The State of Southern Gospel Radio, Feature Article

Apr

2003

The State of Southern Gospel Radio

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Welcome to the latest installment of SoGospelNews.com. Every month I will be coming at you with, hopefully, some topics and ideas that will make the industry think. It is our desire here at SoGospelNews.com to help further the industry in every aspect possible. So in addition to providing news, reviews and interviews, hopefully this view will be one taken seriously.

Radio. It is a staple in the music industry. It does not matter if you are singing blues, country, Christian pop, Southern Gospel or hip-hop, if you are an artist, you rely on radio play. And unfortunately, in this industry, it can make or break you. So this leads me to beg this question: Why is Southern Gospel radio, something the artists rely on to get their name and their songs out, so many years behind? Why is it that Southern Gospel radio can not be as innovative or cutting-edge as the other genre's currently eating up the airwaves? Why do people assume that Southern Gospel radio is for only the blue haired ladies in their church?

With all that said, I want to touch on four basic ways that radio can get back in they game.

1. Catch up with today's radio jargon.

This is one thing that the industry absolutely must do to be seen as a viable form of radio programming. It amazed me recently when one of the major Southern Gospel record labels adopted the "Going for Ads" slogan that has been used for years in other genres. As far as I know, they are the first to ever use this slogan. This is a phrase that helps radio stations know when record labels are interested in a certain song hitting the airwaves. In other words, it keeps radio stations all on the same page. However, this is a totally new concept to Southern Gospel. Not only will this help radio stations, but charting will begin to be more accurate as a result. When talking with various radio stations recently, I was continually shocked at how many were not familiar with common radio slogans. To the average fans, these terms mean nothing. However in radio, these phrases should be used constantly within the field. If SG radio expects to compete against other genres for air space, it must get all the stations in agreement. If every station is on the same page, it can only get better.

2. Listen before you play.

This is probably going to be more controversial than intended for the first time out, but listen up. Don't play a song by an artist just because they are a staple artist. If the song stinks, don't play it. I can think of countless radio singles of late which were immediately sent to the top of the charts simply on name recognition alone. Now, repeat after me: "I will not play just anything by an artist, because I have played them in the past. I will listen before I play." Half of the reason Southern Gospel radio is in the state it is in is because of program director's failure to weed out the bad songs.

3. Notice the up and coming artists who are on the cutting edge.

Does Southern Gospel want to reach a younger audience? Well then, play what they are interested in. Now, I'm not saying go and turn yourself into a pop station. Find out what it is that connects with the young people. Which artists are making an impact with the youth today? Which artists' songs have a more progressive sound that young people won't immediately dismiss? Why are young people coming to hear groups like The Martins, LordSong, 3 for 1, Chosen Few and The Crabb Family? Trust me on this one. They have the sound that is going to dominate Southern Gospel in the next few years. Jump the gun on this one and start adding them to your play lists now.

4. Get better DJs.

I know this is going to hurt some feelings here, but it must be said. Southern Gospel radio can not and will not become a viable form of radio programming if Uncle Billy and the Altar Boys are doing your weekly radio shows. Hire some DJs who are talented and who can really connect with your audience. Get some younger on-air talent who has a desire to see the industry grow, not just get a paycheck. This is something Southern Gospel absolutely must do to stake their claim in radio. If we don't, it will only get worse.

Radio is the most important thing going for Southern Gospel right now in terms of getting the name out there. However, if the casual listener is just passing through the channels, he's not going to stay somewhere that's embarrassing or that he doesn't connect with. These four things aren't going to answer every problem in Southern Gospel radio, but it is a start.

Tune in next month as I tackle the issue of Southern Gospel and the Great Commission.

Chris Unthank
Southern Spin, Inc

Reader Comments

Pam,

Just so you know, I know you too, but that might not be to your benefit.... LOL

Commented by On 04/04/2003

I SURE WISH ATLANTA HAD A STRONG RADIO STATION. YOU CAN'T HEAR THE SOLID GOSPEL STATION UNLESS YOU ARE CLOSE TO THE STATION. BUT, UNTIL WE DO HAVE A STRONG STATION, I WILL CONTINUE TO ENJOY SOLID GOSPEL RADIO THRU MY SKYANGEL SATELITE DISH.

