JANUARY 26, 2017 THE Sands REPORT UNIFYING THE ALT COMMUNITY Shaking Things Up Part III: old smoke and mirrors playbook out the window, folks. One of your suggestions is Alt radio needs Millennials Aren’t Fooled to build a community beyond ast week we met Mike Henry, owner the station itself. How do and CEO of Paragon Media Strategies, PDs do that? a firm which provides consulting and Alternative stations are in a great research to content providers. Mike position to build their own local social talked about a study he did for the NAB networks. Stations must get real and ten years ago on millennials, and how radio be real with their content, do things L for the community and not just your- Mike Henry was missing the boat with this key demo. Fast self, and give Millennials a brand they forward to today, and guess what? Radio is can embrace without being embarrassed by doing so. still losing this important group. Alt’s primary demo feels radio is more for their parents, not Good point. Overall, what’s your advice for them, and they expect something different PDs who are reading this right now? from radio. Let’s pick up where we left off. Question everything. Question me. Question this research. Question the very existence of your format and why you do the things you do. Mike, it would seem millennials have strong BS sensors, so the normal “tricks” that Excellent advice! On that score, what else radio tries just aren’t working, right? do you recommend? That’s an understatement! Millennials chastise music ra- Ask yourself: are you doing things the way you dio for its lack of credibility and authenticity. Throw that do for you, your boss, your company or for the Contact: Richard Sands (415) 383-5955 • [email protected] ©All Rights Reserved #1 REALTIME AT AAA MONDO COZMO BISHOP BRIGGS MILKY CHANCE THE HEYDAZE CEMETERY SUN “SHINE” “WILD HORSES” “COCOON” “HURT LIKE HELL” “FAKE LOVE” MB: 27* MB: 17* MB: 23* CHART DEBUT 40* EARLY NEW AT: WRDA, KPNT, NOW ON OVER NEW AT: LIVE 105, IMPACTING ALT 1/31 AIRPLAY AT: KCJK, WAQX 50 STATIONS KHTB, KMYZ NEW AT: KYRK ALT NATION, NOW ON OVER 40 STATIONS OVER 11M SPOTIFY STREAMS NOW ON OVER 35 STATIONS EARLY BELIEVERS: APPEARING AT: HANGOUT FESTIVAL, NEARLY 3,000 SINGLES SOLD TW ALT NATION, WKQX, KKDO, WBTZ, SOPHOMORE ALBUM KQGO, KTCL, WEBN 2, GOVERNORS BALL, FORECASTLE, APPEARING AT: COACHELLA, SHAKY KNEES, BONNAROO, SASQUATCH ARRIVING 3/17 KKDO, KHTB, KRBZ, KJCK, HANGOUT FESTIVAL, BOTTLEROCK, BLOSSOM KYRK, WEDG, WRRV, WLKK, WEDG, KPOI, SELLING OVER 1,700 SHAKY KNEES UPCOMING TOUR BEGINS SINGLES PER WEEK IN MARCH WAQX, KNRQ KXNA THE SANDS REPORT ● page 2 of 6 record labels? Or, are you doing Shaking It Up, Part IV: A it solely for your audience? It’s MARIAN HILL Different Take, ¡Por Favor! possible that many things you’re “DOWN” doing to target Millennials is #1 SPOTIFY incorrect and your strategy is VIRAL CHART d Krampf was Live 105’s origi- ill-suited for their needs. #2 US SHAZAM JUST PLAYED nal GM, and has also overseen #1 IN 15 THE TONIGHT KROQ, among many other sta- MARKETS! SHOW E This conversation has tions during his illustrious career. been most useful Mike. NEW AT: SIRIUS ALT NATION, LIVE 105, WSUN, KKDO, Ed is now Business Manager for Any final thoughts? KRBZ, WLUM, WLKK, KPOI, KQGO, WEQX, KMAX one of Spanish radio’s most popu- Yes, if you can’t program a radio FEATURED IN THE NEW APPLE AIRPODS AD lar syndicated radio programs, – EXPOSIVE REACTION! El station without research, then . And that gives him a 23,000 SINGLES SOLD THIS WEEK! Show de Piolin you can’t do it any better with ROSE TO #3 ON ITUNES CHART refreshing perspective. He reached research. Programming radio is out to me to comment on this se- an art more than science. If you ries of “shaking it up” articles. and your station are not having fun, then your listeners won’t either. A radio station is not a vase to put up on “Check the latest census reports for your markets and a pedestal and leave alone. Play with it, try new ap- see what the fastest growing segment of the population proaches, do the unexpected. Make listeners do a second is,” Krampf said during our phone conversation, advis- take when you surprise them with a bold move. Finally, ing Alt PDs. He then quickly expounded upon this and this gives me the most hope, most Millennials I’ve theme. “It will most likely be Hispanic, and they will be researched are selfish, single-minded individualists who on average ten years younger than the rest of the popu- only want what’s best for them and the things they care lation in the market. This