Radio can be a fantastic entry point into the music industry, a space where you can develop your skills either as a host or DJ in a space with like-minded people. Radio stations are community hubs where music lovers connect with each other, and  get the experience to turn a hobby into a craft or even a long-term career.  The joy of online radio is that it is very accessible and isn’t incredibly expensive, meaning you can operate at whatever budget you have. Stations like Dublab, NTS and The Lot Radio are shining examples of how radio stations can be built from the ground up online and make an incredible impact on modern music and culture. 

Some creators take the decision to launch their own stations. Maybe you see a gap in the culture that you want to fill, or you want to create a platform to support your local or online community. This isn’t as daunting a task as it sounds and, with dedication, consistency and commitment, it can be achieved in a number of steps.

Define your concept

Find your station’s hook. What makes it interesting? What do you want to set out to do? Who do you represent? Internet radio is a crowded market, so if you want to stand out, you’ll need a concept that pulls people to you.

Voices Radio is an example of a station that has developed a strong brand around empowering the people in their community, as well as highlighting ‘different social issues in the creative industry.’ As their name suggests, they began with conversations – running panels, workshops and podcasts for their community – before extending this to full-on radio production. They commit to a 50/50 gender split among their radio producers and continue to engage in initiatives to widen access to radio to underrepresented groups.

Meanwhile, Bali-based station Headstream takes a strong local and environmental stance. Their shows broadcast from a studio made entirely of recycled materials and their programming focuses exclusively on Indonesian talent. Being clear on your values and the ‘why’ behind your station will help you define a concept that you and your community can get behind. This can differentiate you from what’s out there.

Another way to define your concept is to think of your audience. You should know the type of audience you want to speak to; are they into a certain genre? people living and working in your local area? This will help you decide on the types of shows you might want to programme into your station. As well as how and where you might want to get the word out.

Work out how you will finance the station

Establishing and maintaining a radio station will require some financial muscle. Many stations fail to get off the ground because their business model might not be the most sustainable. Especially at its early stages. How much you’ll need will depend on the scope of your station and how you want to operate. But there are several ways to achieve funding.

You can secure grants through Ofcom and The National Lottery in the UK and CPB in the USA. Learn more about UK funding options and tips for pitching for grants here. You can also set up a crowdfunding page and ask for donations. If you have family or friends that can help you out financially, don’t be afraid to ask for help. Meanwhile, some stations work with other brands that support their funding. Popular community station NTS works with bigger brands on creative projects. Soho Radio worked with Ballantine’s on a pop up event in 2023. It also rents out space in its studio and creates audio idents for commercial ventures.

We spoke to Rachel Day, Programme Director of one of the original and longest running online stations, Dublab, about the station’s experiences of securing funding. “We’re a 501(c)(3) nonprofit company,” she explains. “So a lot of our funding comes from grants and partnerships with different government and arts organizations. The DCA, Los Angeles County Arts and Culture, the California Arts Council, the Art Laboe Foundation. We’re constantly applying for them. Then another big portion comes from our membership programmes. We have several hundreds of members who contribute a monthly amount of money to support the station. Then, we have sponsorships with like minded companies. We’re constantly scanning for different opportunities that apply to Dublab as a whole or would speak to a particular project that we’re working on or a project that one of our DJs is working on too.”

In addition to this, some stations like Centreforce offer advertising space as a way to build revenue. Other community stations start off with contributions from their hosts to help cover the running costs of the station. Some station managers and staff look at alternative projects to help support the station. The Lot Radio, Kiosk Radio, The Quivr and AAJA run bars and cafes from their radio spaces. Many stations sell merch or even release music. Some stations make money using the radio station’s resources or skills, such as renting out studio space to events, podcasts or recordings when not broadcasting. Or offering their skills in live streaming or audio production to other groups in their local area.

Get some equipment

Building a radio station doesn’t have to break the bank. Many radio shows are made on a mobile phone. Often all you need is a microphone, headphones and editing software. For your microphone, you could try out your laptop’s built-in microphone or look into buying a USB mic or professional mic. Common editing software ranges from free software like Audacity and GarageBand, to other options like Ableton, Adobe, Logic, Pro Tools and Reaper. 

