Shaun Groves
Dear Christian Radio,
I’m sorry.
In 2001 you played my music – a lot. “Welcome Home” was the second most played song that year behind “Dive” by Steven Curtis Chapman. “Should I Tell Them” was also number one. And three more singles charted in the top ten. Two more in the top twenty. That’s seven singles from one album in eighteen months!
You gave me a gift few artists receive: Together, we told a lot of people about Jesus, sold a lot of albums, filled my calendar and filled seats. But…
Without realizing it, I built a life no bigger than my career. I had no ambition greater than commercial success. And I measured my worth by chart position.
Then radio changed. And, for me, everything changed.
You started testing songs before playing them. You cut your playlists by more than half in some cases. And major networks were suggesting I rerecord popular worship songs or cover that big hit by Tim McGraw because their test subjects favored the familiar.
I decided not to play by the new rules. Truth is, I couldn’t. I’m a one trick pony. I write songs. So I, Ginny Owens, Chris Rice and many more of my songwriter friends were no longer played on the radio and were soon out of jobs. By 2006, my label, Rocketown Records, closed its doors.
I felt like I’d lost everything. Publicly.
I was hurt and mad and took it out on you.
But a remarkable thing happened. Slowly.
Before the changes at radio, I had a large platform but no concrete purpose. After the changes at radio, as my platform gradually shrank, I gained purpose. I went from playing for a thousand people each night and having no specific reason why, to playing for as few as fifty people with an urgent agenda and love for each of them.
Why would God give me a gift I wasn’t mature enough to understand and manage well? Why would He take away the gift of influence just as I began appreciating and investing it better?
Maybe this is the answer: There was a level of dependency, community, faith, character, maturity and, most of all, humility I needed but couldn’t receive until what I wanted most was taken from me.
Thank you.
Today, I’m grateful – for the quick success you gave me, the slow descent you played a part in, and everything God’s done in me and through me along the way. I’m a better man today because of it. But I’m also a man burdened by regrets. I want to be free.
I’m sorry. I’m not angry at you anymore. And I never should have been.
Sometime in 2009 you stopped being the enemy and I began directing my anger and disappointment at God instead. I realized He was the one I was really mad at all along. So I screamed and gave Him the silent treatment and screamed some more; and I wrestled and questioned His plan for my life, His wisdom and even His love.
He took it all. He’s supposed to. You’re not.
So, for publicly questioning some of your policies and practices? Well, I’m not sorry about that. Civil disagreement every once in a while is a good thing right?
But for hurting some of you with my lack of gentleness in doing so? For blaming all of you for changes to my life I didn’t like? For taking your business decisions far too personally? For placing my wants above your needs? For not refusing to answer those interview questions about you? For heaping onto your shoulders the anger and disappointment that belonged on God’s? For all this I’m deeply sorry.
Free,
-Shaun
[email protected]
Kelli says:
I didn’t realize that the Christian radio business had become such a difficult place to find belonging. Do you think it will ever swing back to where it was or are they stuck now catering to the needs of a small demographic? Is this the kind of thing that will ebb and flow? If not, how do any artists make it these days? Particularly in the Christian market?
Shaun Groves says:
I think Christian radio has always served a small demographic relative to the total number of Christians in this country. I just liked that better when my audience was in that demographic ; )
All excellent questions but I haven’t got a clue what the answers are.
Tara says:
Thanks Shaun. Appreciate your confession and thoughts.
Jason says:
Shaun, I’m glad that you’re free. And I know this might trigger bad feelings but I feel like I need to offer you an apology as someone who was part of “Christian Radio.” I’m sorry that the things we did hurt you and caused you pain. Even though God redeemed it and used it to mature you and put you in a place to help so many, it was still wrong for us to basically see you as little more than cattle. Everything became about the numbers and honestly we left Christ behind many, many times. I’m ashamed of some of the things I did to artists like yourself. For my part, please accept my apology.
Shaun Groves says:
Apology accepted. Thank you, Jason.
JD in Canada says:
Beautifully expressed, Shaun.
BTW, I noticed that Welcome Home has been playing very regularly on xm32 The Message in the past few months. Makes me smile every time! It’s one of my all time fav songs.
shellie (baylormum) says:
I just hate it when I don’t understand a season I’m in!! Instead of turning my anger toward God, it always seems to be toward the people I love the most. And a few I don’t know! I believe that until I actually tell God (even though He already knows) how mad I am, that I can’t be free of the burden of it all! Learning to accept the crappy things that happen and thank God, I cannot be free! Giving it up & not taking it back is also freeing. Thanks for your honesty.
I’ve always wondered why stations play the same songs over & over & over. In the same day. I want variety. Today you use your voice in a different way, but I think God hears a melody from you. Taking care of His children. The most innocent. And you do still sing once in a while. Love it when you post them. Thanks.
Amber says:
There’s a commercialized “Christian Radio” that as a “Christian Music LOver” I reallllllly have a hard time listening to.
