Radio Promotion Tips That Actually Work in 2025

Stop Doing These Things (They Don't Work)

Before we get to what works, let me save you some time by telling you what doesn't. I've seen hundreds of artists waste months on these approaches:

• Mass email blasts: "Dear Radio DJ" emails sent to 500 stations simultaneously
• Generic press releases: Boring, corporate-speak that says nothing about why anyone should care
• Following up every day: This just pisses people off and gets you blocked
• Paying for "guaranteed" playlist spots: Usually fake playlists or ones with zero engagement
• Submitting to stations that don't play your genre: Research before you waste everyone's time

What Actually Gets You Airplay

1. Research Like Your Career Depends On It

This is where 90% of artists fail. They blast their track to every radio email they can find without doing any research. Here's what proper research looks like:

• Listen to the station for at least a week before submitting
• Note what genres, tempos, and energy levels they actually play
• Find out the DJ's name, show name, and submission preferences
• Check their social media to understand their personality and interests
• Look for recent playlist additions that sound similar to your track

2. Write Emails That Don't Suck

Your email is everything. Here's the formula I use that actually gets responses:

3. Timing Is Everything

When you send matters more than you think. Here's what I've learned:

• Tuesday-Thursday, 10am-2pm: Peak response times for most DJs
• Avoid Mondays: They're catching up from the weekend
• Fridays are hit or miss: Some are planning weekend shows, others have checked out
• Follow up once after 2 weeks: No response usually means no, but one follow-up is acceptable

4. Build Actual Relationships

This isn't networking BS - it's about being genuinely interested in what DJs do. The DJs who play my artists' music most are ones I have actual conversations with.

• Share their shows on your socials (when you actually listen)
• Send them music from other artists they might like (not just your own)
• Engage with their posts about music (not just promo posts)
• Remember details about their shows and reference them in future emails

The Numbers Game (But Smarter)

Yes, radio promotion is partly a numbers game, but it's about quality numbers, not quantity. Here's my realistic breakdown:

• 50 targeted submissions: Better than 500 generic ones
• 5-10% response rate: If you're doing it right
• 2-3 actual playlist adds: From a good campaign
• 1 regular supporter: Worth 50 one-time plays

Tools That Actually Help

Right, here's the honest truth about tools. Most are overpriced and overpromise. But a few actually make the job easier:

• Contact enrichment tools: Get proper names and submission preferences (shameless plug: Audio Intel does this properly)
• Social media schedulers: For consistent engagement without being glued to your phone
• Simple CRM: Even a Google Sheet to track who you've contacted and when
• Analytics tools: To see which stations actually drive streams

Common Mistakes That Kill Campaigns

• Submitting unfinished music: "It's 95% done" isn't good enough
• No proper metadata: Your file should have all info embedded
• Broken download links: Test everything before sending
• Expecting instant results: Radio moves slowly, plan accordingly
• Not following submission guidelines: If they say Dropbox only, don't send a SoundCloud link

The Reality Check

Look, radio promotion in 2025 is harder than ever. Streaming has changed everything, and most radio shows get hundreds of submissions weekly. But it's not impossible - you just need to be smarter about it.

The artists who succeed are the ones who understand that radio promotion is relationship building, not spam distribution. They put in the research, write personalised emails, and follow up professionally.

Most importantly: Your music needs to be genuinely good and properly produced. No amount of promotion can fix a weak track.

Want better results faster? Get proper contact intelligence before you start your campaign.Audio Intel's free beta enriches your contact lists with submission preferences and personal details that make your outreach actually work. No credit card required.

Chris Schofield

Radio PromoterAudio Intel FounderMusic Producer (sadact)

5+ years promoting music to radio stations across the UK. Built Audio Intel after getting tired of manually researching contact details for every single campaign.

These tips come from real campaigns - the successes and the failures. If you found this helpful, give Audio Intel a try. It's exactly what I wish existed when I started in radio promotion.

Try Audio Intel Free Beta