CANADA COUNTRY AIRCHECK’S SPECIAL ISSUE ON “THE STATE OF COUNTRY MUSIC!” In this weeks special issue we look at our country music industry. We wanted to find out how radio is doing with the format. We also wanted to find out how three types of country music fit into one format. Plus we take a look at the Tomato Lettuce issue and see if female artists are doing better. For this special issue we reached out to radio stations across the country plus we talked to a few trackers and some indusstry people in Nashville. Canadian’s have been well excepted in Nashville as creative songwriters to outstanding artists. Perfect examples of this include songwriters Victoria Banks, Tebey, Patricia Conroy, Deric Ruttan, Steven Lee Olsen all have had major cuts by major artists. In fact Deric Ruttan has seen the number one chart position with Blake Shelton and Steven Lee Olsen has also seen a number one song with Keith Urban. There is a strong Canadian community here in Nashville. We should all be proud of our Canadian artists whether they are based in Nashville or home in Canada. It used to be when Can Con first was put into place by the CRTC radio jumped in and played Anne Murray and Gordon Lightfoot but little else Canadian in the early days. In fact I remember both complaining that radio was hurting their career by
over exposing their music. Today the quality of production, the songwriting and the artists has come a long way so that we can now compete with our friends in Nashville I just received an e-mail today that shows that while Top 40 radio is losing audience Country continues to grow and it is growing in the 18 34 age group. With a mixture of rock country, pop country and traditional country it gives listeners a variety which is a very good thing. We also go back in time and look at the history of country music and the various changes over the years. Who can forget Urban cowboy era that just about killed the format. Or the outlaw movement like Willie and Waylon thae boys that had them demanding that they do their music the way they want and it worked and drew new fans to the format. Then we had the Bro Country era not all that long ago that the songwriters hated and the artists didn’t want the label. We hope you enjoy this issue and we plan to do this on a yearly basis so we can all see how we are doing and to ensure that we have growth in the format.
May 15th 1. Chris Young “Losing Sleep” (Sony) 2. Dallas Smith “Sky Stays This Blue” (604/Sony/A. Wilson Promo) 3. Eric Church “Round Here Buzz” (Universal) 4. Jackie Guy “Damned If I Do” (Indie) 5. Chris Stapleton “Either Way” (Mercury/Universal) May 16th 1. Chris Young “Losing Sleep” (Sony) 2. Dallas Smith “Sky Stays This Blue” (604/Sony/A. Wilson Promo) 3. Jason Aldean “They Don’t Know” (Broken Bow/Sony) 4. Eric Church “Round Here Buzz” (Universal) 5. Thomas Rhett f. Maren Morris “Craving You” (Valory/Big Machine) May 17th 1. Eric Church “Round Here Buzz” (Universal) 2. Codie Prevost “You Won’t Sleep Tonight” (Indie) 3. Dallas Smith “Sky Stays This Blue” (604/Sony/A. Wilson Promo) 4. Chris Stapleton “Either Way” (Mercury/Universal) 1. Jon Pardi “Heartache On The Dance Floor” (Capitol Nashville/Universal) May 18th 1. Ryan Laird “Gamble On Love” (Indie/Sharp 9 Promo) 2. Eric Church “Round Here Buzz” (Universal) 3. Chris Stapleton “Either Way” (Mercury/Universal) 4. Codie Prevost “You Won’t Sleep Tonight” (Indie) 5. Dallas Smith “Sky Stays This Blue” (604/Sony/A. Wilson Promo) May 19th 1. Tim Hicks “Strong Beer (Live)” (Open Road) 2. Ryan Laird “Gamble On Love” (Indie/Sharp 9 Promo) 3. Codie Prevost “You Won’t Sleep Tonight” (Indie) 4. Domino “Fall When You Fall” (Indie/L. Tutty Promo) 5. Dallas Smith “Sky Stays This Blue” (604/Sony/A. Wilson Promo)
NUMBER 1 SONG THIS WEEK HIGH VALLEY “I Be U Be” First week at # 1
Top Can Con Songs The top 3 songs on the charts that are Canadian JAMES BARKER BAND “Chills” Number 5 Jess Moskaluke “Drive Me Crazy” Number 8 ROAD HAMMERS “Crazy About You” Number 12
New On The Charts PETRIC “Play It Safe” Number 50
Most added Single This week DALLAS SMITH “Sky Stays This Blue”
Top Canadians to Watch BLACKJACK BILLY FEAT. MADELINE MERLO “How To Get The Girl” TIM HICKS “Slide Over ” BOBBY WILLS “Get While The Gettin's Good”
JACKIE GUY “DAMMED IF I DO” GOING FOR ADDS NOW With Rich McFarlane behind the board, “Damned If I Do” is one of Jackie Guy’s strongest tracks to date with its clever lyrical twists and a hook that will stick in your head for days. AVAILABLE ON DMDS
