RADIO IS DYING.
IHeartMedia, formally Clear Channel, and the biggest radio operator in the world, is in debt up to their eyeballs. 20.6 BILLION to be exact!
If you are an artist depending on radio play right now, you need to start thinking about your 5-10 year moving forward strategy NOW! Radio is dying, and it's never coming back.
And as far as programming goes, they are taking Spotify's lead. Whatever ends up in the Top Global 100, ends up on radio afterward. They aren't pushing the envelope at all.
This has been happening for a while, yet artists assume it doesn't apply to them. Christian and Country artists are the worst about it, thinking KLove will just be around forever, that it is different for their genre.
You are right, it is much slower. You still need radio. And radio might still be the best tool for breaking a Christian Artist.
But what about in 5-10 years?
I think making music to sell to the Klove demographic (middle-aged women) might have short term success....but it is not a sound long term strategy. Perfect world, you grow old WITH your audience so you can have a long career.
People fight the old ways so much...why? I totally get if you are fighting for family or religious traditions...but with your business, you will die!
The first artists that embrace the new world and figure out ways to win, will dominate. I'm not saying to take your music off radio today. Radio is still a thing! But just don't leave the future to chance.
Start thinking about it. Start asking questions. And start making plans as to how you are going to survive without it!