Why Radio Promotion? – Helping the Indie Artist Understand Radio Promotion

An overview of the different radio formats

The Rock Format is just that – rock music.  On Rock stations, you will hear music with heavier textures, louder vocals, driving guitars, and intense melodies.  Good examples of artists that would be played on Rock radio stations are Skillet, Red, Flyleaf, Project 86, Anberlin, Red Jumpsuit Apparatus and Wolves at the Gate. (Note: This format is playing a ton of hip-hop these days!)

The Christian Hit Radio format, now known as Hot AC, is pop music.  You won’t hear intense rock vocals and guitars on most Hot AC stations, and you won’t hear anything too slow or ballad-like.  Examples of artists that would be played on Hot AC stations are Switchfoot, Colton Dixon, Shine Bright Baby, tobyMac, Beckah Shae, Family Force 5, Manafest, Hillsong Young and Free, for King & Country, Jamie Grace, Je’kob, and Capital Kings.

The Adult Contemporary format, which is always called AC, is much lighter.  Think of your parents’ music.  A song definitely can’t be too aggressive or edgy if it’s going to get played on AC.  The vocals have to be clear and easy to understand.  The content is usually worshipful and vertical.  Examples of artists that would be played on AC stations are Chris Tomlin, Natalie Grant, Mark Schultz, Casting Crowns, MercyMe, Newsboys, Big Daddy Weave, Selah, Steven Curtis Chapman, Tenth Avenue North, Hillsong, and Michael W. Smith.  The majority of Christian radio stations are AC.  I call this the mother format.  Think KLOVE.

Another thing to consider is that each format targets a different audience, or demographic.  The demographic targeted by the Rock format is teens and males ages 12-35.  The target demographic for a Hot AC station is a female ages 18-35.  The target demographic for AC is females ages 25-45.  These demos can vary from station to station.

To begin the process of picking your single, listen to your music and decide which format you best fit.  Then consider the demographic targeted by that format.  Are there any songs on your album that you know will connect with a certain age group?  A song that impacts a young wife and mother of two kids, which would be who Hot AC stations are targeting, will not do much for a 19 year old college male (Rock demographic)!  Though you want to pick a single that you like, remember that the listener is the person you ultimately want to impress!  While picking your single, it is important to remember who will be hearing it!