Expanding ways to engage your audience and community—and strengthening how we talk about our stations—is more important than ever in the current climate. One powerful way to do this is to highlight community radio’s role in advancing access to the arts and driving local creative economies.
- Americans overwhelmingly value the arts. According to Americans Speak Out About the Arts in 2023, a national public opinion study by Americans for the Arts and Ipsos Public Affairs:
- 81% say the arts provide “a positive experience in a troubled world.”
- 72% believe the arts “unify our communities regardless of age, race, or ethnicity.”
- 73% agree the arts help them better understand other cultures.
- And yet, only 50% believe everyone in their community has equal access to the arts.
This disconnect between appreciation and access underscores the critical role of community radio.
Community Radio: Cultural Lifelines and Economic Catalysts
Community radio stations are not just media outlets—they are cultural lifelines and economic catalysts. NFCB member stations broadcast music, storytelling, and cultural content that connects people to heritage, uplifts diverse voices, and builds community identity. Many host live concerts, promote local art shows and performances, and serve as platforms for interviews, oral histories, and artist features—often in places with no other public access to the arts.
Community radio also brings the arts to unexpected places, echoing another key finding from the report: 70% of Americans enjoy cultural events in non-traditional settings—parks, libraries, airports, even shopping malls. Local stations activate these spaces by airing or producing live performances, sponsoring community concerts, or hosting cultural pop-ups.
And the public support is there:
- 91% believe the arts are part of a well-rounded K-12 education.
- 60–64% approve of arts funding from local, state, and federal government, as well as the NEA.
- 53% of Americans are more likely to vote for candidates who support increasing arts funding.
- 47% of Americans personally engage in artistic activities—from singing and painting to podcasting and poetry.
Community radio strengthens and democratizes this creative participation. It gives people a microphone, a stage, and a way to be seen and heard in their own community.
Engagement and Advocacy Steps
Positioning Community Radio as a Local Arts Economy Driver
Through intentional partnerships, programming, and public engagement, stations can super-serve audiences and further establish themselves as essential cultural infrastructure. NFCB encourages member stations to consider the following actions, recognizing that many of you do these already!
1. Champion Local Artists and Cultural Producers
- Provide regular airplay and feature segments for local musicians, writers, dancers, and visual artists.
- Record and distribute artist interviews, live sessions, and cultural storytelling that builds community pride and identity.
2. Partner with Arts and Cultural Institutions
- Collaborate with galleries, theaters, museums, and festivals to co-create content, cross-promote events, and share audiences.
- Serve as a media partner for local cultural happenings, amplifying their reach and significance.
3. Activate Public Spaces with Culture
- Host outdoor music series, artist talks, and live broadcasts in parks, libraries, and business districts to generate local foot traffic and vibrancy.
- Position the station as a cultural convener that draws residents together and supports local economies.
4. Frame the Station as an Arts Anchor Institution
- Develop branding and messaging that explicitly positions the station as a cultural hub and creative platform.
- Engage local artists in leadership, programming, and decision-making roles at the station.
5. Track and Communicate Cultural Impact
- Measure artist engagement, community event attendance, and economic impact through simple data collection tools.
- Tell compelling stories that illustrate how music and arts programming changes lives and sustains local creativity.
6. Engage Local Economic and Cultural Planners
- Build relationships with economic development agencies, small business associations, and tourism boards.
- Advocate for community radio to be recognized as a stakeholder in local and regional arts, culture, and economic strategies.
Conclusion: A Call to Action for Stations
The Americans for the Arts study confirms what community broadcasters have long known: the arts inspire, unite, educate, and heal—but access is not equal. Community radio bridges that gap. It reaches into rural and underserved areas, supports emerging and working-class artists, and brings cultural experiences to people where they are.
By deepening your station’s arts partnerships, tracking cultural impact, and claiming your role as a creative anchor, you help build stronger, more inclusive communities—on air and in real life.