Bigger radio stations will have broadcasting software like BUTT, Virtual DJ Pro or Audio Hijack that allow music to be played from apps like Spotify and iTunes straight through the airwaves. Other software for broadcasting include Radio Cult, Headroom, radio.co, Total Recorder, Liquid Soap, AzuraCast, Upstream, YouStream, Quick Record and OBS. Some station staff with technical expertise also code their own scripts. This helps speed up the process of hosts submitting or streaming their show to getting the show archived. They’ll use resources like our API on Mixcloud.

As you grow you may want to invest in an audio interface to give your recordings a smoother sound. Other studio upgrades might include microphone stands to hold microphones in place, microphone processors to smoothen audio out further, mixing boards to control sound levels and maximize audio output – and a dedicated studio computer to manage the live feed and archiving. If you’re a DJ by trade, purchasing a mixer can serve the same purpose as a mixing board. All while allowing you to mix tunes as you record. Centreforce built their own equipment to stream to over eight million unique listeners. Their own self-designed backend system allows their computers to do the bulk of the work when it comes to putting together different radio and DJ streams.

Build your ideal studio

Now that you have your space and equipment, it’s time to construct your physical studio. How much you commit will depend on your budget. But you’ll want to feel comfortable in your studio for an ideal working environment. Whether you’re at home or elsewhere, think about the acoustics of the space and where to position your microphones, decks, speakers, headphones and mixing desk so that your sound is crisp and not boomy. This is crucial because you will want as clear a sound as possible to play out to your listeners.

For example, placing your speakers right up against a wall could compromise the sound because there is no space behind it for audio to bounce from the back wall and to your ears – creating distorted feedback. Whereas placing them close to the wall will avoid this and allow for fuller sounds. Position your microphones above the mixing desk for easy access to your tunes while you present a show. You may choose to position your computer or playout system in front of your decks and mics also. Soundproofing goes a long way in capturing the ideal acoustics that can define your station, along with great content.

“Our studio structure is free standing, made of specially manufactured plywood sheets that are about six inches thick,” explains Dublab’s Rachel Day. “All of the sound containment comes from the wood itself, and we have acoustic audio-grade windows and doors. Studio A has slanted ceilings and five walls, all of which are at angle which helps acoustics.”

Think about your branding

A strong concept won’t be as effective without amazing branding to separate you from your peers.

Pound And Yam pride themselves on being a ‘music TV channel.’ They emphasise its wide range of visuals while hosts and DJs perform. Using a green screen and taking inspiration from Adult Swim, they make visually engaging live streams which capture the audience’s attention while live. As well as creating visually distinctive clips they can use to promote shows after the fact. The BoAt Pod puts their uniqueness front and center – a radio station broadcasting live from a canal boat. From their name, to their logo, to the camera angles used in their live stream, they make sure to showcase their 1970s inspired state of the art recording studio floating in the heart of West London’.

But it’s not just about the visuals. Audio branding can go a long way in asserting an identity for your station. Look into creating bespoke audio idents that can be used across all of the radio content. Find a production company that can help you or create the idents yourself. Or, make your own on your phone or computer. As you become more established, you can scale them up in quality and number. Websites like Audio Jungle and Uppbeat also offer downloads of idents by independent artists and engineers. Ask hosts to use them in their shows and work out a cadence for how often they’ll play the idents. Maybe they play at the start of every show or you can cycle between idents while hosts change over.

Study copyright and get the correct licenses

It is essential to have a license if you want to start a radio station. You’ll be playing copyrighted music owned by artists, record labels and other rights-holders. This means you’ll need to license these rights in order to legally play the tunes. Examine and research what kind of license you’ll need and where to get it. If you’re UK based, PPL provides licenses for stations that include copyrighted music in their AM, FM, DAB or DTT broadcasts and internet simulcasts. Meanwhile, ASCAP provides licenses in the USA. Many can fall foul of copyright law and can see their shows taken down.

At Mixcloud, we have unique license deals and copyright clearing technology. That means we pay royalties on the music played so that right holders are compensated. As a result, your content is completely safe from being muted or taken down due to copyright issues.

As your station grows and becomes more reputable, you might be interested in securing an FM license. Meaning your station can be broadcast on local and national frequencies, wherever you’re based. Think about Rinse, the iconic UK station founded in 1994 as a pirate radio station before securing an FM license in 2010. Or Dublab, which obtained its own FM license in 2016 after operating as an internet station since 1999.

