DAILYBUZZ March 1, 2024, Issue 3
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Study Haul: Personalities
Smith Geiger’s Andrew Finlayson offered three takeaways during the “CRS Research Presentation” Thursday (2/29). Subtitled “But They Have A Great Personality,” the survey of 800+ country listeners first asked, “How are you listening to country music?” Streaming led with 65%, followed by terrestrial radio (60%) and YouTube/websites (46%). Social media tied with owned media (19%) ahead of satellite radio (14%). Asking why radio remains strong in the face of numerous competitors, Finlayson pointed to convenience, connection and conversation. “Radio is a big easy button,” he said. “You need to take advantage of that.” Respondents’ “essential elements” for an on-air personality included being a “real person, not a bot” (66%), “authentic” (60%), “makes me feel good” (53%) and “introduces me to new country music” (52%). The least essential elements were “politics that match mine” (20%), “local to my area” (27%) and “patriotic” (28%). Listeners prefer personalities who feel authentic even if they’re not always polished by a wide margin (86%), prefer personalities who share stories about the music (73%) and like a casual approach (68%) over “putting on a show.” “Less polish, more real,” Finlayson said. “This is what we’re hearing from your listeners.” Noting that 63% prefer personalities who never talk about their values or politics, he added, “Be an escape from the news.” The study also played audio clips for respondents, gleaning further insight into preferences for a lighter mood and a focus on the music. In summation, Finlayson’s key points were: 1. Authenticity: Real over polished. 2. Escapism: Be positive and lighten listeners’ mood. 3. Music: Be a friend who makes listeners feel smarter about the music they love.
Piece Of Mind: The Records Nashville team celebrates their inaugural No. 1, George Birge’s “Mind On You.” Pictured (l-r) are Country Aircheck’s Addie Morton and Chuck Aly, the label’s Helena Akhtar, Country Aircheck’s April Johnson, the label’s Josh Easler, Jamice Jennings and Barry Weiss, Birge, Country Aircheck’s Lon Helton and the label’s David Bubba Berry. “Country radio has the power of authenticity in a world of algorithms and AI,” Finlayson says. “And that’s what’s going to keep you all going.” The full session and presentation deck is expected to be posted for CRS attendees at some point. –Chuck Aly
AI Less Feared, More Embraced
At last year’s CRS, a hastily assembled panel on artificial intelligence (AI) found that the radio industry had a largely negative reaction to the idea of the burgeoning technology being used there. This year, when no less than four
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