Plenty of artists still fight to get radio airplay – but does it actually move the needle?

Let's break it down together:

• Why Musicians Still Want Radio Play
• Playlists: The New Radio of Our Time
• TikTok: The Radio of a New Generation
• How to Get On the Radio With TikTok and Playlists

Why Musicians Still Want Radio Play

Getting on the radio has been a goal for musicians for decades. It's a traditional rite of passage, granting artists extensive exposure and a stamp of legitimacy in the music industry landscape. Here's why. 

Reach and Prestige

Many artists imagine their song beaming through car stereos, filling living rooms, and setting the scene for countless listeners. That, my friends, is the magic of radio. Its unparalleled reach allows artists to connect with audiences far and wide. Plus, getting radio play has long been synonymous with a higher level of industry validation, giving artists a certain stamp of legitimacy.

Mainstream Exposure

Radio is still a launchpad for artists aiming for the mainstream. It's a channel through which talent can captivate the ears of the masses. 

The Timeless Ritual of Discovery

Radio offers a cherished ritual of music discovery. It's a trusted companion for listeners seeking popular sounds and artists. For musicians, securing a spot on the radio can amplify their visibility and help propel their careers even further.

A Localized Touch and Personal Connection

Let's not overlook the personal touch of local and community radio stations. These platforms are lifelines for artists aiming to connect with their immediate surroundings, fostering a sense of community and local musical experiences. Securing airplay on these stations can expand an artist's fan base and foster connections at a grassroots level.

The Expensive and Risk-Averse Nature of Radio

But let's face it, radio is no easy nut to crack. It’s expensive, and stations often play it safe, sticking to established artists or tracks that are already gaining traction. It's a catch-22 – you need a following to get on the radio, but getting on the radio helps you build a huge following.

Playlists: The New Radio of Our Time

Enter playlists, the gateway to radio in the modern music era. If you were in the scene in the early 2000s, you may have heard again and again that the music industry was going to go under because of downloading, and then streaming. But that’s the same argument we heard about making mix tapes from the radio, and burning CDs. It turned out not to be true. 

The truth is, you have to roll with the punches when it comes to new technology. It’s going to happen whether you want it to or not. Playlists have become the new radio, curating fresh talent and catering to niche audiences. And platforms like Spotify and Apple Music have democratized music distribution, offering independent artists a fair shot at visibility. So, if you refuse to put your music on streaming services, you’re missing out on a lot of opportunity – and some cash, too. 

The Playlist Powerhouse

Whether it's Spotify's personalized mixes, Apple Music's thematic compilations, or genre-specific playlists on platforms like YouTube or SoundCloud, these digital compilations have become the go-to portals for music discovery, curation, and consumption.

Discoverability Redefined

Gone are the days of avidly waiting for your favourite song to play on the radio. Playlists personalize recommendations based on your listening habits, preferences, and eclectic tastes. Curators serve as the new DJs, introducing listeners to new artists and sounds.

Artist Amplification and Exposure

For independent artists navigating the labyrinth of music promotion, playlists offer a gateway to global visibility. Securing a spot on a popular playlist can catapult an emerging artist from obscurity to the limelight, granting them exposure to a vast audience hungry for fresh sounds and undiscovered talents. It's a testament to the democratization of music distribution, where artists can transcend geographical boundaries and captivate listeners across continents with just a click.

The Future of Radio Reimagined

As we embrace the dawn of a new musical era, playlists stand at the forefront, reshaping how we engage with and consume music. They offer a personalized, interactive, and boundary-breaking journey that transcends the limitations of traditional radio, heralding a future where music discovery is not just a passive act but an immersive, dynamic, and participatory experience.

TikTok: The Radio of a New Generation

And let's not forget about TikTok. With its algorithm-driven discovery, TikTok has become the new frontier for breaking into the mainstream. It offers artists unprecedented exposure and connection with a global audience. It’s the herald of a new era, redefining how we engage with, discover, and celebrate music. 

This platform isn't just about dance challenges and quirky content. It's a hub where music finds its wings and resonates with the beat of a generation hungry for instant gratification and connection.

The Viral Soundtrack

According to TikTok, 84% of songs that entered Billboard’s Global 200 chart in 2024 went viral on TikTok first. TikTok propels music into the limelight through viral sounds, challenges, and trends that captivate audiences worldwide. It immerses you in a shared moment, which is something musicians want to embrace so they can build a solid fan base. 

A single viral event can catapult an unknown artist into the stratosphere of fame, reaching audiences far and wide with the power of a captivating hook or a catchy chorus. It's a testament to the seismic shift in music promotion, where creativity and genuine talent reign supreme, and authenticity resonates with audiences.

Community-Centric Musical Experience

TikTok fosters a vibrant musical community where artists, fans, and industry professionals converge in a harmonious blend of creativity and collaboration. It also transcends the boundaries of traditional radio, creating a global stage where music is shared in a tapestry of artistic expression.

How to Get On the Radio With TikTok and Playlists

If your goal is to build an engaged fanbase instead of just passive followers, TikTok and Spotify playlists are the most effective places to start.

But for artists aiming to take it further, radio still plays a powerful role – one that a viral video alone doesn't always deliver. 

To unlock radio opportunities, artists have to leverage their online presence. By building a strong following through streams, saves, and shares on these platforms, artists can showcase their engagement and potential to radio stations, making them more appealing candidates for airplay.

When we teamed up with lovelytheband, "sail away" was charting around 25K daily streams. The band’s goal was clear: build steady growth to capture the attention of radio stations. We helped them get carefully curated playlist placements. Using strategic timing, the track got a lot of momentum from streaming. The result? lovelytheband accelerated to #3 on the alternative radio charts.

Embrace the Digital Shift

It's clear that radio, while still influential, is no longer the main pathway to success. Playlists and TikTok have democratized music discovery, giving artists new avenues for visibility and growth. By harnessing the power of these platforms strategically, artists can amplify their reach and captivate audiences across the globe.

If you want help getting the best streaming numbers you can, check out our playlist promotion service. You can also use TikTok promotion to pair your song with original content. It may be just what you need to get your music on the airwaves.