It’s Hard To Be Humble, But Now Is The Time

Country radio and Country music are both riding a wave right now unlike anything in the past 10 years or longer. Ratings are generally up across the country, streaming counts are increasing for labels with consumption up 20% in the first half of the year alone, and DSPs and concerts are drawing big crowds from small venues to stadiums. It’s the perfect storm as Country has gotten to the point where other genres are looking to see what the secret to success is.

Country music is crossing over more than it has in recent years with the likes of Kane Brown, Morgan Wallen, Luke Combs and now, Jelly Roll. This does not appear to be a passing fad right now. We are all feeling really good about the format and ourselves, but we must stay HUMBLE and not get careless, or else it DOES become a passing fad.

What do I mean by “staying humble?” Glad you asked.

Here are some suggestions for the industry:

• Remember your roots. Country radio and music have always been rooted in tradition and authenticity. Stations should remember this and stay true to the values that made Country radio great in the first place. With a presidential election coming next year, the audience will be inundated with campaign information. Stay away from any politics on the radio and with the music, and just entertain and have some fun.
• Be grateful for the industry’s success and use it to give back to the community. Continue to support charities, volunteer time and personnel, and simply be kind and respectful to the listeners/audience. Show appreciation in various ways to listeners and fans. This is another area where the genre/format has always stood out.
• Continue to innovate. Don’t rest on your laurels. Stations should continue to find new and creative ways to reach listeners. Spotlight emerging artists, keep in step with new technologies (hello, A.I.!), and be topical with everyday content. Entertain, inform and be memorable! Country music must continue to stretch the envelope, and continually welcome a diverse roster of artists and sounds. Don’t ignore any demographic. This genre crosses them all. Don’t forget that.
• Continue to prioritize the needs and preferences of the listeners/fans. Humble success comes from understanding that the audience’s loyalty and support are crucial, and their satisfaction should remain the top priority. Welcome constructive criticism and feedback from listeners, fans and industry peers. Openness to learning and improving shows a commitment to growth and that you are listening to them.
• Continue to cultivate empathy towards the listeners/fans, understanding the challenges they may face in their day-to-day lives. The state of the economy and how they spend their entertainment dollar affects us all in this industry. Reflect this with our on-air talent and the artists and their music. Continue to offer easy accessibility to each platform and work together to get the music out to the audience.
• Instill a culture of humility within your own organization. Encourage team members to appreciate each other’s contributions and avoid unnecessary competition or ego-driven behavior. Working together for a common goal – keeping Country music on top – should be the byproduct of this concept.
• Keep the focus on playing the best Country music from the most talented artists rather than becoming fixated on ratings, streams, sales or personal recognition. They all will come in due time. Country has always come from the heart and not the head. Never deviate from that mindset.

Yes, enjoy this crazy ride for the genre/format, but always look ahead – five years and not 90 days – and plan accordingly. We could be here a while! As Tim McGraw once sang, let’s all stay “Humble and Kind.”

“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