THE STATE OF COUNTRY MUSIC “THEN, NOW & FOREVER COUNTRY” We’d like to thank the following people for help with this feature. Jay Bedford, PD/MD New Country 1035, Shilo Bellis Music Director New Country 96.9, Paul Ferguson, PD Cool 100, Mike Jones, Music Director Country 93.3, Dave Palmer Program Director Country 92.9, Chuck Thompson, Thompson Thompson Entertainment Group Nashville, Matt Watkins, AristoMedia Nashville, CMA Nashville, Yvonne Valnea, Last Tango Productions, Joël Lamoureux, Consultant, Bill Miller Sharp 9 Music, Lauren Tutty, Lauren Tutty Promotions, Andrea Morris AM to FM Promotions This is our special “State Of Country Music In Canada” issue. We as an industry have come a long way. We felt the best way to see where we are and where we are going is to long back at where we have been as an industry. Country music was introduced to Canadian audiences by US radio. Early shows on WBAP, Fort Worth (beginning in 1923), WLS, Chicago (‘WLS Barn Dance’ 1924), and WSM, Nashville (‘Grand Ole Opry’ 1925), as well as on the later (1933) and influential WWVA, Wheeling, WV, were heard in many parts of Canada. Country music soon was broadcast on Canadian radio, beginning with George Wade and His Cornhuskers on CFRB, Toronto, in 1928, and Don Messer on CFBO, Saint John, NB, in 1929. The Newmarket station CFGM, the first to program country music exclusively, went on air in 1968 and produced the syndicated ‘Opry North’, established in 1976 in emulation of Nashville’s Grand Ole Opry, it continued until CFGM curtailed its country music policy in 1990. Over the years country music has gone through a
lot ups and downs. I remember my days at CFGM and no matter what research you had advertisers had a perception of what the country audience was. In their eyes country fans were poor, had little disposable income, drove an old vehicle, had four kids and probably lived in a trailer. Boy were they wrong. Let’s look at the timeline of what has happened in country music. Jimmie Rodgers, known as the “Father of Country Music,” was an instant national success. He is credited with the first million-selling single, “Blue Yodel #1,” and his catalog of songs, all recorded between 1927 and 1933, established him as the first preeminent voice in country music. Rodgers died from complications of tuberculosis in 1933. He was inducted into the Country Music Hall of Fame in 1961. The Carter Family was country music’s first famous vocal group. Comprised of A.P. Carter, his wife, Sara Dougherty Carter, and A.P.’s sister-in-law, Maybelle Addington Carter, the group flourished in the late ‘20s after the release of their first collection of songs in 1927. Different variations of The Carter Family continued recording and performing for decades. Two of their earliest hits, “Keep on the Sunny Side” and “Wildwood Flower” remain country standards to this day. THE RISE OF BOB WILLS AND WESTERN SWING Originating in Texas and up through the Midwest in the late 1920s, western swing reached its peak in the early ‘40s. It blended the upbeat horn-driven sounds of the big band with New Orleans jazz, blues, and Dixieland. Drums were first incorporated by western swing, and the eclectic musical mix included saxophones, pianos, and a Hawaiian instrument called the steel guitar.
Prominent western swing figures included Bob Wills (the “King of Western Swing”), the Light Crust Doughboys and Milton Brown (the “Father of Western Swing”). BILL MONROE AND THE BLUE GRASS BOYS Dubbed the “Father of Bluegrass,” Bill Monroe is credited with first popularizing bluegrass, a form of oldtime mountain hillbilly music with its origins in Great Britain and western Africa. Bluegrass got its name from Monroe’s band, the Blue Grass Boys, which eventually included future legends Lester Flatt (guitar) and Earl Scruggs(banjo). After six years, Flatt and Scruggs struck out on their own in 1949 to great success. Bill Monroe was inducted into the Country Music Hall of Fame in 1970 and the Rock and Roll Hall of Fame in 1997. HOLLYWOOD GOES COUNTRY The cowboy films of the 1930s and ‘40s contributed greatly to the evolution of country music. Stars like Roy Rogers (the “King of the Cowboys”) and Gene Autry parlayed their musical careers into very successful acting careers. Much of the great music from this era was actually written specifically for the movies. As these films flourished at the box office, their soundtracks were pressed to vinyl, and the buying public ate them up. Great cowboy stars of the era also included Rogers’ wife, Dale Evans, the Sons of the Pioneers and Spade Cooley. THE HONKY-TONK HEROES In 1942, Ernest Tubb’s recording of “Walking the Floor Over You” made him an overnight sensation, which thrust his brand of country, honky-tonk, into national prominence. Hank Williams further popularized the genre with his emergence in the late ‘40s, while Lefty Frizzell ascended to almost Elvis-like popularity in country music circles in the ‘50s. Unlike all other styles of country music, honky-tonk has never taken a backseat to any new trend. Go into any establishment today with live country music, and you’re bound to find a honky-tonk band on the bill. THE NASHVILLE SOUND In direct contrast to honky-tonk music, the Nashville Sound movement of the ‘50s and ‘60s polished up country’s rougher edges by blending big band jazz and swing with great storytelling. Lush orchestrations backed up the smooth crooning of stars like Eddy Arnold, Jim Reeves, and Jim Ed Brown.
