Today, there’s been a shift in perceptions about broadcast radio. Some observers and music fans say that “nobody listens to the radio anymore,” suggesting that radio is overrated or unnecessary in a landscape that now includes Twitter, YouTube, iTunes and Spotify. But is this true? For musicians in 2012, does radio still matter? 

 

Major shifts in the radio landscape in the past ten years have made that question more complicated. We’ve seen the development of both satellite radio and webcasting as alternatives to traditional AM/FM radio. These new models have much more flexibility about what types of music they play, and give listeners more control over what they hear. We’ve also witnessed the development of a stronger noncommercial radio sector, led by NPR Music and certain powerhouse noncommercial AAA stations like KEXP, KCRW, WXPN, and The Current. So we also have to ask, what kind of airplay matters, and how does it matter?

 

Our latest release of data from our Artist Revenue Streams project seeks to answer all these questions with data collected directly from musicians, composers and artist managers. During the interview phase, we asked almost 80 interviewees about whether their music was played on the radio, and what they thought the effect was. Over 4,500 survey respondents answered a specific question about their experiences with radio airplay. And, through financial case studies, we were able to directly assess one outcome of radio airplay — the trends in royalties flowing back to the artists. 

 

Here’s what we’ve learned:

 

Frequent airplay on commercial radio is still rare, but new forms of radio are providing airplay opportunities for more musicians. Only a small percentage of our survey respondents reported receiving “frequent” radio airplay, confirming that commercial airplay is still out of reach for most. However, the survey and interviews also suggest that the emergence of other types of radio – webcasts, noncommercial, satellite – have expanded the number of places where musicians might get airplay.  Indeed, the growing strength and value of NPR and noncommercial radio was visible not only in the survey data, but also amongst interviewees who noted its ability to attract new music fans to non-mainstream types of music.

 

For some musicians, airplay on any type of radio accompanies an increase in their earning capacity.  The few musicians who received frequent airplay had an earning profile that was distinct from the rest of survey respondents. A higher percentage of their income is derived from music. Their gross estimated music income is greater than those without airplay. And, they report a greater percentage of last year’s income from compositions, sound recordings and live performance.  Radio contributes to an artists’ brand awareness, but it cannot be the sole strategy for increasing a musician’s profile.  For some genres, interviewees report that radio airplay has a measurable impact on record sales and concert attendance.

 

.…but for others, radio’s impact is difficult to measure.
 The most basic fact remains true: for most musicians and composers, being played frequently on any type of radio with a sizable audience is very difficult to attain.  And many of our interviewees – especially those in jazz and classical fields – have learned to keep their expectations low.  Radio airplay is welcomed when it can happen, but it’s simply one part of an artist’s broader strategy.

 

So yes, radio still matters.  It’s just that the definition of radio has expanded.  While traditional radio airplay remains the most likely way for mass market music fans to learn about new music, the quick ascendance of Sirius XM, Pandora, NPR and a whole host of radio-like services and specialized webcasts has greatly diversified the field.   Given the expansion of radio-like experiences, there are more opportunites than ever for musicians - even those who work in niche genres who have been marginlized by commercial radio for decades - to get airplay.  But how much airplay matters depends on musicians’ own circumstances.  For some musicians, airplay is believed to impact sales or concert attendance.  Others believe it leads to brand awareness.  And for a few, airplay on digital platforms has become a noticeable revenue stream on its own.

 

Our full report contains much more, including excerpts from our interviews with artists and managers, and detailed breakdowns of how various factors impact an artist’s revenue from radio.  We invite you to dig into the data and share reactions in the comments section below.  How do our findings compare to your experience with radio airplay?