Dear Christian music broadcaster…
An Industry Symposium took place in Nashville on July 11, 2024.
There are rumors that Christian record labels are seeing diminishing value from Christian radio and shifting their time and money to break new artists and songs elsewhere. These rumors are true. Since CMB represents Christian radio, we worked to get key individuals from radio, labels, artist management, and promoters in the same room to chat about the current state of the relationship between radio and records, our desired future, and a plan for how we can, together, continue to impact the world through music.
The rumors that radio may not be as prevalent today are also true. It’s a harsh reality that we all should be working to address. Edison Research reveals that while radio still has amazing reach, the average person listens to audio for four hours a day, with 36% of that time dedicated to radio. This is on the decline, as we now have less time with listeners than we did five years ago, when the number was 68%. Also, the next big trend is that radio listening is coming from older people with 45% of listening done by those 55 and older.
It’s time for you to define the relationship between your station and record labels before it is too late. (“Too late” because many mainstream radio stations and record labels have already ended their relationships).
The basis for any healthy relationship starts with asking how you can help accomplish someone else’s goals. Oftentimes, we get this backwards and think that someone else needs to meet our needs in order for the relationship to thrive. So, with a terrestrial signal, and a plethora of other media channels available (online, podcasts, etc.), as you define your relationship with record labels, consider whether there are broader options you could summon to help them meet their needs. Intentional conversations with them will help you find common ground and perhaps even assist in helping you welcome younger listeners to your station.
Record labels are not the enemy.
There is a narrative, albeit I believe it to be somewhat of an arrogant one, that the two (radio and records) have to be at odds to thrive. Some have said, “We don’t play the record label game at our station.” What I heard at the Symposium is that no one is asking radio to play a game. What I heard was a request for us to consider ways to use the opportunities presented to us in a more innovative way so that record labels can feel good, and see success, about our future and their investment in us. They are willing to keep the conversation moving even in the midst of radio’s challenges.
Imagine a relationship where Christian radio becomes more proactive in working to understand the record label’s priorities and then the record labels reciprocated that approach and learned your station’s strategic approach for reaching your community and helped you do so. At the Symposium, they said that’s what they wanted to do. Everyone wins, including your listener. It’s a bigger conversation than just playing the latest song by said artist. It’s about a relationship that benefits radio, record labels, artists, and the entire industry.
That’s moving the needle from transactional relationships to transformative ones, and I think you’ll agree that those are the best kind.
Let’s communicate in a way that builds a relationship that is honest, truthful, collaborative, open, and life-giving. Being honest is important, trust is a big piece, radio needs to shoot straight. Our friends at the record labels deserve that.
Jason Sharp
SVP for Media, Northwestern Media
CMB Board Chairman
