'So listen to the radio.....', sang the celtic quartet...
The Clever Corrs not only managed to get on it, but they were telling everyone to listen to them too!

Whilst there are an extreme amount of radio stations in which you can pitch your music, do try to build up your approach sensibly. It is extremely unlikely Virgin Radio or Radio FM will play any independent music whereas if you concentrate on pitching your work to popular indie stations/college stations you clearly have a better chance of receiving some airplay. Many commercial radio stations have a strict policy whereby they will not accept independent music at all, whereas a few might broadcast 'independent' shows within their schedules. The best and most sensible option is to find out which stations are likely to accept independent music and which aren't. So concentrate on those which are more useful to your type of music and seem more likely to play it.

Getting radio airplay may seem like a far-fetched fantasy for most independent artists, but it's not altogether as impossible as most think. Here we list a few handy tips on how to hypnotise DJ's into playing your stuff:

1. What are you aiming for?

Firstly, before sending off any kind of demo/cd to Radio DJ's, heaven forbid, make sure you know what their after. Just don't bother sending your sweet crooning melody to 'Goth Radio Central' because the reasons are too obvious for us to mention! As with everything indie related, and usually thankless, familiarise yourself a little with various DJ's Radio Programmes and their Schedules, and where the music that would fit well next to yours is already playing. Often DJ's will mention what kind of music they like and if they are totally stoked on something they'll endeavour to play it frequently. Check firstly that indie submissions will be accepted!

2. Pass your track through a Pro's ears.

If you are seriously hoping for airplay get it right by making sure your track has some radio friendly appeal as well as decent production quality. No DJ will play a hissing, reverb drowning, pop exploding, badly sung song on his show, (unless it happened to be a monumental tape discovered behind John Lennon's bed). Remember also to edit any 'cursing' in your demo and send in only CD, DAT or Vinyl. DO take the shrink-wrap off the CD's, we can assure you that they do not want to mess about trying to get it off themselves. Cassettes are likely to be thrown in the bin. Ultimately it may well be worth all this effort trying not to set yourself up for disappointment, You want to feel assured that your track is good enough to be played whether they like it or not.

3. The Indie Disappointment.

It would just about devastate any indie musician that has worked on his demo for weeks, months, years, if he really knew that his pride and joy was being used as a coaster for the DJ's pint of beer. Alas, on our side of the fence the importance of our own music is much larger. From a DJ's point of view he has received a sack load of demo's this week all begging airplay and although nothing is 'really' personal in this game, he just doesn't have the time (or will) to sit and pour through each artist with the full attention of a hermit on a desert island. That doesn't mean though that you will never stand a chance. And chances are what Indie artists must grab, grab and grab!

4. Follow Up.

So you've sent it in and you don't know where the hell it is and your ears are plastered to your cheap little radio 24/7 hoping for some familiar sound. Most DJ's will inform you if they intend/ might/ could play your stuff. It is only fair after all that you don't miss the moment of achievement, so remember giving clear contact details along with your track is important.

If you don't hear anything back from the Radio Station, (given the time allowed for them to receive it in the post and form an opinion etc..) then it is recommended you follow things up by calling the station you sent the demo too and asking in humble indie terms whether they received it. Ask them if they have considered giving it some air time, but don't pester them. It would be wise to check out the 'call hours' when you are able to phone in, but at the same point don't assume that if its not playing straight away that they hate it. Try to find out politely and subtly, but if they think you're pestering them it may well just put them off.

5. Work of Art?

Musicians always wonder how much the packaging on the their music will affect their chances. The main point is catching people's attention, and something that stands out a little has a far better chance. If it's too attention-grabbing it may just be passed off as silly and not heard. But 'usually' DJ's have a great sense of humor.

It was mentioned once that a demo was played because the DJ was humoured by the picture of a loo brush on the cover. Inside the label read ..."If you don't listen your toilet will suffer".

Quite what that meant who knows, and maybe the DJ's toilet meant alot to him, but somehow the track happened to become a frequent play. It is wise to spend a bit of time on your artwork to ensure that you come across as a serious artist who values his work, but don't worry too much, and you don't have to spend thousands on it either. Try not to include your bio in handwriting, and address your demo to both the Program Director and the Music Director, and you can even include any press releases, clippings, additional useful information that might catch their interest.

6. Where and why?

Some musicians think 'if it's not Radio 1 it's not worth it'. Wrong! Any airplay is worth more than no airplay! Even if you think a station is hardly heard of, or not very popular, chances are that someone, somewhere, is listening that could very well like what you do, ALOT, and gaining an extra fan in the indie world is like finding a quid on the floor for a struggling student.

7. Requests.

Once you're on the air really try to enlist the help of your friends and fans to support you by phoning in and requesting your stuff. Do not call in yourself and pretend to be someone else (well you could give it a shot) but this usually only infuriates stations. And above all, do not get granny phoning them up saying, "please play my grandsons lovely song", 400 times a day. Bad Bad idea.

8. Humble Thank You's.

Remember to thank the DJ for playing your music. He will know then that you are listening and paying attention and may play you more frequently.

9. The Fight For Frequency.

Don't think for a minute that popular DJ's are allowed to shove in their favourite tracks all day and night. There is stiff competition between huge major record companies fighting over their artists airplay. We won't even tell you the amount of money that might be spent on this type of promotion for a signed artist. But don't let that daunting aspect of the industry put you off. There are many many different types of radio stations and many avenues you can pursue, especially those which dedicate themselves to promoting indie music.

You may be competing with thousands of major artists but if your music is the biz, and you approach your airplay campaign with forethought, then you stand a better chance of success.

10. Feedback.

If your pitching your music externally (outside your area or another country) it's going to be harder for your name to stay fresh in people's minds, so follow up regularly without being too pesky. Try to get feedback from the station if you can. If they play it, try to find out what they liked about it and brave yourself for any response they might give as to why they won't play it.

ALWAYS be proud of your work, hold your head up high and go for it. Remember the point is always in trying, not in giving up. If it doesn't happen you are no worse or better off, but you will have to be proud of yourself that you tried courageously without fear, and that in itself is commendable. By looking at every perspective and oppportunity with forethought and a sensible approach you will be doing your music alot of favours, as well as recognising that if what you are aiming for is clearly just too unlikely don't waste too much time or effort, but concentrate on more achievable goals.

Carla Acheson is a musician, and freelance writer for a variety of subjects, mainly the independent music industry. She is the Director of Independent Record Label http://www.melodrift.com, and the Assistant Editor for news site http://www.indienewslive.com.