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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

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