The following post is by Christian music artist Lydia Laird, and I was struck by how she feels because it’s not the first time I’ve heard about this struggle. In our coaching sessions with digital directors and those over social media at their stations, we’ve heard that they feel like they must keep pumping out content at an unsustainable rate. They feel like they can’t keep up with what the algorithm wants, what leadership wants, what the new trend is…on and on. This problem is deep, rampant, and dangerous. Read what Lydia has to say, and then I’ll tell you my thoughts on the solution.
“PLEASE ENJOY THE FOLLOWING RANT…I absolutely hate the fact that music artists cannot focus solely on the music they were made to create anymore, but instead have to constantly be putting out content on social media, keeping up with the latest trends and working furiously to gain likes and followers in order to have a career. The business side of this industry seems to be more concerned about how many tiktok views you have than your actual talent, calling or even the number of people who are actually streaming your music. Likes and follows don’t always translate to listeners, yet for some reason, instead of just doing what I’m called to do in music, suddenly, if I am to keep up with industry standards, I am supposed to become an actress…I’m supposed to pump out content, whether it’s authentic or not, all in order to stay relevant. Makes me so sad. It’s not real. It’s not healthy. It’s not sustainable, yet the whole world seems to be at the mercy of social media right now…
Honestly, I don’t know that it’s God’s best for us. I heard one record label say they would not sign an artist anymore unless their social media numbers were good enough. What about their music? What about their mission? At what point do we decide to not let social media control us and instead just be faithful to what God has put in us? All of the rest is vanity. There are people who need to hear about Jesus. There are people who need music to help them get through things. There are people who need to know that those they are listening to are being authentic and not just creating something because they know it will get likes or it will get played on K-LOVE. I’m tired of the stress it puts on me as an artist and the fact that there have been times that I have chosen to care more about making it in this industry than just being faithful to who God has called me to be. Even if it never looks like I thought it would or maybe even hoped it would – His way is better, and thank God He does not determine our success or our usefulness by the number of likes and views and followers we get. I have to ask myself, at the end of the day, is it more important to me that I reach the one person I was supposed to reach, even if nobody knows about it? Or is it more important to me to reach the masses, even if I miss the eternal mark?
I’m preaching to myself. I am convicted and I am just tired. I have to fight myself on a daily basis to focus on what true success is… Not likes, not followers, not money, not fame, not how big my audience is… But being faithful and obedient in the little things. Honestly, I haven’t done great at it. But trying to keep up with the world’s version of success will kill me. I don’t even want to try anymore. This is just a PSA to those of you who may feel like me…just know you’re not alone… And to hold me accountable to the fact that I don’t want to play this game anymore. If my life is not solely focused on being true and obedient and honest to who God has called me to be and who He is, then I don’t want it. I’m redefining success for myself. Maybe you need to too?
Rant over. Love you guys. ??”
Lydia Laird
Entertainment Cannot Be Our Sole Focus
Christian radio is in a challenging situation because it’s an entertainment industry that can’t focus on entertainment. Or at least not only entertainment. If you’ve read anything Killer Bee has put out, you know our focus is using social media and digital platforms with a strategy that aligns with your station’s purpose. Playing the game of keeping up with the trends and the needs of the algorithm will not build the audience you’re searching for, the people that desperately need the message of Jesus. If we allow ourselves to fall into the trap of thinking more eyes, more attention, and more likes mean we’re fulfilling our mission, we’ll miss the opportunity to pour deeply into people.
KillerB Thought For Leaders
We need to put the people first, especially our team members, and not just focus on social media. When I see leaders put more emphasis and pressure on getting more views, likes, and shares while ignoring what they’re doing to their team members, it breaks my heart as a leader.
Tony Robbins said, “I define success as having a positive impact on the people around you.” Ask yourself, as a leader, are you positively impacting your team members? If not, I would challenge you to make a change. If your purpose is to encourage people, shouldn’t that start with the team you’ve been blessed to lead? Or, if your mission is to bring joy to people, shouldn’t you start with the people at your organization? It’s up to us leaders to set realistic and healthy goals and care for our team.
Do to others whatever you would like them to do to you. This is the essence of all that is taught in the law and the prophets.
Matthew 7.12 NLT
Brian Curee
CEO, Digital Strategist for Killer Bee Marketing
brian@killerbeemarketing.com
Let’s connect on LinkedIn: briancuree
Brian Curee has spent over a decade in the world of digital, with experience that spans across strategy, design, development, and social media management. He has served in the Christian radio industry since 2013, is an active EntreLeader Elite member who completed Donald Miller’s StoryBrand Marketing Roadmap and has a degree in Computer Science and Theology. Brian is passionate about helping others in the Christian Radio industry do digital with purpose and confidence. You can learn more about Killer Bee Marketing and their services at https://killerbeemarketing.com
Life 102.5 has a heart for Madison! For the 4
Spirit 92.9 continued its commitment of blessing the central Minnesota community through intentional service projects. As the pandemic affected another year, station listeners rose to the challenge of uplifting and encouraging those feeling loss, loneliness, or burnout. Thanks to the help of generous listeners and business partners, Spirit 92.9 raised more than $8,000 in an online tip jar that blessed the staff at 19 local restaurants returning to work full time with huge tips during the Big Tip promotion. The restaurant workers were grateful for the visibility and appreciation. Numerous area teachers nominated by their students and families received special honor at the end of the school year with flowers and $500 VISA gift cards as part of “Thank A Teacher” organized by Spirit 92.9. In the fall, Spirit 92.9 partnered with two local ministries and provided free holiday meals to the community. During the ‘More Than A Meal’ event, the station worked with community members who donated enough to provide 6,000 meals and give help to people in need. Station team members also prepared and served meals together at the local homeless mission. At Christmastime, 11 community members wrote Spirit 92.9 and shared the story of someone they believed deserved some extra joy due to personal hardships. The individuals received $1000 to bless that person during Spirit 92.9’s Share The Joy promotion. Phone calls were made to hundreds of listeners to offer prayer and encouragement. Prayer support and a personal response is offered all year long.
