Community radio is a vital force in Australia's music industry, according to a recent study. The research estimates that community radio stations contribute a significant $153.1 million annually to the country's struggling music sectors. This is achieved through the extensive airplay of Australian music, with an estimated 390,960 hours of local music broadcast each year, surpassing commercial radio's 160,000 hours. The study also highlights the financial return on investment, with every dollar spent on community radio generating up to $5.55 in benefits for the music industries. This includes direct support for musicians, record labels, live venues, agents, songwriters, and other stakeholders.
The study's findings are particularly relevant given the current challenges faced by community radio. One of the nation's oldest community stations, 2SER in Sydney, is at risk of closure due to funding cuts from Macquarie University. This highlights the need for continued support and investment in community radio to ensure its survival and impact on the music industry.
Community radio serves as a gateway to Australian music, with 1.6 million Australians discovering local or emerging artists through these stations. Additionally, 1 million Australians have recommended local musicians to friends or shared their music online after hearing them on community radio. The influence of community radio extends beyond discovery, with 1.3 million Australians purchasing tickets to gigs or buying artist merchandise or music after hearing it on the airwaves.
Indigenous community radio stations, in particular, play a significant role in promoting local music. They comprise one-third of the top 39 'most intensive' Australian music stations and often attract a wider audience to their specialist music programming. These stations are run by Indigenous organizations and boards and prioritize First Nations music.
The impact of community radio goes beyond financial contributions and music discovery. It provides a platform for new talent and music, offering airplay, on-air interviews, promotions, and gig coordination. This support is crucial for artists, especially in an era dominated by digital streaming and global live touring acts.
L-Fresh the Lion, a hip-hop artist, emphasizes the importance of community radio as a consistent and accessible platform for artists. He describes it as the 'lifeblood of the scene,' providing a stepping stone for many artists and holding the rest of the industry together. Investing in community radio, along with enhanced digital listening options, could help revive Australia's music industries and ensure local artists receive the support they need.