THE BAKERSFIELD SOUND Developed in the mid-1950s, the Bakersfield Sound originated in the honky-tonk bars in and around Bakersfield, California. Grittier than the polished and highly produced music coming out of Nashville, Bakersfield country drew on many aspects of rock and roll and rockabilly, predominately loud amp-up guitars, usually twin Telecasters played through Fender amplifiers, and loud drums. The biggest Bakersfield stars of the day included Buck Owens (the “Baron of Bakersfield”), Merle Haggard and Webb Pierce. THE OUTLAW MOVEMENT Fed up with the perceived “selling out” of most country performers in Nashville, a number of frustrated and independent-minded artists decided in the mid-‘70s they would no longer follow the rules of Music City’s establishment. N’er-do-wells like Willie Nelson, his good friend and frequent collaborator, Waylon Jennings, Merle Haggard, David Allan Coe and a host of others “outlaws” burned their leisure suits, grew their hair out, and sang whatever and however they chose to. These Outlaws gave country music the timely kick in the pants it desperately needed. URBAN COWBOY The 1979 John Travolta movie, Urban Cowboy, popularized a movement in country that focused heavily on easy-listening crossover success. Artists like Johnny Lee, Dolly Parton and Mickey Gilley scored major hits on both the country and pop charts, while the “outlaws” of the mid-‘70s saw their music wane in popularity. History has proven that much of the music from this era, referred to by some as country’s disco era, was quite disposable. However, a number of notable artists did emerge during this dark period to forge wonderful careers, including Alabama, George Strait, Reba McEntire and Steve Wariner. THE CLASS OF ‘89 The list of superstars who debuted in 1989 reads like a future Country Music Hall of Fame induction class: Garth Brooks, Clint Black, Alan Jackson, Travis Tritt and Dwight Yoakam all scored their first country hits in 1989. They drastically altered the direction of country music by infusing a youthful vitality and rock-androll mentality into a genre that was quickly growing stale and predictable. The amazing Class of ’89 bridged the gap between 20th and 21st Century country music.
The 90’s It’s hard to believe that twenty years have passed since the nineties first began. Perhaps that’s because so many of the artists who broke through during that decade remain relevant on the music scene today, whether they’re still getting major spins at radio or not. For many of us, it was the nineties when we discovered and fell in love with country music, and it’s the music and artists from that decade that represent the pinnacle of the genre. It may be debatable whether the nineties were the most artistically significant decade in the history of country music, but there’s no debating that country music never had more commercial success or cultural impact than it did in that decade. It was a time that when the C-list artists could sell gold or platinum on the strength of one or two hits, and that 24-hour video outlets could give wide exposure to songs and artists that radio playlists could not. From George Strait, Alan Jackson, Garth Brooks, Brad Paisley, Shania, Faith Hill, Tim McGraw, Vince Gill, Alabama, Leanne Rimes, Rascal Flatts, Reba, Terry Clark, Michelle Wright, Paul Brandt, Patricia Conroy, Lisa Brokop, Mary Chapin Carpenter and many more all top the charts in Canada and the US in the 90’s. BRO COUNTRY Artists hated the label. Songwriters hated writing the songs but it drew a younger demographic for country radio which was good for business and it was believed to build on the future audience for country music. Many “bro-country” songs are about attractive young women, the consumption of alcohol, partying, and pickup trucks. The first use of the term was by Jody Rosen of New York magazine in an article published on August 11, 2013. He used the term to describe songs by Florida Georgia Line, particularly their debut single “Cruise”. He also named Luke Bryan, Jason Aldean, and Jake Owen to be notable singers of the genre. Entertainment Weekly also cited “Boys ‘Round Here” by Blake Shelton, “Ready Set
Roll” by Chase Rice, and “Redneck Crazy” by Tyler Farr as other examples of “bro-country”. The genre drew criticism from other country singers; artists who have spoken against the “bro-country” subgenre include Ray Price, Dale Watson, Jean Shepard, Willie Nelson, Alan Jackson, Gary Allan, Brad Paisley, Kenny Chesney, Travis Tritt, Kacey Musgraves, and Zac Brown. The popularity of the genre opened up a divide between the older generation of country singers and the bro country singers which was described as “civil war” by musicians, critics, and journalists. The “bro-country” movement has been criticized by listeners and music reviewers for its subject matter, namely repeated lyrical themes of partying associated with Friday nights, alcoholic beverages, and trucks, as well as its exclusion of female country artists. In December 2014 Brad Paisley spoke out against bro-country and the lack of females on country radio: “one of my frustrations with radio now is lyrics: [...] there’s a lot of stuff on the radio about, you know, put your tan legs on the dashboard and we’ll roll around in the truck and go party. It’s like, ‘Guys, come on!’ – and specifically, yes, guys, ‘cause there are no girls! We can say something too. There are phrases that are totally cliché that we as songwriters owe it to ourselves to not use again. In a Vancouver radio interview Zac Brown described Luke Bryan’s “That’s My Kind of Night” as the worst song he had ever heard, to which Jason Aldean replied, “nobody gives a shit what u think.” Aldean also called the term bro-country ridiculous, and was bothered to be labeled as such because he didn’t “feel like it’s a compliment,” that “it’s sort of a backhanded thing that comes from a very narrow-minded listener” On October 15, 2014 Canadian country music artist Paul Brandt released the song “Get a Bed” as a comedic response to the whole bro-country phenomenon. Canadian country artists have done well in Canada and south of the border in Nashville.
