Can Local Radio Still Break a Band?

Kevin McElroy
Editor, Tune Up Magazine

Exploring the Role of Terrestrial & Streaming Radio in Launching Independent Rock Acts

Remember When Radio Made Rock Stars?

Once upon a time, local radio could launch a band into the stratosphere. A DJ threw your track into rotation, people heard it, bought your record, showed up at your gigs, and boom—you had a career. Those were the days.

Fast forward to today, and, well… things are different. FM rock stations barely play new music, let alone local, unsigned bands. Meanwhile, Spotify, YouTube, and TikTok have taken over music discovery.

So, let’s cut to the chase: Can local radio still break a band in 2025?

The answer? Sort of. But not the way it used to.

Is FM Radio Even Worth It?

Let’s be honest—terrestrial radio isn’t what it used to be. Most commercial rock stations play the same handful of artists over and over (hello, 40 years of Led Zeppelin and Foo Fighters). If you’re a local band, your chances of breaking into regular rotation are slim unless you’ve got serious industry backing.

That said, FM radio isn’t completely useless if you know where to look. Some key opportunities:

• Specialty Shows & Local Rock Hours – Some stations still dedicate airtime to showcasing regional bands (shoutout to WMMR’s Local Shots—though one song a month isn’t much).
• College & Community Radio – Still one of the best ways for unsigned artists to get legitimate airplay without corporate red tape.
• Passionate DJs Who Actually Care – Some DJs still champion indie bands. You just have to find them and build relationships.

While getting on a big FM station won’t make you an overnight star, local DJs can still help you build credibility and momentum—especially in your hometown.

Why Streaming Radio Might Be a Better Bet

If FM radio is a long shot, what about streaming radio? Here’s where things get more interesting.

With platforms like:

• SiriusXM – Octane, Underground Garage, and Little Steven’s channels still push new rock.
• Live365 & TuneIn – Tons of rock-focused indie stations looking for fresh music.
• Bandcamp & Internet Radio – Ideal for niche rock scenes that don’t get mainstream love.

Why is this better?

• You’re not tied to a local market—fans anywhere can hear your music.
• Many stations give analytics—you can actually see who’s listening.
• They interact with artists more—a spin on a niche internet station can lead to interviews, playlist adds, and new fans.

Bands who take the time to pitch to the right stations can see real traction, especially if they combine it with streaming, social media, and live gigs.

FM Radio’s Dirty Little Secret: Pay-to-Play

Here’s what no one tells you: getting played on commercial FM radio often costs money. Lots of it.

For major rock stations, airplay isn’t just about having a great song—it’s about having the right connections (or budget).

• Radio Promoters & Consultants – Labels and bigger indie artists hire these firms to “work” a song to radio. Price tag? Thousands per month.
• Advertising & Sponsorships – In today’s industry, some major market stations prioritize artists who also invest in advertising or promotions. While outright payola is illegal, “pay-for-play” structures still exist through third-party promoters.
• Label Politics – Major label acts get priority. If you’re unsigned, you’re already starting at a disadvantage.
• The Payola Loophole – Paying for spins is illegal, but independent promoters can still take cash to “pitch” songs to program directors.

Bottom line? If you’re an unsigned band, chasing FM radio play is probably a waste of time and money. There are better ways to get ears on your music.

Can We Get the Big Station(s) in Town to Do More?

I mentioned the example of WMMR, which plays one local band per month on Wednesday nights. That’s… not enough. But could we push for a full hour of local music each week? Absolutely.

How to Make It Happen:

• Start a Fan & Artist Petition – Get local bands, fans, and venues to show demand for a weekly local rock show.
• Talk to the Right People – Some DJs are known for championing rock and supporting the scene—if the right voices inside the station got behind this, it could have legs.
• Find a Sponsor – If a local business (like a brewery or music shop) backed the segment, the station might actually bite.
• Leverage Social Media – If enough fans flood the station’s social pages, they might listen.

It’s a long shot, but pressure from the scene can work—if we push hard enough.

How to Actually Get Played on Radio (Without Going Broke)

If you still want to get on the air, here’s what actually works:

• Find the Right Stations – Stop cold-emailing giant FM stations. Target college, indie, and online radio
• Make It Easy – Send a properly tagged MP3, a short bio, and streaming links. No one wants to dig through Dropbox folders.
• Build Real Relationships – Follow DJs, interact, and support their shows.
• Promote Your Airplay – If a station plays you, shout it out. Stations love artists who drive listeners to them.
• Look Beyond Just Songs – Many stations love live in-studio performances, interviews, and takeovers.

Final Verdict: Can Local Radio Still Break a Band?

Let’s be real—radio alone won’t make you a star anymore. But if you use it alongside streaming, social media, and live shows, it can still be a valuable tool.

Instead of wasting time trying to crack corporate FM stations, focus on:

• Niche DJs & Specialty Shows
• Online & Streaming Stations
• Cross-Promotion & Fan Engagement

Success in 2025 isn’t about one big break—it’s about stacking small wins until the momentum snowballs. Radio is just one piece of the puzzle.

Let’s Talk!

Have you had success getting played on local or digital radio? What’s worked for you? Drop a comment and let’s keep the conversation going!