Chris Wammy “The radio still makes stars”
Music Business
Chris Wammy Breaks Down Radio Promotion, Artist Development, and Why Radio Still Creates Stars
A real conversation about what it takes to move records beyond internet hype.
In today’s music industry, artists can go viral overnight, build huge followings online, and still struggle to turn records into something that lasts. Behind the scenes, however, there’s still an entire world of relationships, strategy, credibility, and promotion that most fans — and even many artists — never fully see.
That’s where people like Chris Wammy come in.
With decades of experience in radio promotion dating back to his early days interning at Universal Records in 1998, Wammy has spent years helping records move through the industry by building relationships with DJs, programmers, tastemakers, and radio personalities across the country. In an era dominated by streaming algorithms and short attention spans, he represents a side of the business that still believes artist development, preparation, consistency, and real-world relationships matter.
For this conversation with Bodega Network, Chris Wammy breaks down the realities of radio promotion, what actually makes a record radio-ready, the mistakes independent artists continue to make, and why radio still plays a major role in creating stars — even in the age of the internet.
What followed was an honest look inside a side of the music industry most people only hear about, but rarely understand.
What exactly does a radio promoter do?
Bodega Network: For artists and readers who may not fully understand the role, what does a radio promotion executive actually do day to day?
Chris Wammy: I would say make sure the artists you are promoting are being played on the radio and in the clubs. By radio, we check a tracking system called Mediabase, which tracks radio airplay in the USA, so we live by that system all day, every day.
Calling DJs, fellow promoters, and tastemakers to see what’s going on in the world of music is also important, so you stay abreast with what’s going on in this music industry.
How do you help break a record?
Bodega Network: When you get behind a song, what are the steps involved in helping that record gain traction on radio?
Chris Wammy: It all comes down to relationships. A lot of us have been doing this for years and years, so we know most of the key guys who control and move the needle when it comes to radio.
I have been doing this since 1998, when I started interning at Universal Records. I would first make sure you have all the information on the artist you are promoting, so you know what you’re talking about.
You also have to make sure you connect the dots on all aspects when it comes to radio, because people like a good story. As promoters, we have to paint a picture to DJs, on-air personalities, and programmers so they feel they are part of the journey.
“People like a good story. As promoters, we have to paint a picture.”
What makes a song radio-ready?
Bodega Network: What do you listen for when deciding whether a record has strong radio potential?
Chris Wammy: The whole song. I listen to melodies, chorus, and lyrics. The beat of course too — it has to have a catchy sound to it.
The more commercial sounding, the better. Radio always likes commercial appealing music to play.
What separates songs that get added from songs that don’t?
Bodega Network: From your experience, what are the key factors that make programmers and DJs want to support a record?
Chris Wammy: Having all your music set up correctly. That means having a DJ pack with all versions properly labeled, and having your bio and EPK ready so they don’t have to do any homework or look anywhere for any information.
You have to make their job easy — especially if you’re new.
How important are relationships in radio promotion?
Bodega Network: How much of success in radio promotion comes down to relationships, trust, and credibility within the industry?
Chris Wammy: They are everything. Most people don’t like dealing with new people or someone they don’t know.
So it’s always preferred to have someone familiar introduce you or bring you to the table.
“Relationships are everything.”
How has radio changed in the streaming era?
Bodega Network: With streaming and social media dominating music discovery, what role does radio still play in breaking records today?
Chris Wammy: Radio makes you into a superstar. The internet makes you famous, but a lot of that is overnight success, which flies by quickly.
What mistakes do artists make when approaching radio?
Bodega Network: What are some common mistakes independent artists make when trying to get their music on radio?
Chris Wammy: They want to be played right away, or they assume radio has to play them and that they are entitled.
What should independent artists focus on before radio promotion?
Bodega Network: Before an artist spends money on radio promotion, what should already be in place?
Chris Wammy: Their online presence. Do content every day and post on TikTok, Instagram, and YouTube Shorts all the time.
Get your bio and EPK ready, and have your Linktree set up with all your social media tags and music links so people can find you no matter what platform they use.
What advice would you give emerging artists?
Bodega Network: For independent artists trying to build nationally, what advice would you give them right now?
Chris Wammy: Try to have your hometown covered before you move from state to state.
Radio will most likely ask how your hometown is receiving you and how they are supporting your movement.
What does longevity in the music business look like?
Bodega Network: You’ve worked at a high level in the industry — what separates artists who last from artists who have one moment?
Chris Wammy: Artists that have one moment most likely will come and go. Artists that have longevity usually know how to sustain their fan base and keep them entertained throughout the years without losing them.
“Radio makes you into a superstar. The internet makes you famous.”
Can radio still create stars?
Bodega Network: Can radio still create stars, or has that shifted to the internet?
Chris Wammy: Radio can definitely create stars. I think the internet makes people famous, which quickly fades away because there is so much stuff going on every day that it makes you forget about what happened the previous day.