And then- there’s a Christian music radio that’s anointed and real and plays songs that aren’t always mainstream.
Ginny Owens had me CRYING like a baby yesterday on WWEV 91.5 FM (Cumming, North Ga), with “If You Want Me To”
Thanks for sharing this. I feel like if we (the listeners) knew half of what happened in the industry we could do something….? I dunno what? But something?
It’s irritating that so many secular artist (that are NO good) continue to flourish, while talent in the Christian music industry gets backed up.
ThankYOu for keeping on keeping on!!! Thankyou for NOT playing the “game”.
Shaun Groves says:
Most stations today have a listener advisory board. It might go by a different name but I bet your station has one. Join it and give your kind thoughtful feedback. I truly believe radio stations want to hear from you and will respond to the majority opinion.
euphrony says:
Shaun, I did that for a while with KSBJ hear in Houston. They would ask you to listen to a short (~20 second) clip of a song online and then rate it from 1-5. I thought this would be good but gave up because it was the same set of basic songs that would get cycled through over a period of 3 or 4 weeks. It’s hard to say you like new music if they don’t give you a chance to rate it.
alan j says:
Wow thank you for this..it is painfully honest and refreshingly unwavering yet hopeful and freeing.
kit says:
Very great post, thanks for sharing this!
I’ve never understood Christian radio myself. Or any radio station that plays the same 12 songs over and over. Bleh.
Shaun Groves says:
I didn’t either until someone in radio showed me the numbers. For a while at least, cutting playlists worked – meaning that the number of people listening rose…or the descent slowed ; )
There’s some debate about whether it’s the best long term strategy, but only time will tell. And radio will respond. If there’s one thing I’ve learned in the music business it’s that this too shall pass – everything is a trend.
debra parker says:
thanks for sharing!
Katie says:
Thank you for your vulnerability and transparency in this post. It’s something we don’t see too often because everyone, especially those in some sort of a spotlight, are supposed to have their lives all together and be perfect. Of course, that’s not Biblical but it has become typical.
Katie
Jimmy Clark says:
Here here. Now that will preach. Good job man.
Megan says:
Beautifully written, Shaun, and applicable to field and people outside music. I bet you knew that though. 🙂
By the way, this area has one Christian music station. And it’s beyond horrible. It’s why I no longer listen to the radio at all. I hope some day radio stations will understand that, while it’s important to cater to the extra % that likes the “hits”, the % that goes away and doesn’t come back is important too.
Thanks for being the man with the message, not just the man with the music.
kc says:
Shaun:
What an extremely mature and humble attitude you display, especially for someone who, I’m guessing from your picture, is no more than 55 or 60 years old.
;>)
Love ya, brutha.
Brad says:
Shaun, I met you at Music In The Rockies one year and we discussed this. I appreciate your (mature) perspective. I’m still a bit more riled up. Radio cultivated the audience it now has and has consequently trapped itself with a limited audience IMHO. Don’t know the answer, but it makes me sad.
Sherri says:
Just today, our smaller Christian station that has been in this large metro market, announced that they have new owners. I all but wept. I know what’s coming. 12 songs…. and all the marketing that takes precedent over ministry. STINKS! Our big city already has a tuna (Fish) smell around here …. ugh. Now our small station is being drug out to sea also. “safe family friendly” is not palatable to every listener in a Christian market. We can get a daily update on ANY worldy topic we’d like in a myriad of places. Leave “Chrisitan” radio for “Christian” topics please, or, heres a novel idea – have some ministry thrown in also. Ok – stepping off the soap box.
Shaun Groves says:
May I respectfully disagree with you a little bit, Sherri?
I don’t mind one bit if my morning show guy (Brant Hansen at WAY-FM) wants to talk about current events, a movie, a TV show or whatever else. Doesn’t bug me. I guess I figure if “all things hold together in Christ” that means “all things.” So nothing’s off limits. Nothing is secular or sacred – even the news you can get anywhere else is fair game for Christians to discuss. Am I understanding your issue correctly or did I miss it totally?
Sherri says:
The issue for me is that the discussions are exclusively secular. There is rarely/never any biblical “take” on any issue/event discussed. Some other large metro market stations I have listened to reguarly, discuss/mention a bible verse here or there, actually pray on the air, or call for prayer over events happening, etc. Safe family friendly discussions about American Idol or Biggest Loser all day, do nothing to edify my spirit or build me up in Christ. I don’t mind the topical discussions, just mix-it-up and throw me bone (scripture reading, spoken Word, prayer, National Day of Prayer, See You At The Pole shout outs, something, etc.) I’m not being hyperspiritual, I am just spoiled rotten and whining at having had KSBJ station in my life for a decade, and now I don’t. Now only on the internet, which is manna from heaven for this lost wanderer looking for a cool drink during the long hot days of these times we live in. Of course, KSBJ isn’t corporately owned so… there you have it. Thanks for the letting me vent on a forum where some Radio Execs might read and respond accordingly.
