Let’s Increase The Info Flow

At a recent lunch with a Nashville label exec, we got into a discussion -- as those in our business usually do -- about the state of music as it relates to Country radio. The conversation worked its way into the radio station music selection process, and what labels are hearing from the radio side these days about the complicated analytics process.

As he related the various analytic “rules” he is now hearing, one managed to stand out in the entire conversation. One station/group relayed to him that their main criteria for airplay focused totally on streaming. The rule? A song would not be considered until it reached 1.5 million streams.

Digest that comment for a minute: 1.5 million streams and then a song gets considered! Really? A totally arbitrary number. Here’s a question: Does this station/group know WHERE these streams originated? Unlike terrestrial radio (and not even that anymore), songs can be streamed from any location anywhere in the world, for the most part. So, the answer to the “where” question becomes the real issue here.

If you want a local streaming story, it is very difficult, if you’re in Country radio, to find out. The next question is – can it be done? Can a song stream be broken down to a region, city or specific location? I decided to call on my new friend from the A.I. world, ChatGPT, for an answer, and here is what I got back:

Q. Can a song stream be broken down to a region or city?

A. Yes, song streams can be broken down to a region or city. Music streaming platforms such as Spotify and Apple Music collect data on where their users are located, and can provide insights on the geographical distribution of a song’s streams. This information can be useful for artists and their teams to understand where their music is popular and make informed decisions on touring and marketing efforts. However, it’s important to note that the accuracy of this data may vary and may not reflect the exact location of the listener due to factors such as VPN usage or incorrect location settings on their device.

You’ll notice there is nothing in there about making an “informed decision” on airplay. But, there is mention of that fact that digital service providers (DSPs) collect the data and are capable of getting this information.

Now the next question: Are those same DSPs willing to SHARE that information? They do share some of it with labels, but why not share it with the industry? I do realize there are formulas and algorithms that are proprietary for each company, but what about the basic local streaming information of a song? The location, possibly, the demo, gender, etc.

We seem to have a genre and industry that collaborates better than any other in music, yet this still boggles my mind. Bottom line, this information can only show a song’s progress to everyone, especially on the local level. I don’t see a downside to that. Right now, we have PDs throwing out arbitrary streaming numbers as a criterion for airplay. I don’t see an UPSIDE to that.

For the DSPs (and trust me on this) Country radio will not gain an edge by having this information. You will still be, primarily, the first stop for music discovery, for the most part. That will not change, nor will the fact the Country radio is the final leg for a song to become a real hit. I challenge Spotify, Apple Music, Amazon Music, Pandora, etc. to offer the information we all need to determine the best songs for our genre and format. We can only be better for it.

I addressed some of this in a CRS 2022 Ted Talk, and we will be exploring collaborative ideas with everyone in the industry throughout CRS 2023 later this month. Let’s start with giving the audience the best Country music.

“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