What is radio promotion (plugging)?

Radio promotion, also known as radio plugging, is the process of promoting a music release to radio stations with the aim of generating airplay.

It involves presenting a track to relevant radio music editors, programme directors, presenters and other professionals responsible for music selection. They then decide independently whether the release is suitable for their station, programme and audience.

Radio promotion is not the same as buying guaranteed airplay. A professional campaign creates access, visibility and opportunities for a release to be discovered and considered by radio, while the final editorial decision always remains with the broadcaster.

A successful campaign can help increase an artist’s visibility, introduce the music to new listeners and create measurable momentum around a release. Radio activity can also support wider marketing efforts by generating airplay data, market signals, milestones and additional opportunities for promotion.