Do You Need Radio Airplay? Getting Your Music Out There in 2025

In today’s digital-dominated music world, where Spotify, YouTube, Apple Music, and social media platforms lead the conversation, many independent artists wonder: Is traditional radio still worth it? The answer is a resounding yes—and more than ever, striking a balance between digital promotion and radio airplay (both terrestrial and college) is essential to building a lasting, successful music career.

While radio might not dominate the music landscape like it once did, its impact is far from over. If you’re serious about getting your music out there, radio airplay should still be part of your promotional strategy.

Why Terrestrial Radio Still Matters

Despite the explosion of digital platforms, terrestrial (FM/AM) radio still reaches millions of listeners every week. Whether it’s the morning commute or background music at work, FM radio remains a constant in many people’s lives. Being played on a major radio station not only gives your music exposure—it gives it credibility.

Program directors and DJs are trusted tastemakers in their communities. A song breaking through on local or regional radio can signal to the industry—and fans—that an artist is gaining real momentum. Even as algorithms dominate the digital space, radio still offers human curation and organic discovery.

Plus, traditional radio continues to play a big role in chart placement. For example, Billboard Magazine uses a combination of streaming, digital downloads, and radio airplay data to determine chart rankings. This means that if you’re chasing a Billboard Hot 100 spot or genre-specific chart position, you need terrestrial radio spins.

The Hidden Gem: The Power of College Radio

While major commercial stations can be hard to break into, college radio remains one of the most valuable stepping stones for independent and emerging artists.

College radio stations often operate outside of strict commercial formats. They are known for taking chances on new and experimental music, supporting local artists, and cultivating niche audiences. That freedom allows unsigned or underground acts to gain real support, especially in tight-knit music scenes.

In addition to airplay, college radio offers:

  • Community engagement and local event opportunities
  • Artist interviews and in-studio sessions
  • Campus buzz that can translate into loyal fanbases
  • Connections with student-run labels, blogs, and zines

Getting your music played on college radio can lead to grassroots exposure, touring opportunities, and even discovery by influential indie labels. It’s about more than spins—it’s about building a foundation and a community around your music.

Modern Delivery: Digital Music Servicing and Campaigns

Today, most music sent to radio stations—whether it’s terrestrial or college—is delivered digitally. Physical CDs and press kits are increasingly rare. Instead, artists rely on digital music servicing platforms to get their tracks into the hands of the right programmers, DJs, and music directors.

That’s where White Eagle Promotions comes in.

We specialize in custom radio campaigns that send your music to:

  • Terrestrial (FM/AM) stations across major and regional markets
  • College radio stations nationwide
  • Digital radio networks and streaming-curated radio

Each campaign is tailored to fit your genre and goals—whether you’re launching a single, pushing an EP, or building momentum around a tour or event. Plus, we offer comprehensive digital reporting so you can track exactly where your song is being played, how it’s performing, and how your exposure is growing.

A Balanced Strategy = Real Growth

Relying only on Spotify playlists or TikTok trends may lead to short-term spikes, but long-term artist development comes from a diverse promotional mix. When you combine digital streaming and social media efforts with targeted radio airplay (both college and terrestrial), you’re creating multiple entry points for fans to discover your music—and for the industry to take notice.

Radio airplay:

  • Builds credibility and industry recognition
  • Helps you reach new demographics
  • Supports charting potential (Billboard, Mediabase, etc.)
  • Fosters deeper connections through human curation and storytelling

And for independent artists, college radio can be the launchpad, helping you build a fanbase, connect with communities, and get the kind of support that no algorithm can replicate.

Ready to Take the Next Step?

If you’re looking to get your music out there and start growing your exposure in a smart, sustainable way, radio still matters. Whether you’re aiming to chart, build regional fanbases, or connect with niche audiences on campuses around the country, the right campaign can make all the difference.

White Eagle Promotions is here to help you build that bridge—combining the reach of digital distribution with the credibility and staying power of real radio airplay. Let us help you create a campaign that works for you and getting your music out there!

Maureen Smith, Promoter, Music Industry Management  & Marketing Consultant, Producer, CEO

White Eagle Promotions