"To do that it needs support from the public and publicity. That's our role. The Sound will let people know what's on and what's happening and promote live music Wairarapa wide."
Rogers said he had been seeking inroads in to radio and the association with The Sound was more than welcome.
"I've been looking at doing something with radio for a while because for me radio is the big one music wise. We surveyed people on the Up with People mailing list about who they were listening to, and the bulk of them said The Sound.
"It's a very good station. We partnered with them for the last Stonehenge concert and they had an incredible reaction to that. So we decided to carry on," he said.
The next date on the UWP calendar is the Labour weekend Huia Festival the company was hosting in Masterton on Saturday alongside King Street Live that will feature The Black Seeds, The Wellington International Ukulele Orchestra, King Street Live co-owner Warren Maxwell and his band King OriOri and the Masterons, Adam Page and DJ Sambora from Shapeshifter.
Also included in the stellar line-up will be return performances for Kiwi rockers The Datsuns and award-winning singer songwriter Delaney Davidson at King Street Live, which also will host the Wairarapa debut of vaunted Australian bluesman C.W. Stoneking, The New Zealand Guitar Quartet at Aratoi, The Halloween Ball and UWP Christmas Party at King Street Live, Pink Floyd tribute band Eclipse at Black Barn Vinyards in Havelock North, and the Led Zeppelin tribute band Whole Lotta Led at Stonehenge near Carterton.
Mr Rogers said The Datsuns and C.W. Stoneking were including Masterton on their upcoming tour itineraries and the inclusion was a boon and privilege for the region.
"Like the Datsuns, C.W. is coming to New Zealand and playing cities like Auckland, Wellington, Christchurch and they're playing Masterton as well.
"I think it's the audiences here and the King Street Live venue. As soon as King Street Live opened up, it was an amazing venue designed by musicians for musicians and Wairarapa audiences supported it.
"It brought all those factors together to become a top notch music venue and is bringing back bands like The Datsuns.
"The audience reactions are giving the musicians a crazy time. They love it, we love it, and for us to get one of New Zealand's major rock bands to come back again, and other acts to choose to play here specifically, that's great. Long may it continue," he said.
Upcoming Up With People gigs include:
October 25 Huia Festival - Masterton
October 31 The Halloween Ball - King Street Live
November 1 New Zealand Guitar Quartet - Aratoi
November 6 C.W. Stoneking - King Street Live
November 26 Delaney Davidson - King Street Live
December 12 Up With People's Christmas Party with
Shenanigans - King Street Live
December 21 The Datsuns - King Street Live
January 31 Eclipse at Black Barn Vinyards - Havelock North
February 14 Whole Lotta Led - Stonehenge