Indie to an Extent? Why Music Gets Added to College Radio Playlists

Abstract

Surveys were distributed via e-mail to student-run college radio stations across the country to determine what influences college radio programmers to add music to their playlists. Inquiry was structured in two ways, a quantitative, aggregate data analysis, based on the Theory of Planned Behavior and a case-by-case, qualitative analysis. A regression analysis provides some evidence that if promotional material was received concerning music which was new or unique then the music was more likely to be added. Through qualitative data analysis it was revealed that programmers cited the quality of the music as an influential reason to add a specific song as well as other emergent themes including, “assistance from the label” and “well reviewed music.” Overall, this study suggests that, despite student-run college radio's reputation of independence, the record industry still plays a role in college radio programming and has influence when it comes to getting music aired.