Radio promotion f.a.q.s.

Shine On Promo is an independent radio promotion company specializing in college, specialty, community, and non-commercial radio in North America. We work with artists to gain airplay and build charting campaigns across radio formats like NACC, SubModern, JBE through long-term station relationships.

Below are answers to the most common questions artists and labels ask when planning college and community radio promotion campaigns.”

What is NACC and Why Does It Matter?

NACC is the North American College and Community radio chart. It compiles playlists for over 200 reporting stations across North America including top stations like KEXP, KCRW, KCMP, WFUV, SIRIUS XMU to create their NACC Radio 200 Chart. This chart is an accurate view as to what releases are being spun the most at the format.

What charts matter most for indie artists pursuing radio promotion?

For many independent artists, the most influential non-commercial radio charts include the NACC Top 200, SubModern, JBE / Mediabase and other specialty format charts depending on genre. These charts track airplay across college, community, and non-commercial stations and are widely monitored by labels, booking agents, publicists, and music supervisors. Chart activity can help demonstrate audience traction and programmer support, which can open opportunities for touring, press coverage, and additional promotional partnerships.

What formats does Shine On Promo specialize in?

Shine On Promo specializes in college, specialty, community, and non-commercial radio formats, with a particular focus on indie & alternative artists. Campaigns are tailored to the stations most likely to respond to each project, helping artists build meaningful airplay support across radio in North America. The company works closely with programmers to develop long-term relationships that support both emerging and established independent artists.

What makes a good radio promotion company?

A strong radio promotion company is defined by long-term relationships with programmers, targeted outreach, and strategic campaign planning. Effective promoters understand which stations and formats best match an artist’s sound and work closely with programmers throughout the campaign to build awareness and airplay. Transparency in reporting, consistent communication, and experience working with relevant charts and formats are also key indicators of a reliable promotion partner.

What is the difference between commercial and college radio promotion?

Commercial radio promotion focuses primarily on large, advertising-supported stations with tightly controlled playlists, while college and community radio promotion targets independent, non-commercial stations where programmers have greater freedom to champion new and emerging artists. For many independent musicians, college radio provides earlier exposure, deeper audience engagement, and stronger support for developing artists and niche genres that may not yet be present on commercial formats.

How long does a college radio promotion campaign take?

A typical college and community radio promotion campaign runs 6 to 10 weeks, depending on the format and release timing. Most campaigns begin several weeks before the official release date so programmers have time to review the music and schedule airplay. Early weeks focus on outreach and servicing, while later weeks focus on building spins, chart momentum, and follow-ups with stations. Artists often begin seeing measurable results such as added stations and chart activity within the first few weeks of an active campaign.

How Much Do Radio Promotion Campaigns Typically Cost?

That can vary on how long a push is, what formats you would like to be promoted to and if there will be a tour support as well. Contact Us to get a quote for your particular project.

Why do artists choose Shine On Promo?

Artists choose Shine On Promo for its focused expertise in college & non-commercial radio, relationship-driven outreach approach, and experience working with college and community stations across North America. Campaigns are tailored to each artist’s sound, goals, and release strategy, helping build meaningful station support, chart visibility, and long-term radio relationships that extend beyond a single release cycle.