Sherri says:
P.S. I am a mom/”becky in a mini van” with my kids. Who has a broken Ipod connector ;( So I fit a target demographic.
Brendt Wayne Waters says:
First of all, accordion players can do no wrong (pretty sure that’s somewhere in Hezekiah 3).
And I agree with you, Shaun: I don’t have a problem with “secular” topics being discussed on Christian radio (and I put that word in quotes to indicate that I share the viewpoint that there shouldn’t be a distinction between secular and sacred). But to some extent, I kinda agree with Sherri, too — but I’m offended intellectually more than spiritually.
Is the only real difference between Christian station WXYZ and Top 40 station KLMN that there won’t be any mention of last night’s booty call on WXYZ’s morning show? Because that’s pretty much how WXYZ markets itself. And if that’s the case, then WXYZ is redundant and unnecessary.
Granted, I know I’m weird; I’d just as soon have the DJ shut up and play more music. But let’s assume the necessary evil of excessive DJ patter. There are a bunch of non-Christian radio stations out there, playing all different kinds of music. And for every one of them, the DJ patter — at least, to some degree — conceptually matches the music being played. So there’s a decent chance that you’ll hear something about the opening of deer season on a country station in Alabama. And there’s a decent chance that you’ll hear about the ka-razy party that went down at the hot new dance club last night when you’re listening to an R/B station in Chicago. In each instance, the DJ is (wisely) catering to the interests of the listener.
But such is seldom the case for Christian radio. There’s a total disconnect between the DJ and the music s/he is playing. Like Sherri, I’m not going for the over-spiritual. In fact, that can be even more annoying. When one Christian station in my area went the corporate way, the other (indie) Christian station pretty much marketed itself as “we’re not them” for a few years. It was like listening to the Pharisee of Luke 18 “praying”.
So here’s the ultimate question: By not throwing Sherri a bone (as she aptly phrased it), are the DJs at WXYZ catering to the majority of their audience? Is bland, non-descript sameness what WXYZ’s listeners want? If so, then it’s probably better not to be on Christian radio much anyway, Shaun — because no one’s paying any attention to the music, anyway. Which would have to be very depressing for a songwriter.
Marla Taviano says:
My husband has worked for a Christian radio station for the past few months (he’s the web/social networking guy). He struggles BIG-TIME with many of the things you’ve said–how they choose the music, the limited rotation, how every song sounds EXACTLY THE STINKING SAME, how “Becky the soccer mom” (isn’t your wife’s name Becky??) is the only voice they listen to…
Oh my. I should probably stop.
Shaun Groves says:
Yea, I’ve gotten quite a laugh out of some of my meetings with radio folks over the years. They’ll describe their target demo named “Becky.” She’s identical to my wife in every way – and my wife’s name is even Becky! But my Becky doesn’t listen to Christian radio. Or any radio.
The thing is, if radio stations played what my wife likes, she still wouldn’t listen. Honestly, would you?
My wife has an iPod in the car or savors the silence on the rare occasion she has no kids on the ride with her. She’s not listening to the radio. So maybe these radio guys are smarter than all of us after all: playing different music might not turn Beckys like my Becky into listeners.
Who knows?
Jason says:
“Never trust somebody who doesn’t walk with a limp” – John Wimber
Nellie Dee says:
It is truly frustrating to be a part of any system that quenches the spirit. Unfortunately, there’s still too much of that in the media, even if it is suppose to be “christian”. I usually tune my radio (in the car) to the local christian stations, but end up turning the volume down so I don’t actually hear it and end up singing or praying in my own worship.
Mela Kamin says:
Yes, it’s frustrating. Let’s be honest: I’m my own target market – the mid-30s Mom in the minivan and I don’t understand half of what goes on in Christian radio.
I was naive when I released my album & thought I had a chance of radio play. I then realized the politics, rotations, the major label prereq to even be considered and it really annoyed me.
But, I still listen, because I grew up unchurched and I’m the Becky they’re trying to reach. I take what’s available and when I can choose, I listen to what I prefer.
I have kids 11, 8 & 6 – can’t think of anything better than having them sing along to songs about Jesus, even if I think there are more worshipful songs, better lyrics out there & worthy artists/bands not getting recognized.
My daughter & I were just discussing the subjective nature of music. We were disagreeing about a song that I love and I told her how we might not like a certain song, but (insert cliche’) – it might be exactly what someone else needs to hear at that moment.
Natasha says:
Thank you so much for expressing this. How humble and beautifully spoken (written). I hope others have seen this and can apply it in their own lives.
“To forgive is to set someone free and then find out it’s you.”
Ron says:
I don’t like this post.
Shaun Groves says:
I smell sarcasm.
sara varghese says:
I really liked the discussion in the comments…oh, and the post. It confirmed what I figured was the case.
