Welcome to Wednesday. Last night was the usually 18-34 explosion of really good-lookin' country singers. Is this what's hurting our format. We are taking this a bit too far and could loose the mid to high end of our life group if we don't look at this carefully. Nashville has to be lovin' this - Like lemmings all the Country stations are now real; 18-34 sounding. Playing Dierks Bentley, Carrie Underwood, Jason Aldean, Taylor Swift, Rascal Flatts and more. With the influx of 2000 based songs, recurrents and currents, you don't hear George Strait, Alan Jackson or even Tim 90's songs any longer. Research says the life group wants to hear this class of 2004. Those 75-100 people controlling thousands in the market. Is this right?
There is nothing wrong with this direction - If the station takes on that direction. You can't force a square peg in around hole. Meaning: Why are these Country stations all sounding like vanilla adult contemporary stations playing this ultra-young focus of music. We've replaced YOUNG COUNTRY with NEW COUNTRY. Some markets have two country stations and they are both doing this!
Play this musical direction and take on a hip, young, super sonic sound, like CMT - Blazing imaging and young talent hitting the streets and clubs - Do it like CHR. Play power currents in hyper rotations with medium and new currents, some recurrents and limited gold. Have the balls to do this. Country radio needs to wake up and splinter like AC and HOT AC. Mainstream and New Country. It would mean doing something different other than the accepted norm. Most managers would freak out: What's going to happen to the 25-54 Persons? - The target for Country was 25-44 Women. It should be redesigned for 25-34 Women.
YOUNG COUNTRY gave birth to CAT COUNTRY and other full throttle Country stations. The Twister was born as a splinter between new and old sounding Country stations. KTST used lines like "This ain't your Grandma's Country station". With this direction, you would image like "This is the Country station your mother warned you about". This is a great direction with the right sonic sound to investigate. If you don't, your competitor will and under slice you 25-54 and 18-34 with a mid- target of 25-34.