We all want to be featured on Resident Advisor or Mixmag, but the reality is that local support builds careers. A play on a community radio station in Nelson or a feature on a Vancouver music blog connects you with people who can actually buy a ticket to your show. Building a localized promo list is the most effective grassroots marketing you can do.
The Power of Campus & Community Radio
BC has an incredible network of independent radio stations. CJSF (SFU), CiTR (UBC), and CFRO (Co-op Radio) in Vancouver; CHLY in Nanaimo; CJLY in Nelson. These stations have dedicated electronic music shows hosted by passionate volunteers who are desperate for good, new music. They actually listen to their submissions. A play on "CJSF's Amplified Radio" puts you in the ears of the exact demographic you are trying to reach.
Crafting the "Local" Pitch
When you send your music to these stations, don't use a generic blast email. Personalize it. Mention that you are a BC artist. Mention that you have an upcoming show in their city. Local angles are gold for community radio hosts. They want to champion their own scene. "Vancouver-based producer releasing on local label" is a headline that gets opened.
The !earshot Digital Distribution System
If you want to save time, look into the !earshot Digital Distribution System (!eDDS). It’s a centralized platform that allows you to upload your release once and make it available to campus and community stations across Canada. It’s an affordable and efficient way to get your music into the national library system.