I guess it’s a God thing for us as believers, no matter how you slice it. He’ll give us the platform He wants us to have. I like to write, play (not so skillfully) and sing. Of course I’ve thought of moving to Nashville, yeah! What musician doesn’t think about that? But the great thing about God’s kingdom is that it’s about impacting one life at a time.
So I play for my friends and church members and try to be a blessing. Every once in awhile somebody says, “you know you should really do something with that,” graciously. Sometimes I think, isn’t this my gift Lord, are you going to open doors or what? The next thought is “Sara, you have two babies, you really want to live on a bus?” or “you know musicians are the nastiest competitors ever! no thanks” or “you don’t write stuff that ‘sells’.” Thank God He’s in control.
ROCKINRON says:
alot in your heart is why i do my radio show the way i do.
1- getting tired of the same songs played over in a short period of time
2- there are alot of great songs/ artists that never get heard on regular radio
3- some of artists we love from past still doing great songs but never get heard.
my show may only be for a few —because its differant but i find my biggest joy serving GREAT SONGS to those who wanna hear. i want to continue to lift up JESUS and help some artists get thier songs heard.
Nicole says:
Wow… I didn’t know what went on behind the scenes in Christian radio! But like may of your other commenters, I don’t like the new format. I only tune in to KLOVE/AIR1 every couple months or so to get the new songs (and even then, many sound the same!). Some of our local stations do better, but most of the time I’m online looking for more good music. Have you tried putting stuff on NoiseTrade or similar sites?
Anyway, glad that God is using this hard time to make you more like Him. I guess in the long run it’s really worth it, even if we are unhappy going through it. 🙂
Cindi says:
I listen to Christian radio for 8 hours a day most days. Sometimes though, I get on a kick and switch over to the local country station because I am sooooo tired of the same songs over and over on Christian radio. Then I start to miss hearing Brant Hansen talk about toast and I switch back.
Seriously though, I ache sometimes to hear something new, fresh, alive, something that ignites my soul. When you posted the video of “Death in His Grave”, it moved me so deeply and that is what I long for on the radio – to be fed! Just my 2 cents.
Johnie says:
I’ve noticed the same trends you mentioned in our Christian radio station, KLTY. I called and suggested once that they do a 12 hour marathon, with each hour dedicated to all the different versions of one of the 12 songs they play. I have also noticed that for guaranteed airplay, cover a secular song.
I don’t listen as much as I used to. I find I’m listening to my iPod more and more.
George Singleton says:
Shaun
I think this apology is LONG overdue but far too late to gain you any ground with 99% of Christian radio programmers. They WILL forgive you, but (as humans) will not be able to forget.
One thing you failed to mention is that this is NOT unique to Christian radio, but radio in general. It IS a business (like the record label is a business) and if they play songs that the vast majority of the listeners do not care for, then they will LOSE business/supporters and that is a stupid business model for anything.
You, Chris Rice, Ginny Owens and Watermark were not “done in” because of anything other than a change in the style the audience wanted to hear. Like Country radio moved on from Clint Black, Randy Travis, Travis Tritt and even Garth Brooks, to new fresher acts. Time marches on. Tastes change. It happens in EVERY radio format. (except classic rock, but that is just for stupid old men who think “their music” is the only music).
Ironically I have never ever read an article from or heard about Clint Black or Garth Brooks bitching about how their career was ended by those mean old radio stations…. you did. In fact, no other CCM artist did but you (and Derek Webb)
Fact is (and you know this because you mentioned it in the comment section) RADIO, even Christian radio, BENEFITS from tighter, well reasearched playlists.
Radio is not a jukebox. That is what an iPod is for. It will never replace an iPod or CD collection. EVERYONE has songs they love that never play on radio. Radio is designed to be free, hit driven entertainment/information medium.
You and others here that SAY they want radio to play hundreds of songs and really expand their playlists and stop doing all that silly research, means they want to add in hundreds of CRAPPY SONGS THAT MOST PEOPLE DO NOT LIKE.
So what happens is, they tune into the station and hear songs they have no idea who/what they are OR WORSE, songs they do not like, so everyone leaves.
And the biggest songs, the hits, the ones you tune into radio to hear, will be so diluted with CRAP songs that you will never hear them either, so again, everyone leaves.
Great strategy.
GOOD Radio stations, have done market research. Done music testing. Used coaches and consultants to help their air personalities and ARE SUCCEEDING and GROWING their audiences. In most of these cases the stations are AT LEAST in the top 5 of their market, and in several cases they are as highly ranked as #1 or #2. This is a good thing for everyone because that means MORE PEOPLE ARE LISTENING TO CHRISTIAN MUSIC THAN EVER and the more people hearing the message of Christ, the more people REACHED for Christ! (ministry needs to grow to do the work Jesus called us to do.)
Lastly, how silly to suggest that Christian radio stations across the country change their programming to accomdate your music.
All Artists need to change with the times or the AUDIENCE stops caring about you. Not Radio… they just follow them.
