After five years of running radio campaigns at Liberty Music PR, I know the work a music promotion tool needs to organise: research, pitches, replies, follow-ups and coverage. Different tools handle different parts of that work.
This is the honest, no-nonsense comparison I wish I had when I started. I will tell you what each tool does well, where it falls short, and who it is actually for. And yes, I built TAP, so I will be transparent about that too.
Google Sheets: free
What it is good for: Nothing beats a spreadsheet for simplicity. You can build a contact list, log emails, and track coverage in one place. It is free, collaborative, and you already know how to use it.
Where it falls short: A sheet can store research and replies, but you need to design the columns, maintain them and connect the email workflow yourself. Add-ons and integrations can extend it, with their own setup and costs.
Verdict: A useful starting point if you are comfortable maintaining your own tracking system.
Mailchimp: email newsletters
What it is good for: Mailchimp handles email newsletters, audience management and marketing automation. Plans depend on contacts, sends and features; check Mailchimp's current pricing for your list.
Where it falls short: A newsletter audience is a different workflow from researching a radio show, preparing a relevant pitch and recording the producer's response. Work out where you will keep that relationship history alongside your newsletters.
Verdict: Overkill for a single release, underpowered for a full campaign.
HubSpot: a general CRM
What it is good for: HubSpot's CRM offers free contact management and deal tracking, with paid tools for additional needs. It can be useful if you already manage other business relationships there.
Where it falls short: You need to configure your music promotion process: show preferences, release links, pitch status and recorded coverage. Test that setup with a real release before choosing it as your main tool.
Verdict: Worth considering if a flexible CRM suits your wider work and you are willing to configure it.
CoverageBook: coverage reporting
What it is good for: CoverageBook brings collected coverage into reports you can share with collaborators. It is a paid subscription; check the current plans against your reporting needs.
Where it falls short: It is not a campaign management tool. You upload coverage after you have secured it. It does not help you find contacts, send emails, or track progress during the campaign. It is a reporting tool, not a pitching tool.
Verdict: Consider it for reporting on coverage you have secured.
SubmitHub: curator submissions
What it is good for: SubmitHub gives you a way to submit music to participating curators. Review each curator's fit, requirements and current submission cost before using credits.
Where it falls short: It does not replace checking how a particular radio show accepts submissions. Some shows use uploads or forms; others accept direct pitches. Follow the show's published instructions.
Verdict: Assess the participating curators against your goals; keep direct radio outreach organised separately.
iPluggers: a plugging service
What it is good for: iPluggers is a service to consider if you want a provider to promote a release through its radio network.
What to check: Ask for the current campaign scope, relevant stations, reporting, terms and price. Assess a service proposal differently from software you use to run your own pitches.
Verdict: Compare the proposed work with your release goals before buying a campaign.
TAP (Total Audio Promo): first release free
Full disclosure: I built TAP, so I am biased. But I built it because I was frustrated with everything above.
TAP brings contact research, pitch drafting and outcome tracking into one music promotion workflow. Drafts use the release brief and contact context. You review and approve each specific message before it sends, and keep the replies and outcomes with the release.
Your first release is free. After that, a release pack costs £59 for a single, £99 for an EP or £149 for an album. Each is a one-off payment for one release. See TAP pricing for the current offer.
Best for: Independent artists who want radio-focused PR software that actually understands how radio works.
Which One Should You Choose?
| Tool | Best For | Price |
|---|---|---|
| Google Sheets | Absolute beginners | Free |
| Mailchimp | Email newsletters | Contact- and feature-based plans |
| HubSpot | General CRM | Free CRM; paid additional tools |
| CoverageBook | Coverage reports | Paid subscription |
| SubmitHub | Curator submissions | Check current credit costs |
| iPluggers | Provider-run plugging | Check current campaign terms |
| TAP | Running your own promotion | First release free; then packs from £59 |
Choose around the work you need to do: keep direct pitches and replies together, use a newsletter tool for your mailing list, and assess curator-submission platforms against your genre and goals. A spreadsheet can be enough to get started.
But if you want one tool that handles the entire radio promotion workflow, from contact research to coverage report, in a purpose-built platform at a fair one-off price, that is what we built TAP for.
Start your first release free and compare the workflow with the tools you already use.
