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CCM Music & CCM Radio

S

SteveWilliams

I recently came from 20 years in CHR and Hot AC radio (with 5 years in cluster positions with multiple formats) into the bubble that is Contemporary Christian Radio. I have picked up two BIG challenges that we have that I did not face in other formats:

1) UNFAMILIAR MUSIC - Virtually all of our artists and all of our music is unfamiliar to the masses. Unlike other formats, our music is not in big movie soundtracks, TV commercials, or on Muzak systems. Occasionally a Christian song will become a hit (Lifehouse, Switchfoot, U2, etc), but some CCM stations steer clear of them. To keep from being an "exclusive club" format, we've got to come up with ways to familiarize CCM to the rest of the world and embrace the CCM that is familiar even if it comes form mainstream radio. There are very few songs that a "button-pusher" would stop for on CCM radio. That puts the format in a very weak position.

2) LITTLE SUPPORT FOR MUSIC - This is kind of a Catch 22. Because the music is in a weak position, there is not a lot of money for promotion. That means not a lot of label support, etc. and not much push to get more exposure for the music than just radio play. CCM Radio is the only way CCM music gets exposed. With little support for the music, that puts the music we play in a weak position.

I am admittedly early on the learning curve when it come to the CCM world. I do know radio, and I think I understand the purpose of Christian radio as a mission. I see these two issues as a tremendous opportunity for growth in our format.

Teach me. What do you think? How do we overcome these stumbling blocks to reach our potential as an industry? Or am I seeing stumbling blocks where there aren't any?
 
From what I've read, CCM music sells more CD's than either Jazz or Classical combined, so there is a fairly good market of folks who listen to and buy CCM music. That is why the big labels bought out the Christian labels and made subsidiaries of them. If I remember correctly WORD records was bought out and is owned by RCA and Myrhh records has also been bought out. If someone has better info please help as it's been a while and I may not have these details correct, but I know they both were sold and are part of secular companies now.

> I recently came from 20 years in CHR and Hot AC radio (with
> 5 years in cluster positions with multiple formats) into the
> bubble that is Contemporary Christian Radio. I have picked
> up two BIG challenges that we have that I did not face in
> other formats:
>
> 1) UNFAMILIAR MUSIC - Virtually all of our artists and all
> of our music is unfamiliar to the masses. Unlike other
> formats, our music is not in big movie soundtracks, TV
> commercials, or on Muzak systems. Occasionally a Christian
> song will become a hit (Lifehouse, Switchfoot, U2, etc), but
> some CCM stations steer clear of them. To keep from being
> an "exclusive club" format, we've got to come up with ways
> to familiarize CCM to the rest of the world and embrace the
> CCM that is familiar even if it comes form mainstream radio.
> There are very few songs that a "button-pusher" would stop
> for on CCM radio. That puts the format in a very weak
> position.
>
> 2) LITTLE SUPPORT FOR MUSIC - This is kind of a Catch 22.
> Because the music is in a weak position, there is not a lot
> of money for promotion. That means not a lot of label
> support, etc. and not much push to get more exposure for the
> music than just radio play. CCM Radio is the only way CCM
> music gets exposed. With little support for the music, that
> puts the music we play in a weak position.
>
> I am admittedly early on the learning curve when it come to
> the CCM world. I do know radio, and I think I understand
> the purpose of Christian radio as a mission. I see these
> two issues as a tremendous opportunity for growth in our
> format.
>
> Teach me. What do you think? How do we overcome these
> stumbling blocks to reach our potential as an industry? Or
> am I seeing stumbling blocks where there aren't any?
>
 
