Michael Matthews of Digital Radio Tracker Discusses the Rise of the Emerging Radio Airplay Monitoring Platform

Digital Radio Tracker (DRT) has recently emerged as one of the main sources for artists to track their radio airplay as the world turns to streaming platforms more and more. Monitoring more than five-thousand radio stations globally, the reports provided to DRT subscribers are handily one of the top tools in deciphering who’s listening and from where. We got Michael Matthews from DRT to weigh in on a few things and walk us through the company’s journey bringing us up to speed on its impact and usage today and including some forward-looking projections for the state of the industry.

What is Digital Radio Tracker (DRT)?

DigitalRadioTracker.com Inc. is a leading global internet radio monitoring company that tracks radio airplay of songs played on over 5000+ radio stations around the globe. These stations (major to independent) are comprised of an array of FM Terrestrial, Satellite, and College as well as thousands of digital streaming radio stations.

What was the defining moment your team decided that DRT was needed?

A big defining moment was when technology started to invade the music industry. This happened as millions of “smart” devices were entering our homes and the CD player was being replaced with Internet Radio in cars! At that point we knew DRT would be invaluable to the music industry as no one was tracking these stations.

How did you create the DRT platform and what were the challenges?

Coming from a radio promotion background, creating the vision for DRT was simple. I thought about the voids in broadcast monitoring and the information that artists and record labels wanted to see on reports. The real challenge was the technology aspect of DRT. I had the overall concept for DRT but needed the right development team to create the software for tracking and database management. This was our biggest hurdle to cross and it took several years for us to perfect the technology and get everything running smoothly.

How does DRT work?

DigitalRadioTracker.com Inc. has customized a technology that monitors radio airplay detections of songs 24 hours a day, 7 days a week, and 365 days a year. The system’s unique database logs every song that is played on all radio stations that DRT monitors. A timestamp of the date, time, and which version of the song is being played is recorded by DRT’s system. This data is compiled in our database and DRT Reports and Charts are generated.

How has DRT grown since its inception?

DRT has grown tremendously over the last ten years in the music monitoring space. Since its inception, DRT has become one of the industry’s leading airplay reporting and charting sources. DRT is vital to many aspiring artists, musicians, record producers, and music industry professionals who rely on music charts and reports to help advance their marketing initiatives. We have also experienced a huge growth on social media as more artists and labels share their testimonies and experiences with DRT. Information is power and when it is applied correctly it can only lead to success and DRT wants to continue to provide that accurate information to the music industry!

Who uses the DRT platform?

DigitalRadioTracker is used by artists, managers, record labels, radio marketing companies, publishing companies, radio station programmers, DJs, and other music-related companies! It has also been used by college students doing research on songs trending. We have built a music database for everyone to use! DRT is the only music monitoring company in the world that offers a FREE searchable artist/song database. Registered users can log in and search our database of over forty-five million song titles without any obligation to purchase.

What types of reports does DRT provide its subscribers?

DRT offers 5 types of reports: A DRT Report provides information about a song that received airplay on a specific station. It displays the exact time of day/night a song is played and most importantly, the amount of times it’s played. DRT also offers historical eight-week reports which list the history of airplay detections during the previous eight-weeks on all our monitored stations. In addition, DRT provides comprehensive reports which outlines the exact time of day/night a song is played on each of our monitored stations as well as any remix versions. Since the conception of music monitoring, no other company has provided this type of specialty information. Other broadcast monitoring companies usually merge all the information into one report making it impossible to determine which version of the song was played. Broadcast Raw Data Summary Logs and Broadcaster Comprehensive Reports are also available for anyone wanting to know the playlist data for a specific radio station.

Why is DRT able to compete with the likes of Billboard and Nielson?

We like to say, “DRT is competition to no one, but value for everyone!” We are in a space of our own. Nielson BDS/Billboard and Mediabase predominately monitor the top 200 metro market Terrestrial FM stations in the U.S. DRT’s focus is monitoring global digital streaming radio stations. We all monitor some of the same radio stations in the U.S., but DRT also monitors radio stations worldwide. We produce global airplay charts whereas they produce charts based on U.S. data only. DRT prides itself on being added value to the music industry. We consider Nielsen BDS and Mediabase our friends. If an artist/record label really want to understand what their song is doing at radio and have a complete picture of the airplay story, they will want to look at all three reports DRT, BDS and Mediabase.

What is your projection for the digital streaming market for the future?

