6 Reasons Local Radio Still Matters for Indie Artists

For many emerging and independent artists, there’s a common belief that you haven’t truly ‘made it’ in the music industry, until you’ve had that moment. You know the one I’m talking about! We’ve seen it in all the movies and recent music biopics. An artist, feeling defeated and questioning whether they will ever get their music heard, switches on the car radio (or, even more cliché, the radio in their touring van). They hear some famous radio DJ playing their song and announcing that it is going to be the “next big thing”. That’s it, the moment, from now on, everyone is going to know their name.

It’s a romantic notion - but it’s also a bit of a myth, especially these days. In reality, the power of radio for emerging and indie artists often looks very different to this. The true magic doesn’t always come from a famous DJ playing your track on a large national radio station. More often, it begins with airplay on local radio stations: the unsung heroes that give new artists their very first platform, and help their music find an audience, long before their moment arrives.

So, let's take a look at why local radio remains one of the most powerful, yet often overlooked, tools for indie artists, from helping them cut through the noise of streaming, to opening doors to press interest, festivals, and even national radio airplay.

Here’s why local radio is, and always has been, a critical stepping stone for independent artists...

Reaching Untapped Audiences

Local radio has an incredible reach, giving independent artists a way to connect with listeners around the world. There are around 900 local stations in the UK, over 15,000 in the US, more than 500 in Germany, and thousands more across countries like Spain and Italy. With so many local and community stations, indie artists have countless opportunities to get their music heard all over the world.

Radio Audience Reach Around the World (Latest Data 2023–2025)

Data compiled from national audience surveys (RAJAR, TER, Médiamétrie, Ipsos, BRC), industry bodies (Radiocentre, RAB, CRA), research firms (Nielsen, Edison Research, GfK), and international sources (Statista, Deloitte, ITU/UNESCO).

Standing Out

If you’re an artist reading this, I’m sure I don’t have to tell you that the music industry can be pretty brutal these days. In 2024, over 200 million tracks were available on streaming services, with nearly half receiving 10 or fewer plays all year. Streaming platforms are able to give listeners instant access to millions of tracks, and more are uploaded every day. Sadly, this means that even the most talented musicians can struggle to stand out. This overcrowding makes it easy for emerging artists to get a little lost in the noise.

This is where local radio plays an invaluable role. Despite the rise of streaming, radio remains one of the most powerful tools for indie artists. Unlike streaming algorithms, the playlists on local and community stations are curated by real people who are actively seeking new and independent voices to share with their listeners. For emerging artists, this means their songs don’t have to compete directly with chart-topping stars - like Taylor Swift or Beyoncé - instead, they’re placed in front of radio audiences with an interest in finding great music and supporting new and emerging artists.

Exposure

Let’s be honest, as an artist, you want as many people as possible to be exposed to, and fall in love with, your music. While streaming platforms and social media often dominate conversations about music discovery today, it’s essential not to overlook the power of radio.

Worldwide, many emerging artists have started to gain traction through local, college / university, and even online radio stations playing their tracks. These are often run by passionate DJs, students, and music lovers, who are eager to champion new voices and get new music heard. Unlike major commercial stations, or national stations, which tend to focus on established hits from established artists, local radio is more willing to take risks on new music from unsigned artists. This means that music from more niche genres, or experimental sounds, can find their audience through local radio.

Stepping Stone to Bigger Things

For independent artists trying to establish themselves and build their career, local radio can be one of the most valuable early stepping stones, but the benefits don’t stop at exposure. Radio play can create a ripple effect that opens doors to bigger opportunities. A track being played on local radio can catch the attention of regional press, which may in turn lead to reviews, interviews, to help build an artist’s profile. Festival bookers and venue promoters often tune into these stations, using them to identify the latest up-and-coming artists they should be paying attention to.

In some cases, consistent airplay on local, community, and college stations has even led to attention from larger radio networks and national broadcasters, effectively giving independent artists a ladder to climb toward their music being heard nationally or internationally.

Credibility & Validation

For an artist who is just starting out, hearing their track getting airplay on a local radio station might be their first real indication that their music is good and deserves to be heard by a wider audience. Radio airplay on local, community and college stations signals that an artist’s work is valued and good enough to be played on the radio. It also marks an artist as being credible, which can be helpful when approaching venues about gigs, or trying to get signed to a label. Emerging artists could even mention their radio support on gig posters, social media, and their press kit, to build credibility.

Creating Opportunities

While a handful of national stations run specialist shows that highlight new music, it’s usually local radio that offers the most unique opportunities for emerging artists. These stations are far more likely to invite independent artists for interviews or in-studio performances, giving them a rare platform to share more than just their music. For indie artists, sitting down with a local DJ isn’t just about airplay, it’s a chance to tell their story, explain their journey, and let listeners connect with them on a different level. That human connection can be just as important as the music itself in turning casual or passive listeners into an emerging fanbase.

Another benefit of having your track played on local radio is that radio airplay can boost awareness of you and your music ahead of gigs and tours, making it easier to sell tickets. We all know that indie artists often rely pretty heavily on touring for their income. So, getting your music heard on the radio is essentially a promotional tool that can drive ticket sales and attendance at gigs.

Here’s how iPluggers can help get your music played on the radio

iPluggers digital radio promotion bridges the gap between artists and radio stations all over the world. iPluggers provides new music to over 35,000 radio stations worldwide (and that number is growing every day). iPluggers works with some very well-known and established artists and labels (including Sony, Warner, and Universal Music), as well as emerging, unsigned artists and bands. So, we know how to help you to get your music the airplay it deserves.

We’re not new to this game! Since 2010, iPluggers has been delivering high-quality music to the right people, to get new tracks played on the radio. In that time, we have built and maintained trusting relationships with the key decision makers, such as Music Directors, in local, community, college / university, and regional and national radio stations. The Music Directors we work with trust that the new music we are sending them is radio-quality, and is relevant to the format and sound of their radio station.

The radio stations we provide with music for airplay have all signed up for an account with us, indicating which genres of music they want to receive. We don’t just send your music to generic email addresses for radio stations. Instead, we send email notifications directly to the right person and the right inbox, where Music Directors, Programmers and DJs are eagerly awaiting your music to add to their playlist.