Shaun Groves says:
George, I did not “suggest” here that radio programmers change their strategy. Not in the least. I hate that I communicated in a way that even gave that impression. I trust programmers are doing what’s best for their stations. I simply aimed in this post to confess that when a change in strategy (in 2002) affected me negatively I took it far too personally.
You are correct in saying I was wrong to do so. That was the very point of this post.
You are incorrect, however, to claim that more people are listening to Christian music now than ever. That is simply not supported by the data I’ve seen on sales or concert attendance, and data shared with me by friends in radio whose stations have struggled to raise funds necessary to stay on the air. I’m open to correction on that though if you can provide a source. I’d sincerely love to learn more if you have the time to teach me.
Lastly, I did not write this post to “gain ground” with people working in Christian radio. A sincere apology is offered because it’s necessary, because wrong has been done to another, not because an apology is pragmatic or in any way beneficial to the wrongdoer. I have no plans to send singles to radio when my next album releases late this Summer. None. I have no motive for writing this apology except to apologize.
George Singleton says:
In Dallas the CCM station is regularly the #2 or #3 station in the city with nearly 1 Million listeners per week.
In Atlanta the CCM station (Fish) is consistently top 5 with nearly 700K per week.
In St Louis the CCM station is now top 10 (and growing) with nearly 400K per week
In Orlando the CCM station has become the first CCM station in the country to be the #1 station overall in their city and have over 300K per week.
In cities like Houston, Minneapolis, Chicago, New York, Charlotte, Denver, Seattle, Tulsa, etc, the CCM stations have seen their audiences continually grow, in some cases to record highs. In Albuquerque, Austin and New York City there are NEW CCM stations signing on expanding the landscape for Christian music in those towns.
Yes, some stations had have had trouble meeting or exceeding their fundraising in the past couple years, but so have churches. It is the economy, not the programming. And new listeners coming in, take time to develop into donors. Of the stations/markets I listed above, I do not know of any who are struggling to pay their bills. Some stations who have decided to “do it their way” in spite of great research or proven strategies have struggled, but thankfully they are fewer and further between (or have been purchased by a large broadcast group like EMF in the process).
Brendt Wayne Waters says:
Shaun, I was admittedly staggered by the graciousness and transparency that you showed in this post. Not that I should be surprised by such attributes from you, but in this particular topic and to this extent, it’s still kinda mind-blowing. I was only in the CCM *media* (and unpaid at that) from 1995-2000, and I still have flashes of anger at how the industry has changed.
However, the graciousness with which you responded to George (who seemed to read INTO your post more than just reading it) outweighs even your initial graciousness of the post. Kudos.
cshell says:
“You and others here that SAY they want radio to play hundreds of songs and really expand their playlists and stop doing all that silly research, means they want to add in hundreds of CRAPPY SONGS THAT MOST PEOPLE DO NOT LIKE.”
LOL….yeah because I can’t get enough of Jason Castro…real quality.
Oh, i know, play me another Casting Crown, Chris Tomlin, and Third Day…I just can’t get enough!
Thanks for all your research and hard work, it really has paid off.
shayne says:
Dear George,
Exactly where do radio stations get their “research” information? Surely not from record companies who have a vested interest in making sure their “next big thing” gets plenty of airtime…right?
I agree with you…tastes do change…but to be honest I think everyone has heard that same Newsboys song enough thank you very much. How do I get that across to Big Radio? Is there a number I can call?
Maybe Big Radio isn’t a jukebox…but it seems to me that if they really want to reach people, they’ll consider diversifying (is that a word?) the population that they’re “researching.” Find out what actual people are listening to. For goodness’ sake please give Becky a day off. She’s got laundry and stuff to do.
Julia says:
For me I have just about given up on listening to Christian radio, playing & replaying of a few songs drives me crazy, case in point, there was times if I heard “He’s my son” one more time I was sure I would go postal. Great song but after hearing it over & over just the first 3 notes makes my turn off my radio! Then the yearly raising of funds which I understand totally and in the past even given a yearly sum but it seems full of gimmicks & smelling of the world. Example: whoever calls in within the next 20, 10, 5 or even 1 minute makes a pledge of $20 or more your monthly pledge will be matched by some hidden philanthropiest. EWWW P U either they want to give or not! Why should it take others to match your money??? And finally all the contest Christian radio stations have on the air, when you just need them to play the music that God has put on someone heart to write, sing and bless others with. So for the last 4 years or so I have loaded all my Christian CD on my mp3 player, much better! As the artist have come to love make a new CD I do not waste time having to hear a taste first, I stand behind those who have blessed me in the past, if it doesn’t suit me there is always a Christian friend willing to blessed by taking the CD’s off my hands. In the end any new artist I may not hear or know about for a while but God always blesses me when I do run across a new artist or songs through His timing.
Shaun Groves says:
So, how do you discover new music?
All the time people ask if I made another CD after my first one…because they didn’t hear songs from #2 or #3 on the radio! So, how do you do it?
