Why Radio Is Still King In A Digital Age

Lloyd Laing, Contributor -

While digital streaming has become the preferred method for consuming music, terrestrial radio remains a vital tool for building a music brand.

Despite the fact that platforms like Spotify, Youtube, and Apple Music have a massive user base, they require an active choice to consume music, and some still have associated costs. 

On the other hand, terrestrial radio is free and accessible to anyone with a radio receiver, making it more widely available to those who may not have the resources or inclination to subscribe to streaming services.

Moreover, terrestrial radio often has a loyal fan base who tune in regularly, providing emerging artists with a unique opportunity to gain exposure to a dedicated audience willing to discover new music. 

Terrestrial radio can serve as a launching pad for up-and-coming artists, who can leverage their radio play into further exposure on streaming services and social media platforms. 

Exclusive content and interviews with artists can generate excitement and buzz among fans, helping to build an artist's profile in ways that are not possible through streaming services alone.

Terrestrial radio also offers a personal touch that streaming services cannot replicate. Radio hosts and DJs often have a strong local presence and a personal connection with their listeners, leading to a more intimate listening experience where the host's personality and music tastes can influence a listener's own music preferences. 

This personal touch also means that terrestrial radio can play a critical role in promoting local and regional artists, helping to build a stronger sense of community within a particular region.

Finally, terrestrial radio can offer artists exposure that is simply not possible through streaming services. Radio stations often have access to exclusive content and interviews with artists, which can provide valuable insights into an artist's creative process and personality. 

These exclusive interviews can generate excitement and buzz among fans, and can help to build an artist's profile in ways that are not possible through streaming services alone.

In conclusion, while digital streaming has certainly transformed the music industry, terrestrial radio still plays a critical role in artist exposure. 

By providing a wide reach, a personal touch, and unique promotional opportunities, terrestrial radio can help to launch the careers of emerging artists, promote local and regional music scenes, and offer listeners a unique and intimate listening experience that streaming services cannot replicate