DigitalRadioTracker believes that the future of digital streaming looks extremely bright. We all miss the physical configuration for music such as CDs and vinyl records, but the reality is the digital world is here to stay. We are positioning DigitalRadioTracker to be an integral part of that world. Our goal is to be the leader in monitoring digital streaming radio globally. Although we love Terrestrial FM radio, the climate is changing and more individuals are turning to the options digital radio brings.

Do you see physical retail ever making a comeback or at least holding a strong presence?

Unfortunately, the landscape has changed and that chapter has come to an end. With everything going on in the world, the traditional brick-and-mortar record store has seen a sharp decline in sales and many have closed their doors. At this stage I really cannot see physical record stores making a comeback because there’s not enough interest from the younger generation to keep retailers alive.

Where do you see the unofficial holiday of National Record Store Day heading?

I believe National Record Store Day will continue to live on no matter what happens with the traditional retail store. However, I think Record Store Day will change to Online Record Store Day where it will be celebrated through streaming outlets like Apple, Amazon, Spotify, Tidal and others. I believe Record Store Day will become a celebration to support the music industry overall and not just supporting your local record store.

Do DJ’s have an impact on DRT, and do you get reports from that walk of the industry?

We have recently seen an increase in DJs utilizing DRT Reports. Many of the DJs at Terrestrial FM radio now have their own digital radio station. These DJs have huge followings and have been able to leverage their brand to create popular online stations. One of the key things we have noticed with DJs is their shows are syndicated on several digital radio stations just like with Terrestrial FM.

In February of 2020 you began the DRT Plaque program, what is the most exciting part of that for you?

The most exciting part about DRT’s plaques has been the reactions from artists and record labels when they receive their plaques. We receive many emails and videos from artists expressing how much they appreciate them. For many of these artists it is their very first accolade, so it brings a sense of affirmation into the music industry to them and we are delighted to be a part of their accomplishment. Our DRT Certified Plaques are some of the highest quality in the music industry. They are made using 100% Italian solid wood frame, superior quality printing on plexiglass and 3D raised inserts. DRT is the only company in the music industry to use Augmented Reality technology in our plaques. This feature allows you to scan your plaque with your phone or tablet and it will play the artist’s music video! It is an awesome conversation piece and we are excited that they can display their success and enjoy a lifetime of memories with their DRT Certified Plaque!

What is the next level for DRT?

As technology continues to expand with devices such as Amazon Echo and Google Home, DRT plans on monitoring more digital streaming stations on these devices. Internet Radio are being installed in millions of cars today and DRT will focus on monitoring more of these streaming stations. DRT’s goal is to be the first broadcast monitoring company to track specialty shows such as DJ mix-shows, ministries, talk shows and more!

For those skeptical about the changes in the industry which DRT signals, what is your reassurance to them?

DigitalRadioTracker.com Inc. understands the importance of keeping pace with modern technology but is also aware that there will always be doubts when it comes to embracing the unknown. Being a leader in the digital radio space, DRT has seen firsthand the growth of this sector and the impact it is making on the music industry. As a service provider, DRT’s mission and passion is to provide accurate digital tracking information to the music industry because of the importance of knowing who, when, where and how often a song is played. Even though the changes in technology can be scary at times, DRT will continue to develop better solutions to assist major and independent artists and the music industry around the world achieve sustainable success.

How does one get listed on the DRT?

DigitalRadioTracker is the only monitoring company in the world that does not require any special encoding or fingerprinting. By using its proprietary software, DRT can track songs from the very first time it is played! Other monitoring sources cannot monitor a song unless someone sends the song to them to be encoded first. This is especially important as spins are often missed on songs. This can affect promotional strategies and royalties on a project. DRT has simplified the process in getting a song tracked. Simply get your song played at least one-time on any of the 5000+ stations that DRT monitors and a DRT file will be created on that song. Register for a FREE DRT Account on our website and login to our web portal to generate a DRT Report at any time on your song. It is that easy!

Are there any important partnerships that make DRT confident about its acceptance within the mainstream industry?

We have formed many strategic partnerships over the years. Most recently, we have partnered with the Recording Academy as we work together to help expand their membership. This has helped create a new level of awareness for DRT amongst the industries inner circle. We have also seen a rise in inquiries of major video streaming outlets wanting to utilize DRT’s data within their platforms. Also, several major recording artists have recognized DRT as a voice within the industry. Many of these artists are reading their DRT Reports and learning more about song analytics, while others are watching the DRT charts to see the ranking of their songs.

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About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.