january 19, 2017 the sands report - paragon media strategies · contact: richard sands (415)...
TRANSCRIPT
Contact: Richard Sands (415) 383-5955 • [email protected] ©All Rights Reserved
JANUARY 19, 2017
THE REPORTSands
Shaking Things Up Part II: Millennials Aren’t Happy
We got things off to a rocking start last week with ten suggestions for things you can do to shake things up at your station in 2017. This week, Mike Henry, the
owner and CEO of Paragon Media Strategies, checks in with some more sparks to help light a fire under the format. If you’re not familiar with Mike, he began his career in 1979 in the heat of the college radio era in Athens, Geor-gia, and continued on that path to help create the Alt and Triple A formats in the ‘80s and ‘90s. Today’s topic? Millennials!
I want to talk to you about radio and millennials, Mike. But first, how do you define millennial?Millennials is the name of the demographic group
following Generation X. There are no precise years defining Millennials, but most consider this cohort to fall between those born in the early 1980s and to the mid-1990s to early 2000s.
This topic came up because of a study you did for the NAB 10 years ago. Briefly, what did your original study find about this group?The study that Paragon conducted for NAB ten years ago found that radio was a convenience medium for this generation, meaning it better be easy to use, it better be free, and it better be readily available on multiple devices and platforms. Fortunately, radio still passes that bar.
So, all good?No. The content that radio provides was not viewed as meeting their needs even back then. Millennials have already re-set their entertainment plate with many other new delivery options, and their expectations for radio are different than previ-
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Mike Henry
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TOP 10 IN 70+ MARKETSROSE TO TOP 10 iTUNES OVER
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ous generations. Millennials want music radio stations to be their screening platform to find new songs and artists, which they will then explore and in some cases, download or playlist on their own. They want radio to serve as their music discovery filter, not a repetition machine of the same new music over and over. These young audiences expect something different than what radio has given them and still provides.
Uh oh. I can see where this is headed. One of your recommendations ten years ago was that radio should aggressively pursue listeners under 25. How’d that go?Millennials almost universally perceive that radio does not care about them, their generation, or their differ-ent taste and consumption needs. They perceive radio to be for their parents and older generations.
Dang. That’s radio in general. How did Alt radio do in particular in this regard?I wouldn’t say that any commercial radio format is structured for Millennials. Radio formats are still built around premises of previous generations, and are woefully outdated for today’s young adult consumption patterns.
Ten years ago you also rec-ommended that we needed new formats and fresh approaches. I assume you feel that didn’t happen?How many new radio formats for young listeners can you count from the last ten years? I count zero.
That’s true. Now, to bring it to the present, here we are one full decade after your study, and radio is still miss-ing the boat with millenni-als overall, isn’t it?
Yes, and radio’s lack of response is only making it harder to re-take younger listeners.
OK. We have a new year—seems like it’s a perfect time to shake things up, especially considering so many stations are either flat, or down, in the ratings lately. Can you give us some concrete suggestions or examples of what PDs might consider if they want to do things differently, Mike?Well, I shouldn’t be giving free advice, but the re-search speaks for itself. Believe it and follow it. I have plenty of specific ideas for anyone who is serious about responding to Millennials’ needs, with a lot of learned experience from my work with non-commercial music discovery formats. As much
THE SANDS REPORT ● page 2 of 6
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THE SANDS REPORT ● page 3 of 6
as some may try to make this difficult, this is not rocket science. It’s simply about building your format from the outside in versus the inside out.
OK. Here’s a hypothetical: Suppose a station is doing “OK” in the ratings. Nothing spe-cial, but making money and hitting budgets. Is it worth blowing up the brand to create
something new or different to satisfy these hard to satisfy millennials?For a low performing or mediocre rated station, what is there
to lose? For a high performing station, start with a night show or a stream to test the new approaches. Sooner or later, radio’s business model and the desires of Millenni-als will have to meet. There is no business model without younger listeners coming into radio, so I know where I would start. Go big or go home.
Next week in Parts III & IV, how you can go big in shaking things up. Plus, there’s another person’s unique take on what Alt radio should do. Contact info: call the cell at (303) 810-6453 or you can write to [email protected].
