The most significant advice I have given independent artists over the years is, "Do not let your music die before the world has had an opportunity to hear it." Internet radio can be an effective means for helping the artist (including the songwriter) to realize this goal. In fact, internet radio has so much more to offer to both the artist and listener than you might imagine. For the artist, internet radio offers a pliable medium which artist can manipulate for their own unique, non-commercial brands of music. For the listener, internet radio offers options for custom programming that commercial radio could never provide. This article will explore the benefits of this versatile medium for both artist and listener.

Why should artists and listeners support internet radio? Internet radio has certainly helped the independent artists by providing them global recognition and exposure that was once otherwise unattainable. For many internet broadcasters, internet radio is no longer a hobby but a business. Consequently, the independent artist must recognize this and endeavor to deliver quality recordings. An artist has to pay attention to every aspect of his/her project: lyrics, pitch, production, background vocals, mix, mastering etc. Artists who fail to embrace the rapidly emerging technology of internet radio are not seeing the big picture, and thereby, limiting their own success.

Artists must support internet radio that is playing their music, and in particular Black Gospel internet stations. Let's just be real about this. One of the many reasons major radio stations do not play independent artists has to do with the lack of sufficient finances the artist/label has to properly market and promote their music. Radio, like any other enterprise, must make money in order to pay royalties and pay its staff; it is no different with internet radio stations. If you are an artist, your financial support by way of purchasing a banner ad on the station's website, a thirty second commercial, an e-blast, or by just sending a donation can significantly increase your chance of getting greater airplay than the artist who does not financially support. If you are a listener, you can contribute a donation and email the station to let them know you appreciate their programming. Nothing motivates a broadcaster more than artist and listener support and input. I have discovered over the years that the greater percent of artists and listeners do not support internet stations or provide feedbacks.

Artists' contributions should be a vital part of an overall marketing strategy as it compounds exposure by providing artist website links, and additionally linking artist to blogs and other social network websites (i.e., Facebook, MySpace, Twitter, etc.); thereby, heightening visibility. Supporting those who support your efforts can go a long way in helping you realize your musical goals. Many internet stations have massive databases of subscribers and correspond with them on a daily, weekly and monthly basis. By plugging into these stations, you automatically get your information through to their subscribers.

Though some artists may strive for mega-star status, most artists simply want their music to be heard. Even in this latter case, you have to pay a price. To advertise on internet radio is very inexpensive but keep in mind that costs may vary based on the number of monthly listeners. Internet radio relies on these funds to cover expenses such as royalties, Internet connection, electricity, telephone, streaming costs etc. Internet radio like terrestrial radio requires ongoing revenue for general operations.

In conclusion, internet radio provides independent artists much more exposure than commercial radio would ever provide. But it is up to you to make your career as an independent artist successful by utilizing media that is more accommodating and accessible to you like internet radio. Specifically, this means supporting stations through advertising, providing programming feedback, making music requests, and emailing your fanbase the links of internet radio sites promoting your music. In this way, your fans can support by tuning and supporting the station as well.

Professional internet broadcasters look for the same standards as do terrestrial "local" radio. Artists must realize internet radio has significantly changed the game and is here to stay. Internet radio MUST not be taken for granted. Any would-be successful artist must be willing to invest in himself, and supporting internet radio is one of several ways an artist can do so. For the listener, supporting internet radio is one of the few viable options listeners have for customizing media in a way that meets their listening needs.