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10 Questions with ... Mike Stern
June 22, 2021
Have an opinion? Add your comment below. The format’s performance over the last few years seems to indicate that the more manufactured, pop-leaning material doesn’t drive as much listening or loyalty. Alternative has a rich history of discovering and supporting artists that build their career over time growing up from playing small, independent venues to arenas assisted locally by the station’s support. We need more of those.
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1. You’ve been involved with Alternative stations since before the format blossomed in the ‘90s. What’s your take on the State of Alternative Radio today?
Just like every format that focuses on new music, we’re in the doldrums right now. Over the years since the early 90’s we’ve had several periods of musical prosperity and several rough patches in between. We’re currently navigating one of the more difficult time periods and it’s a challenge.
2. What has surprised you most about the Alternative format in 2021?
The difficulty finding songs that are consensus hits across the format. I really hoped that as we began to emerge from the challenges posed by Covid there would be an influx of strong music coming from artists that had held back releases during the pandemic and others that had used the time to write and record. I’m still hopeful it’s coming but we’ve yet to see a big influx of titles that truly resonate for the format this year.
3. How do you think the format can be more successful?
The overall answer is more investment in these properties. Quite often Alternative stations are underfunded when it comes to staffing, marketing, promotions, and research. I realize that’s a big ask so, beyond that, stations should be judicious about their approach to new music when the product cycle isn’t strong. Ride big hits longer, focus more imaging on the new music that does get played and lean a little more on the strong library the format has built over its history.
4. Your Tech Survey 21 is loaded with nuggets. What are the key takeaways for Alternative stations?
One statistic that repeats every year in the Tech Survey and didn’t disappoint in 2021 is that Alternative listeners are more interested in discovering new music than listeners to other formats. It’s something we see consistently year after year. So even when the music cycle isn’t strong, maintaining an image for exposing listeners to new artists and songs is still important.
More specifically to this year’s survey, over the last year there’s been a notable increase in the importance of talent. As people were stuck at home, they looked to radio stations more than ever for elements of companionship. More of this later when we talk about hosts.
Also, it’s important to pay attention to your stream. The survey showed that use of station’s streams among P1 listeners is up significantly with more than two of every three listeners tuning in via the stream at some point. Take the time to make sure your stream sounds good.
5. What can radio stations do better to appeal to more Alternative music fans?
This is solely my own perception and not backed by any research but I’m coming back around to the idea that the listeners who seek out Alternative radio stations appreciate real artists and musicians. The format’s performance over the last few years seems to indicate that the more manufactured, pop-leaning material doesn’t drive as much listening or loyalty. Alternative has a rich history of discovering and supporting artists that build their career over time growing up from playing small, independent venues to arenas assisted locally by the station’s support. We need more of those.
6. How important is live and local for Alternative Radio?
Local is very important. The Alternative audience is very active, and the station needs to be a place they can consistently get information about events in town, and not just concerts. It’s important to think beyond just shows to everything happening in your city. Further the audience is also generally more socially conscious than most and finding ways to tap into that and be a part of the community should be an important cornerstone of the format.
Live is a trickier concept. Of course, it’s preferable to be live and in the moment but that can be handled several ways and, considering the economics of operating a radio stations, it’s not always possible. Maximizing talent and produced elements to make a station sound timely and exciting is an art form that doesn’t necessarily require a host sitting it the studio twenty-four hours a day anymore.
7. How important are the air talent?
Having great hosts is very important for all radio stations. It sets the medium apart from so much of our online competition. Specifically for Alternative stations where, as a format, there is an emphasis on being a place to discover new music, the hosts need to act as Sherpas for the listeners helping them learn about the new artists that matter. And, as a format that is supposed to be a home for listeners who want something different from the mainstream, it’s important to have hosts who can relate.
8. Let’s talk more about the music. How can radio stations use the streaming services to their advantage?
Early streaming interest in a record or an artist is a great indicator and can help determine which songs belong in rotation. It’s not the only factor and it’s not a guarantee of success but it’s one more tool to help programmers attempt to determine which songs may go the distance and which will not.
9. Are there other lessons to be learned from streaming services?
The fact that Amazon is experimenting with adding voices to their music service with a new feature called “DJ Mode” that includes artists talking about their songs and other hosts is just one more piece of evidence about the importance of talent and connection to the music.
The sheer number of people who build playlists on Spotify is a great reminder of the popularity of curation, something hosts, and Program Directors used to do more of with specialty programming and features. We are seeing more and more evidence that, beyond perfect rotations, stations that create memorable, unique music programming are positively impacting the ratings.
10. Now that many Alternative stations are 20-30 years old, what are you seeing with the Gold, and in particular, the ‘90s grunge?
Music from the 2000’s is quickly becoming the bedrock of the format and, to a degree, the number of relevant 90’s titles is starting to narrow. Sonically, the Grunge titles sonically seem to be the least compatible with the rest of the library and are playing a much smaller role than the days when they were the format’s “secret sauce” that drove ratings. Having said that, with the weaker current music cycle some grunge artists that had fallen out of favor seem to be staging a comeback of sorts, which is even more evidence to me that Alternative radio fans appreciate artists that evoke passion.
Ok, let’s have some fun...Bonus Questions
What are weekends like for you?
Until recently they’ve been a mixture of some client work, some online poker with friends and a lot of the game Overcooked (and Overcooked 2). Now, with life starting to open up again and the weather getting better in Chicago I’ve been spending more time meeting in-person with friends and I’m bracing for a return to concerts and events like Lollapalooza and Riot Feat.
Rank your sports teams in order of passion.
Michigan State Spartan Basketball Detroit Lions football (followed by closely by the Bears, I’m very conflicted). I’m rapidly growing into a White Sox fans after years following the Cubs.
First record ever purchased?
Not positive but I think it was Ozzy Osbourne’s Blizzard of Oz.
First concert?
Blue Oyster Cult with Aldo Nova as the opening act. Wow, considering many people reading this won’t know either act, I guess I am getting old.
Favorite band of all-time?
Got to be Led Zeppelin. Followed closely by Prince, the Beastie Boys and Bob Marley.
Favorite new band over the past year?
Ayron Jones has been my fave of late and there is a lot of Grandson getting airplay at home.
Anything else you would like to add?
Thanks for the opportunity to share my thoughts.
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