Radio Plugger or DIY? A Guide to Getting Radio Play

Getting your music on the radio is an effective way to reach new audiences as an independent artist or band. But how does radio play really work, and what role does a radio plugger have in making it happen? 

To answer these questions, we’ve collaborated with industry expert Georgie Palzeaird, who has experience working as a radio presenter, music coordinator, and radio plugger. 

For more insights from experienced music industry professionals, apply to study at WaterBear. Our courses are delivered by some of the music industry’s most accomplished professionals, as well as hosting regular masterclasses with special guests. 

A radio plugger’s job is to help an artist receive radio play.

This role exists both within major record labels, where pluggers work in-house, and among independent freelancers hired by artists or smaller labels.

Georgie explains: 

“It’s a plugger’s job to get an artist’s music played on the radio. This activity can be done by major labels with their in-house pluggers or independent freelance pluggers. Now, they’re all doing the same thing, but the only difference is that the major labels will have a lot more cash to spend. That’s not to say an independent plugger won’t do as good a job and get your music played.” 

For independent artists, working with a plugger can be a game-changer.

These professionals leverage their industry contacts to pitch your music to radio producers, ensuring it reaches the right people.

The first step to getting your music on the radio is having a great song that’s radio appropriate.

Read more about creating the perfect radio edit here.

If hiring a plugger isn’t in your budget, there are still ways to get your music heard.  

Many independent bands and artists take the DIY approach by submitting their songs directly to radio stations. 

Start by identifying stations and shows that play music similar to yours.  

Research their submission guidelines (these are often available on their websites) and follow them carefully. 

Some stations even have dedicated platforms for independent submissions. 

We have a blogpost all about writing press releases for radio, so make sure to check it out before submitting to radio stations yourself. 

That said, Georgie highlights the value of working with a plugger if you can afford it: 

“A plugger will help you get your music out there and under the noses of the right people. The price for your plugger is going to come down to how many contacts they have in their pockets. You’re going to be paying more for someone with experience and a greater network of contacts to schmooze with. However, someone cheaper will still have their own set of contacts and a little black book.” 

For many independent artists, hiring a plugger might seem out of reach. However, there are creative ways to raise the necessary funds. Consider selling merchandise, launching a crowdfunding campaign, or playing more live shows to generate extra income. 

Finding the right radio plugger requires some research.

Georgie suggests starting with online platforms: 

“Google is your friend, so simply type in ‘radio plugger’ and see what pops up. Try LinkedIn as this can be a great resource for finding professionals, as they will generally have a published roster of artists they have plugged. However, the best way would be to find some other bands who are on a similar level to you and find out who’s plugging their music. Then maybe get in touch and see if you can jump on that bandwagon.” 

Securing radio airplay can open doors for independent bands and artists, offering exposure to new audiences and opportunities.

By understanding the role of radio pluggers and exploring the different approaches to securing radio play, you can take meaningful steps towards getting your song on the radio. 

Want to dive deeper into strategies for music promotion and industry success?

At WaterBear, we offer tailored courses designed for aspiring music professionals.

Attend one of our Open Days or order a prospectus to learn more.