A few weeks ago one of our local Christian Music stations had their "Sharathon," or as I call it Beg-a-thon 2010. If you are not familiar with this concept this is the how and why:
1. Many Christian stations are non-profit. So they have to find ways to get people to donate so they can continue to broadcast.
2. Apparently being "for profit" is bad.
3. Christian stations lie to the public by playing half a really good song and then tell people if you want to keep this type of music on our airwaves then we need you to donate. EXCEPT they play a song that they rarely or never play under normal circumstances because it is not in their demographic (ie. playing "Say So" by Israel and New Breed), but has a great sound and message.
4. Tell everyone that they are going to hold their beg-a-thon for X number of days, but when they do not make their goal they carry it out an extra three or more days to hit the goal (while people who want to hear music have long since gone by the wayside and will most likely mainline Two For Tuesdays with Mandatory Metallica just to get some music).
5. Finally hit their goal and give God the praise after they overshot the time by many days.
Look I am all for Christian radio flourishing, but there is a way for this medium to not only survive but truly thrive and profit.
First thing...PROFIT! How many area businesses would love to advertise to an audience that is more loyal to their station because it is one of very few in the area? In the Asheville, NC area ad rates are approximately $86.00 per 30 second spot. If you dedicated 10 minutes out of every hour advertising you would generate $15,067,200.00 of ad revenue per year not counting partnerships, selling air time to local churches, live on location events, concerts, and internet marketing. This will also allow radio stations to pay talent what they are worth rather than making them become bi-vocational, or have to find another career entirely in order to make the life they need to make for their family. Profit isn't a four letter word.
Next...CHANGE THE PLAYLISTS! Christian music stations are still playing "Awesome God" in heavy rotation. This song is 22 years old. The artist, Rich Mullins, has been dead since 1997. Can we rest this song for a decade or so, PLEASE? Look guys I know it is one of THE songs in CCM history, but are adult contemporary secular stations still playing Hey Jude, Stairway to Heaven, and Jailhouse Rock on a heavy rotation (many times I have heard Awesome God four to six times per day in a span of 10 hours)? Of course not. Yesterday (10/09/10) Rich Mullins had five songs played, and two were Awesome God according to the website of a local Christian music station. Remember, Rich Mullins didn't release anything new yet...he has been gone for 13 years. We have to get with the times. Playing the same 15 songs from Casting Crowns, tobyMac, Third Day, Michael W. Smith, and Amy Grant isn't exacting exalting God. I asked a guy I know in the Christian radio community why this happens, and he told my that this is what their demographic wants. I asked him what the demo was and he told me "Women 25-44." Guess what radio execs...guys aren't listening because they think your playlist sucks. Don't get me wrong I like some of these artists, but if I hear "City on our Knees" (incidentally by one of, if not my favorite artists, tobyMac) one more time I am going to club a baby seal (or not, but you get the point). There is nothing wrong with playing these artists, but throw in some Israel Houghton, House of Heroes, Clint Brown, Skillet, and Gaither Vocal Band. Make it relevant for people that are not in the demographic. I am pretty sure that the Great Commission is about reaching everyone not just those in the key demos...although I might have to go back and check the Greek to see if I am right about that.
Finally...REBRAND AND REINVENT THE STATIONS! Of course you are safe for the family, morons, you're a Christian Radio Station! You aren't interspersing Dr. Dre, Eminem, Snoop Dogg, and Black Sabbath with Christian Programming. Safe for the family kind of goes with the territory there. It's like saying, "Red Bull w/ Caffeine." How about this gem "Uplifting and Encouraging?" Are these stations just trying to be ironic like an ultra-hipster comic that wears all black, has a soul patch, and doesn't want people to laugh? What is wrong with Fresh and Anointed? Current and Interested? Powerful and Spirit-Filled? How about personality driven radio? Currently there are only four radio hosts mentioned in Talkers Heavy Hundred that really speak about their faith. They are Dr. Laura, Dave Ramsey, Dennis Prager, and Allen Hunt. Not exactly a laugh riot here although they are great broadcasters. We need something that will make people want to listen. The only one really pulling this off in multiple markets is Yolanda Adams morning show, and the Bishop Secular bits (which are GREAT). Why are we so afraid of humor that we will not put on our airwaves? Since we have an alternative to secular music why can't we have an alternative to Howard Stern, Opie and Anthony, and Bob and Tom? If we are ever going to change the culture we have to get in the race. WE MUST BE COMPELLING. We have to change the culture by being in it rather than being a subversive fringe element that is lobbing spit wads from the outside.
I love CCM, and the idea of Christian Radio, but it has become stagnant. Stagnation breeds death in all things. Maybe we need to rise up and find a way to get this vital medium to change before it becomes too late.
AMEN! Excellent post! I couldn't agree more.
ReplyDelete