Programme Director Rachel Day explains the process: “In 1999, it was still the wild west of the internet. So we just started broadcasting and haven’t stopped since then, so this is our 25th year of broadcasting. For our FM license, that was a really involved process because FM licenses are very rarely up for application. Eight years ago, some FM licenses became available, so Dublab organized with several other nonprofits to band together and lobby for the license. Most FM licenses in the United States are owned by commercial stations.

It was an extensive application process and strategically, it was helpful to have more people involved. Even principally, it was an opportunity to support other organizations in getting access to these licenses. It’s still a lengthy process to maintain, such as the frequency power and antennas. All the restrictions of FM, such as avoiding profanity, is why dublab.com’s programming hasn’t been broadcasted on FM. We felt that would inhibit our product online, so programming on Look Out FM – our FM station – is completely different. It’s much more experimental and talk based than dublab.com due to the parameters of our license.”

Find a platform that works for you

Streaming and uploading radio shows online can be a minefield. Most platforms do not have the copyright agreements in place to allow long-form DJ and radio content to exist without risking DMCA takedowns, muting or strikes against your account – putting your hard work of building a station under threat. Mixcloud is different. With us, it’s easy.

Mixcloud is the only legal and licensed music streaming service purpose-built for radio stations and DJs. You can live-stream video, upload audio and monetise DJ mixes and radio shows without fear of copyright takedowns. We detect the underlying artists played in your shows, and pay royalties on your behalf to the rights holders, giving you and your hosts creative freedom.

Mixcloud is the leading platform for archiving radio shows. We offer unlimited space for stations to store their content. That way, you can cater to your release schedule and run it as normal. Our unique licensing means you can rest assured that your radio shows can stay long term without takedowns on a platform that supports a healthy music ecosystem. We’ve built features like Host Tagging, specifically designed to save radio stations time organizing their shows while getting their shows discovered.   

Many radio stations use Mixcloud Live for their radio feed. They run audio-only or video streams and make use of our chat functionality to connect with their listeners. Prioritize a platform that aids discovery and allows your visual identity to be prominent. Mixcloud Live can open up new possibilities for your station and allow you to easily pivot to video live streaming if you choose to. Run Dem Radio is a shining example.

Using Mixcloud enables you to connect with millions of music lovers worldwide. Listeners on our platform engage deeply, with an average listening length of around 25 minutes per session. Share your radio shows safely with music lovers around the world on a streaming platform that puts creators first. Learn more about our full Mixcloud Pro toolkit here.

Recruit and train hosts

Bring together hosts and DJs that align with your mission for the station. Train them to become excellent presenters.

Work out a schedule for them to go live or broadcast their shows. You don’t need to be a 7 day a week, 24 hour station. Many stations start off with limited live programming – maybe only a couple of afternoons a week. You can always grow from there. The important thing is to focus on high quality shows and a regular schedule that listeners can come back to. Your station doesn’t need an extensive roster of hosts. A trustworthy few can elevate your station and relieve the workload as a radio producer. Melomaniacs are a great example of a DJ collective programming regular takeovers on radio stations. By collaborating with your hosts to bring their ideas to life, you can work with them to curate a great live schedule.

Support your hosts to become the best they can be. Make sure to give them good feedback and share any pointers if they’re new to presenting. In the words of Foundation FM co-founder Frankie Wells: “The key to being a good radio producer is shaping their ideas into what works best for radio.” In her discussion with presenter Matty Chiabi, she talks about the benefits of thinking about a one or two hour show as a series of 15 or 30 minute chunks to help give the show structure.

Foster a supportive relationship, where hosts feel open to collaborate with you. “There’s no formal process as a lot of the DJs are coming with different levels of experience,” says Rachel Day. “I’m quite involved in regular contact with all of our resident DJs and make a strong effort to drive home the idea that any question they have, just ask and we’ll go from there.”

You could also take your programming to the next level by bringing a radio producer into the fold. Producers tend to help with things such as developing, recording and editing content with hosts, booking interviewees for shows and other background tasks. You could delegate much of the day-to-day running of the station to them. They don’t necessarily have to be experienced – they could be trained also. But it can serve as a great opportunity for people who want to work in radio but not present a show. 

