Issue 710 Country Radio Holding Strong First, the Good News
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June 22, 2020, Issue 710 Country Radio Holding Strong First, the good news. Two full months of pandemic-affected PPM numbers show consistent increases in Country’s share of radio listening – rising 3.8% in April and 3.4% in May. Now, the also good news: Month-over-month and year-over-year share growth is continuing, even as April’s 26.9% cume decline transitioned to an 18.1% increase in May. (See Cume Crater 5/26 and May PPM Scoreboard 6/15 pg. 13 for details). Country Aircheck reached out to format leaders for reaction and spotlights three top-performing stations below. Essential Medium: “We have rebounded from April, a low month for radio in general,” Tim Roberts says Entercom Country Format Captain and WYCD/Detroit PD Tim Roberts. “In May, we Tiger King: Triple Tigers’ Scotty McCreery celebrates his third saw increases to 82% of normal and over 90% on weekends and No. 1, “In Between,” during the label’s Zoom staff meeting. Country streaming increases, as well. It’s definitely rebounding. Pictured (first row, l-r) are Annie Brooks, Hope Garrison The heavy users are still there, even if incidental listening – people and Kevin Herring; (second row, l-r) Parker Fowler, Laura walking into stores, for instance – fell off. I do think the music has Hostelley and Raffaella Braun; (third row, l-r) McCreery, gotten better, and radio in general – and Country radio specifically Julianna Vaughn, Diane Lockner and Norbert Nix. – have done a darn good job in a tough time. Everything I’m seeing is promising.” A combination of factors is likely at work in Country’s elevating Elevating Social Strategy share. “The pie is smaller, but we’re still getting our slice,” says As interaction with the outside world lessened and usage of another top PD who asked not to be named because of his platforms like Facebook, Twitter and Instagram expanded, the need company’s current media policy. “There’s some truth to our audience for a strong, dynamic online presence became critical. Social media being the people still getting in their cars or trucks every day. More strategist/talkshoplive Co-Founder Bryan than that, we’ve built a relationship with the audience – certainly more Moore has engineered campaigns for Garth than contemporary music formats have. Their listeners are more likely Brooks, Trisha Yearwood, Access Hollywood, to be kids who are sleeping until 10am now.” BAFTA, Vanity Fair and the United Nations, The country industry’s response has also played a part in among others. When it comes to social media Country radio’s relative health. “My hat’s off to Nashville for strategy, he tells Country Aircheck he strives to facilitating those ongoing connections with the audience,” “bridge the gap between social and constantly- Roberts says of the many online performances for stations. “Our evolving digital and traditional media.” personalities have also done a great job being invested in their Setting goals and benchmarks is important, communities and looking for ways to help. Radio proved itself, and social media is no different. Surprisingly, Bryan Moore once again, as an essential medium, even Moore believes that to achieve the most (continued on page 8) success, goals should not be based on follower count, but on ©2020 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] June 22, 2020 Page 3 he points to is Yearwood going live Saturdays for #TsCoffeeTalk right up until Trisha’s Southern Kitchen starts, then viewers can turn on the Food Network to watch the show while she live-tweets along. Yearwood engages throughout the morning, because as Moore stresses, “When creating a strategy, it’s important to figure out how to use the different social media platforms together — how to distribute unique content across them and stay engaged. Remembering to talk with your audience, not at them.” Authenticity breeds relationship. “The genuine connection you build with your following is what ultimately sets you apart,” says Moore, who notes the power of being live is best illustrated by Brooks. “Garth loves to take his community on journeys, whether it’s backstage at the iHeartRadio Awards for Artist of the Decade or in the car in a remote area,” he says. “You can utilize social media to update people, but ... Garth and Trisha’s goal is to create an experience for their fans.” Both artists also handle their own social media. “They look to me for the latest updates and to tell them the tools to facilitate their visions, but they know their audiences. They create their content, and they are personally interacting on the platforms — and that is really the key.” “Like” A Boss Brooks and Yearwood went Facebook Live before their CBS special in April, drawing 2.2 million views in the pre-show (watch engagement. “At the end of the day, it’s not about the number of here) and helping drive 5.7 million viewers to the special. “Pulling followers you have,” he explains, pointing to the inflated follower back the curtain and allowing people to join them on their journey counts of many influencers and brands. “What is most important and encouraging fans to help them choose what songs to sing is whether or not your content is breaking through the noise, made a huge difference,” Moore says. resonating with people and achieving the designated outcome — The more collaborative you can be on social media, the bigger the whether it be downloads, views, link click-throughs, etc.” return. Moore’s team worked closely with Country radio on the music Those goals will also help determine which platforms to utilize. video release for Brooks and Blake Shelton’s “Dive Bar,” which had For instance, if you are driving tune-in for an event, Moore says more than 30 million views in five days. They granted local stations a Facebook Live just before the event and encouraging people crosspost access so they could premiere the video to their markets, to join when your Facebook Live ends is powerful. An example allowing them to drive to their own Facebook pages and benefit from ©2020 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] June 22, 2020 Page 6 WITH ... JAMESON RODGERS A day in the self-isolated life of River everyone was just so excited to play music House/Columbia’s Jameson Rodgers: again. So, overall, it has enhanced my My new schedule — thanks to creative spirit. I’m definitely ready to play a quarantine — is going to bed early and show again, though. waking up no later than 6:30am, which is Thank God for social media, right? going to be bad when touring starts back up. Without it, it’d be extremely difficult to I’ve been writing a ton, working out, playing stay connected. Being able to go live and golf when I can, etc. I’m a creature of habit, play some songs for fans has been great. so I haven’t jumped on any new hobbies yet. I have been doing a live show every other I bought a house recently, right before Saturday night and have really enjoyed it. I quarantine, and I live here alone for now. think the fans have, too. My girlfriend keeps me company a lot, and My favorite quarantine shows we’ve done a pretty good job at staying have been Outer Banks, Ozark, Tiger sane. Time will tell. King and 13 Reasons Why on Netflix. I’ve For me, quarantine has enhanced been patiently waiting for season three of The Lawn Ranger my writing. Just having time to write is a Yellowstone, too. blessing. I was gone for most of last year I am currently addicted to sugar free and didn’t have many chances to write. Jell-O with fat free Cool Whip. than usual. I’ve been able to get back in I’ve been able to put the finishing touches The silver lining for me is being the room with my co-writing friends that on my album, which was amazing. I think afforded the time to write so much more I’ve missed so much. the content. Moore concludes, “When you work collaboratively on In closing, Moore warns “Remember, billboards are for the social media, it’s a win for everyone.” (Watch the video here) highway. Social media is about conversation.” Reach him here. Moore hopes the biggest takeaway is to be active and engaged —Caitlin DeForest on the social media profiles you utilize. “Focus on the channels and platforms that are reaching your audience and find ways to use them that your audience enjoys engaging with,” he suggests. Chart Chat It’s equally important to recognize which social platforms help Congratulations to Scotty McCreery, you attain your goals, and his overall suggestion in optimizing Kevin Herring, Raffaella Braun and the any platform is consistency. “Garth’s followers know he’s going to Triple Tigers promotion team on landing be live on Facebook every Monday night for Inside Studio G, and at No. 1 with “In Between.” The song is the Trisha’s followers know that she is live every Saturday morning for third single from McCreery’s third album, #TsCoffeeTalk. The consistency allows for appointment viewing Seasons Change, and his third consecutive and repeat viewing. Live video is a powerful tool — not just for career No. 1. Songwriters are Frank Rogers, performance, but for interaction and true engagement.” Jessi Alexander, Jonathan Singleton and Scotty McCreery ©2020 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com.