NASH ICONS Brings Us Hope For Better Country Radio Share Thisi
Like we often do on Mondays, this morning our team was catching up over coffee at Edgehill Café in the heart of Music Row. Just as the caffeine started to kick in and before we actually started to talk about important work things, the conversation took a turn to that typical “lamenting the loss of good ol’ country music in mainstream radio” subject. Now, sitting at my desk later this afternoon, I’m getting the feeling that either some big music industry execs were listening in on our conversation, or that maybe we aren’t the first people talking about this.
Today Cumulus and Big Machine Label Group launched NASH ICONS brand with the purpose of giving established country artists of the past 25 years their radio presence back. Their goal is to give airplay to old and new songs from iconic country artists that have been swooning us since 1989 and this is great for you and me in more ways than one:
1. A huge part of our portfolio consists of hits from these “icons.” So obviously, we aren’t going to complain when we see a spike in our performance revenue streams.
2. There are many sub-genres in country music, and as it’s becoming the most listened to genre on radio, we may begin to see more radio stations devoted to certain styles of country. This is great for the listener and for the publisher.
3. This is a positive step for broadcast country syndication to give a better chance to those country artists who don’t want to sing about drinkin’ on a boat… or a plane.
So does this mean that any country hit that isn’t currently on the charts is going to be banished from popular country radio play and sent to one of these “classic” stations? I can’t see that happening. What I think it does mean is that there are a lot of listeners who had fun driving their truck, and showing off their girl, and drinking their beer, but now they’re ready to settle down or at least only do that stuff every other weekend. Cumulus and Big Machine wouldn’t enter into this venture if there weren’t proof of this.
Of course, in the days of digital music streaming services, we don’t really have to lament the loss of any type of music. We just have to work a little harder to find it. But I can’t deny the fact that seeing a demand for mainstream radio to bring back some songwriting substance is comforting.