Student radio stations in New Zealand have a long history of supporting local alternative music. The broader music media environment has changed alongside the music industry shift from physical sales to streaming platforms. This paper discusses research with New Zealand musicians carried out in 2019, which found that they are engaging with a music industry that requires new sets of skills, particularly for social media promotion. Student radio stations are identified as a key site of support for local musicians, for airplay and connections with audiences. However there is always scope for more active forms of support for local and national profile building and touring.