Quick Definition
Radio plugging is the business of promoting music releases to radio stations. A "radio plugger" acts as the liaison between the artist/label and the station programmers, pitching tracks to get them added to the station's playlist or rotation.
Radio Plugging Explained
Getting a song on the radio is rarely as simple as mailing a CD. Radio stations have limited slots and specific formats. Pluggers leverage their relationships with music directors and program controllers to advocate for a track. They provide the station with the music, press kits, and data to prove why the song will resonate with their audience.
Pluggers often specialize in specific formats (e.g., Top 40, Alternative, Country) or sectors (National, Regional, College/Community radio).
Why Radio Plugging Matters
Despite the rise of streaming, radio remains a massive driver of music discovery and mainstream cultural impact. A successful radio campaign can reach millions of passive listeners, generate significant performance royalties, and validate an artist to the broader industry.
Examples
A plugger might secure a "spot play" on a major show like BBC Radio 1's Future Sounds, or negotiate a "B-List" rotation slot on a commercial network. They also coordinate artist interviews and station visits to build rapport with the DJs.
How to Hire a Plugger
Radio plugging is typically a paid service (retainer or per-campaign fee). Before hiring one, ensure your track is radio-ready (high production quality, clean edit available) and that the plugger has a track record in your specific genre.
Related Terms
See also: Airplay, Rotation, Payola, Performance Royalties.
Track Airplay with Soundcharts
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