About

This is rider: A UK radio promotions agency set up by Claire Paxton-Rider. 

Having fought the urge to name the new agency “CPR; life-saving promotions”, Claire has been promoting music and talent for over 16 years, and prides herself with being the least pretentious plugger in the industry. Throughout that time she’s promoted some whopping great names but her heart will always belong to breaking new artists. Newcomers, heritage names or somewhere in-between; you name it, she’s promoted it.

Here at Rider, if we love the music and can hear the potential to find it a good home on the radio, whoever the artist, whatever the genre, we’re going all out.   

As the media landscape in 2026 continues to evolve rapidly, we are eternally thankful that radio is still a valuable way of reaching audiences because we bloomin’ love radio. We just have to be fastidious about our strategies these days which, luckily, is something that we’re pretty good at.

We work closely with artists, labels & managers to help develop fun and vibrant campaigns from the ground up to secure airplay and still, nearly two decades later, there is truly no other feeling quite like hearing one of your artists on the radio.

So, that pretty much sums up Rider. Just plugging songs to the radio, one meme at a time. 

For more inane ramblings, please do hop on over to our fancy new Instagram account.