new baby boom generation about most. That’s good news, because if and when radio needs your attention, and attention to their culture.” does finally respond to Millennials with fresh approach- es that respond directly to their needs, then Millennials I had to laugh. Not because it was funny, but because will absolutely use radio more than before. This is not a this is something my own mother used to say to me lost cause. But, the door is barely cracked with outdated when she would read about Alt ratings problems in radio formats and hokey branding. Millennials The Sands Report. Of course, she was in Los will only respond to bold operators who make Angeles, which is about one half Hispanic, so smart moves in their direction. she had a close-up look at who is out there. Ed KINGS OF LEON • “REVEREND” • IMPACTS 2/6 • COULDN’T WAIT: ALT NATION WEQX + MORE! NEW: KROQ GRAMMY WSFS NOMINATED NEW @ KTCL EXPLOSIVE ROCK ALBUM OF MB RT KNDD THE YEAR! WMRQ IMMEDIATE 40*D!!! KXNA! WEXX SALES! CAGE THE ELEPHANT LP “LOST ON YOU” LEADING THE WAY: SIRIUS ALT NAT WLUM KQGO WROX “COLD COLD COLD“ WLKK KRBZ WAQX WEBN KYRK KPOI AND KRXP! “MIDDLE FINGERS” · #1 IN MORE THAN 12 COUNTRIES RECORD HAS BEEN ONLY HAND SERVICED… AND TOP 20 AFTER 2 MOST ADDED WEEKS, · #1 GLOBAL POP SHAZAM / #4 OVERALL LANDED HUGE EARLY ADDS! ALT NATION POWER 50 STATIONS, #3GG!!! · PEAKED #1 iTUNES IN 17 COUNTRIES · PEAKED #2 SPOTIFY GLOBAL VIRAL ROTATION! DC101! KROQ! KTBZ! WRFF! X96! MB 25* +241 #4GG // MB RT 20* +70 #3GG!! · 70 MILLION VIEWS ON YOUTUBE! WSFS! CD102! WLZX! WLKK! WEBN! KTEG! KRZQ! CONTACT: DENNIS BLAIR 212-833-5534 [email protected] ARTIE GENTILE 310-272-2065 [email protected] THE SANDS REPORT ● page 3 of 6 and I had a good chuckle when I noted the country isn’t THE xx “ON HOLD” all white anymore, although when listening to Alterna- I SEE YOU DEBUTS… tive radio you wouldn’t ever know that. Alt radio isn’t #1 TOP CURRENT ALBUMS that progressive, I guess. #2 BILLBOARD TOP 200 Headline Tour+ 36,082 ALBUMS SOLD Ed maintained that programmers would be smart to Coachella+Bonnaroo+ TOTAL CONSUMPTION: 45,842 Shaky Knees+Boston tap into Latino culture, much like KROQ has done Calling+More with their Weenie Roast y Fiesta, which has a “ranchero 24* Mediabase Alt feel” according to Ed. And forget about just focusing on #2 Alt 18 Countdown Cinco de Mayo promotions at bars. “That’s insulting,” Biggest week 1 streams ever by an indie artist he enlightened me, saying it would show a lot more 36.2 Million WW; 11.2 Million US! sensitivity to the community if you instead celebrated “On Hold” 4327 downloads sold, now over 42,200! Fiestas Patrias or Mexican Independence Day. He had several more suggestions for programmers looking to shake things up and improve their ratings. Alt Photo Corner “Speak ‘Spanglish’ and go find your own local Mexican Alternative bands. Their music is fantastic, whether in Spanish or English. Get Latinos in your research, and over-sample them as they’re probably telling Nielsen they are English dominant. Bring Latinos in your build- ing from other departments into your strategy sessions, and get out in high density Hispanic parts of your market and promote yourself.” Krampf concluded our conversation by saying that before you slit your wrists because you’ve wracked up Some photos are timeless! This is a 2 year old classic that Alt 98.7’s Harms just resurrected. That’s him atop a bad book or two, ratings problems could be as simple K.Flay, who’s now riding high with “Blood in the Cut.” as one or two families who didn’t get a meter Rush your Alt photos to [email protected] this time, and not programming issues at all. And that is a comforting thought, indeed! Our Mailing Address: The Sands Report LLC • 38 Miller Avenue, #469 • Mill Valley, CA 94941 #26* 25* ALT BUILDING 10* ALT BUILDING COMBINED LA/PHILLY JON BELLION ALREADY NEW: WEND KXDA SHAZAM NOW RANKING "ALL TIME LOW" IN 50+ ZIPS ON 60+ STATIONS ALREADY ON: KQGO KBZT 50+ STATIONS: LA SALES +300% IN 2 WEEKS ALT NATION WKQX KTBZ 12 INCREASES & IN POWER @ KKDO WMRQ KPOI KUCD KXNA DC101 WRFF WSFS 89X KQGO KPNT KRBZ KQGO WEBN KCJK ON: ALT987 WRFF #7 US SINGLE SALES WWCD & MORE WSUN KPNT KNRK KKDO WSFS KQGO KBZT 172+ MILLION STREAMS 23+ MILLION STREAMS KXTE KRBZ WBRU & MORE WSUN KROX WEBN TOP 20 US SHAZAM RTM #1 M & P 18-24; #7 P 12+ WROX & MORE 12+ MILLION STREAMS ON TOUR WITH GREEN DAY TOUR SUMMER ‘17 + US TOUR MARCH ‘17 BOTTLEROCK & SHAKY KNEES 23 MILLION STREAMS TWENTY ONE PILOTS THE SANDS REPORT ● page 4 of 6 Added/New in the Top 50 WRDA-Atlanta Glass Animals, Alt 98.7-L.A.