> I recently came from 20 years in CHR and Hot AC radio (with
> 5 years in cluster positions with multiple formats) into the
> bubble that is Contemporary Christian Radio. I have picked
> up two BIG challenges that we have that I did not face in
> other formats:
>
> 1) UNFAMILIAR MUSIC - Virtually all of our artists and all
> of our music is unfamiliar to the masses. Unlike other
> formats, our music is not in big movie soundtracks, TV
> commercials, or on Muzak systems. Occasionally a Christian
> song will become a hit (Lifehouse, Switchfoot, U2, etc), but
> some CCM stations steer clear of them. To keep from being
> an "exclusive club" format, we've got to come up with ways
> to familiarize CCM to the rest of the world and embrace the
> CCM that is familiar even if it comes form mainstream radio.
> There are very few songs that a "button-pusher" would stop
> for on CCM radio. That puts the format in a very weak
> position.


u2 is not a christian band....
>
> 2) LITTLE SUPPORT FOR MUSIC - This is kind of a Catch 22.
> Because the music is in a weak position, there is not a lot
> of money for promotion. That means not a lot of label
> support, etc. and not much push to get more exposure for the
> music than just radio play. CCM Radio is the only way CCM
> music gets exposed. With little support for the music, that
> puts the music we play in a weak position.

nope...christian tv has a lot of christian video shows.
>
> I am admittedly early on the learning curve when it come to
> the CCM world. I do know radio, and I think I understand
> the purpose of Christian radio as a mission. I see these
> two issues as a tremendous opportunity for growth in our
> format.
>
> Teach me. What do you think? How do we overcome these
> stumbling blocks to reach our potential as an industry? Or
> am I seeing stumbling blocks where there aren't any?


as long as you are trying to reach women you will have no trouble. as they are the ONLY target audience in christian ac radio
>
<P ID="signature">______________
deep tracks xm 40 for those who arent single minded</P>
 
"1) UNFAMILIAR MUSIC - Virtually all of our artists and all
> of our music is unfamiliar to the masses. Unlike other
> formats, our music is not in big movie soundtracks, TV
> commercials, or on Muzak systems. Occasionally a Christian
> song will become a hit (Lifehouse, Switchfoot, U2, etc), but
> some CCM stations steer clear of them. To keep from being
> an "exclusive club" format, we've got to come up with ways
> to familiarize CCM to the rest of the world and embrace the
> CCM that is familiar even if it comes form mainstream radio.
> There are very few songs that a "button-pusher" would stop
> for on CCM radio. That puts the format in a very weak"

Wrong - our music has been used in many big movie soundtracks, TV shows and in grocery stores & restaurants piped in music. Where have you been :)? I just saw Switchfoot on MTV the other day, of course they may just miss the CCM title.
Go in any discount store and hear Point of Grace and Michael W. Smith. I think you are discounting the music greatly. "Party of Five" for instance used Sarah Mason "All Fall Down" and other shows have used CCM music. Bob Carlisle in the that snowman movie - whatever it was called a few years back and on every Christmas. Don't forget "The Apostle" with Steven Curtis Chapman's song.
 
MikefromDelaware wrote:
"From what I've read, CCM music sells more CD's than either Jazz or Classical combined, so there is a fairly good market of folks who listen to and buy CCM music..."


My understanding is that GOSPEL Music is whats on the rise...and soundtracks like O Brother Where Art Thou for example are counted in the mix. While an AMAZING collection of music, it isn't CCM.

The stats are still encouraging, and it speaks much of the industry, but I just don't think we can credit the Contemporary Christian format for a trend that speaks to all genres of Gospel.


http://christianmusic.about.com/od/christianmusicmonthly/a/aaWeberStats105.htm

http://www.christianitytoday.com/ct/2002/104/22.0.html


e<P ID="signature">______________
RADIOELIZABETH
Pleasant, Passionate, Persuasive
www.radioelizabeth.com</P>
 
> Wrong - our music has been used in many big movie
> soundtracks, TV shows and in grocery stores & restaurants
> piped in music. Where have you been :)? >>>>>>>>>>>>>


Comparing Apples to Apples his original post is very true. By comparison, non-core CCM listeners don't know if it's Third Day, Jeremy Camp or Todd Agnew singing.
 
