Listen:  Pearl Jam World Premiere!

And then there was the "Hole Incident"...

Which also resulted in a cease and desist:

Always backing up our claim to playing the new music first...at least until we're ordered to stop.  By then, we had the buzz, the band had the pre-publicity and we kissed and made up.

We kept them busy and our listeners glued to the radio.

When you claim to play the new music first, you must constantly prove it by providing world premieres and exclusives.  This can be done by working with the record companies, managers, the bands themselves or by other means...but when you get it, pre-tease it, pound it until they tell you to stop and then post-sell it to reinforce your determination.