Commented by On 04/08/2003

wgka in atlanta is 25,000 watts--which is pretty big for an AM radio station...where 'bouts do you live, JL?

Commented by On 04/08/2003

You, sir have hit the proverbial nail on the proverbial head! I spent over 25 years in Top 40 radio, and have been appalled at how many good air people, as well as sales and management people have moved into Chritian broadcasting, and seeming forgotten all professionialism they ever had! It should be the other way around..."Give of your best to the Master". I don't hear Solid Gospel anymore, but when they first came on, they sounded like a bunch of young kids who knew nothing about the business and were having fun with a new toy. Good radio is good radio, no matter the format, and since other formats are now sounding "worser & worser", it's time for Southern Gospel to show 'em what it's all about!

Jack Parnell The Information Radio Network.

Commented by On 04/08/2003

I LIVE ABOUT 20 MILES FROM THEIR STATION. BUT I CAN ONLY HEAR IT WHEN I AM CLOSE TO THAT AREA. I WISH THERE WAS A GOOD F.M. STATION.

Commented by On 04/08/2003

My question for the DJ's is this, why should an artist have to be on a major label to get recognition? I know of MANY groups who are not on major labels, not because they can't be, but because they don't want to be. They prefer dealing with someone that they know personally and that takes them personally. Someone that will do the best they can just because that is what they are supposed to do.

Daniel, get me an email address for you so I can tell you what I really think. I know you guys are supposed to have a website sometime in the future, but it has been "in process" for months now, and I don't want anyone , including you, to think I am berating you...especially here. Some things need to be done behind closed doors (so to speak).

Commented by Hurley Spinks On 04/08/2003

One of the major problems with stations is they are getting away from true southern gospel and going to country gospel. I am told by fans that spend a lot of money on gospel music they are tired of the country and solo gospel sound and playing CD's of the groups they like. Pay attention solid gospel stations.

Commented by On 04/09/2003

Dwight,

I understand that radio stations are getting away from true southern gospel, but that is really what needs to happen to draw in more listeners. The market for that traditional, 4 men and a piano sound just isn't near as big as the market for the SG that incorporates all kinds of niches within the SG industry, which includes country, traditional, bluegrass, progressive/middle of the road, etc. SG radio needs to embrace these sounds to gain a larger audience. It will not survive otherwise.

Commented by Chris Unthank On 04/10/2003

Rick Cody here of "THE GOSPEL STATION"... As a 25 year vet of this business, 4 in sg radio, I agree totally with your thoughts regarding sg radio... We have 2 stations in our area that we've had to overcome their "image" that they've set for sg radio...Number 1.... Playing anything and everything they get...Trying to make everyone happy....It can't be done....Number 2...Begging for money all the time...Number 3...Volunteer d-j's....Well meaning folks who want to help.... but.....Our station is voice tracked for one reason...We at this stage can't afford to pay for a whole staff of talented jocks.... I promise you this..With the computer technology today you can make it sound so "live" most folks don't know.... It takes lots of effort..Which sad to say most folks don't want to do...... I also wish more stations would get out of the trying to sound like the secular station down the street and focus on "Christ".... I love the artists that we play but they will NEVER be the focus of what we do.... It's the message of the songs that drive our ministries...Whether it's a slow song or fast, known group or unknown, the message has to be what it's all about..You can still sound professional without taking the focus off of HIM!!....Again here in Oklahoma that's what we're trying to do....

Commented by Rick Cody On 04/10/2003

Mark this down:

The Chicken Song has been removed from rotation today.

It doesn't mean that it will never be heard again on 1190 in Atlanta -- but if it is heard, it was an "intentional" play by the dj...either requested or specifically chosen.

It has been a source of controversy - farily evenly divided controversy actually.

But then again, they say that people "Love to Hate".... go figure.

-db

Commented by Daniel Britt, WGKA ATLANTA On 04/17/2003

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