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The author is an award-winning youth advocate. He is the co-founder of a number of community initiatives including the Youth Congress, a premier youth-led organization in Kenya.
Radio is still relevant in music promotion. It remains a cornerstone of music promotion, providing authenticity and local connection in a world dominated by streaming, social media and on demand content.
The pivotal role of radio in shaping listeners’ habits makes it an important part of music promotion for many artists.
The role of radio in promoting music in Africa is crucial. Radio stations like The Beat 99.9 FM in Nigeria, Ukhozi FM in South Africa and Hot 96 FM and Capital FM in Kenya provide a platform for artists to reach a global audience.
In Africa, radio has a wide listenership, making it a vital outlet for artists of all descriptions. Most artists reach out to local radio stations for interviews and airplay. Radio remains the primary medium for music discovery and community engagement.
Yvette Renshy, a music producer, is convinced that it is still important in today’s music scene for artists to get their music heard on the radio.
“Radio is a short-term way to boost presence,” said Renshy. “You’ll only get a short amount of airtime, so you have to use that initial broadcast to attract as many new listeners as possible and have them want to check out your music.”
Jonathan Papan, a writer, agrees that traditional mediums like radio still have their place in the music industry.
“Radio airplay continues to hold immense value for music artists and listeners alike — even in the age of streaming,” said Papan. “While streaming platforms undoubtedly revolutionized how we discover new music, radio’s role remains significant.”
He continued: “Established radio stations frequently showcase emerging talent, giving them a platform to reach a broader audience. This exposure can be instrumental in launching a music artist’s career.”
Indeed, radio stations feature local and emerging artists, which helps them reach a broader audience. No doubt, the role of radio in music promotion cannot be overstated. Radio reaches a wide audience, making it an essential tool for artists.
Soundcharts Team, one of the leading global market intelligence platforms for the music industry, which is used by hundreds of music professionals worldwide, reports that radio listening still accounts for much, much more than all the streaming services combined.
According to Soundcharts, radio airplay — getting songs played on the radio — is indispensable. It is fundamental for any artist when it comes to building regional popularity and getting their name out there.
Radio is still a great way to boost an artists’ fanbase and popularity. Radio stations remain one of the most listened to music mediums on the planet. In Africa, for example, audio consumption via radio is much greater than audio streaming services.
According to Afrobarometer, a research group based in Accra, Ghana, radio remains the most-accessed medium in Africa. Despite significant gains in internet and social media access in recent years, inequities in access across gender, education, age, urban/rural and income lines persist, and in some ways have actually grown larger than when overall access rates were much lower. Radio, on the other hand, continues to be accessible across demographic groups more evenly.
Traditional radio sets are easier and less costly to use in comparison to internet service. The research group found radio is “overwhelmingly” the most common way of getting news in Africa. About 68% of respondents said they listened at least a few times a week, compared to about 40% who use social media and the internet.
Radio’s reach and influence make it a powerful medium for music promotion. Again, the role of radio in music promotion, especially in Africa cannot be overstated. Radio reaches a wide audience, making it an essential tool for artists, particularly within Africa.
[Also by this author: “A Conversation With Nation FM’s Mariam Bishar“]