> I recently came from 20 years in CHR and Hot AC radio (with
> 5 years in cluster positions with multiple formats) into the
> bubble that is Contemporary Christian Radio. I have picked
> up two BIG challenges that we have that I did not face in
> other formats:
>
> 1) UNFAMILIAR MUSIC - Virtually all of our artists and all
> of our music is unfamiliar to the masses. Unlike other
> formats, our music is not in big movie soundtracks, TV
> commercials, or on Muzak systems. Occasionally a Christian
> song will become a hit (Lifehouse, Switchfoot, U2, etc), but
> some CCM stations steer clear of them. To keep from being
> an "exclusive club" format, we've got to come up with ways
> to familiarize CCM to the rest of the world and embrace the
> CCM that is familiar even if it comes form mainstream radio.
> There are very few songs that a "button-pusher" would stop
> for on CCM radio. That puts the format in a very weak
> position.

Not true my friend. In fact since CCM is a smaller draw many company's license Christian Artists because they are far cheaper to use. Switchfoot, Sixpenece None The Richer, Jars of Clay, V*ENNA, The David Crowder Band, Michael W. Smith, Steven Curtis Chapman, Mercy Me, DCTalk, Stacey Oricco, Kendall Payne,Bebe and CeCe Winans, Lifehouse, etc. All have songs featured on soundtracks, TV shows, and in other media. Find a way to capitalize on that. As for Button Pusher songs that's an industry problem, everything is too generic and safe. Maybe its up to a guy like you to take some risks.


> 2) LITTLE SUPPORT FOR MUSIC - This is kind of a Catch 22.
> Because the music is in a weak position, there is not a lot
> of money for promotion. That means not a lot of label
> support, etc. and not much push to get more exposure for the
> music than just radio play. CCM Radio is the only way CCM
> music gets exposed. With little support for the music, that
> puts the music we play in a weak position.

I've worked with Label guys a little and let me tell you If you can wow them with a good enough promotional campaign they'll give you everything you want. As stated before the music gets a push, its up to you to find a way to push it towards your listeners. Do something for Charity, Show up and do remotes every weekend, hand out bumper stickers, It sounds to me that you would do best to focus on what you can sell, your station. Why do I want to tune in. The music is important but at the end of the day its almost more important that your airstaff, imaging, and promotions are top notch. It's not hard you just need some vision.

>
> I am admittedly early on the learning curve when it come to
> the CCM world. I do know radio, and I think I understand
> the purpose of Christian radio as a mission. I see these
> two issues as a tremendous opportunity for growth in our
> format.
>
> Teach me. What do you think? How do we overcome these
> stumbling blocks to reach our potential as an industry? Or
> am I seeing stumbling blocks where there aren't any?
>

Most importantly remember CCM is a niche market, it's small but very Loyal. Love them and they'll love you back. Provide a safe, fun, warm, and supportive relationship with you listeners and they'll love you back.
 
> > Wrong - our music has been used in many big movie
> > soundtracks, TV shows and in grocery stores & restaurants
> > piped in music. Where have you been :)? >>>>>>>>>>>>>
>
>
> Comparing Apples to Apples his original post is very true.
> By comparison, non-core CCM listeners don't know if it's
> Third Day, Jeremy Camp or Todd Agnew singing.
>
Well, most people listening to secular music don't know who they are listening to either. Only a small few are highly recognizable. Many of the bands are a blur to listeners. I know many who don't have a clue about what Dave Matthews look like or sounds like. (I use him because he is from VA). The Country listeners know their artists though. They make all of us look pretty lame, that's because though Country artists are more accessible to their audience. They aren't afraid to get up close.
 
> The Country listeners know their artists though. They make
> all of us look pretty lame, that's because though Country
> artists are more accessible to their audience. They aren't
> afraid to get up close.
>


Great insight...my theory is that CCM radio is more like Country than our mainstream AC or CHR counterparts - in our potential music rotations, promotions and general imaging.
 
