The Noise Guide to Getting Your Music on Radio

TL;DR

BBC Introducing is the primary gateway for emerging UK artists. Submit through the BBC Introducing Uploader, target your regional show first, and build local radio relationships. Community radio is undervalued — smaller stations offer more plays and more genuine engagement.

How UK Radio Works for New Music

UK radio operates on several tiers, each with different accessibility for emerging artists.

BBC Radio 1 and 1Xtra are the national outlets most focused on new music. Their playlists are decided by a committee that meets weekly, and getting on a BBC Radio 1 playlist is a career-defining moment. However, direct access is rare for unsigned artists — most Radio 1 plays come through label promotion or BBC Introducing recommendations.

BBC Introducing is the gateway. This programme exists specifically to champion unsigned and emerging UK artists. Each region has a BBC Introducing show, and tracks uploaded through the BBC Introducing Uploader are reviewed by local presenters. Get played on your regional BBC Introducing show and you enter a network that can escalate you to national BBC radio.

Community radio stations — Rinse FM, NTS, Reprezent, Foundation FM, and dozens of local stations — often provide more meaningful support for emerging artists than mainstream radio. These stations play more music, take more risks, and build deeper relationships with artists.

Submitting to BBC Introducing

The BBC Introducing Uploader (bbc.co.uk/introducing) is free and open to any unsigned UK artist. Upload your track, select your region, and your submission goes directly to the presenters of your local show.

Tips for effective submissions: upload your best single, not your whole catalogue. Quality over quantity. Include a compelling description — who you are, what the track is about, and any notable context. Tag your genre accurately.

Build a relationship with your regional presenter. Follow them on social media, attend their events, and engage with their other featured artists. BBC Introducing presenters are passionate about discovering new music and responsive to genuine engagement.

Don't submit to every region — focus on your home region first. Getting plays on your local show establishes you in the BBC Introducing ecosystem and can lead to recommendations for national shows, festival slots (BBC stages at major festivals), and Radio 1 consideration.

Community and Online Radio

Community radio is criminally undervalued by many artists. Stations like NTS, Rinse FM, Foundation FM, and Balamii reach dedicated, influential audiences. A play on NTS reaches DJs, producers, and tastemakers who actively share music they discover — the ripple effect can be significant.

Approach community radio the same way you'd approach any media: research the station, identify shows that fit your genre, contact the presenter directly with a professional but personal pitch, and include streaming links.

Online radio shows and podcasts blur the line between radio and content. Shows on platforms like Radio.co and Mixcloud Live provide radio-like exposure without the gatekeeping of traditional broadcasting. If you can't get plays on established stations, consider starting your own show — it's a legitimate way to build a platform while supporting other artists.

College and university radio stations are accessible entry points. Many UK universities have active radio stations that welcome submissions from local and emerging artists. The audience is smaller but the experience of being played on radio — and building relationships with student broadcasters who may become industry professionals — has real value.

Radio Pluggers: Worth the Investment?

Radio pluggers are professionals who promote music to radio stations on behalf of artists and labels. They have established relationships with programme controllers, playlist teams, and presenters that give them access individual artists typically don't have.

A professional radio plugger charges £500-2000+ per campaign. For independent artists, this is a significant investment that should only be considered when you have a track with genuine commercial potential and you're confident that radio play will translate into meaningful career advancement.

For most emerging artists, DIY radio promotion (BBC Introducing, community radio outreach, local station relationships) is sufficient and free. Graduate to professional plugging when you've built a track record of smaller radio plays and have the budget to invest without financial strain.

Regardless of whether you use a plugger, maintain direct relationships with radio presenters and stations. These relationships outlast any individual campaign and become increasingly valuable as your career develops.