Irish Radio Airplay: Major Labels & Irish Gatekeepers in Radio Hold Monopoly, Indies & Women Marginalised

Irish radio stations have a glaring disparity in artist representation. The 2024 “Why Not Her?” Gender Disparity Data Report highlights a troubling reality: airwaves are dominated by major labels, leaving independent and diverse artists struggling for recognition. This systemic bias results in a narrow selection of predominantly white, male, and major-label-backed artists receiving the majority of airplay, stifling diversity in music.

The data is alarming. Only 2% of the Top 100 songs played on Irish radio from January to June 2024 are by Irish female artists. This figure is shockingly low, given the immense talent among Irish women in the music industry. Despite their achievements, including sold-out tours and international media appearances, female artists remain significantly underrepresented on Irish radio playlists.

It’s time to address Irish radio’s representation problem. We need to ask: why is this happening? A brilliant feature by District Magazine dives deep into this question. You can read that here.

The 2024 Irish radio data report deep dives into gender and racial disparity across Irish Radio. Conducted by the Why Not Her? Collective.

One of the few bright spots in Irish broadcasting is RTÉ Pulse, standing out as one of the most diverse radio stations in Ireland. It features 11 songs by artists of colour in its Top 20 most-played list over the past year, showcasing a commitment to inclusivity that is sorely lacking elsewhere. This contrasts sharply with other stations, where white male artists overwhelmingly dominate the airwaves.

The major labels’ stranglehold on the airplay market is evident. Universal Music Group, Sony Music Entertainment, and Warner Music Group collectively account for a disproportionate number of the most-played songs. For instance, Universal Music Group alone represents 20.5% of the Top 100 songs, with Warner Records and Atlantic Records following closely behind. In contrast, independent labels make up a mere 7.3%, highlighting the uphill battle indie artists face in gaining substantial radio play.

The new Data Report on Irish Radio underscores the continued silencing of women’s voices on Irish radio for the fifth consecutive year. Notable points from this year’s report include:

Gender and Race on Ireland’s Top Radio Stations (2023–2024):
- Gender Disparity: Only 2% of the Top 100 songs on Irish radio were by Irish female artists (Jazzy and Dolores O’Riordan of The Cranberries). Jazzy is the only living female Irish artist featured.
- Diverse Playlists: RTÉ Pulse featured the most diverse playlist with 11 songs by artists of colour.
- Top Female Artist: Jazzy had the highest number of songs in the Top 20, appearing multiple times across different stations.

Leading Stations for Gender Representation (25%+ female artists in Top 20 playlists):
- RTÉ Radio 1: 50% female
- RTÉ 2XM: 45% female
- RTÉ Junior: 40% female
- RTÉ 2FM: 35% female
- RTÉ Pulse: 35% female
- Cork’s Red FM: 35% female
- Spin South West: 30% female
- Others: Midwest Radio, RTÉ Gold, WLRFM, Northern Sound, Highland Radio, Shannonside all 25% female

Stations Falling Behind (below 25%):
- Today FM, FM 104, Spin 103.8, 98 FM, Ocean FM, Galway Bay, LMFM, Radio Kerry, Beat 102–103, Radio Nova, Limerick’s Live 95FM, 4FM, Tipp FM, South East Radio, C103, iRadio, Q102, C96, Midlands Radio, KFM, KCLRFM, East Coast FM, Clare FM, Spirit FM

Label Trends:
- Dominance: Universal Music Group dominates Irish radio playlists!
- Independent Artists: Only three independent Irish artists made it to the Top 100 songs on Irish radio so far in 2024.
- Genre Influence: Dance music collaborations, led by artists like Jazzy and Belters Only, are highly popular.
- High Rotation: Artists under major labels, especially Universal, enjoy higher rotation rates on Irish radio.

Most Played Irish Artists (2024):
- Top Song: “DNA (Loving You)” by Billy Gillies feat. Hannah Boleyn.
- Frequent Artists: Dermot Kennedy, Moncrieff, Jazzy, and Cian Ducrot dominate playlists.

