Future Radio in West Norwich promotes local talent through their radio station and annual music competition called "The Next Big Thing". The competition offers unsigned bands prizes like recording studio time and cash. Past winners include Ed Sheeran in 2008. Nearby KLFM radio station also promotes local bands, such as through their Sunday Session show and gig guide listings, which help bands build fan bases and lead to increased recognition and bigger performance opportunities. Local radio gives exposure to unsigned artists and helps launch their music careers.

1. How do local radio stations promote unsigned bands and artists?
Future Radio
Future radio is based in West Norwich and is
funded by the EEDA and the NELM
development trust. With over 160 volunteers
at the station and its podcasts being listened
all over the world it still keeps serving their
local community. It is part of Future projects,
a community based arts, media and
education charity. The radio station aim to
use the radio for a education and training
resource, also information and advice and
finally a platform for local talent.
Furthermore, Future radio organises the annul East Anglian
musical talent competition, “the next big thing”. This
competition is for new and emerging musical acts from the
East of England - every year bands and musicians from all
over the region enter for the chance to win professional studio
time, £1,000 cash, music equipment, a full photo shoot, and
the chance to play at leading venues across Norwich.
This event is in association with the local venue of
Brickmakers, B2. By the radio station incorporating the live
music in a local venue, it gives a chance for the audience to
see the band/ artist in their performance element; this enables the band/artist to keep
on touch with the people who become interested in their music.
Previous winners include Console Wars (2009) and Ed Sheeran (2008).
Since winning the competition in 2008, Ed Sheeran plays gigs most weeks and has also
attracted the attention of drum and bass legend, Goldie (Clifford Joseph Price). After
seeing him play live in London, Goldie commented: ‘I was really impressed.... I think
he's going to be giant.’
Ed Sheeran has supported many well-known acts, as varied as Nizlopi, Gabriela
Cilmi, Josephine Oniyama, Jay Sean, Mongrel, Pete Murray, and the Noisettes. He is
currently supporting Just Jack on his UK tour.
By being on the local radio station many
people have been able to listen to
these local bands,
Klfm

2. Klfm is another local radio station that is serving West Norfolk. Broadcasting from King's
Lynn it is the most listened station in West Norfolk.
Klfm had a similar approach as Future Radio but aims it at a different audience. Klfm
Party in the walks in mainly aimed at families, due to the games they have etc. By
having so many people here of so many ages, this gives the local bands a advantage
as there music will to apply to at least some of the audience. Also by in being outside
where activities are taking place, there is a good atmosphere, which they can build
upon.
However they also created something
called the “Sunday session” hosted by
Bob Stewart. This is where there is 4
hours dedicated to local bands.
The way it works is that local bands
can contact the radio station through
social networking, e.g. Facebook,
Myspace and Twitter. So this process
isn’t just the radio station selecting
their favourite band or artist, it mostly
down to the bands/artists to advertise themselves.
Also the Sunday session looks at the “gig guide” where again they can advertise where
they are playing so that the people who recognise their songs and like them can go and
see them. This promotes unsigned artists and bands as it allows them build a fan base.
For a local band called, “And the winner is…” The Sunday session and the gig guide
help them build a portfolio for furthering their career in the music industry. The radio
station promotes their gigs, which leads to recognition from other artists leading to
bigger and better gigs.
In conclusion radio stations promote local bands/artists in different but effective ways. It
gives all bands and artists a starting point for them to build on to further their career in
the music industry. By having no coverage, it doesn’t stand all artists and bands in good
stead for a future in the music industry.