Shaking It Up it 2017, Part II (Con’t)
Alt Photo Corner
The Dropkick Murphys paid a visit to WBOS to play an acoustic set. That’s ADA’s Tommy Delaney on the far left, and APD/MD John Mullett third from the right.
Rush your Alt photos to [email protected]
“As much as some
may try to make this difficult, this is not rocket science!”
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THE SANDS REPORT ● page 4 of 6
Added/New in the Top 50
X96-SLC No adds
KHTB-SLC Cage The Elephant
KBZT-SD Sigma, Spoon
91X-SD Jimmy Eat World, The 1975
Live 105-SF Twenty One Pilots
The End-Seattle The Shins
KPNT-St. Louis Rag ‘N’ Bone Man, Silversun Pickups
97X-Tampa Catfish/Bottlemen, Kaleo, Rag ‘N’ Bone Man
CFNY-Toronto No adds
DC-101-DC Fitz/Tantrums
WRDA-Atlanta No adds
KROX-Austin Spoon, Young The Giant
ALT 92.9-Boston No adds
WEND-Charlotte No adds
WKQX-Chicago No adds
CD102.5-Columbus Cloud Noth-ings, Declan McKenna, Moby/Void Pacific Choir, Twenty One Pilots
KTCL-Denver Cage The Elephant
89X-Detroit Bastille, AMITW, Lumineers, Strumbellas, The 1975
KTBZ-Houston No adds
Alt 103.3-Indianapolis Bastille, Dreamers, Young The Giant
WXXJ-Jacksonville Bastille, Bishop Briggs, Mondo Cozmo, Rag ‘N’ Bone Man
KRBZ-Kansas City No adds
X105.1-Kansas City No adds
KXTE-Las Vegas Bishop Briggs, Revivalists
KROQ-L.A. No adds
Alt 98.7-L.A. Cage The Elephant
WSFS-Miami Bastille, Glass Animals
WLUM-Milwaukee RHCP
KCMP-Minneapolis Japanese House, Magnetic Fields,Middle Kids, Spoon
KQGO-Minneapolis Bastille, Cage The Elephant, LP, Marian Hill
Music Choice Cage The Elephant, Hembree, Mondo Cozmo, Moose-blood, The Hunna, Zipper Club
WBUZ-Nashville Bastille, Halestorm
WROX-Norfolk The Shins
The Edge-Ok City Bastille, Cemetary Sun, Georgia Flood, Heydaze, Wrecks, The xx
WRFF-Philadelphia No adds
KDKB-Phoenix No adds
WXDX-Pittsburgh No adds
KNRK-Portland Revivalists
iHR Custom (Premium Choice) AMITW, Twenty One PIlots
WBRU-Prov Cage The Elephant
KKDO-Sacramento No adds
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THE SANDS REPORT ● page 5 of 6
America’s ALT Top 20 Most Streamed SongsStream Rank TW
Stream Rank LW
Artist/TitleTW Total Streams
Chart abridged from Bridge Ratings Top 100 National Streaming Report. Full chart available via email each
Monday morning for just a $9.99 a month subscription. To subscribe or for more information write to: [email protected].
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
1
3
4
2
6
11
10
5
15
21
16
7
8
9
13
17
12
19
14
18
Twenty One ”Pilots “Heathens”
Twenty One Pilots “Ride”
X Ambassadors “Unsteady”
Twenty One Pilots “Stressed Out”
Coldplay “Hymn For The Weekend”
White Stripes “Seven Nation Army”
K.Flay “Blood in the Cut”
Kaleo “Way Down We Go”
Twenty One Pilots “HeavyDirtySoul”
James Bay “Let It Go”
Lumineers “Cleopatra”
Lumineers “Ophelia”
Fitz/Tantrums “Handclap”
Panic! At The Disco “Death of a...”
