Country Radio -- And Jason Aldean -- In The Spotlight At All Access Audio Summit

Top: Aldean, Raab; Bottom: Reynolds

Country superstar JASON ALDEAN joined consultant JOEL RAAB and BEASLEY/CHARLOTTE OM and WSOC (COUNTRY 103.7) PD JOHN REYNOLDS for a session on the Country format at the ALL ACCESS AUDIO SUMMIT TODAY (4/22), titled "What The Country Format Knows That Your Format Should Learn."

ALDEAN praised Country radio for helping artists build careers rather than generating one-hit wonders. "I almost feel like radio -- and fans -- invest in the artist [in the Country format]," he said. "You get to build a career ... that lasts for more than a couple of years." He later noted that Country radio's support of artists makes stars like him want to support radio in return.

REYNOLDS noted that the format has evolved in production and writing to make it a more mass-appeal format, and said artists and labels continue to treat radio as critically important. "Everything's about relationships," ALDEAN agreed, adding that the accessibility of artists to radio and fans is unique to the format. REYNOLDS noted that some pop artists are accessible early in their careers before they either become less-accessible global stars or "one- or two-hit wonders."

REYNOLDS, who said he's worked in the Country format for about three years, noted that NASHVILLE has its own "ecosystem," where everyone from the songwriters to those who ultimately play their songs work together.

Addressing Country's success in 18-34 and 18-49 demographics, REYNOLDS said streaming has been instrumental in bringing listeners into the format, and also credited the music -- specifically "more pop-sounding songs" -- and suggested that young fans are open to seeing both a POST MALONE show and a JASON ALDEAN show. ALDEAN, agreed, saying, "This ain't your granddaddy's Country music," and pointed to a wave of new, young stars bringing in more young fans and different musical influences.

To those who don't follow the format closely, ALDEAN noted, Country still has a "little bit of that stigma that we're all sitting around on hay bales and playing banjos." But that notion is quickly disproved when anyone sees a Country show like his on the road, where his production rivals that of any other major genre. "It's not what people think it is who aren't used to watching it," he said.

The discussion also covered the use of social media (ALDEAN having 3.5 million INSTAGRAM followers and a "love/hate relationship with social media," but crediting it with helping him get the word out about music and touring). REYNOLDS noted that radio air personalities have become social media influencers, and said it is "unbelievable how you can be connected and reach out to your audience" that way. RAAB noted that "social skills are almost as important as on-air skills right now," which REYNOLDS agreed with "100 percent."

The session's final topic was whether a splintering of the format is happening. REYNOLDS said that splintering is already occurring on digital streaming platforms, and that radio could look at new and different versions of Country formats as a good programming tool and a "great opportunity."

If you missed the session, summit registrants will have an opportunity to watch it on demand beginning MONDAY, APRIL 26th.

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