We have a lot of talent and fans are buying product and attending concerts across the country. Dean Brody almost gave up on the music business when his first time in Nashville he lost his writing deal and had to move back to Canada. He was just about ready to take a day job when he got a call from Broken Bow records in Nashville and they signed him to a US deal. His first single did well as did his second single however the label ended up dropping Dean. As often happens once you have had some success in the US and you come home you are welcomed with open arms. Many artists go on to become major Canadian stars. This was the case with Dean and Paul Brandt before him. Over the past several years we have turned out some impressive artists including Brett Kissel, Kira Isabella, Johnny Reid, Carolyn Dawn Johnson, Bobby Wills, George Canyon, Lindsey Ell, Wes Mack, Tim Hicks, Chad Brownlee, Aaron Pritchett, Dallas Smith, Doc Walker, The Roadhammers, Dan Davidson, Emerson Drive, Jason Benoit, Cold Creek County, Jessica Mitchett, Madeline Merlo, Meghan Patrick, JoJo Mason, Steven Lee Olsen, Victoria Banks, Deric Ruttan, Gord Bamford just to name a few. Some emerging artsists that we are keeping an eye on include Lauren Mayell, Steve Rivers, Brea Lawrenson, Koreen Perry, Brad James, Andie Duquette, Anthony Tullo, Domino, The Mudslingers, Jamie VanScott, Ryan Laird, Nicole Rayy, Jackie Guy, Stevie Jewel. There are so many that it is hard to mention them all. Canadian songwriters have had great success in Nashville. A few examples include Deric Ruttan has had several cuts by major artists including Blake Shelton. Patricia Conroy just got a cut on Reba’s new gospel album, Steven Lee Olsen co-wrote the Keith Urban smash Blue Ain’t Your Color and Victoria Banks, Gordie Sampson have had a lot of success as well. I can only imagine the feeling that these Canadian’s feel when they get a major cut and see their song head to number one. Money in the bank. A story I remember well was when Garth recorded Lee Brice’s song More Than a Memory. The song debuted at number one. Lee
was all excited however it sunk in that this was not a great thing because if you start at number one you don’t benefit of a long run up the charts which will make you more money as a songwriter. Canadian artists are selling out headlining tours across the country. It wasn’t always that way. It would be difficult to sell out venues back in the 80’s and 90’s for Canadian acts. There are many country festivals across Canada which now give Canadian artists top spots on main stages. Again it was not always that way it was more of using Canadian acts as fillers during the day and you would seldom see a Canadian on stage in the evening. US artists like Garth Brooks have seen the value in adding a Canadian to their tour like Brett Kissel and Aaron Pritchett. Keith Urban called on Dallas Smith to open his western Canadian dates recently. Artists like Dean Brody, Tim Hicks, The Roadhammers, Emerson Drive, Doc Walker, Johnny Reid, Geroge Canyon have all seen great sellout tours across the country. It is really good to see that radio and fans have built a real star system for Canadian artists. Media coverage is stronger for Canadian artists now. Besides the traditional media’s support we feel and research shows that the internet has been a great way to build a strong fan base and build sales. We asked Chuck Thompson, President of Thompson Entertainment Group in Nashville do services like Spotify Pandora help or hinder sales of country music? “Certainly, digital music services have changed forever how we access, how we market and how we sell music. Recent documents filed with the SEC from one major music company’s recorded music division showing a 45% increase in streaming revenues for the calendar Q1 as opposed to the same period in 2016 is one more strong indication of the streaming services place in the current industry landscape. These streaming services, including Spotify and Pandora, are positioned as the newest gatekeepers for music discovery in all formats, including country music. When the streaming services are integrated into an overall strategy, they can help sales”
We went to our panel of professionals and asked a simple question. How is do you feel country music is doing in Canada? Mike Jones Music Director Afternoon Drive Country 93.3 Fort McMurray AB “I still feel Country music continuing to grow in the metropolitan areas while holding it’s mainstay in rural communities as well. I feel like Canadians are really coming into their own and in recent years we are making our own stars like Dean Brody, Dallas Smith, Jess Moskaluke, Tim Hicks and more… We are still seeing a lot of package tours with multiple acts to hit as many fans as possible- but I think there are more genuine stars being made. I still see extremely strong support from labels and trackers- and they will always be an important part of Country music. But the last year saw some amazing successes from independent artists like JoJo Mason. Another huge story was “Found” by Dan Davidson. Having known Dan from his rock days- we gave him a few spins on his first single “Unkiss Her”- it didn’t sound out of place or anything but we weren’t sure if it would be a hit because he was new and indie. When I first heard “Found”- I thought to myself…. This has all the makings of a hit…It can’t be a hit- can it? Sure enough- it did take off and became our #2 most played song of the year. It became a strongly requested song as people in Fort McMurray turned to County radio for an escape from the tragedies of the fire.” Dave Palmer Program Director Country 92.9 Chatham ON “It’s a great time to be a Country music Programmer and fan. I was at a concert in London recently where Tim Hicks was the headliner with Jason Blaine and River Town Saints. Not only was it a packed house I also took notice at the people around us that were singing every word. We have a strong fan base which you can see at festivals, concerts, awards show or as witnessed with the CCMA’s last Fall in London. We’re seeing some amazing talent emerging from across the country which can make it a challenge for a Programmer to find space for all of this great music. I also think the success of performers like Tim Hicks, Brett Kissel, Jess Moskaluke have fueled a great local scene of up and coming artists too.”