Broadcast live

Create your own schedule for broadcasting and stick to it. Keep it consistent for your listeners and hosts. Make sure all of your equipment is ready for broadcast. But remember – the beauty of a live broadcast is that it isn’t always perfect. Running a radio station is not just a technical or admin role, it’s also a social one. Think about how you can create the best environment for your hosts to create great live shows. The less they have to worry about, the more they can focus on the music. 

“As a radio producer, if you’re freaking out, the presenter who is about to do a live link will also be stressed out,” Wells says. “You need to be there – cool, calm, collected. Know that this is your studio and everything that could go wrong probably will go wrong and you just need to be prepared.”

Have pre-recorded shows or a back up stream at the ready if anything goes wrong. If someone doesn’t show up for their slot, you can always play a great show from the archives. Keep your communication with your listeners clear – and embrace the imperfection. After all, it’s more fun for your listeners when they know it’s fully live.

Upload shows

Now that you’re set up, the next thing to do is start recording. Building an audio archive is an important part of the radio process.

Use Host Tagging to maximize visibility on your shows. Every time you tag your hosts on a show, a notification is sent to their followers and yours. Host Tagging helps you reach a larger number of fans with each of your Mixcloud uploads. This allows you to grow your following in the process. Tagged shows automatically appear on hosts’ profiles as if they also uploaded the show themselves. In addition, if you’re technically experienced, you can use our API to speed up your uploads.

Work with your hosts to promote your catalog of audio shows. Ask them to provide you with five genres to add to the shows so they can hit the Mixcloud charts. Use our share to stories to get the word out about your content. Take photos and videos of your hosts in the studio to use as show artwork or for social media posts.

Create a website

Using Host Tagging, playlists and Posts, you can use Mixcloud as your radio website. Build a base for everything to do with your station. It can be for fans to turn to for news, updates and your live schedule. 

If you want to host a website separate to Mixcloud, you can use our embeds to allow listeners to access previous Mixcloud shows on your site.

Cross-promote all of the shows

Empower your hosts to promote other shows on the station. Give them reads to shout out other shows or station updates. Update those reads when there are special announcements or up-to-date news to share about the station.

As Dublab’s Rachel Day puts it, “There’s kind of a culture of promotion here already, without needing to formalize it. That’s why having in-person shows is really positive. You get to know the person whose shows are before or after yours. You know who they are and what they play. So when you’re signing off on your show, you’re more inclined to say, ‘stick around for the next two hours, so and so is coming on, and they’re playing all these kinds of jams.’ Relationships build and you’re more inclined to shout about them.”

Not only does this help hosts get more engagement from listeners, and turn fans of a single DJ into fans of the station as a whole, it also builds community between your hosts.

Promote your station

Use social media to promote yourself. Ask your hosts to do the same as well as guests who appear on the station. Make sure you have your hosts’ social media handles so you can tag them or post collaboratively on Instagram and other platforms. Encourage your DJs to become official hosts on Mixcloud so that you can both direct traffic to your shows.

On Mixcloud, Posts can help you keep your fans informed on what’s going on. You can promote your mixes, live streams and broadcast schedule. All while growing your relationship with your fans in fun and interesting ways. What’s more, every time you publish a Post on Mixcloud, an email is sent out to your followers so they’ll never miss an update.

Marketing such as posters, stickers, social ads, live events or merch can also get your station in front of new fans. It could also spark collaborations with local venues, festivals or events and programming exchanges with other stations.

Talk to your audience

You can use social media to engage with your audience. Make them feel like they are part of your journey. Talk to them when you have something new to release, ask them what they want to hear from you. Get feedback from them, see what they like and what they don’t like. 

Voices Radio interacts with their community during streams using the chat on Mixcloud Live, thus building a loyal engaged audience. Stations like NTS have their own live chat system using platforms like Chatango and Discord. Other stations like Release Radio have a studio phone number you can WhatsApp, call or text. Empower your hosts to make the most of these channels and communicate directly with listeners.

Interacting with your audience can turn listeners into fans, and turn a good radio show into a great one. As you shout out your listeners and they interact with each other as well as your hosts, a community can form around your station. This can turn your hard work into momentum that will keep the station going for the long term

Hard work pays off

If you invest the time and put in hard work and imagination, building a radio station can be a highly rewarding and creatively fruitful experience. Music connects people, and radio brings those people together. With radio, you can take your passion for music and the creativity of your community and turn into something bigger than yourself. Something that can make an impact and last the test of time.