Eric says:
I always wondered what happened to all my favorite artists (you, Chris, & Ginny included) on Christian radio. Thanks for explaining.
P.S. Thank God for the rise of the internet to fill the gap left by the radio stations!
Shaun Groves says:
Thank you for the kind words, Eric. I’m not sure the internet can really compete with radio yet. At least for us Christian artists. My blog has about 50K readers every month, which is nothing compared to the reach of KLOVE. But someday… ; )
Thankful for those of you who do come here. No matter the number we’ve had some good times and done a lot of good in the world together. Thankful for that.
Sarah says:
I’m with Eric… I truly did wonder what had happened to you, Chris, Ginny, etc, etc! I suppose I just thought they weren’t making music anymore? Glad I discovered shlog. 🙂
The bright side is they still play “Welcome Home” a lot?? 🙂 🙂
Susan says:
What a beautifully written post, Shaun! Thank you for your honesty and transparency. This is such a reminder of how our wonderful Lord always gives beauty for ashes.
I see that you will be near my hometown in PA on March 11th. I wish I could attend, but I’ll spread the word among my friends there! 🙂
Blessings,
Susan
Shaun Groves says:
What could possibly be more important? ; )
Susan says:
Just the fact that I now live in New Hampshire! 🙂
Bill Whitt says:
As someone who loved your music then and loves it now, I just want to say that your authenticity and transparency are the threads that bind it all together. As long as you never lose that, I’ll keep buying your albums, even if you evolve into a neo-polka funk fusion Mariachi band.
Jenn says:
I stopped listening to most music radio for the reasons you listed. I think that every station must follow a formula, and I hate repetition, espcially when I hear the same song twice in on round-trip to the grocery store. I tend to keep the radio on NPR so I can know what’s going on in the world beyond Charlie Sheen, or I play CDs. (I don’t have an ipod dock in the car, and the little tape deck adapter is sketchy at best.) I will burn one copy of songs from iTunes to CDs for the car. That’s legal, right?
And I’m not surprised that Cristian radio would continue to grow with this formula; our local station sounds no different from the country station or the adult alternative station. Chatter about current events and palatable songs that don’t offend or ask any hard questions. And I’m not knocking the Chris Tomlins and Third Days- they’re on my ipod, too, but their music is a little more made-for-radio.
And can I just have a little gripe here? Why is is the thing now for artists to put out new covers of Hillsong songs like every. single. week? Can you imagine if every time U2 came out with a new album 3 or 4 other artists made covers of the songs within the first year of it being released? Does that bug anyone else? Maybe it’s just my issue. I tend to be a Hillsong purist (and my sincere apologies if the new album has a cover!).
Arica says:
I wonder if christian radio does a disservice to artist trying to attain longevity in music. Really if I have to hear your song every time I turn on my radio I am probably too tired of your music to care when your next album comes out. I think as listeners we long for the next big thing because we have heard the same songs for weeks at a time.
Secular music seems to have a wider base of the same artist they play over and over again. If the radio is on in my van you will hear child friendly songs from many genres so we don’t have to hear the same songs repeatedly.
And who is this targeted audience? Is it the same people who cast millions of votes for American Idols and then don’t buy their albums when they come out?
I’m no expert on any of this, but I know I pick my music one song at a time from Sunday morning worship, friend recommendations, and local artists.
EdR says:
Heavy rotation has killed just about all radio formats. Glad my truck has an ipod jack.
Kris says:
Another Chrisitan radio listening mini van driving Becky here…
Just wanted to let you know in a round about way Christian radio is still working for you. I was listening to my local Christian radio station 89.9 out of little ‘ol Warrenton, Virginia when they were doing a sponsorship drive for Compassion. That led me to the internet to research Compassion, which led me to Kristen Welch and many other wonderful Compassion bloggers, which led me to you. I then started to check out your music via itunes. Oh, and I sponsor 2 wonderful girls through Compassion. So God has taken it full circle for you! Just sayin’
Beth says:
I listen to Christian radio (KLOVE) for everything, BUT the music mostly. I like the on air personalities. They give me a glimpse into their lives, share scripture and prayer concerns, etc. They’re funny too, which is always a help!
The repetitive nature of the KLOVE playlist drives me nuts. I honestly tried to be on their listener advisory board. I must’ve been in the vast minority because my complaints of such continue to fall on deaf ears.
I struggle though, because I don’t hear new music, and I don’t know where to listen to find any. I rely on word of mouth from you and others I respect.
Example; Nathan Tasker opened for you a couple of years ago and that’s how I discovered his music. I checked out his site, read his blog, etc. and I love his music. Now, his first US single is out and I’ll get it. I’ll tell my friends about it too.
As for the comments by George above, all I can say there is wow. He seems to have taken your apology with a grain of salt while your initial faux paux was swallowed whole!
Julia says:
for me when I find and artist that blessed me I usually go to their website, preorder the new CD’s. If I find (which has happened very few times) the CD just doesn’t speak to me, I give it to family member, friend or even a stranger if led. They are blessed, I am blessed & finally the artist that has spoke into my life is blessed.
