The Music & State of Alternative 2023

[radiorobert]

The statistics don't show that at all. 83% of people under 30 use broadcast radio. They may not use it exclusively or to the degree people their age once did. But they use it. And truthfully, that has nothing to do with the research about the music that gets played The research shows what music people like regardless of platform. So we know what alternative music people prefer when they make their own playlists, and that factors into the programming decisions at alternative radio stations. The reason radio stations play alternative music at all is because it attracts a younger, male audience that advertisers have trouble reaching.

So then I think what the poster is asking is if that many young people listen why don’t we hear more of it? I may know the answer to this but it seems this topic never gets a solid answer from an academic standpoint.

 

[TheBigA]

So then I think what the poster is asking is if that many young people listen why don’t we hear more of it? I may know the answer to this but it seems this topic never gets a solid answer from an academic standpoint.

What's your answer?

 

[radiorobert]

What's your answer?

It’s not a desirable demo.

 

[TheBigA]

It’s not a desirable demo.

I addressed that in my previous post. The alternative format reaches men in their 20s and 30s. That's a hard demo for advertisers to reach. However, the format tends to underperform its ratings. So you might get good ratings, but it will make less money than a station that attracts women of the same age. There are women who listen to alternative, but the artists they prefer is different from the men.

 

[macattack]

I addressed that in my previous post. The alternative format reaches men in their 20s and 30s. That's a hard demo for advertisers to reach. However, the format tends to underperform its ratings. So you might get good ratings, but it will make less money than a station that attracts women of the same age. There are women who listen to alternative, but the artists they prefer is different from the men.

Audacy's Alternative stations are pushing singles by Lana Del Rey and David Kushner hard, songs that are big with women right now. At the same time, they're also playing "Just Pretend" by Bad Omens (who, while they do have a sizable amount of female fans, are male dominant) and "Rescued" by Foo Fighters (whose base are older men though they do have a decent amount of younger and female fans). They're trying to split the difference and their guy-friendly singles and artists do generally have some crossover appeal to women.

 

[PrezSquid]

You spam posting the board like this isn’t helpful nor does it help others take you serious.

I understand I may have gone overboard, but like, how is what I'm saying spamming? It's hard to keep my thoughts in one post when I'm the type of person who has instant thoughts come to mind I tend to forget long term.

I have hard passion for radio, I get there's a lot to it, business and all, but, why is it less fun than it used to be?

 

[TheBigA]

I have hard passion for radio, I get there's a lot to it, business and all, but, why is it less fun than it used to be?

I'm having lots of fun. Wouldn't be doing it if it wasn't.

 

[radiorobert]

I understand I may have gone overboard, but like, how is what I'm saying spamming? It's hard to keep my thoughts in one post when I'm the type of person who has instant thoughts come to mind I tend to forget long term.

I have hard passion for radio, I get there's a lot to it, business and all, but, why is it less fun than it used to be?

You and I are not attractive to advertisers. (I’m 42). I have to basically settle for hoping enough women find a song good that I also like or that I’m in what amounts to a handful of our largest US radio markets.

Until we start consuming more than women in terms of commercial products, we are not the target of advertisers and thus our musical tastes are secondary when it comes to terrestrial radio.

I am assuming you are male?

 

[TheBigA]

Until we start consuming more than women we are not the target of advertisers and thus our musical tastes are secondary when it comes to terrestrial radio.

Depends on the advertiser. Budweiser targets men. But they have other ways to reach them, such as sports radio.

 

[radiorobert]

Depends on the advertiser. Budweiser targets men. But they have other ways to reach them, such as sports radio.

I know. I’m talking music.

 

[TheBigA]

I know. I’m talking music.

The problem there is that not all men like alternative music. In fact, more men seem to like classic rock than alternative.

And I don't just mean older men. You go up to a guy in his 20s and mention Sweet Home Alabama, and he knows all the words.

 

[tall_guy1]

The problem there is that not all men like alternative music. In fact, more men seem to like classic rock than alternative.

And I don't just mean older men. You go up to a guy in his 20s and mention Sweet Home Alabama, and he knows all the words.

Doesn't everyone know all the words?

 

[radiorobert]

The problem there is that not all men like alternative music. In fact, more men seem to like classic rock than alternative.

And I don't just mean older men. You go up to a guy in his 20s and mention Sweet Home Alabama, and he knows all the words.

I know that. For me I enjoy Hip-Hop and Dance first followed by rock/alternative in a distant second.

But I don’t get to have a Rhythmic CHR all the same. In my market females in the mainstream demo are targeted.

I am expected to listen to sports or my dads classic rock. My only saving grace in my market is a mainstream rock outlet. It’s ‘ok’.

But again I’m not a woman. So I’m not in a core advertiser demo.

I like some classic rock but not enough to make me listen much.

 

[radiorobert]

Doesn't everyone know all the words?

Yeah Sweet Home Alabama is practically public domain now. /s

 

[TheBigA]

But again I’m not a woman. So I’m not in a core advertiser demo.

Then what you need is a non-com alt station. Lot of them around.

The only catch is they'll want you to donate money.

 

[MarkW]

The Lana Del Ray single makes me change stations instantly. The song is too sleepy sounding.

I think the alternative format should try to avoid most slow tempo songs, but that's just my personal opinion.

 

[chrocket87]

Maybe it’s just me getting older, but looking at the top 20 or so songs on the Alternative chart, I find I only really like a handful of them. Most of it I find ok at best, but a decade ago (I was 25) and two decades ago, I liked or loved the vast majority of the songs.

 

[davideduardo]

Maybe it’s just me getting older, but looking at the top 20 or so songs on the Alternative chart, I find I only really like a handful of them. Most of it I find ok at best, but a decade ago (I was 25) and two decades ago, I liked or loved the vast majority of the songs.

You are reflecting the state of the genre. Every alternative fan likes about a third of that list a lot, a third somewhat and a third not at all. But each person is part of a different group, each liking a third of the songs... but a different third!

 

[chrocket87]

Im

You are reflecting the state of the genre. Every alternative fan likes about a third of that list a lot, a third somewhat and a third not at all. But each person is part of a different group, each liking a third of the songs... but a different third!

I’m wondering if the age of the listener has any differing variation of this. Like my earlier post said, when I was 25 a decade ago, I enjoyed 90 percent of it. Today, at the age of 35, I enjoy maybe a third of it. I’m wondering if the audience fractures with age or if the music has become more ho-hum in recent years.

 

[PrezSquid]

i dont know whats more offensive, my previous post here or the fact no one who follows alternative radio cares about alternative radio