How to get your song played on the radio? The experts reveal their top tips

Radio remains one of the most effective ways to reach music fans in Finland, which is why radio airplay can be a significant stepping stone for artists looking to build a wider audience. In addition, radio plays generate remunerations for both performers and phonogram producers.
But what are music directors and radio producers actually looking for in new tracks? And why do some excellent songs never make it onto playlists?
We gathered the most important tips from industry professionals for artists, songwriters, and record labels aiming to improve their chances of getting their music played on the radio.

1. Write a great song, not a radio hit

One of the most common mistakes is focusing too much on radio airplay while writing a song. According to industry professionals, getting a track on the radio should not be a primary concern during the creative process.
When creativity starts to bend too much to assumed radio rules, a song can lose the originality that makes it stand out. The best tracks are often built around a genuine idea, emotion, or story.
In the end, a successful radio track is the result of many factors coming together.
“A song needs to have something that sparks emotion and resonates with listeners,” says Riikka Karjalainen, Head of channel at SuomiRäp and Basso.

2. Ensure high technical quality

Tracks submitted for radio airplay must meet professional technical standards.
Whenever possible, songs should be delivered in WAV format to ensure the highest possible audio quality. A poor-quality file may be enough to prevent a track from receiving proper consideration.
Production quality also matters. Professional mixing and mastering help a track sound its best and stand out among the large number of releases competing for airtime.

3. Don’t forget metadata and credits

A great song also needs the right information to accompany it. When pitching music to radio stations, make sure to include at least:

• track title
• artist name
• songwriter and production credits
• record label or publisher
• ISRC code
• release date
• contact details

The ISRC code is particularly important, as it enables the use of a recording to be identified and ensures that remunerations are allocated correctly.
The easier you make it for the recipient to process your release, the better your chances of getting it noticed.

4. Tell them why this track is worth listening to

Music directors receive a huge number of new releases, which is why simply sending a link to your track is not always enough.

Take a moment to explain:

• what genre the track represents
• what the song is about
• what makes it stand out from other releases
• who the target audience is

Comparisons to well-known artists or songs can also help music directors quickly understand the style and sound of your music.

5. Familiarity Helps

Familiarity remains a powerful force in radio programming.
“Familiarity beats everything,” says Sonny Kylä-Liuhala, music journalist at Yle X.
When a song features a recognisable melody, hook, sound, or vocal style from the very beginning, listeners are more likely to connect with it. That immediate sense of familiarity can be one of the strongest indicators of a track’s radio potential.

6. A good feeling goes a long way

Industry professionals also highlight the importance of a song’s emotional impact.
“The biggest hits in the world are more often uplifting than downlifting,” says producer and songwriter Jonas Olsson.
That doesn’t mean every song needs to be upbeat. However, radio often favours music and stories that leave listeners feeling energised, hopeful, or empowered.
The dynamics of a composition also play an important role. Songs that build momentum and move the listener forward tend to resonate with broader audiences.

7. Timing matters

One of the most surprising reasons a song may not make it onto the radio has nothing to do with its quality.
Playlist space is limited, and music directors constantly have to make choices between new releases.
Even a strong track may miss out on airplay simply because there is no room for it on the playlist at that particular moment, or because the release is no longer considered timely.
The challenge can be especially difficult for artists who release music frequently within a short period of time.
“Sometimes you have to choose the one track you believe in the most. It’s simply not possible to promote them all at the same time,” says Riikka Karjalainen.

8. Understand how tracks are selected

Many people assume that a music director selects songs single-handedly, but the reality is far more complex.
The role of a commercial radio music director typically involves:
listening to new releases
analysing music data
monitoring audience research
implementing the station’s music strategy
identifying emerging trends and new phenomena
New releases are often tested with listeners as well. These audience tests help determine which songs genuinely resonate with the target audience.
The final playlist decisions, however, are made by the music director.

9. Build interest beyond radio

Today, radio stations also pay close attention to what is happening beyond traditional broadcasting.
If a track is gaining attention on social media, streaming platforms, or through live performances, it can strengthen confidence in its potential.
While early momentum alone does not guarantee radio airplay, it can serve as valuable evidence that the song is already resonating with audiences.

Checklist for the artist

Before you send your track to radio stations, make sure that:

• the track meets professional technical standards and is delivered in WAV format
• all relevant metadata and credits are included
• the ISRC code is correct and clearly provided
• your pitch clearly explains what the track is about
• you highlight what makes the track unique
• you send the track well ahead of its release date
• your primary focus is on creating the best song possible

Ultimately, there is no guaranteed formula for getting radio airplay. A great song, high-quality production, good timing, and content that fits a station’s audience all contribute to giving a release the best possible chance of being heard.

For this article, interviews were conducted with Sonny Kylä-Liuhala, Music journalist at Yle X, Jonas Olsson, producer and songwriter, and Riikka Karjalainen, Head of Channel at SuomiRäp and Basso. The article was published on 26 October 2026.