Kacie says:
Just for the record, I stopped listening to Christian radio about the time they started changing all of that, because I just can’t stomach the exact same thing… all the time. I’m amazed that almost all of the good Christian music is not played on the radio or recognized at the Doves. I could echo your “listening” post to show some of what I love most.
Except, you’ve got to listen to Josh Garrells. 🙂
Jeff Scott says:
Shaun,
I remember hosting you with a Brown Bag at KSBJ in Houston. I remember a publisist saying something along the lines of “Rock and Roll swagger” about you. It’s funny how certain things stick. I always have and always will love your music. I think you are incredibly genuine and one of the good guys. God’s best to you, my friend, no matter how big the stage, or how big the heart.
Terry Dismore says:
Good discussion here, and it is one I am passionate about. In a discussion at Gospel Music Week several years ago, radio expert Eric Rhodes told a large group of us radio types that there were three things that attracted people to websites and by extension radio stations. They are Personality, Entertainment and a Sense of Community. Music wasn’t even mentioned. Now, I realize the music played on Christian Radio is important, and it’s good to be recognized in your city as a top radio station, but even with the large audiences some stations are getting, I cannot tell if there is the influence of the station…in the Body of Christ…that there could be.
I understand the rationale behind research, and I understand that we had more than a few “yecch”-sounding stations back in the day. I’ve been around Christian radio since 1983. But many of these stations had something that is missing today: Personality. Here’s what I think is a root of the problem: we are using pure research to get to know “Becky”, when many of our staffs no longer have a clear vision of why “Becky” is important to God. Is it Becky or God that is our Purpose?
Sure, I know that “Becky” is our core 37-year-old mother of two, married with a part-time job (there are some stations that go deeper than that), but the truth is that research shows that “Becky” says she likes the music, but I know so many “Beckys” in my own sphere of influence that don’t bother tuning in anymore. Much less their husband or their children.
So, what can be done? For one, we need to follow Jesus’ example. He reached the audience by knowing them. He adapted His message style to the ears that were hearing it, and He understood that not all would get it. Finally, He led His followers. Many people in the Christian world (Radio, TV, Church) are asking people what they want, when Jesus just gave them what they needed. I pray we can incorporate that into our broadcasting someday soon. Otherwise, I think we will wind up having the same people listening to the same things and getting the same results for many years.
Jon says:
Shaun,
What a fascinating discussion you have launched. I commend you for it.
If you’d like hard evidence that Christian radio has more listeners than ever, check out Arbitron’s “Radio Today 2010.” It is free and available online.
It is true that many listener supported stations have struggled in the recent economy, but it is factually accurate that the Contemporary Christian format is reaching more listeners than ever.
Furthermore, the stations with the largest audiences are ALWAYS the ones who make decisions based upon research.
Radio is not the local church, it’s mission is different, and it’s ability to impact a marketplace depends upon building a significant audience.
Thanks for your candor, honesty, and for great music.
Darren Marlar says:
I have had the same experience with Christian radio… but from the opposite side. I’m a former on-air personality, spending upwards of twenty years of my life in Christian broadcasting. A year ago things changed and I’m no longer working in Christian radio. At first I was angry at the station, then angry at the new owners of the station that prompted my departure. Eventually I realized all of my anger was not doing anyone any good – and was actually harming myself. For nine months I sat at home wallowing in depression and bitterness, but eventually I came to realize it was all a lesson in humility that God allowed me to learn. Here I am more than a year later, still not working in Christian radio – now a full-time (by default) Christian comedian and actor. In other words, still unemployed. However, I’m closer to God than I’ve been in several years, doing my best to simply trust in Him. Thanks for the reminder that “it’s not always about me”, Shaun!
Dave Brooks says:
Shaun,
More variety? Tighter musical focus?
As a Christian broadcaster, I grapple with the issue of library size. My heart wants more titles. My mind wants the disciplined focus which will bring greater familiarity & song passion. We do our best to use tools effectively (research, music clock science, etc.) to program in the way people naturally use radio. Yet we’re all about a message–a mission, that’s way more important than Arbitron ratings. Truth is suspended in tension.
It grieves me to see incredibly gifted writers/artists like you hurt by broadcasters’ sincere efforts to be good stewards. We hurt you unintentionally. Some in radio thought artists would actually do better by having one top five single instead of three in the top 30.
May the Lord guide radio and the artistic community as we continue doing our best to sort it all out in a way that brings Truth to the marketplace of ideas… wrapped in the love of Jesus.
Appreciate you.
Patrick says:
Appreciate the comments Shaun. I am the “program director” for a Christian Radio station. But don’t worry. Your words are Iron Sharpening Iron. I agree that there needs to be change in Christian Radio. I am no fan of “safe” Christian Radio. No were in the scripture does it say that faith is SAFE. We do have a limited playlist but not like some stations. And we do consider all songs sent to us. I figure with the nature of the internet, artists don’t need a label to be available to anyone. I just require that the quality of production be there and that the message is solid. We have played several independent artists that I think are making a huge impact for the Gospel of Christ but are just not on a label. Keep doing what you are doing for Christ.