Jim Campbell, Founder & Network President of Radio Training Network, Inc. began his radio career in commercial radio in Tennessee in 1964. In 1966 he moved his family to Lakeland, Florida to attend college, and upon graduation he joined the staff at First Assembly of God Church where he and the church launched in the mid 1970s the first Contemporary Christian Radio Station in the nation, WCIE-FM. The station grew in both market impression and influence not just in Lakeland, but around the country inspiring others to follow Jim’s lead. In 1989 Jim left the church and founded Radio Training Network, Inc. (RTN) and over the next 30+ years, he oversaw the acquisition and development of 40+ stations plus translators. With 130 team members, RTN stations serve the Carolinas, Georgia, Alabama, Florida, and Missouri. These stations are well recognized in their respective markets thanks to the servant leadership of the staff, aggressive marketing, and a commitment to a strong emphasis on Jesus first. At present RTN has some two million listeners each week on air and approximately the same number online.
Andrea Kleid is a 24-year veteran of radio and records. She began her career working in Christian radio at WNLT in Cincinnati, and then moved onto WAY-FM in West Palm Beach working in programming and promotions. Her next stop took her to JOY-FM in Tampa where she served as the Promotions Director. In 2004, Andrea moved to Nashville to begin her music industry career in radio promotion under Grant Hubbard at Capitol CMG. In 2008, Andrea became the Vice President of Promotion at Word Label Group where she led one of the most successful and influential radio promotion teams in the Christian music industry. Through her signature brand of honesty, passion for Christian music, and focus on relationships, Andrea developed a reputation for successfully launching new artists’ careers including for KING and COUNTRY, NEEDTOBREATHE and Francesca Battistelli. This year, Andrea celebrates her fifth year as the President of her own company, Boxer Poet. An advocate for both radio and artists, Andrea continues to zealously host conversations around further representation for women and people of color on Christian radio.
Jason Sharp has a rich history with CCM radio and leadership. His early years at WONU/Chicagoland and The Bridge/Delaware gave flight to his passion for great programming and innovative promotions. As Program Director of WCQR/Johnson City and eventually the network PD for Positive Alternative Radio, Jason’s influence grew across the industry. In 2007, Jason joined the team at Northwestern Media as Program Director and then Station Manager of KTIS, Minneapolis/St Paul. In 2015, Jason furthered his formal education and earned his master’s degree in organizational leadership. Applying his leadership knowledge and skills to work, he now serves as Senior Vice President of Broadcasting at Northwestern Media’s 23 stations in 14 markets across ten states that service 1.5 million listeners each week. Jason also served Christian Music Broadcasters, first as a charter member and eventually as the lead of CMB’s educational track at Momentum for more than ten years. He then served as the organization’s board chairman from 2017-2020. Jason continues to inspire others within Christian media toward excellence and compassion through a Christ-centered attitude, education, and practical application.
In 1972, while serving in the U.S. Air Force in Orlando, Johnny Stone dreamt of a second kind of “air force,” that of radio. He took an overnight position at WDIZ-FM, the station where Z88.3 now stands. In the past 50 years of his career, Johnny’s work and personality raised the bar for other programmers in markets ranging from New York City, Chicago, Dallas/Fort Worth, San Diego, Tampa, Atlanta, Tucson, and Minneapolis/St. Paul. During his stint as Program Director and Morning Show host at Star 99.1 New York, his team won the NAB Crystal Radio Award and CMB Station of the Year. Presently, Johnny serves as afternoon host with his wife, Stacey, at 91.9 WGTS in Washington D.C. winner of the 2021 NAB Marconi Award for Religious Station of the Year. Owner of StoneStudios, LLC. and as a 22-year veteran in Christian media, Johnny mentored several on-air talents. Today, along with his on-air role at WGTS, he mentors college students at CMBU, teaching and modeling the belief that “you have to win in the hallways to win on the airwaves.”
Lisa Williams was called to Christian radio while praying in 1990. She walked into KCVO in Camdenton, Missouri and started on the air that same week. Over the past 32 years, Lisa served in various roles in on-air, programming, fundraising, and station management at radio stations and networks including K-LOVE, Z88.3, Star 99.1, KCVO, and KCWN. As an on-air personality, Lisa earned several number one ratings in several markets and was the recipient of three industry awards. Lisa now serves as the Network Talent Coach for Northwestern Media, owner of 23 stations in 14 markets across ten states that service 1.5 million listeners each week. While at Northwestern, Lisa hosted the nationally syndicated show Life with Lisa Williams from 2016-2021. She stepped away from the show to focus on coaching more than 90 on-air talents, encouraging and nurturing them to shine the light of Christ through excellent radio. When she’s not coaching talent, Lisa helps stations raise money for their operations. She also hosts a Facebook group for women on-air in Christian radio called GodsRadioGirls and helps facilitate their annual retreat.