Five Musicians Who Achieved Success Without Radio Airplay

In the golden era of radio, aspiring musicians eagerly awaited the chance to hear their songs on the airwaves. Icons like The Beatles and Elvis Presley catapulted to international stardom through radio support. Yet, in the digital age, the music landscape has transformed, allowing artists to reach the masses without radio play. Here are five musicians who navigated their path to fame by leveraging alternative means to promote their music.

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1. Glass Animals

Glass Animals, a renowned English indie rock band formed in 2010, found their way to success without significant radio support. The band’s frontman, David Bayley, founded the group and composed most of their songs. In 2012, they released their debut EP, “Leaflings.” While on tour, they captured the attention of Paul Epworth, who signed them to Wolf Tone.

Remarkably, even though the band is over a decade old, their song ‘Heat Wave’ recently went viral on Spotify, amassing over 1 billion streams. On TikTok, the song became the backdrop for more than 600,000 videos. This proves that radio airplay is no longer the sole gateway to musical stardom.

2. Grimes

Grimes, a Canadian artist with a penchant for crafting futuristic dance-pop songs that blend rock and hip-hop elements, represents another artist who defied the radio odds. Her journey began with independent releases in 2006 and gained momentum with two albums in 2010. It was her 2012 album, ‘Vision,’ that catapulted her to fame.

What sets Grimes apart is her fusion of visual art with her music, making her an iconic force in the music industry. Despite limited radio airplay, she boasts over 6 million active listeners on Spotify and a song titled ‘Violence’ with over 50 million streams. Grimes serves as an inspiration to budding musicians, showcasing that a thriving music career is achievable without radio airtime.

3. Aurora

Aurora, an eccentric artist from Norway, deftly combines electronic pop, Norwegian folk, and dark pop styles in her music. She began writing songs at the tender age of six and initially released some songs online in 2014. However, her true breakthrough occurred in Norway.

Aurora’s signing with Petroleum Records, Decca, and Glassnote Records paved the way for her rise to fame, notably through her EP ‘Running with the Wolves’ in 2015. The EP featured her well-known track, ‘Runaway,’ with over 116 million YouTube views and 100 million streams on Spotify. Aurora’s journey underscores the fact that radio airplay is no longer the sole route to success for musicians.

4. Kali Uchis

Kali Uchis, a Colombian-American singer and songwriter, embodies the idea that radio airplay is no longer the sole determinant of a musician’s success. She released her mixtape ‘Drunken Babble’ in 2012 and within three years, delivered several singles.

Collaborating with artists like Snoop Dogg and directing her music videos, Kali Uchis made her mark. Her unique blend of genres contributed to her appeal, amassing over 35 million Spotify listeners. Her song ‘Telepatía’ has accumulated over 900 million streams on Spotify, while tracks she’s featured in with other artists have surpassed a billion streams.

5. Sam Dew

Sam Dew, an American singer and songwriter from Chicago, initially spent his career writing songs for other artists, including Rihanna and Taylor Swift. His song ‘Lotus Flower Bomb,’ written for rapper Wale, even topped the Billboard charts.

However, in 2015, Sam decided to step into the limelight with his first EP titled ‘Damn Sue.’ His subsequent R&B album, ‘Moonlit Fools,’ released in 2021, led to his rise to fame. Sam boasts over 800,000 listeners on Spotify, with songs like ‘NTWFL’ amassing over 2 million streams. He also features on a Kendrick Lamar track titled ‘Savior,’ which has garnered over 90 million streams on Spotify.

Final Thoughts

These five musicians serve as testament to the fact that radio airplay is no longer the sole gateway to musical success. While their journeys were far from overnight sensations, they harnessed alternative platforms like Spotify, YouTube, and TikTok to reach a global audience. Their stories inspire new artists, demonstrating that in today’s digital age, the power to promote one’s music is more accessible than ever, even without the support of traditional radio broadcasters.