Blink 182 “Shes Out Of Her Mind”
Walk The Moon ”Shut Up and Dance”
Coldplay “Adventure of a Lifetime”
Highly Suspect “My Name is Human”
The Lumineers “Sleep on the Floor”
The 1975 “Somebody Else”
8,811,057
5,298,638
4,884,165
4,651,678
4,557,962
4,541,629
4,517,240
4,454,407
4,350,960
4,119,958
4,113,185
4,103,538
4,094,032
4,088,329
4,087,224
4,076,978
4,071,914
4,070,062
4,069,828
4,037,197
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ALREADY ON: ALT 98.7 89X KPNT KRBZ WLKK WEBN KRZQ WRRV KUCD KTEG MUSIC CHOICE KPOI KCJK WCYY KFRR WWXX KMAX
KRXP WGMP KYRK KMYZ WZNE WBTZ KXNA KXTE WOLT 96X KTWN KFMA KRAB KPNT KTBZ WSFS KTWN WBUZ
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THE SANDS REPORT ● page 6 of 6
Thursday Music Meeting & Three Dot Lounge
A quick look at the leader-board shows that Bastille had the #1 most added record of the week for the red hot gang at Capitol. “Blame” is off to a flying start, already almost Top 30...Cage The Elephant followed up their #1 most added week with another strong blast onto tons of Alt stations
with 15 new adds including at Denver’s high flying KTCL...Rag
‘N’ Bone Man was #3 most added this week, getting new support from The Point, WSUN, and WXXJ, among others...Nick Attaway wanted me to pass along that Blink 182, for the first time ever, has scored two #1 songs from the the same album, and also they have their very first Grammy nom...Mondo Cozmo is taking off now that WKQX has come in. It’s nearly #1 at AAA by the way...Also on Re-public: new Marian Hill, which is featured in an Apple ad. Go 96.3 in Minneapolis hit it...Now some tunes that I think cut through on-air: “Sweet Disaster” by Dreamers; The Revivalists “Wish I Knew You” which along with The xx “On Hold” are two of my absolute favorite current records; and LP “Lost on You”...A couple of great new adds on Andrew McMahon, from 89X and iHeart’s “Custom”... The hitmakers at Glassnote have a new one that deserves your at-tention in Hamilton Leithauser + Rostam...John Di Maio is very ex-cited about his new signing, Lower Than Atlantis. Last month “Had Enough” (here) was BBC Radio’s “Hottest Record in the World”... Impacting soon: The Heydaze “Hurt Like Hell” (hot on Alt Na-
tion); The Strumbellas “Young and Wild” will be single three; Sigma
featuring Birdie goes for adds next week, but several haven’t waited; nor have they for the new Shins “Name For You”...Hey, I gotta go. Thanks for stopping by today! —Richard Sands
The Big ListCLICK THE IMAGE AND LISTEN:
BLEEKER “Highway”
HAMILTON LEITHAUSER + ROSTAM “In A Black Out”
MARIAN HILL “Down”
CAGE THE ELEPHANT “Cold Cold Cold”
THE XX “On Hold”
RAG’N’BONE MAN “Human”
DREAMERS “Sweet Disaster”
SIGMA FEATURING BIRDY “Find Me”
THE REVIVALISTS “Wish I Knew You”
MONDO COZMO “Shine”
IMPACTING SOON:Florence+Machine “Stand By Me” (Republic)Glass Animals “Pork Soda” (Caroline)The Georgia Flood “Whistle King” (Hubbub!)
Send dates to [email protected]
“NAME FOR YOU”INSTANT BELIEVERS: SIRIUS XMU, KNDD, 91X, KNRK, KTFM2, KRBZ, WWCD,
WBRU, KRXP, WROX, WEQX, KPOI, WWYY, KYRK, KMAX, KXNA, MUSIC CHOICE
OVER 550K STREAMS IN THE FIRST WEEK! #10 most streamed ALT chart song TW
NEW ALBUM HEARTWORMS OUT ON 3/10LYRIC VIDEO: CLICK HERE // ON TOUR IN MARCH
IMPACTING 1/30 ALREADY #38*
“HUMAN”#1 ALT SPIN GAINER TW
#1 ALT AUDIENCE GAINER TW 15 STRAIGHT WEEKS OF SALES INCREASES
US SHAZAM JUMPS +151 SPOTS IN LAST 6 WEEKSVIDEO: 100 MILLION VIEWS! CLICK HERE
NOW #16*
RAG’N’BONE MAN