Radio plugging campaign setup Checklist

Radio plugging campaign setup checklist

Updated 12 March 2026

A radio plugging campaign lives or dies in the setup phase. This checklist covers station research, contact validation, servicing timing, and follow-up protocols—the unglamorous groundwork that separates campaigns that get played from ones that get ignored.

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Station Research & Targeting

Map your BBC Radio targets by format and listening figures
Critical
Identify which BBC stations (Radio 1, 1Xtra, Radio 2, 6 Music, etc.) match your genre and audience demographics. Cross-reference RAJAR figures and on-air playlists to understand realistic placement chances. This prevents wasting servicing on stations where your track will never fit.
Research commercial radio groups and individual stations in your region/format
Critical
Map out Global, Bauer, Communicorp and independent stations relevant to your release. Note which have specialist shows, breakfast shows with plugging appetite, and regional focus. Regional commercial stations often move faster than national BBC and offer real playlist opportunities.
Document current playlist adds from competing releases in your genre
Check recent adds charts and industry press to see which stations are actively adding music in your style. This gives you a realistic picture of which stations are receptive right now. Skip stations that haven't added anything in your genre for six months—it's a waste of servicing.
Verify playlist contact names and editorial decision-makers
Critical
Use station websites, LinkedIn, and industry contacts to confirm the correct name and current role of each music director or playlist editor. Outdated contact info kills momentum before it starts. Personalisation matters; a wrong name or defunct email signals low professionalism.
Flag stations with specialist show opportunities (dance, electronic, guitar, etc.)
Identify late-night shows, specialist slots, and DJ-driven programming that may be easier wins than main playlist consideration. Specialist show plays build listener credibility and can lead to main rotation. Document the show producer contact separately from main playlist.
Create a station contact matrix with decision timelines and add windows
Record each station's typical decision cycle (weekly adds, fortnightly, or on-demand) and when they prefer to receive new music. BBC stations often have formal intake periods; commercial stations vary wildly. Working against a station's actual timeline wastes effort.

Audio Asset & Release Metadata Preparation

Prepare high-quality streaming links (Spotify, Apple, YouTube) for each station contact
Critical
Do not send download links or expect pluggers to hunt for your track on streaming platforms. Provide direct, clickable Spotify and Apple Music URLs alongside YouTube if applicable. Make it frictionless; a station that has to search for your track is less likely to listen.
Ensure metadata in all platforms (ISRC, correct artist/song titles) is locked and live before servicing
Critical
Verify ISRC codes, songwriter splits, and publishing data are correct on Spotify, Apple Music, and SoundCloud. If a plugger or radio broadcaster adds your track and the metadata is wrong, it damages reporting and credibility. Lock it down at least one week before your first service date.
Create a one-page track brief for pluggers and stations
Write a short, honest pitch (3-4 sentences) that explains the track's appeal, energy, and intended audience. Include artist bio (2 sentences max), release date, and genre label stations actually use (not your own invented subgenres). A clear brief speeds up station decision-making.
Prepare high-resolution artwork (3000x3000px minimum) in RGB format
Stations and aggregators need proper artwork files, not screenshotted covers. Store artwork as JPEG and PNG separately. Poor artwork marks you as amateur and creates friction during the add process.
Compile any supporting audio or performance content (acoustic version, live session, remix)
If you have bonus content, record it and have it ready to share with key stations. Some shows favour exclusive or rare versions. This becomes leverage when a station is on the fence about adding the main version.

Contact List Validation & Preparation

Verify every email address and contact method against current station websites
Critical
Many email lists are 6+ months old and staff turnover is constant. Cross-check each contact on the station's actual website, then send a test email to confirm the address is active. A bounced email early kills your campaign's momentum with that station.
Segment contacts by decision-making tier (main playlist, secondary playlist, show producers)
Critical
Know the difference between the music director (strategic decisions) and the show producer (daily content choices). Some stations require main playlist sign-off; others empower shows to add independently. Segmenting ensures you're pitching to the right person at the right level.
Note any existing relationships, prior adds, or conversations with station contacts
If you've worked with a station before or have a personal connection to a contact, flag it. This changes your approach and messaging. A station that added your last release is more likely to engage with this one; treat them as warm, not cold.
Separate BBC from commercial radio and specialist/college stations
Critical
BBC requires more formal servicing and longer decision windows; commercial stations move faster and often welcome direct artist contact. College and specialist community stations are more accessible but smaller reach. Different contact strategies apply to each.
Create a contact tracking spreadsheet with service date, contact method, and follow-up dates
Critical
Record when you service each station, via email or platform, and when you plan to follow up. Without tracking, follow-ups slip and you lose visibility of who's engaged. Use columns for contact name, station, email, service date, last contact, and next action.
Prepare personalised subject lines and opening lines for key stations
Generic subject lines get deleted. Reference the station's recent playlist activity, a show they air, or a prior conversation. 'New track for Radio 2's breakfast show' beats 'New release'. Personalisation shows effort and increases open rates.

