BARCELONA, Spain — Music is the lifeblood of national radio. Whether it’s classical music, rock, jazz, contemporary pop or traditional folk, music defines the identity of many radio stations and offers listeners a space of comfort, culture and connection. Nevertheless, when it comes to international radio, speech is the king. News content is important, but why not strengthen the importance of music? This article highlights three successful practices of public international radio stations that prioritize music, as well as three proposals to increase music’s presence on international public radio.
As David Fernández Quijada pointed out in the May/June edition of RedTech Magazine, international public broadcasters operate at a pivotal moment. Historically, international broadcasters have played a crucial role in shaping national imageries, contributing to the construction of national identities. By representing a country’s interests to both diasporas and international audiences, public service radio serves not only as a political tool but also as a cultural asset. However, music is a missed opportunity for almost all international public service media. This context is especially relevant in Spanish-speaking countries, where a widely popular language dominates the urban music scene, and in the United Kingdom, a hub of musical talent.
Where is the music?
Music plays a crucial role in representing national identity, making it an excellent business card for a country — a subtle way to learn about a territory rather than through hardline reporting. Music can distance radio from the propagandistic perception of news radio, especially when it comes to international radio. Nevertheless, music does not appear to be a priority in international media. A recent example is the BBC’s decision to shut down its audio app, BBC Sounds, outside the U.K.
Data highlights the popularity of music. According to the International Federation of the Phonographic Industry, which represents the interests of the recording industry worldwide, 76% of internet users aged 16–64 listen to the radio mainly for the music, and 63% say that without music, they would not listen to the radio at all. As for European radio listeners, in France, radio remains the leading source for music discovery, cited by 58% of music listeners aged 15 and older, according to research published by the European Broadcasting Union, titled “Music Trends.”
International radio focuses mainly on news and language courses. Only a small proportion of them present music from their country and in their language to other international audiences. This is a lost opportunity to explore cultural influence beyond the news.
Three good practices
There are examples of international public radio stations that feature strong music programming. Here are three.
- Although it does not have a dedicated music station, the French public broadcaster’s international station, Radio France Internationale, offers a music section on its website, RFI Musique, which features the latest news on French-language music, with a special focus on music produced in Africa. Since 1981, it has hosted the “Prix Découvertes RFI,” a French-language music competition that recognizes new musical talent from the African continent. RFI also has two music playlists on Deezer, “Français & Francophones” and “World,” and a Spotify playlist titled “RFI Musique.”
- KBS World — the international broadcasting division of the South Korean broadcast network Korean Broadcasting System — has a station dedicated 100% to Korean music. It also features two music programs: “K-pop Connection” and “Sounds of Korea,” the latter of which is dedicated to traditional music. Moreover, there is the KBS World English YouTube channel, which has a high presence of K-pop.
- Spanish international broadcaster Radio Exterior de España offers three programs that perfectly capture the Spanish music scene: “Tiempo flamenco” (which features flamenco), “Dicho con música” (up-and-coming music from Spain and Latin America), and “Golosinas” (nostalgia and oldie music).
Motivations for a rethink of music
International public radio broadcasters should urgently address the apparent lack of importance placed on music. Culture is a national asset; as such, it is a valuable resource for public service media. Music provides a shared language. Moreover, music is a quintessential form of radio content.
Therefore, it is in the interest of the entire international public service media to address music in a dedicated way. Here are some motivations for international broadcasters to rethink the potential of music in their programming:
- Showcase your country’s cultural heritage. Every country has music as part of its cultural heritage. From traditional music to modern representations. Public broadcasters have a unique opportunity to bring this heritage to the global stage, using music as a tool for cultural diplomacy and mutual understanding.
- Tap into the potential of digital. From podcasts to curated playlists on streaming services and social media campaigns, which are often underestimated, digital offers a relatively inexpensive way to distribute music content internationally.
- Encourage content sharing between public service media. Public broadcasters with classical music stations often lead in this area by contributing high-quality recordings to the EBU’s Euroradio network, which is the public service media union. One proposal would be to create a program or platform featuring archived music from other countries or to establish partnerships with neighboring countries.
Which of the above could work for you?
The author is a lecturer and researcher in Communication Studies at the Open University of Catalonia (UOC).
This story originally appeared in the September/October 2025 edition of RedTech Magazine.
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