The Radio over the years have constantly proven to be the most sourced platform for music discovery and even more so, till now.
Although Urban Nigeria are of the opinion that radio has completely taken a backseat when it comes to listeners’ choice since the advent of music platforms such as Spotify, iTunes, YouTube, Audiomack, Amazon Music Unlimited, and other platforms that give access to streaming and downloading songs. But then, like the saying goes “statistics don’t lie”.
The radio may have taken a recess in the setting of new trends in music, but it continues to aid aspiring musicians to introduce new music to the public. According to research, in Nigeria, radio is perhaps the dominant information platform with more than 70% of the population listening every week.
Getting your music on the radio is still so important, and here are a few reasons why:
RADIO HAS A WIDER COVERAGE.
You guessed right; that the world is now a “Global Village” does not erode the fact that there are still places remotely situated and are often referred to as “local villages” – where power is in short supply.
There are still people who do not have access to the internet; not because they dont need it, but they would rather spend their money food – a stark reflection of the country’s dire economic situation. According to The Nigerian National Bureau of Statistics, in 2020; 83 million Nigerians live in poverty. Everyone listens to music. Even the low-income class listens to music, but these streaming platforms are not for them, hence, their go-to is always the radio which comes at little to no cost.
Meaning your music can get to virtually everybody with or without internet service or even a mobile device. And currently, it is easier. Radio stations have evolved and now clearly have their aim, goals, and location strength. So all you need to do is figure out what your music is, the best audience for it, and, boom, that’s it.
RADIO BRINGS YOU CLOSER TO YOUR AUDIENCE.
Unlike most of these streaming platforms mentioned earlier such as Spotify, Audiomack, and the likes, Radio allows for the presence of the artist. Considering the way it is structured, you can get immediate feedback frequently. As an artist, you could decide to bring your audience closer by answering some of their questions during radio shows – this gives room for an artist to connect with their fans and for music lovers to get familiar with both the artist and the art. And as the saying goes, “communication breeds intimacy”.
RADIO IS EASY TO ACCESS.
Everything is evolving, and that does not exclude radio, we now have the web radio which knows no bounds such as Apple Music having live radio sessions. The Internet radio can amass a global audience without the hassle, and currently, you will hardly see a terrestrial Radio Station not having their program online for those who seem to be into the technology era so much so that no one is left out.
Anyone in the U.S. can tune in to a station in Nigeria. They only need a device that can stream online radio content and luckily, there are many devices that have radio app functions. The list includes smartphones, computers, car infotainment systems, smart TVs, and smart speakers.
So, did you listen to the radio today, and if you did, what music played?
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