Paul Ferguson Program Director Cool 100 Belleville, ON “I feel country music is thriving. Ratings for country radio stations, not only in our market, but others I’ve checked around the country are growing. The level of talent is such that there are more great songs than we have time for on air! That hasn’t always been the case, but certainly is now.” Jay Bedford PD/MD New Country 1035 Sydney NS “There is an increasing variety in country music which in turn makes the genre more exciting for the loyal listener and more appealing to a wider audience. The traditional (iconic) artists continue to turn out great product; Tim McGraw and Brad Paisley are good examples. Their material is relatable and the sound (production) is very current. Then you have the newcomers like Maren Morris and Sam Hunt who have a fresh approach to content and sound. On the other end of the spectrum, country blues have made a dramatic comeback thanks to Chris Stapleton et al. But the fun survives, thanks to the Brothers Osbourne and the River Town Saints. Hence, variety!” Shilo Bellis Music Director Afternoon Host New Country 96.9 Moncton NB “I feel that country music in Canada has never been better. From the quality of the songs coming out, to the level of promotions and touring that is going on in this country, Canadian country is so strong right now. In fact, had a conversation with someone the other day who was listening to an american country station online, and said it was missing something, he thought our cancon made us sound better. I was very excited about this, I feel the same way.” Matt Watkins, VP Marketing & International Relations,The AristoMedia Group Nashville “I think overall country music is doing great. It seems the country format is expanding and there is a wide variety of fans coming in the format. With all the different segments there are more opportunities for each artist.”
Watch For Single Coming May 29th
Men Are Lettuce, Women Are Tomatoes? Who remembers this? Keith Hill, so called radio consultant gave an interview and says you need to take female singers off of country radio. His exact words were, “If you want to make ratings in country radio, take females out.” So we asked our friends at Canadian radio what is happening today. Dave Palmer PD Country 92.9 says “That might depend on who you ask. Just read the other day that Jess Moskaluke’s latest “Drive Me Away” is the first time in 9 years that a Canadian female artist has charted that high which was a little surprising to me given we have some great talent in this country. For me the mindset has always been about playing the best music regardless of gender and does it fit with the overall sound of the station. From Jess Moskaluke, Kira Isabella, Meghan Patrick, Jessica Mitchell, Leah Daniels and others I think the future is bright with such a talented group of artists.” Mike Jones Music Director at Country 93.3 says “I would say overall a little bit more but with a larger span of artists. I mean there has always been staples from a Canadian standpoint like Shania Twain or Terri Clark. But lately while we are creating a genuine superstar in Jess Moskauke- it’s incredible to see other legitimate stars like Kira, Madeline and Meghan. I think we can still do a better job- and I hope to see names like Alee, Jessica Mitchell, Sykamore and the Lovelocks really take off in the next few years.” Paul Ferguson PD Cool 100 says “That’s
a good question! I’d hate to speculate on something that data can either prove or disprove. All I can say is that I never really had set a limit on the potential of a female artist on our radio station. I’ve always operated on the model that a good song is a good song. If it deserves to be on the air, then put it on the air. Did the, “tomatoes in the salad” debate spark some change for others? Maybe. But I never had specific criteria in regards to programming female artists.” Shilo Bellis Music Director Country 96.9 “It has been great to see how country fans, and country radio are loving our female artists. Over the last year and a bit, I have definitely noticed an increase in our female artists getting spun, and the willingness for Canadian country radio to play them. It still might not be a level playing field, but it is getting much closer.” And Jay Bedford PD/MD New Country 1035 says “Canada has a great female to male ratio in country music. The US charts and the American stations tend to concentrate on a couple of female artists at one time, shutting the door to others with great potential. At the moment, if your name is Carrie or Kelsea or Maren, you get airplay. But an equally acceptable artist like Ashley Monroe fights unsuccessfully for position. Here in Canada, Jess, Alee, Meaghan and Madeline can all have strong chart positions at the same time.” Things look bright for female artists.
