Does Radio Suck? Or Maybe It's The Listeners That Do…

Frequency News: Inside the Business. Music. Artists. Radio.

Welcome to the Frequency-News-Sheet (FnS) on TheUrban Daily.  Our blog is all things industry news related from a fans voice, with an insider’s experience.

Focused on the urban music industry, it keeps you up-to-date on the who, what and where questions about your favorite artists, new music and the industry in general.

THE FREQUENCY NEWS is the official print and digital music industry publication of one of the nation’s largest radio and media conglomerates, Radio One, INC. To find out all things relating to urban and gospel music go to www.frequencynews.com and download the latest edition.

And now we are blogging on our sister site Theurbandaily.com every Monday and Wednesday.  On Mondays, we will post the music charts and analyze what is happening with some of your favorite artists and music.  And on Wednesdays, our staff writer Samantha Granberry will sound off on a variety of music industry related topics, such as….

Does Radio Suck? Or Maybe It’s The Listeners That Do…

Back in MY day, radio was something the whole family listened to. It was a unifying medium.  Mom’s tuned in for Luther, Pop’s shook his groove thing to Roger and Zapp, Big Sis squealed with excitement every time Ralph crooned “cool it now.” It was a simpler time when you waited for your favorite artist to come on in between up and coming performers you never heard of. There was not a complex complicated choice of 50 million internet stations. Nah, in the golden era of the 80’s and 90’s airwaves were 100% free, accessible, interactive, and I definitely couldn’t live without my radio. Flash-forward like Gordon to today, and like whoa how things have changed.

If my name was Drake, Rihanna, Lil Wayne, or Lady Gaga I would be ecstatic. But to the average listener or artist trying to break in, stations of today too often sound like broken records (pun intended). Speak to any regular person on the street about their feelings towards radio and a great number will shrug with apathy responding, “I don’t even listen to radio anymore.” Other folks will lament, “I listen because I don’t have to pay for it, but why do they seem to play the same song by the same person 20 million times?”

Then there’s the population that has extreme disregard for the once highly esteemed beatbox. A few weeks ago, I had a discussion with Chuck D of the Legendary Public Enemy about radio revolution. One of his pull-no punches thoughts was that “Radio is free.  The problem is Program Directors and Music Directors. These are old people making decisions for young people without being there in person or accountable to their surroundings.  I spoke at a school in Brooklyn recently and you can quote me on this, they said they think Hot 97 and Power 105 are two of the biggest garbage non-serving music for young people stations you can find.” His points made me pause and think (check out our convo here!).

But at the end of the day, the bottom line is that for any criticisms lobbed its way, Radio is still very, very powerful. Clear Channel’s iHeart Radio Festival recently sold out in 10 minutes, and Radio One’s annual Birthday Bash in ATL and extravaganza SpringFest in Miami continue to exponentially grow every year because of audience demand. This type of response shows people are listening.

So for those who do have some issues with their local stations, instead of tuning out, be a part in creating change. Attend a focus group. Call a request line. Visit a website.  If ever asked to rock a Portable People Meter (PPM) ratings monitor, say yes!

There are so many outlets that impact and help shape what’s played. If you like hearing local artists, call the station’s in your city. Bombard them with requests. An old fashioned concept right? But it still works! If you are into modern digital displays of affection, hit that “like, like, like” button of artists you want to hear on a station’s website until more of the artist you “LIKED” are played.

Communication is key. You might be surprised to find out how much radio station managers really want to hear feedback from you. They want you to be engaged and involved. So before the next time you form your lips to say “Man, radio sucks,” take a look in the mirror first and ask yourself what have you done to make it sound better lately?

– @SamanthaGberry

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