There is an argument that if you are good enough, word of mouth will spread and people will flock to you anyway. That is not how it always works in the real world, but if you promote yourself heavily when your music doesn't deserve it, you will eventually get found out. So the first rule should always be: be as good as you can be.

After this, you can really start to consider how to promote yourself and spread the word about your band. Securing radio airplay sounds like the great option, but how possible is it to do?

Radio airplay for Indie & Unsigned Bands

If you are a new or small act with no budget or following, you are not going to get on commercial radio. If your song is amazing and instant classic you may but if this was the case, you'd also likely have record companies pounding down your door as well. Commercial channels need to sell advertisements and they draw people in by playing songs that a large number of people know and like, it's a business and they are only doing their job, even if it is not great for you.

However, the advance in digital technology and the internet has improved matters and there are areas you can make work for you.

The Indie 500 and related options

If you have not heard of this option, the Indie 500 is a collective that will allow you to load up three of your tracks and they will make them available to 500 college, internet and public broadcast radio stations for free. It's no guarantee of success but if you believe in your songs, it can be a good opportunity to gain exposure for your band. The site has a forum and community links so you can further promote your music and chat to others in a similar situation.

MadeLoud Indie Music Community

MadeLoud is another indie music community dedicated to helping bands reach more fans by allowing unsigned artists to sell direct on their site verses taking more time to get approved on sites such as CDBaby or iTunes. MadeLoud allows bands to keep 80% on music and merchandise. Currently there is no charge for signing up and artists can upload an unlimited amount of songs. Similar to Indie 500 there are also message boards, blogs, music reviews, videos, and personal profile pages.

CDBaby & iTunes

While it does take more time and effort, promoting your music in all music communites possible is the way to go. In order to get approved by CDBaby you have to submit and wait a couple of months.

Moving forward by taking advantage of situations provided by communities like these are a great tool for up and coming bands to increase awareness about themselves without costing any money. Just think you have the potential to reach all of these groups and people without buying blank CDs or mailing them around the country.

Many of these sites will offer features like having an artists page where you can write a bio about yourself and offer more contact details or perhaps list upcoming gigs. A lot of focus is given to social networking sites, but using sites which allow you access to radio stations can bring in further benefits and project your music to a more captive audience.

The beauty of it is lies in the fact that it does not take too long to set up which means you should be able to undertake many other promotional campaigns at the same time. A new act should not place all their hope on particular channel and having a spread of campaigns will increase your chances of reaching new fans.