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Now What's Next?
November 15, 2019
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There was more buzz, talk and "who will win" drama over this CMA Awards show than any in recent memory.
The first group of national ratings show a double-digit viewer increase: 12% up, or over a million more viewers than the lower wattage 2018 event.
What was the difference? The counterprogramming on the other channels was first run and strong. But this award show had curiosity and buzz because of the celebration of Country women. It was must see TV!
There was also the host change, the Entertainer of the Year (EOY) nominees, and the simple wonder of what the show would be like. Would it be a train wreck or something better? It was what the new programming boss at ABC wanted -- an event. Yes, must see TV.
Then add the additional publicity machine that pushed the Carrie Underwood EOY entry as the lone woman standing up to the men. Would the CMA voters "do the right thing" and right recent wrongs? You felt that drama as the show moved toward the finale. It didn't have a drum roll, but you almost heard one as the card was read: "And the winner is ... Garth Brooks."
It could have been any of those nominees' names and there would be no shock. All are worthy. But Garth Brooks is a seven-time Entertainer of the Year winner. Tonight, he warms up for a 100,000 fans in Knoxville. He is a one-of-a-kind, the Pied Piper of Country music, and maybe popular music in general.
Rolling Stone magazine was first out of the gate the morning after the show with this headline: "The 2019 CMA Awards' Attempt to Honor Women Goes Sideways," with the subhead, "Country music awards dedicate the night to 'celebrating legendary women,' but by show's end they were all but forgotten."
Really? The reaction and in between the lines tone came from writers who bought into the concept that change in voting should and will come with this year's CMA election. It's time to vote the right way.
Change takes time, and patience in society is lacking to the max these days. Showcasing the women of Country was a good thing, maybe even a great thing. It was a nice break from just hearing the flavor of the moment play their next smash. At times awkward, but still great.
I'm left with these questions: If this was the night to showcase the great women of Country and so many were in attendance, why were so many others missing in action? Past EOY winners Shania Twain, the Dixie Chicks, Taylor Swift, Barbara Mandrell, as well as ward winners Faith Hill and Patty Loveless for starters. All superstars.
And on the male side of the page, where were stars like George Strait, Alan Jackson, Alabama, Vince Gill, Tim McGraw, Kenny Chesney and Luke Bryan? At the Oscars, if you are not nominated you generally don't go. The CMAs are not the Oscars. Why is there not a push for 100% star power to make the CMAs an event no fan could ever afford to miss? You have a whole arena for seating.
A few of the presenters looked they were demands from ABC, without naming names. What did they add? Nothing. How much influence does ABC have on "Country Music's Biggest Night?"
ABC does a great job generating press. It's Disney after all, and they know what they are doing.
Did anyone else notice the crazy swings in the audio mix? The hosts' mics were way, way hot, then you had to push louder to hear the music start. The audio mix was good on Garth and P!nk and many of the others, but not so hot on Brooks & Dunn and Miranda Lambert.
These shows are never perfect, and that's fine, but the good ratings should be no indication that "Year of the Woman Part 2" would have the same results. Make every year an event.
So what's next with the hosts? The theme? Will Luke Combs graduate to EOY nominee? I would bet yes.
Radio has to be open to a more balanced gender mix. If you don't like the songs women are singing, say that. But rejecting some of these great singers because they have a female voice is just stupid.
The CMAs feature some of the greatest memories in the history of Country music, too many to list. The Ken Burns documentary ratings show people love the past. The past and the future should always be together on this three-hour infomercial for Country music. Marty Stuart, The Oak Ridge Boys, John Carter Cash, even Ken Burns -- the stars of that documentary -- should have been acknowledged.
Finally, thanks so much for a no politics, political humor escape evening, and thanks to so many of the stars with their heartfelt acceptance speeches, Maren Morris especially. Kasey Musgraves and Luke Combs are great stars who will get greater.
On now to Knoxville!
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