Promoting Your Music Radio:

Tips, Stats and Resources: 3.2 Billion People Projected To Listen in 2025

I’ve been fortunate to have a career in music for 38 years, as Dubmatix for 21 years, and my first CD was a bucket-list item to scratch off the list. If this was going to be my only release, I wanted to see how far I could take it using the tools available to me at the time - the internet, tastemakers, radio, and the DJs who had shows that played reggae.

I spent countless hours researching every website and radio station, scouring MySpace, purchasing radio and media directories, and then contacting each one individually via email, which proved very effective. I sent out a couple of hundred CDs, which resulted not only in airplay but also in relationships with many of these DJs. Even after 20 years, I still send music to the ones I met all those years ago.

What I realized is that it’s not just the airplay that you might gain; it’s the connections with people all over the world who know people in their reggae scene. For me, Karsten from IrieItes.de was on my list (radio DJ, sound system, magazine, and eventual label), and this one person changed my life forever. A simple email to him resulted in being signed to a record label and booking agent and touring Europe from 2007 onwards, from the UK to Russia and everywhere in between.

Like most radio dis in reggae - they work at a college, community, public, or online station for free because it’s one of their passions, and most know their local scene very well - what record stores carry reggae, venues, magazines, etc.

If you’re an artist, radio is still a vital outlet to reach new listeners regularly.

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What’s the Potential Listener Reach of 50 Stations Playing Your Music?

Let’s assume a mix of:

• College radio (25 stations) → ~500 listeners/show

• Community/Public radio (25 stations) → ~1,000–10,000 listeners/show

Estimated Listener Reach (Per Play):

• College: 25 x 500 = 12,500 listeners

• Community/Public: 25 x ~3,000 avg = 75,000 listeners

If Each Show Plays Your Song Once:

Total Estimated Reach:
87,500 listeners (this number could be 30,000 or 100,000, depending on where the stations are located)

If some shows are rebroadcast, archived, or posted as replays on Mixcloud or Spotify, you may receive multiple impressions over time per listener.

So, with 50 or so shows playing your music, you could potentially reach 87,500 listeners - free, and you can continue to send those shows and DJs your latest releases and build on that.

Add your social media outlets, and it all becomes part of your promotion.

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Radio Stats

As of March 2025, radio maintains a significant global presence:​

• Global Reach: By 2029, approximately 3.2 billion people worldwide are projected to listen to the radio, accounting for about 40% of the current global population.

• Time Spent: On average, adults listen to the radio for about 12.2 hours per week

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Where Radio Is Most Consumed Globally

Radio listenership remains exceptionally high in the following regions and countries:

• United States

  • 92% of Americans listen weekly, with an average listening time of about 12 hours per week.

• Europe

  • Ireland and the Netherlands: up to 90% weekly reach.

  • Germany, France, and the UK also have strong radio listenerships due to popular national broadcasters (BBC in the UK, ARD/ZDF in Germany).

• Africa

  • In many African countries, radio is the primary source of information, especially in rural areas.

  • Countries such as Kenya, Ghana, Nigeria, and South Africa have extensive radio listenership due to their accessibility and affordability.

• Latin America

  • High consumption in countries like Brazil, Argentina, and Mexico, driven by community stations and local news/music programming.

• Asia-Pacific

  • In India, radio reaches approximately 99% of the population through national broadcaster (All India Radio) and numerous private stations.

  • In countries such as Indonesia and the Philippines, radio is highly popular due to geographical challenges (islands, rural regions).

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Why Is Radio Highly Consumed in These Areas?

• Accessibility: Affordable and available even in remote areas.

• Reliability: Still the most reliable medium during disasters or emergencies.

• Local Connection: Strong presence of local news, culture, and music.

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Where People Listen to Radio the Most

People mainly listen to radio in these common locations:

• In the Car

  • Most popular listening location globally.

  • Common during daily commutes, errands, and road trips.

  • Provides convenience and real-time traffic, weather, and news updates.

