The Truth About Radio Play: Who Gets Priority?

Photo by Nicholas Githiri

You’ve got the hook, the mix, the passion. You’re racking up streams on Spotify, fans are vibing at shows, and you’re starting to believe this track could actually take off. So you ask the big question: How do I get my song on the radio? But the better question might be: Who even gets played — and why?

Despite all the buzz around playlists, TikTok trends, and streaming stats, terrestrial radio is still a major player in the music industry. It's not dead — far from it. It still reaches millions of listeners every day, and for many artists, especially in pop, country, hip-hop, and adult contemporary, radio play can make or break a single’s success.

But behind the glossy promo appearances and “listener’s choice” segments lies a system that’s far less democratic than it looks. Let’s talk about who actually gets radio priority, and why your song probably isn’t on the list (yet).

It’s Not a Free-For-All — It’s a Business

Here’s the harsh truth: commercial radio is not about discovery — it’s about consistency and profit. Program directors aren’t digging through Bandcamp looking for the next bedroom pop gem. They’re making decisions based on relationships, ratings, and revenue.

Major labels have entire radio promotion teams whose full-time job is to pitch songs to stations across the country. These teams don’t just send an email and hope for the best — they’re backed by budgets, data, and often, decades-long relationships with gatekeepers. When a major artist releases a new single, it comes with an entire rollout built to secure radio play weeks in advance. It’s a coordinated effort — and it works.

That means your incredible, heartfelt, self-produced indie track? As good as it is, it's competing against artists who are walking into the station with a PR team, a label budget, and a tour sponsorship deal attached.

Money Doesn’t Always Talk — But It Whispers Loudly

Let’s address the elephant in the studio: payola. Officially, it’s illegal. Unofficially, it’s evolved.

While direct payments for airplay are prohibited, influence takes other forms: promotional partnerships, exclusive interviews, sponsored events, or advertising buys that "coincidentally" align with a new single’s release. It’s not always shady — but it’s strategic. And if you don’t have the backing to play the game, it’s easy to get drowned out.

Even indie-focused stations — the college radio spots, community FM dials, and alternative platforms — receive more submissions than they can possibly air. So, whose song do they play? Usually, the ones coming from sources they trust. Publicists, promoters, managers — people they’ve worked with before and know can deliver clean audio, solid metadata, and follow-through.

Genre and Geography Matter More Than You Think

If you’re making radio-ready music in genres like pop, country, or Top 40-style hip-hop, you might stand a better chance, because those lanes still have defined radio ecosystems.

But if your sound doesn’t fit into an obvious format? If you’re blending genres, experimenting sonically, or making niche electronic beats with no clear category? You’ll have a harder time cracking into the rotation.

Location also plays a role. Regional stations often prioritize local artists, if they have the infrastructure and programming freedom to do so. But with most commercial radio stations owned by a handful of conglomerates (hello, iHeart and Audacy), even local radio has become more centralized than you’d think.

So, Can Indie Artists Get Played on the Radio? Yes — But Here’s How

Photo by Nicholas Githiri

It’s not impossible, but it requires more than a great track. You’ll need a targeted strategy, not a generic pitch blast.

Build relationships with college and community radio DJs. Craft a strong press kit. Include clean versions of your tracks, artist liners, and metadata. Follow up professionally. And most importantly, focus on the stations where your sound genuinely fits.

Some artists also find success by hiring independent radio promoters — folks who have existing relationships and can pitch on your behalf. Just know that this route still costs money, and there are no guarantees.

In many cases, your time and budget may be better spent growing your digital footprint, building a loyal fanbase, and creating moments that radio can’t ignore. Because if your song’s already getting buzz, streams, and press? Radio is a lot more likely to come knocking.

Final Thoughts: Radio Isn’t Dead, It’s Just Exclusive

The idea that anyone can “make it” on the strength of their song alone is a beautiful myth — but a myth nonetheless. Radio isn’t a meritocracy. It’s a machine that runs on strategy, relationships, and calculated risks.

That doesn’t mean indie artists are locked out. But it does mean you need to be realistic — and resilient. Understand the landscape, play to your strengths, and don’t build your career hoping radio will validate your music.

Build something so undeniable that radio has no choice but to pay attention.