Rock Country, Pop Country & Traditional Country! Do They All Work Together? We have all heard it. That’s not country! So we wanted to find out how artists like Luke Bryan, Jason Aldean, Keith Urban, Carrie Underwood and Chris Stapleton work together in the country format. We encourage you to watch the video with Chris talking about that very thing. One thing he says is “I try to do things I would listen to.” Jay Bedford PD/MD New Country 1035 “I have no problem, scheduling Stapleton and Luke Bryan back to back; great music does not require bookending. The best example of blues, traditional, and contemporary coming together is the recent #1 song by Keith Urban. The first time I heard “Blue Ain’t Your Colour” I knew it would be a hit with all country fans. If I have any concerns about country music on radio, it is the balance available at any one point in time. Country was always a balance of three somewhat different types of music. On the left you had the truck driving, beer drinking, bonfire party songs. On the right, you always had the schmaltzy love ballads. But in the middle were the story songs; the songs that made country music distinctly different from the other genres. I wish there was a more steady supply of great story songs to maintain the balance in the genre that I love so much!” Mike Jones Music Director Country 93.3 “As someone who will throw his Spotify on shuffle and bounce back and forth between Slayer and Pink Floyd or Chad Brownlee and Leonard Cohen- it’s one of the things I love the most about Country music is the huge variety. I think there will be a split at some point like there has been in rock between Classic, Active and Alternativebut right now people seem to just be loving the music. A chunk of our listeners may not be big fans of Sam
Hunt or Florida Georgia Line but they still seem to be tuning in to hear the more traditional country songs. I also think artists and labels alike are paying attention to the traditional stuff doing so well- and for a guy like Luke Bryan to have a big hit with “Huntin’, Fishin’ and Lovin’ Every Day” which was about as traditional as he gets- I think more artists will embrace their roots in the coming years. I just hope the focus always remains on “the song” because that is what makes Country music unique.” Shilo Bellis Music Director New Country 96.9 “I would say that we have three types of country that are trying to fit together. Rock country, pop country, and traditional sounding country. It is definitely an easier fit in my opinion between pop and rock country. Traditional country mixes in with the other two, but you really need to be careful how much traditional sounding country you add to the mix. It definitely allows us to play new country music, but appeal to more people by playing all 3 types.” Dave Palmer PD Country 92.9 “I think it does because it can offer a good variety all under the Country Music umbrella. As with any music genre things change and evolve over the years and Country has seen it’s share of changes too but it’s been my experience that fans of country are generally very accepting of new music, artists and styles. Certainly there are those that will say “ that’s not country” or “that’s too old school” but I think what we’re seeing now is a great mix of the two. Where you can have Luke Bryan, Florida Georgia Line and Thomas Rhett mixed in with Chris Stapleton, Midland and Josh Turner and it works. Continued
Paul Ferguson PD Cool 100 “Is there room on our station for Stapleton and Luke? ABSOLUTELY! I’m a believer in a variety of sounds on the radio. Same as I like a lot of variety on the menu at a restaurant. I think it’s futile to try to put one, standard definition on, “what’s country”. Other genres have many, subdivided silos within their formats. With country…it’s just country. And that’s why I think it’s hard to define. What I do know is that our audience responds to Luke Bryan. They respon to Chris Stapleton. And they respond to Dallas Smith. And they respond to Sam Hunt. And others. So why would I withhold those stars from my audience?” Unlike any other genre of music three distinct kind of music all fits together. I remember years ago listening to an Anne Murray interview on a pop station and she was asked why is her music in the country section at record stores (remember those?) and she said “Record stores need to have a label for music so they decided I was country so that is where my records are.” Today we have so many artists entering the format from Steven Tyler, Kid Rock, Sheryle Crow, Dallas Smith, Dan Davidson and many more. As an industry there is a lot of flack from some who complain why are they being played on a country station? I personally say if it is a good song and fits then it should work. Variety is a way to keep the core audience while bringing in new maybe from a younger demographic. Country music has grown internationally mainly due to the internet. We asked Matt Watkins,VP Marketing & International Relations, The AristoMedia Group in Nashville a few questions How do you find Country music is doing? I think overall country music is doing great. It seems the country format is expanding and there is a wide variety of fans coming in the format. With all the different segments there are more opportunities for each artist.
How is the global market and do you see growth in Europe, Australia? The global market place is booming with growth. In the last 5 years; there was maybe one or two country festivals in the UK; now we are up to 5+; and many many tours. This is also true to most of Europe although their fanbase is a little more traditional than current. Australia is continuing to be a hot bed for Country Music. Warner Music Nashvile just signed their first Australian - Morgan Evans to their roster; Big Machine signed UK’s The Shires and I am sure many more are coming down the pipeline. Has the internet been a big boost to indie artists? Incredibly growth. We have looked at all aspects of the country music business and if we were an artist today we would of course focus on radio however there are many other avenues to follow to be successful. Scott Borchetta of Big Machine Records has always believed in developing and international following for his artists. With the internet today while your team is working radio part of the business think outside the box and develop an international following. Look for ways to tour internationally. There have been several artists who were discovered online. Kane Brown was a perfect example of that. He would record cover songs and put them on You Tube and build a very strong fan base. Pictured is Miranda Lambert at the 2016 C2C Country Music Festival. C2C: Country to Country is an annual multi-day country music festival created by AEG Europe and SJM Concerts in association with the Country Music Association. The festival takes place each March in London, Glasgow and Dublin. C2C was first launched in March 2013 at The O2, London as a two day event with Carrie Underwood and Tim McGraw as headliners. This was Tim McGraw’s first UK appearance.Outside of the arena a small amount of free Pop Up Stages presented local country acts.
