In a landscape dominated by streaming and social media, radio still holds power—especially for artists looking to build staying power. But landing airplay today means more than mailing out a CD. Here’s what music directors actually look for when considering new tracks.
1. A Clear Artist Story
Music directors want to know who the artist is and why this song matters. When there’s a meaningful backstory or a specific reason for the release, it adds depth and context that helps the song stand out.
2. Clean, Ready-to-Air Audio
Songs should arrive in fully edited, broadcast-ready form. A clean version under 3:30, properly mixed and labeled, makes the process smooth. Anything less slows things down.
3. Local and Format Fit
If the artist has a tie to the station’s city or audience, it’s worth pointing out. Stations often prioritize songs that reflect their listeners’ interests, hometown pride, or genre preferences.
4. Proof of Engagement
Streaming numbers, video views, or sold-out shows show there’s already excitement around the track. Music directors notice when a song is building traction in other corners of the industry.
5. Searchable, Organized Submissions
A clear subject line—Artist – Song – Genre – Airplay Submission—makes a difference. Properly labeled files and emails help stations find tracks quickly when it’s time to build a playlist.
6. Notable Playlist Placements
Inclusion on curated playlists from platforms like Spotify or Apple Music signals credibility. It’s one more indicator that a song has potential to connect with a wider audience.
7. Format Awareness
Knowing a station’s genre, tone, and audience is key. Songs that fit naturally into a station’s sound have a better shot than ones that fall outside the typical rotation.
8. Real Connection Over Promotion
Music directors respond well to genuine outreach. A friendly message, a thoughtful intro, or a real-life interaction builds familiarity over time—and makes an artist easier to support.
9. Visual Assets Add Value
Radio is still an audio-first format, but strong visuals can help a station promote a track on social media or build engagement. A quality video or behind-the-scenes clip can tip the scale.
10. Polite, Strategic Follow-Ups
One follow-up email a week or two later is appreciated, especially if there’s news to share. Frequent or repetitive messages can feel overwhelming. Respect for the station’s process goes a long way.
Music directors pay attention to more than hype. The songs that rise to the top usually come from artists who understand the system, stay professional, and send something worth hearing again and again.