Which formats are interesting for newcomers and how you can get yourself featured there

The music industry follows rules that we as listeners or musicians sometimes don’t understand. Somehow, it seems like only artists get a chance if they either have a big deal or a community so huge that the hype takes care of the rest. But how often does that really happen?

In most cases, it’s extremely hard to get on the radio at all if you don’t have a deal with a record label. On average, at most two or three German newcomers per year are placed into formats by their label. Now you might be thinking that, with all the streaming services these days, the radio market isn’t that important anymore?! Okay, let’s do a reality check: If you look at the barometer on the GEMA website for the different revenue areas such as streaming services, live business, or album sales, you can clearly see that radio not only has solid reach, it also brings in money. With just 20 minutes of radio airplay per year, you’ve already earned back more than GEMA’s annual fee (€50). To make that amount via Spotify and the like, you’d need around 50,000 streams.

Luckily, there are a few radio formats and stations that close exactly this gap and give you, as an artist, the chance to step into the spotlight even without a deal—and, with a bit of luck, the right zeitgeist, and great music, to establish yourself there too. Not every station can just play the best of the ’80s. Where would that get us!

Fritz – Unsigned

For 14 years, the youth station Fritz, based in Potsdam-Babelsberg, has been running a very targeted newcomer support program. The weekly show “Unsigned” is cult, and host Christoph Schrag is a strong advocate for his protégés. Although the focus is on artists from Berlin and Brandenburg, they still “cast” nationwide.

If you click here, you’ll go straight to the registration. A few details about you, your online presence, and up to three uploaded songs—from demo to pro mix—are completely enough for the station. Alternatively, you can also contact the editorial team by email or by post (keyword “Unsigned”). If the Unsigned team likes your music, they’ll definitely get back to you. The show airs every Sunday from 5 PM to 8 PM. If you make it onto the live show with Christoph Schrag, that doesn’t just mean you can perform your songs live—the station will also play your studio productions and do an interview with you. The radio show around your live performance is also filmed and broadcast live.

Two acts are featured each week. Outstanding tracks also make it into the main program from time to time. So what are you waiting for?! Go for it! The only requirement for your application is: you must not have a label deal.

We asked Christoph Schrag, the host of “Fritz Unsigned,” what might be behind the fact that the fascination with radio is still unbroken among musicians and listeners alike:

Fritz reaches 60 to 70% of 19- to 29-year-olds. That clearly proves: radio isn’t dead. It just might not roar quite as loudly.

“Radio is like a placebo. You know people are listening to you, but you don’t know who. That’s incredibly appealing. And I never get tired of hosting this great format—two hours a week, and only for up-and-coming talent. And the young artists like coming. On average, we get 50 to 150 applicants a week. Consistently. People are simply up for this live moment. That’s part of the charm. And especially in times like these, it gives you even more courage and hope. And it distracts you a bit, too. Plus, it’s still a huge opportunity for the artist to reach a new audience. Fritz reaches 60 to 70% of 19- to 29-year-olds. That clearly proves: radio isn’t dead. It just might not roar quite as loudly.”

Byte FM – Anstoß

Wednesday again and again! Every second Wednesday of the month, ByteFM web radio plays newcomers only. From 6 PM to 7 PM, host Alexandra Friedrich serves up musical treats from young talents, undiscovered gems, and rising newcomers on “Anstoß” and brings them out to listeners.

Genre, age, origin, and looks? Completely irrelevant—as long as it sounds great and has what it takes to excite listeners. You’re from Austria or Switzerland? No problem, you can of course join in too. Here is where you can apply.

FluxFM – Radar

What could be better than always having the latest music on hand and recommending exciting new acts to each other? Pretty self-explanatory, the creative radio makers at FluxFM simply called this part of their program “Für euch entdeckt” (“Discovered for you”).

Melanie Gollin is on the editorial team and provides the music not only for radio, but also for the FluxFM website—along with cutouts, videos, and music. And once you’ve convinced the people at FluxFM, they won’t let you go again anytime soon. They’ll give you space on the radio, secure you an interview, feature you… uh, why are you still reading instead of applying quickly? You can apply right here.

bigfm – Newcomer

bigFM is the gladiator arena for newcomers! Every week, two undiscovered rising talents go head-to-head on “Newcomer BigFM” for the weekly win, get to present themselves to listeners for a week, and face the jury’s verdict every Friday.