TRACKERS & COUNTRY MUSIC A key element of your team are trackers. They work hard everyday for their clients to ensure their music is in front of key radio people. To complete this special issue we thought we needed to hear from some of the trackers who are talking daily to country radio programmers and music directors. LAST TANGO PRODUCTIONS LTD. Yvonne Valnea Yvonne shares her feelings about the country musicindustry in Canada “The bar is getting higher, adds are getting tougher and the list of new music being released is getting longer with space getting tighter. Having said that, I think country radio is still more ‘indie friendly’ than all the other commercial radio formats. Music directors still like to listen to new music and love when artists come in for a visit - there is still a community with country radio that can’t be found anywhere else! Artists need to focus on the big picture however and understand how high the bar is getting. Websites and social media need to be strong and don’t forget press/ publicity and even non-commercial radio, which can all add to the campaign, as well as live shows and festivals. I can’t say this enough - listen to the radio! Always do what you love, first, and you will find your niche but if you are not ‘perfect’ for commercial Country radio, find your audience elsewhere and build from there. Look at other territories, not just Canada. In a nutshell, yes it all starts with a great song but you also have to build your fan base every which way you can via social media, live shows, on air streaming etc. music directors notice!” Sharp 9 Music Bill Miller We asked Bill how he felt country was doing in Canada. “It’s my opinion that the quality and state of Canadian Country music is arguably the best it’s ever been. There was a time when ‘cancon’ had a reputation
for being second rate in comparison to the quality of artists, songs and master recordings coming out of the US. I don’t believe that this is any longer the case. Our company, Sharp 9 Music, specializes in radio promotion and from my vantage point the bar line for Canadian songs that get added into rotation at both the chart reporters and secondary markets across Canada has never been higher.” Is radio open to new indie artists? “I can provide evidence that the answer to this question is a resounding ‘YES’! Look no further than the incredible rise of Country artist Dan Davidson. Dan is coming off of two consecutive TOP 20’s at national Canadian radio (Mediabase, Nielsen BDS) with ‘Found’ and ‘Barn Burner’. Dan’s early career success as an independent artist points directly to his undeniable multifaceted talent as songwriter, performer, marketer, instrumentalist and businessman. Secondarily, Dan’s small team including Hit Producer Jeff Dalziel, Publisher Red Brick Songs, Video Producer Travis Nesbitt, Sharp 9 Music, Dan himself who has been self-managing and most recently The Feldman Agency have also provided key elements of the success equation. Radio, in particular, is a song driven business and if you can deliver music that stands out, that has character, is special and ultimately deliver an undeniable smash, then you’ll have a shot at getting adds.” Do you find the internet a help in breaking an artist? Let me put it this way; by-in-large, the mandate of radio is to spin the hottest songs, by the biggest artists, that have the biggest buzz and who are ultimately familiar to their listeners. These type of performance metrics are what make achieving radio airplay so difficult for emerging artists. For some radio stations, it’s as simple as “ e play the hits, not make the hits”. Now, it’s never this black and white as far as the national radio landscape however this is the reality of the challenge. Continued
Bill Miller ?Speaking now to your question about having a strong online and social media presence; there is no doubt that if an artist is failing to build awareness for themselves, their music and mining opportunities to build fan engagement, then I can guarantee you that there are other artists who are very successfully doing this. A successful career generally encompasses several key pillars: Talent, Team, Touring (Shows) and Marketing and Promotion. It takes time for emerging artist to find the right people for their team, to cultivate their talent, to build the familiarity required to tour regularly but when it comes to marketing and promotion, while not easy to do, this is one area where the artist has to dig in, learn, work hard and fully utilize the tools and platforms available to them.” Lauren Tutty Promotions Lauren Tutty We asked Laruen for her advice about the country music industry. “The two key ingredients that drive the country music industry are radio … and live performances. (I can’t think of many major country artists who fill up concert venues, that haven’t had a strong presence on radio at some time in their career. The reverse is also true … if you have a strong radio presence your chances of filling up venues increases by leaps and bounds. ) But we can’t rule out how the growing strength that the social and digital media world (Facebook, Twitter, Instagram, Snapchat, and Spotify) is having on the fans of country music. So where does that put today’s emerging Canadian country artists looking to break into the industry? Will he or she ever have a shot at radio, or high profile gigs? To answer this let’s go back 5-10 years ago and look at the names of the artists that were knocking on the same radio doors, trying to get in … names like Gord Bamford, Chad Brownlee, Jess Moskaluke, Brett Kissel, and Aaron Pritchett. Was it easier for them 10 years ago? Was the market softer? I don’t believe it was. They shared same hardships, frustrations, and rejections that emerging artists
experience today. Don’t believe me … just ask them. Nobody handed them their careers … they had to earn it, with their own blood, sweat and money! No one said this was an easy career path but it’s one we all share together. Have faith, work hard, and remember those who went before you, it was extremely hard for them as well.” AM to FM Promotions Andrea Morris We asked Andrea some questions about today’s country industry. How do you feel country music is doing in Canada? “Country is one of the healthiest formats in Canadian radio. Country stations are willing to take a chance on unknown artists, which has helped to develop the talent base across Canada. Unfortunately for new artists, this means the competition is tighter than ever before due to the glut of great new music.” Do you find that radio is open to new emerging artists? “Yes, Country radio is definitely open to new, emerging artists. It’s one of the few formats left in Canada that still has feature categories, or categories for emerging artists. This helps build the talent base in the format.” Is the internet a way to build a fan base? “Most definitely!! Social media is a great way to get your music out to the fans and build a fan base. It allows an artist to be innovative and creative in a variety of ways to reach their fans. And there are a lot of great internet radio stations as well.” The overall feeling is we have a solid country music industry in Canada. Artists need to work hard and build a solid team including a professional tracker. This can make all the difference in the world. Realize that radio gets lots of new music ech and every week and you need to make sure your music is front and center. We thank all the trackers who took time from their busy schedule to talk with us.
