Will.i.am Calls Radio America's Stage For Artists

Artist and music industry figure will.i.am this week shared his perspective on the significance of radio during a panel discussion titled “What is Radio in 2024?” hosted by Digital Music News. Here’s what he had to say:

Radio as a Cultural Conduit: According to will.i.am, radio remains one of the most important conduits for the world of music. Despite the rise of streaming platforms, radio stations that execute their programming effectively continue to hold cultural relevance. These stations serve as staples of culture within communities. People tune in not only for the music but also for the personalities, community leaders, and relatable content.

will i.am

America’s Stage for Artists:  He emphasized that radio functions as “America’s stage” for artists, especially those in their breakout phase. When artists lack other outlets, radio provides a platform for reaching a mass audience. He made comparisons to other countries: BBC’s reach across the UK and NRJ’s coverage in France. Similarly, getting attention from influential radio hosts like Ryan Seacrest can significantly impact an artist’s visibility.

Engagement and Authenticity: Unlike streaming platforms, radio engagement is not algorithmic. Real humans actively tune in—whether in their cars or at work—because they connect with the hosts and personalities. will.i.am challenges the notion that streaming’s skip rates are solely due to short attention spans. Instead, he highlights the importance of personality. Artists like Cardi B, beyond their music, become personalities that listeners want to engage with.

Monetization and True Reach: While streaming relies on algorithms and sometimes “ghost listening,” radio’s monetization model involves real human choices. People actively select what to listen to. The challenge lies in accurately measuring radio reach. Unlike streaming skip rates, radio engagement cannot be easily quantified. It’s about more than just passive consumption; it’s about being part of a moment.