal,” it’s a different experience.
That’s because suddenly the artist is human. There's a narrative. There’s a relationship forming. That kind of emotional layer matters, and especially for new acts that are trying to build not just streams, but actual, real fans.
Radio and the Bottom Line
There’s also the business angle. Radio success more than plain ‘boost exposure.’ It can lead to chart impact, to sync opportunities, to touring demand, and (eventually) to revenue. For labels and publishers, it’s about the full picture. And just like what, what starts as a few spins can ripple into so much more.
It’s not free, of course. Promotion teams, tracking services, outreach…it’s all an investment. And that’s precisely where the questions start to come in. Is the potential return worth the spend? Does this artist fit the radio mold? What’s the bigger plan?
Sometimes, the answer is a confident yes. Other times, however, it’d be preferable to keep the dial turned down and focus elsewhere. The important part is making that call with strategy, and not habit.
The Hybrid Reality
These days, radio doesn’t stop at FM. There’s online radio, satellite, podcasts, and livestreams. Radio stations have apps, websites, and YouTube channels. A local on-air interview can end up on Instagram Stories or embedded in newsletters. The lines between formats are blurred, and that’s a good thing.
Smart teams know this. They build campaigns that bridge formats. A release might drop on DSPs, premiere on a radio station, get clipped for TikTok, and hit press all in the same day. The platforms feed each other when the strategy is tight.
So, Is Radio Still Relevant?
It depends. The airwaves may not be the sole path to stardom anymore, but they’re far from obsolete. In many cases, they still punch above their weight, and especially so when backed by smart planning and a deep understanding of the audience.
For music professionals using tools like Reprtoir to manage catalogs, works, and release strategies, radio should still be part of the conversation.
Not necessarily the answer, but three questions that are worth asking every single time are:
- Would this artist benefit from radio?
- In this market?
- For this moment?
Sometimes, the old channels still carry a powerful signal!
