CRS 2018 Winners: Smart Speakers, Damned Good Singers

Well, I'm 36 hours removed from CRS 2018, and I’ve just about finished unpacking the experience, both literally and emotionally. Here's what I've decided is the hands-down winner for CRS 2018:

Smart Speakers.

I declare these the CRS champ on two levels: the newfangled, technical gadgets flying off the shelves, changing our lives, potentially shaping radio's future – and, actual people. Real, human beings who came to CRS sharing their intelligence, vision, and – most of all – honesty with attendees.

The Smart Speaker hardware – primarily Alexa, but also Google Home and Apple HomePod – was a pervasive topic at CRS 2018 and reminded me so much of how PPM measurement once dominated CRS panels and hallway conversation at the forefront of PPM currency. I suspect as radio wraps its head around how to develop unique skills and increase at-home listening, we'll see more of these panels moving forward.

The few who emerged as human “smart speakers” during CRS were a combination of the expected and the surprising – all of my selections were women. That's not to say the men at CRS weren't brainy. I just felt my examples (see below) stood out more.

When sharing my annual CRS winners list, here's my yearly disclaimer: your mileage may vary. I had my track of panels, people, and events that I followed; you had yours. Hell, some of you I never saw all week. You probably have your own list of highlights. Here are mine:

1. Smart Speakers: The Gadget. CRS and Edison Media Research recognized Smart Speakers as a hot topic, deciding soon after CRS 2017 that this had to be the subject of its annual research presentation. And thus, "Country Radio: At Home With Smart Speakers" was born. Using a combination of data tables and ethnographic video clips showing individuals and families using these in the home, Edison demonstrated the growth and ease of use for Smart Speakers.

Smart Speakers are blowing up faster than smart phones did – 16% of Americans, or 39 million people, currently own one. Additionally, more and more people (38%) have more than one device in the household, and once in the home, use increases, with 57% citing more use since first purchasing. Obviously, there's definite upside for all of radio to recapture in-home listening. According to the study, 48% of Country fans who are Smart Speaker owners had listened to AM/FM radio on their Speakers in the week before they were contacted. That outpaced the 43% of all listeners who had used their Smart Speakers for broadcast radio, and, says Edison, "follows a tradition of Country listeners showing greater loyalty to radio in their digital behaviors."

We all know Country fans love their music, and Smart Speakers are motivation for them to love – and access it – even more, with 96% saying listening to music was a reason for wanting the device, far and away the leading answer. Additionally, 81% say they used the device to play music last week; 72% said they used it to play Country music. Country listeners who own Smart Speakers also say they listen to more music than overall respondents – 6 hours and 11 minutes a week, or roughly an hour more than others.

But, there's so much untapped potential, too. While the topic was practically ubiquitous at CRS, and nearly every programmer I talked to said their company is aggressively working on skills designed to engage Smart Speaker use, Edison also found only 25% of Country Smart Speaker owners were aware of an AM/FM radio station that offers a Smart Speaker skill.

So, there's that.

Edison President Larry Rosin co-presented with Edison VP Megan Lazovick, who is one of my Smart Speaker champs this year. Lazovick balanced hard data with entertaining, interactive clips from Smart Speaker users and the Alexa device. Lazovick kept things moving while injecting incredible information. In concluding the presentation, Rosin cautioned the room: “Yes, the adoption of these devices into homes is a huge opportunity for radio. But, don’t be complacent; on Smart Speakers, you are competing on the ‘Infinite Dial’ where all audio is available. Listening to your station is highly unlikely to be the first thing a Smart Speaker user will seek out. It is up to you to remind them.”

2. Human Smart Speakers: Nashville Mayor Megan Barry. I'm declaring her a winner simply for showing up within a week of admitting to a two-year extramarital affair with her security chief; a revelation that rocked Nashville. She could have cancelled her annual trip to address CRS attendees at opening ceremonies, and I believe most people would have understood. Not only did she show up, but Megan Barry doubled down and completely owned her current situation. "I have been pretty humbled," Barry told a room filled mostly with visitors. "I haven't slept a lot; kicked myself a lot; made a big mistake. I'm often reminded that's what Country music songs sound like. I also know the suns comes up each morning – it did today. I'll keep getting up, keep doing the job I was put here to do, and I'm grateful for that. So, those of you who do live here, I have a lot of work to do to earn your respect and trust again. I'm gonna spend a lot of time doing that; I disappointed a lot of people, and I'm sorry. Now, I'm actually going to give you the remarks written for me." Barry's unplanned, unexpected, off-the-cuff remarks were met with enthusiastic applause. I'm not here to comment on actions in Megan Barry's personal life, but I thought her comments were bold and brave.

