How Do The Country Artists Really Feel About Country Radio?

Country radio has been maligned heavily for the past 18 months or so for its lack of adventure and its nationwide homogenization, particularly with music. Playlists are safe, and some, not all, represent a large group of stations. Country artists who are fairly established these days have a better shot at getting airplay on Country radio than the new artists.

How does the average Country artist feel about this? Are they jumping off the radio bandwagon and boarding the DSP train? Are they relying less on Country radio?

A good part of what I do now involves artists. I book and coach the major Country acts for “Shawn Parr’s Backstage Country” daily syndicated show and, for the past several years, I have worked with several major labels teaching new artists about radio just prior to their inaugural radio tours. In addition, I work with some very young artists looking for managers and/or labels, so I’ve really gotten to know what’s on the minds of these Country singers/musicians.

One of the things that STILL excites them is hearing themselves on Country radio. The established artists all have that “first time on the radio” story, and the “newbies” are chomping at the bit to be recognized and played by Country radio.

You never hear them (or see them post on social media) about being played on Spotify or Apple Music, etc. – no offense, by the way. Their goal is to get charted and get on the radio. No matter what is reported about the standing of Country radio around music discovery, it’s the ultimate for every artist, even established ones. Several of the “biggies” have told me they STILL get a big charge out of hearing one of their songs on Country radio.

What does this tell us? Just to be clear, I’m not going to recommend playing more new artists or more new music. That is your wheelhouse, not mine. What I do want you to know is that we are not as “broken” as we are being led to believe, especially from the artists whose music we play.

It is true that that the artists show love to the DSPs because they are a big part of the overall music discovery process. Sure, we do play it somewhat safe on the radio side and, sure, there are less decision makers, but Country radio is STILL at the top of every Country artist’s list for getting their song heard. Artists still know the power of Country radio.

A Country Radio Seminar 2023 panelist said it so eloquently when he mentioned the fact that Spotify, for example, is made for the individual whereas, when a song plays on Country radio, it is heard by thousands and maybe more at one time … and the artists know this.

Embrace this every day on your station. Have artists record how they felt when they heard themselves on the radio for the first time, and create an image promo out of it. Capture the emotion of that moment for the artist. Maybe you can take and indirect shot at the DSPs to enhance the emotional connection the artists have with you. Have an artist record how Country radio influenced their decision to follow their musical dream and you’ve got another image promo.

All of this is Country radio’s distinct music and marketing advantage over the DSPs. You should be selling it every day. Artists have told me that NOTHING replaces that feeling of hearing themselves on the radio. You should see the look in their eyes when they say this. Hopefully, you have or someday you will. It’s that emotional connection we keep talking about … with listeners AND with artists. Let’s see the DSPs top that!

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com