Why Fewer Releases Work Better for Radio Promotion

Every artist dreams of hearing their music played on the radio - and with good reason. Radio airplay remains one of the most powerful ways for indie artists to reach new listeners, build a fanbase and gain real traction. But in today’s market, where tens of thousands of new tracks are released every day, simply releasing a track is no longer enough to guarantee attention.

Around 60,000 new tracks are released every day on Spotify, and many of them get buried by the algorithm within days. When you are planning your music promotion, don’t be like some artists who will move on too quickly from one release, or hold back promotional budgets for a future release, meaning the current track being promoted never gets the chance to stand out. What we’re saying is that saving promo spend for “the next release” can actually limit the impact of the one that’s already out and being promoted.

So, Before You Release Your Next Track, Read This!

A Release Needs Time, Not Just a Release Date

Radio promotion rarely delivers instant results.The reality is that DJs, music directors and programmers often need time and repeated exposure before picking up a track. Seeing a release more than once, and over a longer period of time, can make a real difference. Ending a campaign too early often means a release never reaches its full potential. It can stop momentum just as it’s starting to build. It’s worth remembering that strong releases often grow slowly rather than all at once.

What Major Artists Get Right

This approach isn’t just for independent artists. Major acts like Janet Jackson, Afrojack, INNA, Shaggy and Sean Paul typically release only one or two singles a year, focusing their time, effort and budget on each release for a more intensive and extended period. The strategy isn’t about releasing more - it’s about committing fully to what’s already been released.

Why This Is Even More Important for Indie Artists

For independent artists, this focus is even more important. Budgets are limited, attention is harder to earn, and splitting promotion across multiple releases can work against you. One well-promoted release can build recognition, industry relationships, and create long-term momentum for your release. Several rushed releases rarely achieve the same.

Make Each Release Count

Releasing music is the easy part. Making sure your release gets the attention it deserves is where the real work happens.

Don’t fall into the trap of rushing to the next release before the last one has had its chance to shine. Take a moment to reassess your strategy and give your current release the time, focus and promotional support it deserves.

Start by committing to a focused radio rollout - extend your campaign, increase your reach, and make sure your music gets heard by the right people.

Before planning your next release, it’s worth asking yourself: “Has this one really reached its full potential yet?”