producer57 said:
You nailed it-I tell younger players all the time don't target the older audience-bring the music to a younger crowd-You don't have to worry about commercial radio-You have to worry about creating new fans
It's all well and good to "target" a younger audience. I agree that bringing younger listeners into this format will be beneficial for all parties involved. But I have attended and continue to attend plenty of shows, and I am just not seeing it. Not even close. At 41 and 42 respectfully, my wife and I almost without exception are the youngest fans in the crowd. Sure, some of these "free" festivals with local vendors/restauranteurs/activities might be an exception. But the 45+ crowd still "pays the bills" for this genre. Getting younger listeners onboard will come at a price---further alienating base listeners who have been jilted and jaded for 15 years. I just don't think the format can handle that when it is barely hanging on by a thread. My apologies for stating the obvious, but this is a dangerous time for this format. Not because I think the music stinks. To the contrary, the new music produced over the last 12-18 months has been fantastic. But the problem is, both listeners and advertisers are slow to embrace Internet broadcasters. And here's why. The BA presentation drove away the most passionate, diehard listeners, and brought in more apathetic, lazy listeners who tolerated a garbage product. When their so-called "favorite" FM station flipped, instead of being fed up and putting forth the effort to find other viable outlets on the Internet, they either started listening to the new format on the same FM frequency or moved down the dial to the second-favorite station.
As a hobbyist, I do not get obsessed with numbers. If I am hitting the spot with my loyal listeners (who show their appreciation through e-mails or donating to the station), that's all that matters to me. That said, that doesn't mean I am not curious about how I stack up with the big boys on the Internet. Here's the reality, gang. UK's Sky FM Smooth Jazz, considered by their peers as the standard by which Internet broadcasters are measured for this format, typically at peak hours have 3000-4000 listeners online worldwide at any given time, 3X the number of their nearest distant competitor. Trust me, I would love to have those kind of numbers, even though I would never be able to afford the bandwidth to maintain them. But my point is, for as successful as Sky FM is in relative terms, 3000-4000 listeners is not going to get it done folks. Combine that with the fact that there are SO MANY choices for listeners on the Internet, it even makes my head spin, and I like to think I know a little something about this music. Bill Harmonic, who I consider a friend, mentor, and someone I have tremendous respect for once said on this forum, and I quote, "Choices KILL." I didn't want to believe it then, but I believe it now. And if Internet broadcasters don't get the memo soon and find ways to cross-promote, they are destined to suffer the same fate as their terrestrial radio big brothers.
In light of these challenges, I steadfastly believe that the older demo should NOT be ignored, and will continue to represent the base demo of this format for the immediate future, and beyond. I can tell you my older listeners, which have self-proclaimed that they represented the base in the early 90s, despised BA's presentation, which was familiar and overplayed EZ with Soft A/C and crossover vocals, the worst possible combination. Generally speaking, they arguably represent the most loyal and passionate listeners I have, with VERY few exceptions.