Decide whether or not you want to do radio promotion yourself and save money, or pay thousands of dollars to have a professional promoter pitch your songs to radio. The top consideration should be budget since paying a promoter upfront fees can be expensive and may not lead to airplay. Radio stations typically deal with record labels and promoters and not directly with artists. A barrier to self-promotion is credibility. Another drawback is that it's very time-consuming and involves contacting possibly hundreds of stations.
Make a list of country radio stations and contact information. Even if you hire a promoter, it is good to learn as many stations and radio personnel as possible if you're going for airplay. If a station decides to play your song, they may ask you to do a phone interview, especially if the song becomes a hit. The more familiar the artist is with the station, the greater the connection will be with station personnel and listeners. The goal of networking with radio people is to create a memorable impression.
Create an electronic press kit with a service, such as ElectronicPressKits.com, that includes links to your music and website. Email press releases to radio people who have given you permission to send them promotional material. Many country stations are very conservative about adding new music, which makes playlists tight and competitive for new artists. The more familiar your presence is with these gatekeepers, the better your chances will be at gaining airplay. Offering to play station events for free and sending stations a series of press releases can be helpful, especially if the events tie in with public service.
Meet music industry promoters who are well-known in the radio industry, even if you don't hire them, since they might like your song and mention it to a radio professional. Jerry Duncan Promotions is one of many companies that contacts country radio stations in the major and secondary markets across America. For over two decades the promoter has helped top acts such as George Strait, Alan Jackson, Tim McGraw, Toby Keith, Brad Paisley, Faith Hill, Randy Travis, Brooks & Dunn and others. An important promotional vehicle is a CD compilation of various new artists that is sent out to radio. GoodCountrySongs.com offers low cost inclusion on their country radio new music samplers.
Expand your radio promotion to the global market by working with an international country music promoter, such as Comstock Records. For over 25 years this company has been promoting independent country artists to European, as well as Australian, radio stations. Comstock also manufactures CDs and produces music. Comstock has helped introduce new country artists to radio audiences in England, Canada, Switzerland, Italy, Japan, Germany, France and many other countries. Do not assume that country music only has a chance for airplay in small American towns.