Don't Forget The "Emotional Plutonium"

Last week, I navigated the "sexism at Country radio" minefield in this space and – clearly – that went well, don’t you think? In the process, I learned a few things. Apparently, as one response in the comments section pointed out, I'm "an old radio guy." Another called me an "old white dude." While it's undeniable that I'm a radio guy, white, and a dude – I'll take all three as compliments – the "old" accusation is the hill I'm willing to die on. I mean, compared to Willie Nelson (84) and Bob Barker (93) – combined age 177 – I consider myself a relative whippersnapper in the grand scheme of things.

I also learned a new term: mansplaining. I was accused of that after I replied to a comment about why programmers avoid playing females back-to-back. I was valiantly trying to make the point that it's strictly a matter of music balance, available titles, and library maintenance – programming fundamentals. Nope. Pure sexism by male programmers asserted – no, insisted – the responder, who, when it comes to radio programming, told me she'd "been there, done that." Concerned, I looked up the term "mansplaining," which the Urban Dictionary defines as "Stating accurate, verifiable facts … By claiming 'mansplaining,' she tries to pretend to have invalidated her opponent’s claim, even though she has not addressed it at all."

In spite of my best efforts, like many other controversial topics – nature vs. nurture; cake vs. pie; toilet paper: over or under; Batman, Spiderman, or Superman; did Oswald act alone – the females-on-Country-radio dilemma still has no easy answer and probably can't be resolved any time soon. Therefore, I'm moving on, boldly addressing another top-of-mind subject for Country radio right now: tempo. When I talk to radio MDs and programmers about music every week, it's their #1 concern in music meetings, with the sheer volume of singles to consider each week a close second. In many cases, a song's lack of tempo is a non-starter for airplay consideration. Historically, ballads have been an important part of any Country radio station's music mix. They've also been the songs that, while taking longer to develop and mature – i.e. "burn in," a term I've used here many times – are eventually, the songs that build strong, long-lasting passion with listeners, and that make for great-testing gold titles.

Last week, I got an email from longtime programmer Phil Hunt, President of Phil Hunt Media. He's a former SVP with iHeartMedia (then Clear Channel), who earlier spent many years working with the late Country Radio Hall of Famer Rusty Walker, a well-respected programmer many feel shaped the sound of Country radio from the mid-80s until his 2012 passing. Hunt is part of a vast Walker coaching tree still working with Country radio, and he offered his thoughts on the issue of tempo – or, lack thereof – at Country radio right now.

"There is a certain 'tempo of music' that's getting about as much respect these days as Rodney Dangerfield. It's the ballad – the slow song. Being a life-long champion for the underdog, I wanted to set the record straight on why you should consider slow songs in your daily music mix and even seek out these titles in your weekly music meetings. Now hear me, I understand the importance of an upbeat, energetic sounding radio station. But, to not consider adding a song because it's slow is not doing your station or your listeners any favors. Let me explain.

In my humble opinion, our primary job as programmers is to make an emotional connection with the audience. We do it with our personalities, our presentation, and most importantly, the music we play. It's been said, 'all art aspires to the condition of music.' In other words, music is the most powerful art form there is. So, typically, what tempo of song has the best chance of moving the emotional needle? That's right, the ballads: 'I Will Always Love You,' 'The Dance,' and more recently 'Humble And Kind.' These songs are what made me fall in love with Country music. A song that convicts you, makes you want to call your momma or Sweetheart and say, 'I Love You.'

I have never seen a Country research study state that favorite station status is based on playing fast songs. I have seen study after study reveal favorite station status belongs to the brand that plays the best songs for my taste. That most certainly would include ballads, right?

We should use our talents and techniques as programmers to accommodate playing slow titles. That means ensuring our on-air marketing and talents are energetic and fun. Further, when you play a ballad, make sure you don't surround the title with similar music energy or talents that are low key, on air marketing that's sleepy, etc.

A wise man once told me, 'In Country, make the next song you play sound as different as you can from the one you're playing now. That's what makes listening to a Country station fun.' In other words, being predictably unpredictable IS fun!

In my opinion, each song should be evaluated on its ability to evoke an emotional response from our audience – that makes me happy, that makes me sad, that makes me think. We should seek out these titles and rely on our expertise as programmers to mix the music and presentation up to be compelling and fun. So, respect the ballad. It's emotional plutonium, and that always fuels outstanding ratings."

Hunt's advice here certainly speaks for itself, and I chatted with him about it this week.

I wondered, as Country radio has morphed into a consistent 18-34 performing format in the past five to seven years, does it feel like there's been a greater emphasis placed on energy and tempo with the music during that time? To Hunt's point in his email, thematically, ballads are generally more serious and deeper – not many of them are considered "ditties." Generally, Country is more good time/party down/spring-break in content to a large degree, songs like "Humble And Kind" notwithstanding. Then again, I would make the argument that "Humble And Kind" was and is an undeniable song – one of the best written and performed Country records in the past 10, or even 20, years.

The format has also seen the arrival of more and more Pop programmers in the last 10 years, and not just at the day-to-day level. Many have taken on regional duties, too, so their influence at Country radio expands to a regional and national level. "I don’t know if it’s a different generation of programmer – maybe a lot are doing more than just Country," said Hunt. "Tempo in other formats is deemed much more important. An upbeat, fun sounding Country station IS what you want; you don’t want all dirges all the time. While tempos IS a factor, it cannot be – SHOULD not be – the only thing we use as a plumb line." What still exists for Country fans, believes Hunt, are the same things that have always mattered to the format's life group. "Faith, family, community. I get all the reasons for skewing towards up-tempo songs, but those things are what this audience connects with."

If we don't consider the slow songs, the sad songs, reiterates Hunt, "We're not using a weapon that can move the meter. Use ALL available weapons; find the ones that make an emotion connection. I believe at the end of the day – as a format, as an industry – we'll be healthier. That's what makes people love Country music; I believe that with all my heart. if you understand that and approach it that way, I believe you'll have a better chance of being a success."

Well, what do YOU think? As always, I welcome and appreciate your feedback, especially when we're talking programming stuff – as long as you don't call me "old." Feel free to respond in the comments section below, or, hit me direct here.