3. Human Smart Speakers: Cumulus CEO Mary Berner. "Radio needs to grow a pair." She's been in the trade news a lot since assuming her role in 2015, but Berner had never spoken at an industry event. That she chose CRS first was powerful – and makes sense, given the company's large portfolio of Country radio stations and nationally syndicated shows for Country radio, both long and short form. Berner's background, as we've known, is in print publishing with reader's Digest and Vogue Magazine on her resume. Instead of a handicap, Berner said it was an advantage, giving her a valuable outside perspective on the radio biz. When asked to compare the two, Berner summed them up this way: "Same church, different pew." She reiterated a lot of what we've read (and reported on), chronicling the "toxic culture" that existed within the company and her efforts to change it. But the true "moment' of the Q&A, conducted with skill and finesse by Emmis/New York VP/Market Mgr. Charlie Morgan, was Berner's reply when asked for her 30,000-foot perspective on the radio business. "I think the radio industry needs to grow a pair," replied Berner. Citing her experience with publishing, Berner explained how that business – also severely challenged – vehemently stands up for itself, aggressively marketing its products and industry. Unlike the print world, Berner asserted, “Radio does have strong ROI; it does have an audience; it has the goods. But, we act like an ugly stepchild.” She cited radio ad pricing as an example, which she described as “A race to the bottom.” Berner was engaging, informed, prepared, and direct. I'd call this first-ever industry chat a huge win.

4. Damned Good Singers: Garth. You cannot have a list of CRS winners without including special, one-of-a-kind, music moments. Every year, I'm amazed at how labels, management, and artists in our format step up to create "Oh, wow" and "I love my job" moments for CRS attendees. Garth Brooks was one of my CRS winners last year, and he's a repeat honoree in 2018. For so many years, Garth has been generous with his time at CRS, but he never repeats the same, awesome idea. Sure, he did kind of a surprise show at Marathon Music Works a few years ago, and it was great, since many there hadn't seen Garth play for years – or, ever.

This year, Garth played a small club – Layla's – on Nashville's Lower Broadway. Less than 200 people were there, all invited mysteriously and last minute. Now, just seeing Garth Brooks in a tiny, crammed club is fantastic and priceless by itself. Quick factoid: Garth told the crowd he's never, ever played a club on Lower Broadway before. He chose this inaugural, Lower Broadway moment to take all requests – again, awesome and one-of-a-kind. But, every request made had to be accompanied by a story behind it – the why, if you will, of the request. That created endless personal moments and a unique show nobody there will forget.

5. Damned Good Singers: Dierks. Bentley invited CRS attendees to his new club, Whiskey Row, just down the street from Layla's to see the Hot Country Knights – a 90s tribute band – play. This outfit, complete with wigs, fake moustaches, and garish costume choices, may or may not include Dierks himself, and may or may not slip in the occasional 80s tune. But, it's fun as hell, and the show included unannounced guest performances from new and rising Country artists. Nostalgia is always a winner, and the crowd drank it up – along with the schmaltzy shtick from the band members – by the gallon.

6. Damned Good Singers: Luke (Combs). I saw Luke Combs three times during CRS week. Of course, I'm counting his Saturday, February 3rd Ryman show as CRS, since I saw so many PDs and MDs in town for Seminar at the show. During my 100 or so years in this format, I've seen a handful of memorable, special "moments" for artists, that were pivotal – where the crowd felt it, you knew it, and all seemed blessed to be there when it happened. Randy Travis at Countryfest in Los Angeles, '87; Garth at a CRS luncheon, '90; Tim McGraw at CRS New Faces in '94; Keith Urban at a small club show in New York City on the eve of the 2005 CMA Awards, where he was a surprise winner for Entertainer Of The Year; and Carrie Underwood, "Jesus Take the Wheel," 2006 ACMs.

There's a special, palpable energy in those moments, and so it was with Combs at the Ryman. From the first song to the last, every human being in that venue stood, sang, and danced to every lyric from every song Combs performed in an environment that can only be described as pandemonium. It was so loud, I occasionally thought to myself, "I wish they'd stop singing so I can hear Luke Combs sing his own damned song." All his music connected that night. When an entire 2,400 or so audience members sing along, they've listened to those songs previously, no question. It was cathartic. It was inspiring. It was, as we used to say growing up in SoCal, "bitchin." He played new songs, too, with the same reaction: everybody had somehow heard them somewhere and sang along just as loudly. He's an everyman, and a unique storyteller, in a time when storytelling and looking ordinary in Country music is the exception rather than the rule; that's why it sticks out. Luke Combs is a friggin' star who can and will be playing arenas in the near future.

And, here's why he's a star: because two nights later, during a guitar pull at the Sony Music Nashville event to help kickoff CRS week, Combs was equally strong and present – yet, humble and appreciative of the other artists in his group (Chris Young, Walker Hayes, LANCO, and Cam). The mood and the crowd were subdued, with Combs and his fellow artists understanding that, and not pushing the envelope further than necessary.

Wednesday night at the “New Faces” show, Combs closed out the night. But, as you can imagine, this crowd – an industry bunch – was the polar-opposite of the Ryman mob. Everyone always says it, and it's true: That CRS New Faces room is a tough one. There was a small contingent of people in the middle of the room on their feet singing, and I personally witnessed All Access Asst. Editor Monta Vaden singing out loud to every word. I wish for once – myself included – we in the industry would act like fans occasionally. And, I'm not alone in that wish. Check out this blog post I stumbled across today in my daily reading. It's from iHeartMedia Country WNCB/Raleigh PD Carletta Blake, who also reminds us in the tough industry crowd, "Let it move you. Allow yourself to dance. And, by all means, clap for it." Despite the calmness of that room, Combs treated it like he was still at the Ryman. He was energetic, robust, and confident up there. This guy is real and here to stay. I'm so glad about that.

That's my list of winners. How about you? Tell me what I missed (and, there was a lot) that inspired you at CRS. Share it in the feedback space below, or email me direct here. I hope you had a great CRS and safe travels home.