Went to the CMT Awards in Nashville last night. I've been consulting to CMT since January. We were asked to help them redefine the brand and are in town to present the conclusions. So we hit the awards last night and had a great experience (not just because they're a client!)
Country is huge, and even though its sales are falling (down 15% in 08), its allure is on the rise. Why?
Well country represents so much that other parts of the industry have forgotten.
1. It's about entertainment, not just music.
2. There's still a huge work ethic in achieving success
3. American Idol has benefitted country by reconnecting it with the mainstream and bringing it to a younger audience
4. It fulfills its promise of delivering fun and good times and therefore has a strong value proposition
5. It's the only genre that still produces new stars who have the potential for enduring careers.
6. The values associated with country are becoming increasingly appealing to almost everyone - simplicity, trust, outdoors living, honesty, authenticity
And all of this was evident at last nights awards, resulting a positive, fun, and good time spirit of optimism with only a little of the jingoistic religious and political jive.
Jason Aldean and Keith Urban rocked. Sugarland and the B-52's tore up "Love Shack". Taylor and Def Leppard nailed "Pour Some Sugar On Me'. All crossover, yes, but what's the problem with that if it draws a bigger audience and helps to keep the importance of music alive?
I love Willie, Waylon, Kris, George and the rest, and they have their esteemed place in country and in music. But the new generation deserve some credit and applause for their contribution. Love her or not, Taylor, Kenny and Brad are stars. Big Ones with futures ahead of them, and the power to sell music irrespective of format. Good for them. They deserve our appreciation for keeping the art going.
My favorite comments of the night came from Urban and Paisley. On accepting an award for "Start a Band", the former gave the advice "Learn guitar kids - the real thing!" To which Paisley added "Rock band never got anybody a date - never".
Well said gentlemen.
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4 comments:
Great show! The "crossover" acts were quite a gamble. I think you have something. Just locally in Petaluma you can see evidence of the "crossover" factor. The largest Country Bay in Sonoma County is KJ's; now called 256 North. I used to sing there every Saturday night 6:00 till 9:00. The owner loves R&B. I usually stuck around after 9:00 to see what was going on. They had lots of "clone dancing" line dancing to everything from country, country rock, to rock plus some hip hop thrown in. The dance floor is full of kids who listen to everyting,,,,,,,,including Country Music. I must admit, this genre seems to be the most open and accepting to more kinds of music. They are more down to earth with a LOT LESS death, goth, eatin blood guts I'm from another planet going on,,,,,,,,,,and absolutely no hood gangsta wannabees. It's mostly cowboy hats, boots and belts that like Country and other things as well.
Rick Swanger
It has never ceased to amaze me..."You like Petty-right? You like Mellencamp-right? Then you like country music...right??" The answer 9 times out of 10 is NO. When you start digging more...a big party of it is the perception of what they think liking country music means...I've always felt like I was on a life long crusade to convince many of my muso friends that they are missing out so much great music...especially for anybody that is a fan of "the song".
Btw...watching last night...the Brad P. comment had me smiling from ear to ear!
Hi Dave.... nice blog page.
Just so ya know, I'm certainly no 'countryphobe'... I love the old school stuff and some of the newer and have played tons of it in various bands over the years up even to recently with newer acts like Sugerland etc...
And I really admire, respect, inspired by musicians like Chet Atkins, Jeff Burton, Glen Campbell, Les Paul, Vince Gill, Danny Gatton, Johnny, Merle and Buck etc... I just thought amidst all the color and glitz of the CMT's (which looked fabulous by the way), some - the more teeny-boppery stuff I guess - of the nu-country music came off a bit generic and soulless - as most teeny-bop music over the years has I suppose, but I digress.
The formula to bring the kids on board is in place and as long as the message remains positive, authentic with time-tested values and awesome songs/musicianship and doesn't veer off into the gutter like so much else has (RE: BRITNEY/GANGSTA RAP) then I'll be a fan for sure.
Well, back to the blog....
Will
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