Airplay is very competitive. There are two ways to get airplay. One is through money and the other is through buzz. Either you pay a hired radio promoter a bunch of loot, or get buzz. Buzz can be obtained on college radio and other indie radio outlets like mixshows and late night specialties enough to generate public awareness. Buzz can also be made announcing your release date or distribution or gigs. There is one third way. Luck.

Radio promoters make a ton of money. Major regional promoters cost a lot and somehow use your money to influence radio stations to play your songs. Independent radio promoters cost slightly less and can pitch it to college and other indie outlets. Getting in contact with these people are hard and may require an updated list of numbers due to their shadiness. They do not like working with newbies. Finally, after giving these people 20,000-200,000 they may just take your money and do nothing.

Payola is illegal. It is taking something in order to play songs. Most radio people have a limited salary, but some at the top have very nice cars and houses even beyond their means. Radio promoters use secret words through cellphones offering money, tickets, cars, houses and fixing radio budgets in order for a slot of airtime.