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# Unsigned Bands Should Stop Wasting Money On Radio Promotion And Use These Alternatives
- URL: https://www.hypebot.com/why-unsigned-bands-should-stop-wasting-money-on-radio-plugs/
- Published: 2017-03-31T09:45:00.000Z
- Updated: 2017-03-31T09:45:00.000Z
- Description: Although is has long been a practice in the music industry, this article explains why it is a poor investment of time and resources for independent artists to go after. Continue reading [https://www.hypebot.com/hypebot/2017/03/why-unsigned-bands-should-stop-wasting-money-on-radio-plugs.html]
- Author: admin
- Tags: DIY Advice & Tips, Music Business, Music Think Tank, Account-based marketing, Advertising campaign, Artificial Intelligence, Customer satisfaction, Instagram, internet, LinkedIn, Native advertising, Target audience, Target market, #wp, #wp-post, #Import 2026-01-21 10:13

[![1](http://hypebot.typepad.com/.a/6a00d83451b36c69e201bb098a69f5970d-200wi "1")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201bb098a69f5970d-popup?ref=hypebot.com)Although is has long been a practice in the music industry, this article explains why it is a poor investment of time and resources for independent artists to go after radio plugs, and instead offers several more effective solutions for promoting one's music.

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In this recent post to [MusicThinkTank](http://www.musicthinktank.com/?ref=hypebot.com), **Mark Knight** explains why going after radio plugs is a waste of money for DIY artists, and offers alternatives for how they can better invest their time and funds.

*"* *If you spend any time within media agencies you'll hear the terms 'Reach' & 'Frequency' these are two key tenets of any campaign. Reach refers to the % of your desired target audience that will be 'Reached' by the advertising campaign and 'Frequency' refers to how many times your target audience will be exposed. Logic and a ton of research suggest that the combination of these two factors is the key to success, having one without the other is unlikely to work."* 

*[\[Continue Reading\]](http://www.musicthinktank.com/blog/why-unsigned-bands-should-stop-wasting-money-on-radio-plugge.html?ref=hypebot.com)*

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