Servicing Timeline & Schedule

Align campaign launch date with your release date and planned playlist add windows
Critical
Avoid servicing a week before release when stations expect add-ready tracks; also avoid servicing after release when the news cycle has passed. Most stations prefer 2–3 weeks' notice before a planned add. Work backwards from your release date to set the service window.
Stagger servicing: BBC first, then national commercial, then regional/specialist
Critical
BBC typically needs 3+ weeks notice; commercial stations 1–2 weeks. Start with BBC, then roll into commercial groups (Global, Bauer), then regional stations and specialist shows. This respects decision timelines and prevents over-saturation of your contacts' inboxes.
Schedule initial service in one concentrated window (3–5 days) rather than trickling contacts over weeks
Critical
A concentrated service creates momentum and urgency. Stations see others adding and become more likely to move. Trickling over three weeks loses momentum and invites the question 'why am I only getting this now?'
Plan first follow-up for 7–10 days after initial service
A quick follow-up shows persistence without being aggressive. Most stations sit on tracks for a few days before listening; a week gives them time to engage. Follow up sooner with hot contacts; later (10–14 days) for secondary stations.
Set a final servicing deadline (usually release date or one week after)
After your planned drop date, servicing new accounts becomes harder—the news cycle has moved on. Stop adding new stations once you hit release week unless they're high-priority stragglers. Redirect energy to follow-up with engaged stations instead.
Build in buffer time for platform delays or technical issues
If using a servicing platform, assume 24–48 hours for email delivery and receipt. If servicing manually via email, account for bounces and directory look-ups. Plan your timeline with 2–3 days of slack before your official service window.

Follow-up Protocol & Engagement Tracking

Log all initial opens, replies, and engagement within 24 hours of service
Track which stations opened your service email (via email platform analytics if available) and which replied immediately. Early engagement indicates strong interest; no reply by day 3 doesn't mean rejection, but lack of opens suggests the email didn't land or wasn't prioritised. Use this to adjust follow-up timing.
Prepare 2–3 follow-up templates with different angles for cold, warm, and engaged contacts
Critical
A cold station that didn't reply gets one message; a station that opened and engaged gets a different one. Have templates ready: for example, 'checking if you had a chance to listen' for cold, 'love that you played it on the show—what did listeners think?' for warm. Pre-written templates save time and maintain consistency.
Plan secondary follow-ups at day 7, day 14, and day 21 post-service (maximum 3 total)
Critical
Three touches is standard; more becomes harassment. Space them logically: first at one week (gentle reminder), second at two weeks (value-add or new angle), third at three weeks (final opportunity). After three, move on unless the station shows genuine interest.
Document any playlist adds, show commitments, or feedback within hours of receiving them
Critical
When a station commits to an add or a show-play, record the date, expected air date, and contact person immediately. Delays in logging adds lead to double-counting or lost tracking. Create an 'adds log' alongside your tracking spreadsheet.
Set up alerts or calendar reminders for add dates so you can capture on-air confirmation
When a station promises an add date, mark it in your calendar. Listen or check the station's playlist on or near that date to confirm the add went live. Screenshot or note it. This gives you data for press releases and future relationship-building.
Archive all responses (rejections, adds, silences) in a searchable folder or database
Keep copies of station responses and final outcomes. This builds institutional knowledge—you'll see which stations add regularly, which prefer certain times of year, and which have specific feedback for you. Use this to inform next campaign planning.
Send thank-you notes to stations that added the track and note relationships for next campaign
A brief, genuine thank-you to a station that played your track takes 30 seconds and builds goodwill. For your next release, that station is already a warm contact. Relationship-building is as important as getting the first add.