A CONSULTANTS COMMENTS! Joël Lamoureux Consultant As a Program Director, Music Director and on air personality Joël knows how busy it is inside the radio station. Joël says with a limited number of spots in playlist rotation available on a radio station roster and this being one of the most competitive landscapes in the history of Canadian music you’ll need to have an advantage working for you. We asked Joël to send us his comments. The landscape of radio is changing and it’s interesting to watch from both the inside and to take a step back and watch from the outside. There’s not a day that goes by that somebody doesn’t share something about the pending demise of radio due to listening habits changing. It is true that people do not consume radio the same way they used to. Not many families have clock radios in bedrooms or a radio on the kitchen counter anymore, but that doesn’t mean people aren’t listening to radio. Here are some facts about radio in today’s world: • Radio is STILL the number one source for new music discovery in North America. • Streaming has for the most part NOT taken listeners away from radio. It has instead replaced personal libraries of music that is now available at your fingertips. • Radio is the leading platform for consuming media with more than 90%. (TV is in the 80% range) • Country music is the top music format of radio in North America Those are all very promising and encouraging reasons to continue to embrace radio for music releases and for a source of daily entertainment, news and surveillance. Don’t get me wrong, there are some issues with change for the future and how radio is managed, but that’s no different than any other time in the history of media. With respect to country music on the radio, like everything else it is always evolving. I do believe programmers need to do a better job paying attention for potential artists of the future. Too much focus is paid to the top 40 charts and not enough programmers are acting on gut instinct to play the best songs available to
them. As a programmer, I recognize the pressure and obligation to ‘play the hits’. At the same time though we can’t ignore indie artists that have great music to offer. If we don’t create opportunities for many new artists in the future the format will suffer, the artists will suffer and the entire industry will be network programmed by just a handful of people. We need seeds in the ground at all times to ensure we have a future we can depend on for the country format. “Great music” is subjective but I believe taking chances and creating programming features that allow for exposure to new artists will go a long way in watering the seeds. Building relationships is the core of what makes country music special so perhaps as an industry we need to do more than have new song battles as exposure opportunities for new music. For artists that are pursuing a career in the music business I’d like to share a few things that may help move your career forward. Let me start with a little of my background so that you know I’m not speaking through my hat. In my career, I’ve been blessed with having the chance to have unique vantage points as an entertainer/performer, booking agent, promoter, music producer and talent development. And of course almost thirty years inside radio and media as an on air personality and in programming music and content. There is one GIANT thing that every artist should invest in that will save them thousands of dollars and have success in music. The word is EDUCATION. Artists too often have a ‘spray and pray’ approach to their music career and believe that it’s only a matter of time before they are ‘discovered’. Please don’t drink your own Kool-Aid. Music is a BUSINESS and if you’re going to succeed in business you will need to know how to run your business. Is it hard and going to cost you some money? Of course it is. Make sure you spend your money on the right educational tools and ensure your investment includes a game plan.
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Bill Miller Sharp 9 Music Cell: 604-301-9985 Website: www.sharp9music.com
continued from page 26 Joël Lamoureux You’ve likely heard before that music has a “small m” and Business has a “BIG B”. If you take the time to educate yourself, put a business plan together and incorporate traditional and new ideas then you will be further ahead than most artists. I’m not talking about signing a record deal here but instead having a successful music career that is filled with opportunities, performances, a fan base, radio/media exposure and streams of revenue from multiple sources. Put your
plan together, work hard at the plan and be strategic. If you run into hurdles then speak to or invest in educating yourself. Take an online music business program, pay attention to how other successful artists have done it and create great relationships. Having a road map to success makes things far easier than wandering around in the dark trying to figure things out on your own. Remember, “luck is what happens when preparation meets opportunity”. So be prepared, make your own luck and go get’em.
RESEARCH CMA Music Fest is just two weeks away. Do Canadian country music fans travel for their favourite music. We went to CMA and while they are busy they made some time for us. We heard from Damon Whiteside, Chief Marketing Officer, CMA “CMA is dedicated to serving country music fans in international markets,” said Damon Whiteside, Chief Marketing Officer, CMA. “Research demonstrates the overwhelming interest, plus the outpouring of attendees at recent international music festivals and CMA Songwriter Series featuring artists from the Nashville Country Music community have shown positive Country adoption. We also continue to see an influx in attendance from allover Canada every year at our U.S.-based CMA Music Festival in the summer, as well as strong Canadian viewership of our three TV shows, CMA Music Fest, CMA Awards, and CMA Country Christmas.” We asked about Canadians coming to to the CMA Music Fest. *Yes we see significant numbers of fans coming to Nashville for the Music Fest. In 2016 12% of Music Fest attendees were International, with 25 countries represented and of those the majority were from Canada.”
How is country music doing?
‘The research shows that 37% of the audience that listens to Country Music today reports that their listening started in the last five years, and the majority of those in the last 12 months (showing a growth industry) How about Canada? Our research was conducted among the Ontario province of Canada and shows 51% of adults in the province of Ontario Canada make up the Country Music audience. (Our study includes Toronto and Ottawa cities as well as the rural areas surrounding these cities.) CMA also have a long standing relationship with City TV who has simulcast the Awards and broadcast Country Christmas for a number of years. We thank the CMA’s Bobbi Boyce and Damon Whiteside,for taking some time out of their very busy schedule as they get ready for CMA Music Fest.