Interesting Trends Over the Last 5 Years:
- Gender Disparity: White Male artists dominate airplay.
- Top Artists: Consistent presence of Dermot Kennedy, Niall Horan, and The Academic.
- Challenges for Independent Artists: Significant struggle for airplay.
- Efforts for Diversity & Equality: Limited progress, with major labels dominating.
- Historical Representation: Improved representation of artists of colour.
- Genre Trends: Popularity of gender-collaborative and dance music.

Phil Lynott, Irish musician and songwriter and lead singer of Thin Lizzy was the only consistent black male Irish artist featured in the reports played on Irish radio over the last 27 years.

To transform the industry into a more inclusive and equitable space, we must push for more diverse airplay and support a wider range of talent. But do labels want to change? They should not just follow trends but create them by investing in women and minority artists.

Qbanna is the first latin Irish artist to feature in the reports on Irish radio, showing that despite the slow call to change, diversity is on the rise.

Despite the clear evidence of talent and success among female artists and artists of colour, they remain marginalised in airplay. Independent Irish artists also face immense challenges in gaining airplay. Record labels must step up and take the same risks on women artists as they do men. Labels have a profound influence on who gets heard, and it’s crucial for them to sign and promote more diverse artists. The paradox is evident: these artists struggle to get the necessary airtime to succeed.

RTÉ Radio 1 is a notable exception, maintaining a 50% or more female representation on its playlists for the fifth consecutive year. This commendable achievement sets a benchmark for other stations to follow. It demonstrates that gender equality in music airplay is not only possible but also beneficial for the diversity and richness of the music that listeners are exposed to.

Martina McGlynn of RTÉ Radio 1 remarked, “We strive for quality throughout our music schedules on RTÉ Radio 1. There is so much wonderful Irish music out there right now. Nevertheless, we are acutely aware of and remain very mindful of gender balance and diverse representation across the music that we schedule. Ultimately, all of our presenters play a pivotal role in bringing a wide range of music to our listeners chosen for its distinct quality, and I’m delighted to see that quality represented equally in both female and male artists. Going forward, we will continue to strive towards equal representation across our music schedules.”

The anomaly Jazzy, is the only female Irish artist to get the same amount of airtime as her male peers in the history of the reports.

The overall picture remains bleak. Stations like Today FM, FM 104, and Spin 103.8 feature female artists in only 20% of their playlists, while others like East Coast FM and Clare FM have an abysmal 5% female representation. This disparity highlights the need for a concerted effort to address gender bias in the music industry, particularly in radio airplay.

The call for action is clear. Irish radio stations must adopt a more inclusive and equitable approach to their playlists. This includes actively seeking out and promoting female artists and artists of colour, as well as giving independent artists a fair chance to be heard. The biases that favour major labels and white male artists need to be challenged and dismantled.

Furthermore, the music industry as a whole must support these changes. Record labels, management companies, and PR firms must work together to ensure that all artists have equal opportunities to succeed. I cannot be the only music publicist unafraid to call out this glaringly obvious exclusion and bias of female and diverse artists. I call upon my peers in the industry to stand up and call it out. Be on the right side of this! Your silence speaks volumes. By embracing diversity, the industry can enrich the cultural landscape and provide listeners with a more varied and representative selection of music, as evident in our thriving live music scene.

In conclusion, the 2024 “Why Not Her?” report paints a grim picture of the current state of Irish radio, highlighting significant gender and racial disparities, with major labels holding a near-monopoly on airplay. However, the successes of stations like RTÉ Pulse and RTÉ Radio 1 show that change is possible. It is time for all stakeholders in the music industry to step up and commit to creating a more inclusive and equitable environment for all artists.

Only then can we ensure that the rich tapestry of Irish music is fully represented and celebrated on our airwaves.

To explore more about this issue, visit www.whynother.eu for the full report on Gender and Racial Disparity on Irish radio.

I have also put together a playlist highlighting some incredible diverse artists from Ireland that you might never have heard on mainstream daytime radio playlists in Ireland HERE.