COLLEGE RADIO PROMOTION FOR INDEPENDENT ARTISTS
College radio has historically provided space for emerging, experimental and independent music.
For developing artists, it can still represent an opportunity to reach tastemakers, students, local communities and music enthusiasts.
The key is understanding the environment.
WHY COLLEGE RADIO CAN MATTER
College stations can be more open to:
Independent artists.
Underground music.
Local musicians.
Alternative genres.
New sounds.
Specialty programming.
That openness creates opportunities for artists who may not fit commercial programming.
RESEARCH INDIVIDUAL SHOWS
Do not only research the station.
Research programs.
A college station may have:
Hip-hop show.
Electronic show.
Rock show.
Jazz show.
Local-music show.
New-music show.
Specialty programs.
Pitching the correct host or music director is more effective than sending music blindly.
UNDERSTAND THE ACADEMIC CALENDAR
College radio can operate differently during:
Semester breaks.
Summer.
Holidays.
Exam periods.
Timing outreach around active programming periods can improve the likelihood of response.
BUILD A COLLEGE RADIO DATABASE
Track:
School.
Station.
City.
Website.
Genre shows.
Music director.
Program hosts.
Submission requirements.
Contact dates.
Responses.
Airplay.
Organization turns scattered outreach into a campaign.
LOCAL MARKET STRATEGY
College radio can be especially useful when connected to touring.
If you are performing near a university:
Pitch the station.
Request an interview.
Offer event information.
Connect with campus organizations where appropriate.
Promote to local student audiences.
Now radio supports live marketing.
DON’T IGNORE SMALLER SCHOOLS
Everybody wants the biggest stations.
But smaller college communities may provide stronger relationships.
A passionate student DJ can become a long-term supporter.
Remember that today’s student broadcasters may become tomorrow’s:
Journalists.
Programmers.
Producers.
Label employees.
Managers.
Executives.
Relationships matter.
PREPARE PROFESSIONAL MATERIALS
Provide:
Music.
Clean version where appropriate.
Biography.
Artwork.
Release information.
Contact information.
EPK.
Do not send poorly labeled files.
Professional presentation signals seriousness.
FOLLOW UP RESPECTFULLY
College stations may be operated partly by students balancing classes and other responsibilities.
Be patient.
One professional follow-up is better than repeated pressure.
MR. DOPE CHEF MOGUL TIP
College radio isn’t only about immediate spins. It can be about reaching emerging tastemakers before the rest of the industry knows their names.
IMPLEMENTATION CHECKLIST
- Research college stations.
- Identify genre-specific programs.
- Build a contact database.
- Study submission policies.
- Prepare clean music.
- Connect campaigns to tour markets.
- Offer interviews.
- Track responses.
- Follow up professionally.
- Thank supporters.
- Maintain long-term relationships.
- Add legitimate support to your media materials.