CRS Research Revisited Ring in the Champs
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March 7, 2016, Issue 489 CRS Research Revisited Edison’s annual CRS Research Presentation has been among the seminar’s most-talked-about panels for more years than President Larry Rosin cares to count, and this year’s incarnation was no different. His co-delivery of “Ear Wars” with colleague Megan Lazovick set tongues wagging over radio’s relevancy in the face of increasing competition and gave more than a few pointers on how to beat that competition back. The graphics- heavy Star Wars-style presentation wasn’t bad either. The idea for this year’s project initially was to “test the Lucky Blake: Warner Bros./WMN’s Blake Shelton (center) law of live and local,” as Rosin welcomes radio while in town for two sold-out shows at puts it. “That was stretched Nashville’s Bridgestone Arena. He’s pictured wtih (l-r) more broadly into what iHeartMedia’s Rod Phillips, WMN’s Kevin Herring, WSIX/ was really relevant to radio Nashville’s Michael Bryan, WMN’s Katie Bright, Cumulus/ consumers,” he tells Country Nashville’s Charlie Cook, WMN’s Kristen Wiliams, Aircheck. “We know that live SiriusXM’s JR Schumann, Premiere’s Justin Cole, WMN’s John Esposito, Cumulus’ John Shomby, WMN’s Lou Ramirez and local matters, but they and Chad Schultz, WSIX’s Kimsey Kerr, the Bobby Bones don’t matter exclusively. So we wanted to know what people find Show’s Amy and WUSY/Chattanooga’s Gator Harrison. compelling, what they care about and how radio can emphasize its strengths and advantages in an increasingly competitive audio marketplace.” Ring In The Champs Key Finding: What matters is FOMO. Or, if you’re not an EMI Nashville’s Chris Fabiani won the top-of-the-card bout acronym-savvy millennial type, “fear of missing out.” “We did not over Arista’s Josh Easler at Friday’s (3/4) Rumble On The Row in coin the term ‘FOMO,’” Rosin says, noting he’s gotten credit since Franklin, TN. Ditto Music’s Stephen Grand earned the undercard CRS. “Anyone between the ages of 12 and 30 would howl at the title against Jake Owen tour marketer Jon Andolina. Children’s notion that a 53-year-old research guy from New Jersey coined charities supported by the Charley Foundation were the real that term because they use it all the time.” winners, however, as FOMO with regard to radio is all about a sense of connection; to thousands were raised by music, news, community and the world. “Once upon a time radio’s the annual boxing event. Grand & advantage was being a distribution resource for music,” Rosin The total is still being tallied. Fabiani explains. “Radio still does that for a huge number of people, but it’s Dinner, performances not a unique advantage anymore. The data shows there’s a feeling and a silent auction were that if you don’t listen to the radio, you lose a sense of connection.” sideshows to the main That was illustrated early in the presentation with data from event, which ended months the company’s most recent Share of Ear study, which showed of anticipation for the terrestrial radio remains a close second participants. “Getting (continued on page 7) there and walking around ©2016 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] March 7, 2016 Page 4 the room with headphones on was the closest I’ll ever get to OFF THE RECORD: BRETT YOUNG knowing what it feels like to be a pro athlete,” Fabiani says. “That anticipation, the weigh-in, meeting with the doctors, former Republic Nashville's Brett Young puts an fighters coming in wishing good luck – it all moved quickly.” industry spin on the artist interview: By the time the final fight began, the crowd was well-lubricated I grew up listening to KFRG/Riverside, and on its feet. “It was much louder than I thought it would CA. The first time I heard myself on the be,” Easler says. “The lights were brighter and the crowd was radio was on SiriusXM's The Highway. It was unbelievable, so the environment was more intense than we were a surreal experience. I was driving in L.A. used to. And the adrenaline was pumping, of course.” and knew they were going to play it, but it Fabiani also noted the crowd noise and lights as being was an hour-long program – so I just drove something training didn’t and couldn’t replicate. “Once I got in the around Hollywood until it came on. ring, my trainer was in my face telling me to remember what we Brett Young Last week I played a writers round worked on,” he says. “Once the bell rings you’re able to zone out for a radio event with Justin Moore, Chris most of the noise and really focus on your trainer’s voice. After the Janson, Granger Smith and Canaan Smith. Being there with fight people were asking if I heard them yelling for me. I did not, them was really cool because they're all super talented, but and I’m glad I didn’t.” having Justin Moore refer to he and I as the guys from the As for the three two-minute rounds, Fabiani doesn’t recall movie Twins [Young is 6' 6"; Moore is ... not] was pretty funny. much. “I’ve been trying to recap the fight in my head, but it’s all My favorite person to travel with is my guitar player, such a blur,” he says. “I just remember being in the ring, then Noah Needleman. When you're on the road with somebody being out of the ring. I thought he would sit back, but he came and in each other's faces that much, there's a chance you're after me so it was like, here we go. Afterward I was glad it was going to butt heads. A friend makes that situation easier. over and glad I won. But I’m happy we were able to go on this Every time I'm at a truck stop I pick up a Diet Coke. journey together and complete it.” When I hurt my arm and realized there was no more baseball, I Easler agrees. “I was pleased with myself that I hung in until sank into a depression and gained 60 pounds. Before I started the end, took a bunch of working out again, I cut out dairy and sugar. I had to move from punches and got some in Easler & Fabiani regular soda to diet soda and I became addicted. That was on him,” he says. “It was a before people were telling me how bad diet soda is for you. good fight, a fair fight and I UPDATEwould love to have dinner with the late George Jones. we were both ready. There We wouldUPDATE probably order a steak and I'd ask him to share a are some footwork and whiskey with me. movement things I could My impulse buys are always on Amazon. I have to take have done differently, but it off my phone case in order to plug an aux cord into it, so I just was a really good fight.” ordered a wireless unit for my car. The second I hit "complete Good though it may purchase" I thought, "Brett, you really didn't need to spend have been, he’s not money on that." interested in fighting again. “I’m really glad I did it,” Easler says. I wish I had written Ty Herndon's "What Mattered Most" “This has been an amazing journey and great life experience. What’s [written by Gary Burr and Vince Melamed]. That song gets me hard to convey is how much time and energy went into preparing for every time. And Brad Paisley's "Whiskey Lullaby" [written by Jon eight minutes, bell to bell. I’ll always be thankful for my coach, Ernie Randall and Bill Anderson] – that's another one that crushes me. Rodriguez. He was more than I could have asked him to be. He’s Every time I have a morning writing session, I show become a friend and has a real gift for taking someone who never up with a king-size Payday, an extra large Diet Coke and a considered anything like this and getting him ready.” Monster Rehab energy drink. He’s also thankful for his opponent. “Chris and I communicated My least favorite interview question is, "Who is Brett a lot leading up to and even the night of the fight. After it was over Young?" It's the most important and the hardest thing to answer. we went and had a drink to celebrate. He was a great opponent both physically in the ring and mentally outside of it.” ©2016 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] March 7, 2016 Page 7 Fabiani is open to fighting again, but might take a year or two MY TUNES: MUSIC THAT SHAPED MY LIFE off. “I went all-in on the charity aspect asking people to buy tickets and spend money,” he says. “It might be a couple years before I WSIX/Nashville’s Kimsey Kerr discusses can go back to the favor well.” her most influential music: He also admits to mixed emotions. “I was so looking forward 1. George Strait: King George! Every to not having to go train, but I sort of miss it already, too. It’s hard song, album and show I’ve ever been at to let go.” Congratulate Fabiani here and Easler here.