Radio airplay is a very important in driving artist awareness and sales. The definition of radio airplay has expanded from traditional AM & FM stations to now include stations that simulcast on the web, to web only stations and satellite radio. Radio promotions people are responsible for getting the artist’s release as much airplay as possible on as many stations as possible. Radio promotions are sometimes handled directly by the record label plus often times the record company will hire independent promoters to work a release as well. A good radio promoter will work hard to help build long-term relationships with the artists they promote and the program directors and DJ’s at the influential stations in each market. The radio promotions group responsible for promoting the record will create a list of radio stations to target that typically play the artist’s genre of music and are influential in their given market then send them an advance promotional copy of the CD with the goal of getting the station to add one or more of the tracks into their regular rotation or include one in a specialty show. When the promotional CD is sent it usually includes information on the date the track or tracks can be added, which tracks on the CD the record company is pushing and if there are any tracks that include language that could get the station in trouble with the Federal Communications Commission (FCC) if they play it on air. A report is generated each week for the record company showing the number of stations adding the artist’s song or songs into their rotation and how many times they play it each week.

Radio promotions will set up CD giveaways or artist interviews to promote a new release and arrange on air performances and concert sponsorships or ticket giveaways with radio stations when the artist is on tour in each market.