The weekly winner’s music is then played on the station. At the end of the month, the four final weekly winners compete against each other again to determine the monthly winner. In addition, bigFM has its own newcomer web stream, where you can already hear today what everyone might be talking about tomorrow. Apply here!

NRWISION – Newcomer radio

A radio station of its own, founded for the sole purpose of giving you or your band a platform. Sounds like a dream? Absolutely. But it’s a dream that has long since come true! The interactive radio and media portal “Newcomerradio” sees itself as a nationwide intermediary between pros and newcomers, an interactive meeting point for everyone involved in the music market, and an interactive participatory radio station where everyone has the same opportunities.

A leader in supporting new talent on radio, it offers not only airplay but also interviews, CD reviews, live concerts, and much more—all about newcomers. By the way, this has already landed many an artist as support for well-known acts or on a festival stage. You can apply here!

Bavarian Broadcasting – Puls

“Send us your demo tape!”—that’s what it says on the Puls website. All you have to do: write an email to the editorial team. You only need to leave your name and describe your music. Then quickly add a link to your website or social media channels and an MP3 file of your music. That’s all it takes. With a bit of luck, you could be the next newcomer. What’s exciting about the format is its unique connection to TV, because “Puls” is also on television. And if your music goes down well with the editorial team, it could very well become something much bigger.

Because the only thing that’s even more worthwhile than radio in terms of copyright and reach is, of course, TV formats. According to the GEMA barometer, a single minute of broadcast on TV is enough to earn back the annual GEMA fee (remember: €50). That applies to audio only, by the way. If you’re seen live and, ideally, performing, your earnings will go through the roof!

The most successful and best-known newcomer format is also produced by Bavarian Broadcasting and is called “Startrampe.” The weekly music magazine has been bringing out very successful newcomers for many years, such as Kytes, AnnenMayKantereit, or Milky Chance. Startrampe has been on air since early 2009. The show is also aimed at listeners of the radio station PULS—back at the beginning, the accompanying radio show Startrampe on3-radio was broadcast there on Wednesdays from 10:00 PM for two hours. The show featured the bands and highlights from Startrampe. The format primarily served to support emerging performers from Bavaria who were already known from youth radio. By now, though, it also happens across state borders.

The concept of the show is unique for artists. So: you shouldn’t come out of nowhere! Even though it doesn’t only feature signed musicians, it’s important that you’re already professional enough. Because the camera will follow you every step of the way—for three months. Whether during studio recordings, live sets, request concerts, or music video shoots. The camera team is always by your side. The great thing about the format is that, alongside potential dream locations like a Thai metropolis, you can also invite prominent guests who’ll answer your questions—and can definitely help make one or two contacts possible. Via this link, you’ll go straight to Startrampe’s registration page. You can apply either by email or by post.

BAYERN 3 – Bayern Demo

Bayern Demo is looking for the most talented and best Bavarian newcomer musicians and bands. Yes, you read that right. Unfortunately, this format is exclusively for Bavarian artists. But the rule here is the same: no record deal! If the editorial team likes you, you can be sure that at some point on a Wednesday evening between 9 PM and midnight you’ll be played by host Matuschke or on the BAYERN 3 evening show.

This editorial team also only needs a few details and one song from you to get an impression. The more convincing songs you have and can offer, the higher the chance that you’ll also be played regularly on BAYERN 3. Here is where you can register.

N- JOY – FIVE LIVE

Up in the far north, there’s also a great newcomer format. Especially in Corona times, it’s particularly worthwhile because, as the name suggests, “FIVE LIVE” is a live concert that is, of course, broadcast directly on the radio. The FIVE in the name means that five artists get to prove themselves. Even though the concerts currently have to take place without an audience due to Corona, it’s a real stage experience for the artists.

A jury of top-tier musicians, managers, and label heads will decide whether you’re allowed to play this radio concert with your music. After their pre-selection, a draw ultimately decides whether you can also play a 30-minute concert in a Hamburg club (provided that’s possible again) and have it recorded for radio. Here you can apply.

Good luck applying!