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How To Use WARM if You Don’t Have Radio Airplay (Yet)

Every now and then when we’re out talking to people about WARM, we’ll meet someone who says that our service is not for them because they know they don’t have any radio airplay. Often, we’ll hear this from less established, more niche or ‘non-commercial’ artists.

In this article, we’ll explain how WARM can be used as a tool to GET more radio airplay by artists and labels who don’t have any yet, regardless of genre or career level.

Now, first off, you won’t know for sure if you have any airplay until you check. WARM monitors 25.000 radio stations in 130 countries spanning FM, DAB and internet stations in every possible genre and style. This means there is a HUGE amount of different music programming out there.

This includes college stations run by students with freedom to play whatever they want, internet stations dedicated to all sorts of niche genres and tens of thousands of DJs who love playing the most obscure discoveries they can find. Music is more global than ever, and today there are tons of ways to get discovered!

That said, obviously, not everyone is going to have airplay. However, if you want to get more airplay, WARM is also very useful for achieving just that.

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Become Your Own Radio Promoter

In order to get radio airplay, you must first promote your music to radio stations. This means finding out which stations play your kind of music so you can target them.

This may seem obvious, but many people go about this the wrong way and end up pitching their hip-hop track to stations that mainly play pop or EDM. This is partly because, until now, getting an overview of the relevant stations to send your music to has been extremely difficult, especially on a global scale. With WARM, fortunately, things get much easier.

When looking for radio stations to pitch to, with WARM’s data you can:

a) Find out where similar artists and songs are getting airplay

This simple strategy can be used whether or not you already have any airplay.

Find an artist or a track that is similar to yours that is popular. Track the song and see where it is getting airplay and WARM will provide you with a list of relevant stations to target.

Although very simple, you shouldn’t underestimate how valuable this is. Imagine how time-consuming it would be for you to manually research all the stations relevant to your niche, especially worldwide!

In the internet age, music is global and you should be thinking globally, especially (though not exclusively) if you’re music is instrumental or in a language spoken widely around the world. So instead of just focusing on your own territory, you can GREATLY expand your possibilities for getting airplay by casting a wider net.

Besides saving you a lot of time, you also avoid wasting the radio station’s time by sending music that doesn’t fit their format.

b) Control the work of your radio promoter
At some point, you may decide that you want to hire a radio promoter to help get your songs on the radio. This can be a very effective strategy if you choose the right one, especially if you are trying to target bigger stations.

However, radio promoters are expensive and while they can definitely be worth the cost if they get your song on the radio, choosing to go this route, means that you NEED to make sure they are doing their job properly.

With WARM, it’s extremely easy to see exactly what results your radio promoter is delivering in real-time. If you’re not satisfied with the results, then maybe you should be spending your hard earned money somewhere else.

That’s a decision for you to make, but unlike before when you had to wait for a report from your radio promoter, with WARM you get the information instantly and much more accurately allowing you to make better and faster decisions.

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c) Identify radio stations that have already played your music

This strategy only becomes relevant once you’ve had airplay on a particular station, but even if it’s as little as one spin, there is something to build on.

You know that these stations already like your music so why not send them more next time you have a new release? Try calling or e-mailing the station manager or the DJ of the particular show that played your music, thank them for the support and explain that, if they’re interested, you have more on the way.

Creating personal relationships is KEY in radio promotion and a great way of keeping you top of mind with the music programmers. It could potentially even lead to an interview or an in-studio live session.

Remember, knowledge is power!

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