Radio builds leverage. Not fame.
- Larry Pareigis
- 4 days ago
- 3 min read
One of the biggest misconceptions I see in independent music right now is this:
Artists think radio makes you famous.
It doesn’t.
Radio builds leverage.
And leverage (if used correctly) builds careers.
That distinction matters more than most people realize.
The Myth: “If I get radio, everything changes.”
There’s a persistent belief that a radio add is some kind of breakthrough moment.
That once stations spin the record:
industry doors swing open
opportunities appear
the audience suddenly explodes
Occasionally, in rare cases, that kind of domino effect happens.
But most of the time, radio doesn’t create magic.
It creates positioning.
And positioning only matters if you know what to do with it.
What Radio Actually Does
Radio does three powerful things when used strategically:
1. It Signals Credibility
When program directors put a record into rotation, it sends a message:
“This project has structure behind it.”
That signal travels further than the spins themselves.
Radio can validate a record in rooms where algorithms can’t:
booking conversations
sponsorship discussions
media opportunities
industry negotiations
It’s not about ego. It’s about optics and trust.
2. It Creates Measurable Data
Adds. Spins. Market penetration. Listener response.
Radio gives you tangible performance data tied to geography and audience behavior.
That data becomes a tool:
for targeting tour markets
for strengthening DSP pitching
for reinforcing brand partnerships
for negotiating future opportunities
But only if someone is looking at it that way.
Otherwise, it’s just numbers.
3. It Builds Negotiating Power
Leverage in music isn’t attention.
It’s options.
When you can walk into a conversation and say:
“We’re charting in these markets.”
“We’re in rotation here.”
“We’re building consistent traction regionally.”
That changes how you’re perceived.
Not because radio made you famous.
But because radio demonstrated traction in a controlled environment.
That’s leverage.
Where Most Artists Get It Wrong
They treat radio like exposure.
They chase spins without asking:
What happens after the add?
How does this connect to touring?
How does this connect to DSP growth?
How does this connect to brand narrative?
What’s the second and third move?
Radio amplifies what’s already there.
If there’s no plan behind it, the impact fades quickly.
And that’s when people say, “Radio didn’t work.”
Radio didn’t fail.
The strategy did.
When Radio Is the Right Move
Radio makes sense when:
There’s a defined audience.
The story around the artist is clear.
The release is part of a larger arc.
There’s infrastructure to follow through.
There’s patience.
It does not make sense when:
The goal is simply “to get heard.”
The brand isn’t defined.
There’s no plan beyond the single.
The expectation is instant visibility.
Radio is not a shortcut.
It’s a multiplier.
Multipliers only work when there’s something solid to multiply.
Fame Is a Byproduct. Leverage Is a Tool.
Fame is unpredictable.
Leverage is constructed.
Radio sits firmly in the leverage category.
Used correctly, it strengthens your negotiating position.
Used casually, it drains time and money.
That’s the difference.
The Long Game
The artists who build sustainable careers don’t ask:
“How do we get famous?”
They ask:
“How do we build negotiating power step by step?”
Radio is one of those steps.
Not the first one.
Not the last one.
But an important one, when the foundation is right.
Nine North’s got your back.
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