In most genres, radio is slowly dying out as an advertising medium for musicians. Not in Afrobeats, though. I can’t speak for other African countries, but in Nigeria- the hub of afrobeats music- the vast majority of the population are still catching up to the use of the internet. This means that the average man in most of these countries still gets their news from radio and television. As such, you can still utilize radio to advertise your music for now. However, just forking over some money to an OAP to play your song isn’t enough to get you the recognition you are looking for; every artist would be famous if that were the case. Here are 4 things you can do to really maximize your radio promotion
Try to ask the radio station for promotional videos
This will be hard to do because the OAPs can be cocky pricks, but if you can do this, it will give you more promotional content for your song. Basically, beg the radio stations to make a video of them playing your song. For some reason, the stations always make a big deal about this, but make sure you do your absolute best to get it. It’s a LOT easier to get these types of videos if you aren’t promoting your song in Lagos or Abuja. That said, If you do get a video from each station, you can then promote this video on your social media pages to your fans who will now know to look out for your song next time on the radio.
Request for your song during their Primetime shows
Primetime shows are the programs on radio stations that have the highest number of listeners. For all the stations that you pay for promotion, you want to make sure that your song is played on their primetime shows. There are a couple of ways you can achieve this, but the most important step is to do your research and find out what the primetime show in the radio station of your choosing is. Then, when negotiating your promotion package with the station, make sure you get them to agree to play your song on those shows. If the primetime show requires people to call in to request a song, get your friends to make the call and request your song, or make the call yourself. In case you haven’t figured out why this is important, it helps make sure that the highest number of listeners hear your song on the radio station.
Always try to lobby for an interview
This has to be negotiated before you hand over any money to the radio station. You need to make sure that when negotiating the terms of your promotion, you insist on having an interview. In my opinion, not having an interview on a radio station that you have paid to play your song is as good as throwing your money away. An interview lets your fans know the person behind the music and really connect with you if you have a good personality. But even more importantly, it will help you to achieve the final step in this post for really maximizing your radio promotion efforts…
Make Connections with the OAPs:
When you’re at the interview, use your opportunity wisely. Make friends with the people at the station. Let them see that you’re a nice girl/guy and that you’re not an asshole, and you’re fun to be around. Try to get at least 1 or 2 key people in the station to like you enough to follow you on Instagram and give you their number. While this may not do much in terms of maximizing your radio airplay, it’s an investment for the next time you want to get your song played on that station. You’ll be a familiar face and it will be a lot easier (and most likely cheaper) than the first time to get a great promotion package for your song.
I hope you found this post useful. Radio promotion can be very instrumental in growing your fan base, if you know how to use it. If you feel I missed out some important tips (and I probably did), feel free to let me know in the comments. Also let me know if you have a topic you would like me to write about. And if you like my content, I'd really appreciate it if you take 10 seconds to subscribe to my blog to get notified when another post is live. Thanks for reading, and I'll be back with another afrobeat tip next week Friday!