Kelly says:
I’ve worked in mainstream and Christian radio. Over the years, I’ve found that there are three main types of Christian music radio listeners.
1. Those that want your Christian radio station to be Church on the radio. (100% overtly Christian content- they view the radio station as a Church.)
2. Those who want a focus on music, life and culture from a Bible centered world view. (More focus on the music, but they want personality and commentary that leans Christian but addresses real life)
3. Those who are more passive about their faith, but want encouragement when they turn on the radio. They don’t want anything preachy- just something pretty family friendly. (They want even more focus on the music and they want minimal Christian content with a little more focus on family safe content.)
The problem is that the makeup of each city is a little different, so what the Christian listeners are looking for in a Christian radio station does vary. The challenge for CCM Radio stations is that the very vocal Christians are the ones that respond the most. (Unfortunatly they are often a small, part of yoru total listening audience) The other side of it is that the more passive Christians don’t really get connected with Christian radio stations beyond a surface level.
The purpose of tighter playlists is for more passive listeners to get involved with Christian radio and hear their favorite songs more often and build familiarity.
When we do research (focus groups, auditorium tests, online music ratings, call out phone research, perceptual and market surveys) we find that most CCM fans didn’t grow up with Christian radio, so they just aren’t familiar with the older artists. There is not the nostalgia like we have with the songs we grew up with in the 80’s & 90’s on mainstream radio.
Our Christian radio listeners consistently tell us that they don’t know our songs and they want something “more familiar.” So expanding the playlist doesn’t really fix that problem.
How would you suggest that CCM radio stations get more passive listeners more invested in the radio station?
Brendt Wayne Waters says:
Kelly, I’m in no way “despising your youth”, but this old man has to chuckle at the phrase: “the songs we grew up with in the 80’s & 90’s”. 😉
shayne says:
That’s it. I’m starting an indie christian radio station pandora/jukebox thingy.
Who wants to send me some donations to get started?
George Singleton says:
good luck.
if there were enough people to support it, someone would have already done it. that is the point.
Brendt Wayne Waters says:
Do what you think is right, shayne, not what market research says can’t be done.
Bob Pierce says:
I’m the Music Director, Program Manager and Morning Host at a New England Christian station and much of this controversy has passed us by. Maybe because we’re small and local we can get away with playing what we and our listeners like. We don’t do focus groups or “tests” of songs. Stuff on the CRW charts generally get into rotation plus indie artists that come along from time to time (I get buried in CDs and MP3s, most of which are junk, but there are always a few gems). I also play in a Christian band. Up here, an audience of 500 is a crowd, typically we play to 150 to 300. Our station promotes big national concerts like MercyMe and such and I get to see behind the scenes how a “big” touring show can become nuts-and-bolts and just plain work. I like getting close and personal. Pick up a copy of Matt Redman’s “Face Down” book – great inspiration. I’ve learned that we are not worship leaders, we need to be lead worshippers.
Kevin says:
Amen Shaun! Thanks for your honesty and although radio is missing out one of the best in the business in my opinion, thankfully we can still be blessed by your music digitally. Your music continues to bless me all the time. Recently, “Sad Song” moved me to tears. Thanks so much for making the great music you’ve made to date. I can’t wait for your new songs!!
God bless,
Kevin
All Things New says:
Radio is killing itself. A song can come on and I can change the station because I don’t want to hear it but suprise! That same song is playing on another station. Then when I am getting back in the car an hour or so later that same song is being played again.
There is a large demographic of people complaining about the lack of variety on radio so one would think if someone provided that service they would get listeners but the fact probably is radio has permantly lost those listeners. I know radio has lost me. I can’t imagine what a radio station could do to make me listen to it. I have music in my head and I have music burned on cd when I am in the car.
Shaun Groves says:
All Things New,
But the great epiphany for me a few years ago came when Chuck Finney (at the time the decision maker at a large network) was kind enough to ask me the hard question: What would you do differently?
He explained to me the business of radio, the deluge of singles he got each week, how he determined what got played and what didn’t, the science behind small play lists and heavy rotation, the threat of the iPod and internet, etc etc etc.
And when I stepped out of my artist/listener shoes and put on his – the shoes of someone in the business of radio – I couldn’t honestly say I would do anything differently than he was.
Given the challenges radio stations face, what would you really do differently…and survive?
I don’t like what changes in radio have meant for me personally and for so many of my friends. My wife – the target demographic – doesn’t like 90% of what’s on the major networks in town. But I wonder if her way or your way would really be any better. Lots of people wouldn’t love a station you ran either right? But Chuck’s way pays the bills and still ministers to listeners. I don’t really know another way to do that. Do you?