Casting a Deeper Net: Rethinking Radio Formats
While artists like Sierra Ferrell and Tyler Childers sell out arenas, radio remains confined to outdated formats. Josh Brown argues that radio needs a creative reset.
For years, radio has followed a simple rule: pick a niche, stick to it, and avoid straying from what’s proven to work. Meanwhile, a generation of artists and fans has quietly built a movement outside the traditional FM dial.
The Changing Landscape of Music
What used to be dubbed the “indie” sound is no longer just indie. Performers such as Sierra Ferrell, The Red Clay Strays, Tyler Childers, and Billy Strings have moved beyond fringe status. They are selling vinyl records, filling festivals, and dominating streaming playlists.
Yet, these artists rarely appear on 98% of corporate radio playlists. While radio programmers fixate on labels like “Country,” “Rock,” and “Hot AC,” audiences have shifted beyond these boundaries.
Blurring Genre Lines
Listeners no longer consume music in isolated genres. Instead, they create playlists mixing Tyler Childers with George Strait, Sierra Ferrell with Fleetwood Mac, and Billy Strings with the Rolling Stones.
However, radio still tries to force songs into decades-old format categories, hindering its ability to connect with modern audiences.
“It’s time to cast a deeper net.”
There is a significant opportunity not only to refresh radio’s creativity but also to increase revenue. The audience for this evolving style is far from small.
Author's Summary
Radio must rethink rigid formats and embrace genre-blending artists to stay relevant and tap into a growing, diverse audience passionate about new music styles.