It’s Country Radio’s Time To Shine

For quite some time now, we’ve all been hearing about the imminent demise of radio as we know it. Even I have written some articles taking radio to task for not moving fast enough in some areas. We’ve talked about the lack of talent development, the one-size-fits-all programming model and the inability to take reasonable risks with our music. But, it’s time now for radio -- Country radio especially -- to take some big steps forward by doing something we have always done well!

Today … NOW! … the pandemic, for the most part, is over – technically, and in our own minds. Just look at the travel figures over the recent 4th of July weekend. People are leaving their homes in big numbers (despite gas prices and airline issues) and getting out to as many destinations as possible, including live events, namely concerts!

I remember hearing last fall that Country concerts would open up gradually as we moved into spring and out of the pandemic. Well, actually, the gates have opened wide and we are now in the midst of an unofficial “stampede” of live music.

Everyone is out. I don’t know of any Country artist who is sitting home on weekends, let alone weekdays, not performing in front of a crowd. We’re seeing more shows in stadiums, arenas, amphitheaters, festivals and clubs than I can ever recall. Opening acts for big shows are doing their own headline tours on other days in smaller venues. A veritable plethora of Country artist activity almost every day of the week!

For Country radio, this is OUR wheelhouse – live events and our well-connected relationship with Country artists and listeners at those events. Country radio has a definite advantage over DSPs in this area (which, I think, is one of the reasons why these folks have been hiring radio people). We can connect, personally, with an artist and connect them, personally, with our listeners unlike any other medium. Our programmers and personalities have always been in the business of building relationships. We’ve been doing it for years. If there were ever a time Country radio needs to ramp it up and exploit its biggest strength, it’s now!

If you haven’t done so already, have a set live concert plan – depending on size of course. I do realize that, post-pandemic, most of our staffs are smaller, but this is where we need a whole station to come together. Be there for your listeners and for the artists. Show up and show up big! You can do it no matter the staff size because you know how it’s done.

Neither Pandora nor Spotify have the experience or the personnel to do what Country radio can do, so make your presence felt at each show as you always have … and then some. Be creative on air and on site. Work with your promoters and labels to create some unforgettable experiences for listeners. Create on air excitement for the show with music and sound. Be in the moment! Most of all, make it simple to participate. Listeners have a lot going on and they jump though enough hoops every day.

Country radio has always had a unique bond on a face-to-face level with the Country listener. Get out there and shine … IT’S TIME!

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