In today’s digitally-driven music industry, where streaming platforms have assumed a dominant role, the significance of traditional radio remains steadfast. Millions of Americans tune into local stations during their daily commutes and errands, but the challenge for artists and new music to gain visibility on these airwaves has grown more complex. Many people want to hear what they already know when it comes to radio, while streamers push the new names.
Amidst this evolving landscape, one company is determined to reshape the radio business to provide a platform for emerging talents to ascend to new heights of recognition.
This summer, Audacy, a prominent player in the online radio realm with control over hundreds of traditional stations across the United States, unveiled a groundbreaking initiative named Launch. This artist discovery program has chosen three promising artists–Jelly Roll, Doechii, and Warren Zeiders–to receive an array of benefits as part of its inaugural class, including “broadcast and digital airplay, on-air artist vignettes, digital editorial, and engaging social content,” as outlined in a release introducing the program.
The primary objective of Launch, according to Jeff Sottolano, EVP/Head of Programming at Audacy, is “to help our artist partners cut through the noise.” The digital era has opened up unprecedented opportunities for artists to gain exposure through social media and streaming platforms. That’s great for some, but it can be hard on those working in radio.
This proliferation has also intensified competition and multiplied the number of “must-hear” new acts. DJs and programmers are not just considering label-sent tracks; they are navigating through a sea of diverse offerings, aiming to capture the next big trend while still staying relevant.
From a vast pool of potential candidates, Audacy faced the challenge of narrowing down its selection for the Launch program. The daunting task of sifting through hundreds of potential acts was the first step in curating a handful of artists that would best align with the program’s objectives.
Michael Martin, SVP of Programming at Audacy, shed light on the selection process, emphasizing a collaborative approach that involved collective thought. Martin explained, “We all vote, we all rank, we get everyone together and listen to all the music, and we hone it down to, this is who we believe has the best shot.” This democratic approach sets Audacy apart from other companies raising the profile of newcomers to the scene, as many simply try and place bets on what they feel is a surefire thing.
Martin insists that if they wanted everyone at all of Audacy’s stations to get on board, they needed to give everyone a shot to be heard. “If it was somebody in a back room somewhere choosing the music, that doesn’t allow for a shared excitement and a vote from everybody,” he asserted.
Sottolano echoes his colleague’s sentiments, adding, “We need to know that our local stakeholders have belief in the song and artist and that they have the opportunity to participate in the sort of editorial decision-making process.”
While data played a role in narrowing down the list of contenders, Sottolano emphasized the indispensable role of human intuition and expertise in shaping the final lineup. He noted, “This is art, and we as an organization really believe strongly in the intuition that comes from our human curators.”
The Launch program’s ultimate goal is to propel these three rising artists to prominence, both on the airwaves and in the digital realm. By offering increased radio airplay and online features, Audacy aims to facilitate more meaningful connections with the artists, expediting their journey to potential chart-topping success.
Martin explained the strategy behind this approach, stating, “The more that we learn about an artist, it builds familiarity faster.” The features, largely crafted by the musicians themselves, provide listeners with a deeper connection to the artists’ narratives and creative processes, and it allows them to showcase who they are and what they’re about in their own way.
While Launch undeniably offers a significant opportunity for the chosen artists, it also holds broader implications for the radio industry as a whole. Sottolano emphasized that the benefits extend beyond Audacy, asserting, “It’s not just good for Audacy, it’s good for radio.” The breakthrough of new talent injects excitement into the airwaves, captivating listeners and enhancing the credibility of the radio brand. Martin succinctly captured the essence of this endeavor, emphasizing the potential of capitalizing on the “avalanche of new music by new artists” that have popped up in just the past few years.
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