Does Radio Play Still Matter?

HOLY SHIT YES IT DOES. But don't base this on gut feelings or even opinions -- here's some of the most recent available numbers, from American Media Services:

"Radio remains the Number One way that Americans learn about new music. Nearly half (49 percent) cited the radio, compared with 27 percent from friends, relatives or other word of mouth. Lesser sources included TV and reviews in newspapers or magazines."

So obviously, yeah, you want to get on the radio as much as possible. Don't be too quick to throw out the Old Traditions just because Teh Internets 2.0 have changed the entire world. On a similar note, check out this Pro Hip Hop post about the importance and value of promo CDs. More science from AMS:

64% of American adults listen to the radio daily
80% usually turn on the radio when they get in their car
73% are listening the same or more than they did five years ago
39% of Internet radio listeners did so in the past week, up from 23% six months ago
48% expect to listen to radio over the internet in the future, up from 38% six months ago

Always try to find metrics -- numbers, measurements -- on what people are giving their attention to. Where attention goes, money will follow.

DIY Research and Hustle

From Wordsmith, who is a fountain of dirty-hands CEO know-how:

"When I am really free at work, I am making html codes for internet promo and building databases for every college, commercial, and internet radio station in the US. Its terrible work, but you don’t need a label or a radio promoter to work your tracks, all the info is on the net if you’re willing to be patient and research things. Just to give you an example, while everyone else is shelling out $2000 to $4000 for a college radio promoter to get their record charted, I took the time and looked up just about every college DJ that submitted a top 30 chart to Rapnetwork & Rapattacklives. Long story short, a track of mine called “Ode to the Pioneers” peaked at number 4 in a month without burning up a credit card or going in debt. It was a grind to make it happen, but I knew the track was strong and on the college circuit, they are all about underground Hip-Hop."

Remember, if you don't have money, you do have time. So invest the time.