This is what you do. Once you get established with your station and get up and running you will need to get in contact with label reps. Almost every major city has a field office for all the major labels. Sony,Universal,Virgin,RSMG,WEA etc,etc.Get with other DJs who are established and being serviced and they can point you in the right direction and maybe even put in a good word for you. If you are not in a major city or market then get in contact with the nearest major city or market. For example,I'm not in a major hip hop market or city but I'm only 3 hours from the Dallas/Ft Worth area so I'm in constant contact with the field offices/label reps in that area. They are the ones who service me. I also have alot of dj buddies there as well who keep my name in their ears and make sure I'm taken care of. You basically got to hustle for yourself though. I love getting the free stuff myself but I'm also a member in a record pool and online mp3 pool. I also buy alot of records and cd's as well. Talk to your PD or MD as well. They can help you out also by doing some of the leg work for you. They are, after all in charge of what music is being played and making sure the music is coming in to the station. Being that you are doing college radio you should be able to get the hook up with labels like Def Jux,ABB,Rawkus,Up Above and other independents. It's also a HUGE plus if your station has a BDS signal. That's Broadcast Data System. See, alot of labels want feedback on the material they send you. They want to know how many times it's being played,what times it is being played and if it's even being played at all. With BDS, labels can track the station and see what is going on without having to rely on DJ's filling out feedback sheets and sending them back to the reps. My station went BDS 4 years ago and my amount of vinyl and cd's per month practically doubled. I still have stacks of new shyt from last month I haven't gotten to yet. But I also hustle my ass off making sure I charm these reps(especially the ladies!)and keeping my name in their ears. It's all about persistence man. You're gonna have to be thick skinned and quick witted in some occasions as well cause some of these reps think they are GOD and can talk to you any way they feel. Just remain cordial and try and build relationships with them. Alot of these reps will hook you up because in the end they NEED us. WE don't need THEM! And they know it too. Hope this helps you out man. Good luck.