When it is time to let your sound be heard to the masses via radio, make sure your talking to the right individuals. Understanding who make the final decisions at your respective radio station is detrimental. Know and establish a relationship with the program director.
The program director is responsible for working out the details of programming. They are responsible for setting up DJs, deciding who goes on the air at what times, and making changes to schedules and play lists that don’t work. Their role is essential in making sure new music makes it into the rotation, and the position calls for careful attention to what the public wants. When you factor in the deals made between the station and record labels to ensure that certain songs get played a certain number of times a day, that’s all in a day’s work for a program director. Every radio station, whether it’s low-key talk radio or a hardcore rap channel, has an image they want to project. Oftentimes, the decision of what that image should be is made by the parent company that owns the station, which in turn bases the decision on the tastes of the target demographic. But the radio station program director is the one in charge of ensuring that each part of the station’s programming carries out the final goal.
The program director for your particular genre name and number can be found on the respective website. If not make the call and obtain the information. Email and phone number is your lead way. Put them on speed dial if you have to. All of this is made easier by making sure the dj and music director are familiar with your music. There is no better co-sign then the team that stands next to the program director. Utilize all resources to make it happen.
If you find yourself choked up when finally speaking with the PD, let them know "Hey I dO MUSIC!" That is a conversation starter anywhere you go!
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