Streaming is Growing. Does Radio Still Matter?

It’s easy to put a song on streaming. Anyone can do it. Feels like streaming is more like a participation trophy sometimes. It’s harder to get a song on the radio… for a reason. More on that later. 

Here’s the dilemma. Most artists rely on radio songs to sustain a touring career where much of their money is made. I’ve seen articles and videos about this very topic recently, and they all support the concept of successful touring tied to radio. Reach out to a booking agency and they’ll confirm this.
Yes, there are exceptions including Forrest Frank.

It seems like many of the decisions shaping an artist’s career are being made through a digital lens only, which overlooks the role radio can have in building an artist and connecting them with listeners. 

RADIO PDs ARE GATEKEEPERS

Yes, radio program directors ARE gatekeepers. PDs have curated the best songs to serve their listeners for decades. There’s a reason a format is called TOP 40 and not Mediocre 40. In my opinion, on the CCM Top 20 chart there may be six to eight great songs at any given time. The rest are just good.



Oh, and PDs, including myself, aren’t immune from constructive criticism. They can be fickle, set in their ways, and unwilling to change. PDs have more tools than ever to make song add decisions with greater confidence.



HERE’S THE TAKEAWAY



Data reveals that radio still matters to the listener. Radio matters to an artist’s longevity. So, let’s make sure that the very best songs are being released and also played on the radio.

In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,900 coaching sessions with radio shows. At the time of this article, he serves 34 shows at 12 radio stations. Todd has also written 200+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.