Made To Feel Guilty?

The three-ring circus known as Country Radio Seminar is underway with more new faces and music than any sane human could digest.

One thing that seemed to make a point that should be considered is the research on streaming numbers versus the airplay numbers. It’s like the Billboard and Mediabase charts: they are a tool, not the Bible.

With almost 50 years in TV and radio programming and performance, I’ve come away with a few things. Letting research dominate your thinking is a bad thing. You are destined to be a follower and not a leader. Research lags and rarely leads.

Think of all the great music, and ideas in general, that would have researched poorly. People had no idea they needed an Elvis, a Beatle of even a Bieber. Living on the point of the spear is where you find the next viral video. Try to create one. It’s impossible.

Then there’s the gender quota system being pushed by people who do not live and die with ratings, or simply feel like they are above ratings. Playing 50% simply because of gender is very sweet, but is that practical? Is it programming for a broadcaster? The research should be a guide along with a number of other factors, including gut!

I just downloaded a lot of classic Pop music: Dusty Springfield, Brenda Lee, and Olivia Newton-John among others. How did those female careers happen? Because their music was great and touched a chord. Short memories: where was Country music in the late ’80s and ’90s when the ladies were everywhere and fantastic? Reba, The Dixie Chicks, Trisha Yearwood, Faith Hill, Martina McBride, Pam Tillis, and on and on. Is it all about radio blocking women? It can’t be just that.

Who goes to the concerts? What’s the research on who goes to a Taylor Swift, Kelsea Ballerini, or Miranda Lambert show? Is it 50/50? We need the full story. What is the audience makeup of them all? That should be a tool too.

Has a man’s record collection ever been 50/50? Or a woman’s collection? I don’t know. I don’t think so, but that is purely a guess. Streaming is a huge factor in life today. Is streaming a 50/50 choice for people?

Research never predicted the success of “Wheel of Fortune,” “Oprah,” or just about anything that was new. Play the best music, no matter where it comes from. And dare say if we accept the charge that radio might have a gender bias, then is it also discriminating by age, too? I think that is a huge yes.

I don’t hear anyone standing up for that side of the bias issue. Older artists sell the big concerts out, but radio doesn’t play their music, old or otherwise. Let’s dare discuss that subject.

Broadcast radio is not satellite radio with unlimited, narrow channels. Broadcasting has to be everything to everybody in the target audience. Just saying. Play more Carly Pearce songs, and others who are equally great. Just play the best music.

I repeat, stop judging music by gender or age, or even label. Just play the best music, if that is possible in these days of AI and research-driven think. It’s a great opportunity for live, local and risk takers.