Thanks for everyone taking the time to post your thoughts. I can see that there is a big difference in where I have come from and where I am now. (Which, by the way, is why I am where I am now).

True, some CCM songs have made it into other media, but on the whole, they are not getting played every other hour in Pepsi, Coke and Budweiser Ads, they aren't in the background of the hottest primetime TV shows, and they don't show up during a key scene in a blockbuster movie. There are exceptions, but for the most part that ain't happening. It's on us. We are in a wonderful position. This music/format and the Message that is (or should be) in it has tremendous unrealized potential and we are the ones who can carry it to the next level. We get to make the difference.

Thanks again. I am soaking all of this up like a sponge.
 
Re: CCM Music & CCM Radio & U2

This could be a whole new (and exciting) thread, but why isn't U2 a Christian band?

Their music is almost always about their Christian Walk and the temptations and difficulties that they face in it. Bono, Larry Mullen, and "The Edge" are all Christians. Only their bass player, Adam Clayton, hasn't professed to be Christian. They got on stage during Super Bowl 36 and read scripture in front of 131 million people! (I'm not sure that makes up for dropping the F-bomb on the Grammys, though.)

They are definitely sinful, wretched, hopelessly damned, evil-doers apart from their belief in Christ, but that's pretty much all of us.

Why aren't they a Christian band?
 
Re: CCM Music & CCM Radio & U2

> This could be a whole new (and exciting) thread, but why
> isn't U2 a Christian band?
>
> Their music is almost always about their Christian Walk and
> the temptations and difficulties that they face in it.
> Bono, Larry Mullen, and "The Edge" are all Christians. Only
> their bass player, Adam Clayton, hasn't professed to be
> Christian. They got on stage during Super Bowl 36 and read
> scripture in front of 131 million people! (I'm not sure
> that makes up for dropping the F-bomb on the Grammys,
> though.)
>
> They are definitely sinful, wretched, hopelessly damned,
> evil-doers apart from their belief in Christ, but that's
> pretty much all of us.
>
> Why aren't they a Christian band?
>
hey they said it. not me...they may be christians. but i dont know that for sure. but they are not a contemporary christian band..neither is creed...<P ID="signature">______________
deep tracks xm 40 for those who arent single minded</P>
 
Re: CCM Music & CCM Radio & U2

> hey they said it. not me...they may be christians. but i
> dont know that for sure. but they are not a contemporary
> christian band..neither is creed...
>
From what I've read, Adam Clayton has become a Christian recently.

Creed never claimed to be a Christian band; lead singer Scott Stapp was the only Christian in the band. Stapp said in several interviews after going solo that he was never asked once in an interview if he was a Christian while he was in Creed, only if Creed was a Christian band.

BTW, On my online station, chargeradio.com, both U2's "Vertigo" and "Sometimes You Can't Make It On Your Own" are testing very, very well.
 
Re: CCM Music & CCM Radio & U2

> BTW, On my online station, chargeradio.com, both U2's
> "Vertigo" and "Sometimes You Can't Make It On Your Own" are
> testing very, very well.

I think "Vertigo" has a more vertical (God-directed) message than many other songs by nominally "Christian" bands. By no means do I think songs must be vertically-directed to be on Christian radio, but it shows that labeling bands and labeling music is a form of prejudice that isn't useful in the long run.

Sample Lyrics from "Vertigo":

...
And though your soul
It can't be bought
Your mind can wander
...
I can feel your love teaching me how
Your love is teaching me how, how to kneel, kneel
...

I look at places like Australia, where there is no separate "Christian" alcove of radio & records, and I think they have the right idea. The best place to make an impact is through a presence in mainstream culture. One interesting station is http://www.cvc.tv/ - I tend to think the station has a bit too much talk sometimes, but their music charts and choices are good.
 
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