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Why Radio Promotion is Crucial For Artists & Record Labels With an increasing amount of people using the Internet, and more of an emphasis being put on online PR, it could be tempting for a recording artist to ignore the more traditional means of getting their music heard. However, despite all of the new technologies and new means for an artist to promote their music, radio promotion is still crucial for helping an artist to establish an audience, get their music heard, and achieve commercial success. Using online music promotion can be very effective for new artists, however, radio still remains the best way to get their music out to a wider audience, exposing their music to an audience that might not be following them online, and helping to make their music more mainstream. While tools like YouTube, Twitter and Facebook are important to help an artist get their music heard, radio cannot be ignored. As a recent report by Nielsen Music 360 showed, 48% of people are still discovering new artists by listening to the music played on the radio, and 56% of teenagers' still listen to their music that way. Although some artists might not like commercial radio, statistics show that commercial radio is increasingly popular among young adults; young adults are easier to market to and more likely to be influenced by marketing techniques. Young adults are also the most likely to attend concerts, so commercial air play remains one of the most important factors in establishing a fan base among the 18-15 year old age group. If young adults are part of an artist's target market then radio promotion must play a central role for a musician to get their music heard. Every day millions of older adults - the type of person most likely to go out and buy music - will also make up a large percentage of the audience demographic. A large listening audience with a good cross section is essential for musicians and can be one of the quickest ways of creating a fan base, and with more than 15 million people listening to stations like Radio 1 every week, there are plenty of people out waiting to discover new artists and to hear new music. Word of Mouth Radio promotion will also help with word of mouth. For a new artist, the more people they have talking about their music, the better. If someone likes an artist or hears a great new song on the radio, they will talk about it. The more people talk about them, the more chance they have of selling records and getting their name established. Playlists Radio promotion also indicates what is current and hot in the music world. If an artist has been picked for a playlist it already says a lot about their music, and the artist has already been seen to have potential to be the next big thing. Being considered relevant enough to be on a playlist can add some credibility to an artist, and if a presenter has a lot of influence over his audience then that can further help promote the image that an artist is worth listening to.
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