• At Home

  • Typically during mornings (breakfast time) or evenings (dinner or relaxing).

  • Commonly via smart speakers (like Alexa or Google Home), kitchen radios, or traditional radio receivers.

• At Work

  • Common in offices, workshops, and retail environments.

  • Usually serves as background music, enhancing productivity and mood.

• Public Transportation

  • Less common today due to the rise of personal headphones, streaming services, and podcasts, but still happens occasionally via mobile apps or smartphones.

• Outdoor Activities and Leisure

  • During activities such as gardening, exercising, sports, or outdoor gatherings.

Why is Radio Popular in These Locations?

• Ease of Access: Turn on and instantly get entertainment or information.

• Hands-Free: Allows multitasking, especially useful in cars or during work.

• Real-Time Updates: Immediate access to news, traffic, weather, or live sports events.

• Cost-effective: Often free or very low-cost compared to streaming services.

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How to Reach Out (And Get Played)

Step 1: Research

• Listen to a recent episode.

• Confirm your genre fits.

• Find the DJ’s email or contact page. If not listed, DM on Instagram, check the station website or use a directory (see end of this article for Resource links)

Step 2: Send a Short, Personal Email

Tips: Always say hello, use their name, reference their show, and be polite. I’ve hosted several radio shows (and still do), and if I receive an email from an artist with “check my stuff” and a link, that is an automatic delete. We’re all people, so be respectful.

Below is a basic template you can use as a starting point.

Subject: New Track Submission for [Show Name] – [Your Artist Name]

Sample:

Greetings [DJ Name],

I just released a new tune called “Track Name” and would like to send you a copy to consider for your show [Show Name]. It’s a roots dub track (or E.P.). Let me know if I can send a download link (wav or mp3).

Thank you for your time, and I hope to hear back.

Cheers,
[Artist Name]
[Link to music/website / socials]

If the DJ says he’ll play your music - offer a Show ID

If they play your track, record something like this and send it over:

“Greetings from [Your City] this is [Artist Name], and you're listening to [Show Name] — keep it locked”

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Maximize Your Impact

Send Multiple Versions:
If you have a dub, instrumental, remix, etc.. include them

• Radio edit (no swearing)

• Instrumental

• Extended mix or dub version

Create a Short Radio EPK:

• 1-paragraph bio
  (Be concise. Don’t start with “I was 5 when I first picked up a guitar”. Focus on the who, what, where, why. Include any highlights such as awards, tours, streams, who you shared the stage with, etc..)

• Press photo - if you don’t have one, grab the phone and take one. Add a backdrop, filter, etc.., to make it look interesting.

• Streaming & download links (MP3 + WAV) - name your files properly.
  (Example: Dubmatix - Down Pressure (ft Ammoye).wav)

• Social links (Include 2-3 max)

• Genre tags (e.g., roots reggae, lo-fi dub, conscious hip-hop)
  (Be accurate with what styles of music your track or album is - this helps you locate the right dis, and it helps music directors pass along your music to the right DJs as well)

Track Your Outreach:

Use a spreadsheet to track:

• DJ name

• Show/station

• Contact sent

• Date sent/follow-up

• Airplay? (Y/N)

• Notes

Post and Share Airplay:

• Take a screenshot or clip

• Tag the DJ/show on IG/FB

• Add the station to your press kit

Build Real Relationships:

• Shout out the show

• Send exclusive tracks early

• Leave comments or reviews on Mixcloud, YouTube, or IG

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Resources - locating radio stations and DJs

• IndieBible - this should be your first stop. ,It is inexpensive and you can search by genre, format, etc.. theindiebible.com
  

• EarShot (FREE) (Canadian College Radio) https://www.earshot-online.com/stations.cfm
  (lists Music Directors and website - visit the website and sift through to see if they provide the DJ’s email contacts. Some do)
  

• NACC (National Association of College) $100 per month. Provides access to all genres listed on their site with contact info https://naccchart.com/subscribe/

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