Campaign Monitoring & Adaptation

Track add rate (total adds / total stations serviced) as a key performance metric
After two weeks, calculate your add percentage. If you're at 5% on mainstream stations, something in your pitch, asset, or contact list needs reviewing. If you're at 20%+, your targeting and messaging are strong. Use this metric to evaluate campaign health and inform future strategy.
Identify patterns in which station segments respond best (BBC, commercial, regional, specialist)
During the campaign, note which types of stations are adding your track most readily. This teaches you about your actual audience reach and informs future targeting. A track that resonates with specialist shows but not mainstream BBC tells you something important about positioning.
Monitor industry coverage and press adds tied to your radio campaign timing
A radio add by a key station often generates press interest or playlist coverage on streaming platforms. Track these secondary wins alongside radio adds. Combined momentum (radio + playlist + press) amplifies the campaign's effect.
Adjust messaging or targeting mid-campaign if initial response is weak or unexpectedly strong
If your first week of servicing yields zero opens from commercial stations but strong engagement from BBC, double down on BBC in week two. If a particular show or regional station is adding actively, increase focus there. Flexibility during the campaign improves final results.
Compile a final campaign report: adds, air dates, audience reach, and learnings for next time
After the campaign ends (typically 3–4 weeks post-release), document total adds, estimated listener reach, and what worked or didn't. Use this as your baseline for the next campaign. Most professionals underestimate the value of post-campaign analysis.

Campaign setup is invisible work, but it's where your campaign succeeds or fails. A station that receives a personalised pitch with correct metadata, clear timing, and proper follow-up is four times more likely to listen than one that receives a generic mass service.

Pro tips

1. Start your station research months before servicing, not weeks. Familiarity with recent playlists, staff changes, and each station's actual tone prevents wasted pitches. A plugger's real edge is existing knowledge; build yours deliberately.

2. Use email tracking (Mailchimp, HubSpot free tier, or platform analytics) to see which stations opened your service email. No open by day 3? They might not have received it, or it hit spam. Follow up differently—call if you have a contact, or re-send via platform. Don't assume silence means rejection.

3. Personalised subject lines increase open rates 30–40%. Spend 10 minutes writing unique openers for your top 20 stations. Generic 'New Music Submission' subject lines guarantee lower engagement than 'Track for [Show Name] Playlist.'

4. Document rejected stations just as carefully as adds. If a music director explicitly passes, ask why—the feedback often reveals positioning issues or timing. A 'not right for us now' might become 'perfect for next year.' Maintain relationships with 'no' stations; they're sometimes your fastest yes on the next campaign.

5. Plan a small press push timed to your first major radio add, not your release date. The story isn't 'new track out,' it's 'BBC Radio 2 just added…' Coordinate radio and PR timelines so each amplifies the other. One without the other is half a campaign.

Frequently asked questions

How far in advance should I service BBC Radio versus commercial stations?

BBC Radio typically requires 3–4 weeks' notice before your intended add date; they have formal weekly intake periods and longer decision cycles. Commercial stations move faster—1–3 weeks is often enough, and some specialist shows accept music with just 1–2 weeks' notice. Start BBC servicing first, then roll into commercial a week later to respect each platform's timeline.

Should I service all stations at once or stagger them over weeks?

Concentrate your initial service into a 3–5 day window. Staggered servicing kills momentum and invites the question 'why am I only getting this now?' Stations see others adding and move faster. You can stagger follow-ups across weeks, but the first wave should be coordinated.

What's the difference between servicing a playlist directly versus servicing a specialist show?

Main playlists (like Radio 1's A-list) serve millions but have high barriers; specialist shows reach smaller but more engaged audiences and often have faster turnaround. Many successful campaigns add to shows first, build momentum, then pitch main playlists. Don't treat them as equal—know which stations have room for both.

How many times should I follow up with a station that hasn't replied?

Three follow-ups is the industry standard: day 7 (gentle reminder), day 14 (value-add or new angle), and day 21 (final touch). After three, move on unless the station shows genuine interest. More than three feels like harassment and damages the relationship for next time.

What should I do if a station asks for an exclusive play window?

Treat exclusivity requests seriously—they signal real interest and willingness to commit resources. Document the exact window and agreed date in writing (email confirmation counts). In return, you'll usually get a more prominent playlist position or show support. Honour the exclusivity; breaking it damages your credibility permanently.

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