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Surprisingly, although college campuses are hotbeds for political discussion, most college radio stations tend to remain neutral politically. Some colleges have rules about the role that stations can play politically, to keep the stations from taking sides. Others simply require their stations to follow FCC regulations. For the most part, FCC regulations say that stations cannot discriminate against any religious, social, or political group or race. They also stipulate that profanity, lewd comments and suggestive statements cannot be aired. So Howard Stern types shouldn’t count on much college radio airplay.
While most bands would never think to bribe a DJ for airplay, a few have tried to influence playlists with free concert tickets. Some stations discourage that kind of offer by making their own rules about musical politics. Take U. T. Austin’s KVRX, which refuses to support any kind of chain organization or “Top Ten” band, “Our policy along with our motto is None of the Hits with All of the Times,” says KVRX’s DJ Loren. “We do not play anything that is popular here in Austin. We determined [those bands] don’t need our help to sell CDs—Coldplay does not need our help to sell CDs. We want to promote smaller artists so maybe one day they’ll get that big.” And the U.T. radio station only supports local franchises and businesses.
So how can an indie band get the attention of local college radio? The DJs say it’s simple—make great music and market it to the right station. For instance, if you’re a rapper and your college radio station plays country, you can’t count on getting much airplay there. Many college DJs agree that poorly marketed music makes their search for playable hits harder. And remember that flash does not sell. While a pretty cover may look good, it’s not guaranteed to put your song on the radio.
College radio stations usually have their own promotions department, and those promo peeps love using local bands to create fun events for students. Some local venues will even give students free tickets and giveaways for a chance to be mentioned on the air. So think outside the box when pitching your band to a college station. Above all be professional with your music. KVRX DJ Loren explains, “A lot of bands send us an album [but] if they are with a distribution group, generally, those are the bands that have more hype and press around them but are still under the radar. They have a little more credibility than people [who] just burn a CD from their computer.” She advises, “Have a press packet, a description, things to give away—things like that really, really impress us [DJs.] It’s hard for smaller bands to do that.” But musicians take heart—your generosity and attention to detail will get noticed.
Ultimately, college radio is an oasis for the musically-minded college student and the musically-minded radio listener. “I love that you’re constantly surrounded by new music every day and able to dissect the whole Rock n’ Roll or Hip Hop genre,” says KVRX DJ Loren, “I don’t really see where else you have a chance to do that. I like being surrounded by geeky music nerds that [get] totally excited [about new music.] I really like the fact that the station is really unique from any other radio station in Austin or Texas. I think it’s unique that we say things that aren’t popular. That’s really important.”
Just think, right now, somewhere in the back of a small radio station, there’s a DJ out there playing hit after indie hit for his/her listeners. And if you hear them—whether the funky music they’re spinning is your style or not—give that voice emanating from your speakers a chance. College radio is an experience not to be missed.
