One of the truisms of playing in a bar band (as I do) is that bar bands aren’t musicians. They are beer salesmen.
And if you’re playing an American Legion in Anoka, and you bust out some Parliament or Sonic Youth, or Syd Barrett era Pink Floyd, you’ll make a few hipsters and fanboys happy – and send the rest of the crowd to the exits, sooner or later,. Mostly sooner. The American Legion in Anoka (or wherever( wants its Creedence Clearwater and Tom Petty and Bad Company and a little classic country probably woudn’t hurt.
We’ll come back to that.
The big splash in local media this past week is KQRS – the classic rock station that used to have literally the highest ratings in the country, the station that was so powerful it could beat back Howard Stern at (or near) his peak – is adjusting its format.
Along with a playlist more heavily steeped in ’90s alternative rock — including a promised bump in Minnesota acts such as Soul Asylum and the Replacements — KQ’s corporate operators Cumulus Media announced the addition of new on-air personalities who will be familiar to listeners of other Twin Cities stations.
Longtime 89.3 the Current midday jockey Jade Tittle and former Cities 97 host and music director Paul Fletcher have joined the remade KQRS staff, a clear attempt by Cumulus to pick up some of those competitors’ audiences.
The classic rock crowd is angry. The 90s alt rock crowd is chanting “it’s about time”.
Me? I’m surprised it took this long.
Here’s why.
Like the (not remotely hypothetical) bar band in my example at the top, radio isn’t about music (or sports, or even conservative talk. Radio is a delivery system for advertising. Nothing more.
Advertising focuses on people who have money – specifically, money to spend on an advertiser’s products. A station’s “format”, whether talk or sports or some genre of music, is pretty tightly associated with a demographic group that is in some way desirable to advertisers, and the products they sell. Whether pitching nightclubs to 20-somethings (KDWB in the ’90s) or lifestyle products to women from 25-40 (KS95) to stuff for harried moms (ChickTalk 107) to mental red meat for men 35+ (conservative talk), you can tell who the station is trying to reach by the products they’re trying to sell.
And it gets to them via the emotions.
One of the little secrets radio programmers know is that people form deep, lifelong, intense emotional bonds with the music that they were exposed to between, roughly, puberty and the time the brain stops growing – usually the mid-to-late 20s. Doesn’t matter what the genre – the music of that part that you associate with that part of life when so much else about peoples personalities get formed, and they start noticing and getting noticed by the opposite sex, has an intense emotional connection for them. More or less intense, maybe, but still, it’s a a powerful hook into a person’s psyche.
“Classic rock“ is music of the baby boom. For the past fifty years, they’ve been the biggest, wealthiest demographic surge in history. And “classic rock” is the music of the people who were born between 1945 and sometime in the early ’60s. Who were entering puberty between the late ’60s and the mid-seventies. And whose brains became more or less fully formed between 1970 and 1980 or so.
And for most of the past 45 years or so, KQRS has prospered by cracking the emotional response of one of the biggest, wealthiest demographic groups in the area – white men (remember – mens and womens brains are different!) whose brains started forming in the mid-sixties, and pretty much switched to emotional, and thus musical, cruise control sometime during the George HW Bush administration.
The baby boom starts turning 80 this year. The younger ones start retiring. They don’t have the money or the clout anymore. Advertisers are moving on. Which is the same reason the last of the Big Band and Beautiful Music stations (KLBB, WLTE, KMFY) left the air 30+ years ago, and why KOOL108 switched from Elvis and Carl Perkins to, well, the stuff KQRS was playing until two weeks ago; because their audiences aged out of the prime advertising years.
It’s not about the music. It’s about business. You gotta sell the beer.