Americana & Classic Country Make Big Inroads Into Nashville Radio Landscape
Don’t give up on radio just yet, especially in the indisputable home of country music, Nashville, TN.
Just in time for throngs of Americana fans to flock to the city for the annual AmericanaFest the third week of September, a new radio station has launched just south of the city in Murfreesboro, and the signal and talent is strong enough that it may ultimately become the flagship for the still small, but quickly-rising Americana format.
The 100,000 watt signal of MTSU, broadcasting on 89.5 WMOT-FM, officially switched formats from a mostly classical, jazz, and news-talk station to an Americana format on Friday, September 2nd, and will be shooting its signal all across middle Tennessee and into the heart of the country music industry for the foreseeable future. The launch officially happened in a ceremony at the Country Music Hall of Fame, with live performances by Jim Lauderdale, Will Hoge, and Suzy Bogguss among others. MTSU is also partnering with Music City Roots as part of the launch.
“Our goals were to serve a wide audience, give our students more professional opportunities, reflect what we teach within the four walls of our College of Media and Entertainment and to tap the talents of our music-savvy faculty,” says Ken Paulson, Dean of the College of Media and Entertainment.
But the launching of an Americana station on such a big signal, and especially in such a musically-significant geographic region could have national and international implications for the future of Americana. Already operating a weekly airplay chart, and recently being afforded an official designation on Billboard’s industry-leading charts, Americana continues to accrue infrastructure that could lead to more attention and legitimacy in the marketplace beyond being country music’s little brother for up-and-coming and retiring talent.
Bolstered by diversity that does not just include country, but folk, blues, bluegrass, and other roots music, Americana has an opportunity to fill an important gap where popular country and other formats have left many listeners behind.
The song “Hurry Up Sunrise” by Luther Dickinson opened the new WMOT format that will have radio personalities John Walker and Bill Edwards cover morning drive from 6 to 9 a.m., Keith Bilbrey and Whit Hubner covering middays, and Jessie Scott from 4 to 7 p.m. during the weekdays. Other on-air personalities include Craig Havighurst from Music City Roots, Greg Reich, songwriter and MTSU teacher Odie Blackmon among others.
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Also on Friday, September 2nd, with much less fanfare, but potentially just as significant, iHeartMedia station 98.3 in Nashville switched from an alternative format to a strictly classic country format. Now called “The Big Legend” to act as a sister station to iHeartMedia’s flagship pop country station “The Big 98” on WSIX, the move is a significant switch for America’s largest radio station owner.
“We’re excited to announce the launch of a pure Classic Country radio station brand for the city where this music was born and lives on so strongly today,” said Nashville Senior VP of Programming and iHeartCountry Brand Manager Rod Phillips. “This new station is the perfect match to our sister station, that made these songs so famous through the years.”
It will be interesting to see how the new station is received, if a similar format expands to other markets, and if this is iHeartMedia’s long-awaited answer to rival Cumulus Media’s launch of NASH Icon, which has done well in Nashville, but has struggled to gain traction in other markets, and in sales and radio play for artists in their joint venture with Big Machine.
Though radio continues to lose prominence in the increasingly stream-heavy world of music consumption, these moves in Music City could continue to help stir the pot and give greater exposure to music lost in the shuffle, hopefully helping to influence many of the artists, songwriters, and music industry professionals that call Nashville and middle Tennessee home.
September 6, 2016 @ 12:20 pm
Although I think this is a step in the right direction, it would be nice to see giant corporations like iHeart media give the dj’s more control over what get played instead of making them use ridgid playlists that get repeated a million times over. I can’t tell you how much I hate listening to the radio and hearing the sames songs played over and over again, day after day. Its a good thing there are still a few locally owned stations in my area that do their own programming.
September 6, 2016 @ 5:28 pm
I agree. Would be awesome to have a format similar to the album rock stations back in the 70s where the DJs decided what was played. You got to hear all tracks from an album instead of just a repeat of 30 or songs over and over.
September 6, 2016 @ 1:11 pm
I haven’t listened to the radio in 20 – 25 years.
This interest in American and authentic country is probably a fad which will pass through Nashville and go away.
There isn’t enough money in it to satisfy the raw avarice of the country music industry there.
September 6, 2016 @ 1:59 pm
I’m embarrassed to say more like 4 to 5 years, for me the “fm radio” part, Thank goodness for Outlaw channel 60, and Pandora!
September 6, 2016 @ 1:31 pm
So isn’t iHeart doing what NASH ICON is/was doing ? I don’t hear much about NASH up here in Canada so I’m curious as to where THEY are at and if this iHeart thing is an attempt to compete with them
Also , I ‘m assuming its the same in the U.S . but up here all of our cable TV providers offer commercial free radio stations and the options are incredibly diverse and plentiful …even just those under the ‘country’ umbrella. We have classic country , ” hot” new country , Folk , Roots ( Americana ? ) Indie , Canadian roots … and on and on . Pretty wonderful options to the local musically -narrow mainstream country station and I have to say that I’m quite blown away by the quality of production and the talent and artistry of these musicians . I stream these quite regularly . Our cable prices are through the roof compared to the U.S., ( basic internet and basic cable TV is over 100.00/month with NO specialty stations like sports or commercial -free movie stations etc.. ) so hopefully there is just compensation involved for the artists through Rights Organizations and/or labels . I never have to listen to mainstream anything unless I choose to and I can tell you….this service will totally spoil you . Its very hard to listen to a Luke Bryan song after listening to so much terrific REAL music .
September 7, 2016 @ 10:16 am
Not sure where you are in Canada but I’m right by Niagara Falls. Ten minutes from the border. Closest Nash icon to us is down in hornell, ny. It’s two hours from buffalo. It’s a great station the few times I’ve listened to it. The problem is the signal is so weak that even twenty minutes away in dansville it’s gone.
If you go on Wikipedia there’s a list of stations and where they are located with frequencies. Only reason I knew about it when I traveled there.
September 6, 2016 @ 1:48 pm
This is great for Nashville. How does it, or could it, affect me out here in the corn belt? We have two country music stations next to each other on the dial. One is “best new country,” the other is “country.” There’s no difference. How could I organize the demand side here so that these stations pick up the programming from these places in Nashville? Is that possible?
September 6, 2016 @ 2:34 pm
They’re playing some Road to Ensenada (Lyle Lovett) right now. Finally get to be proud of my alma mater!
September 6, 2016 @ 7:24 pm
Time to cash in!!!!!! Last ditch effort to makmake some $$$$ before radioradio dies in the next decade. Throw you a bone and you act like it’s a sirloin.
September 7, 2016 @ 8:13 am
Living in Nashville, Alt 98.3 was one of my favorites and car presets. I had a better chance of hearing some Sturgill, Isbell, and other variety mixed in with the alternative rock music. I’m disappointed in the 98.3 format switch. Don’t let “The Big Legend” name fool you, it’s been mostly late 90s/early 2000s with lots of repeated songs in the last few days (you’d think the song catalog would be more diverse), granted it’s better than the bro pop country of the last few years, but I want to hear some real legends like Merle, Waylon, Dolly, Reba, etc. if that’s what’s promised in the name.
Definitely going to have to check out the new Americana station, need a replacement for my missed iHeart format change.
September 7, 2016 @ 11:00 am
ROOTS 89.5 is legit! I’ve heard Chris Knight and Jason Isbell (back to back in fact); James McMurtry, Lucinda Williams, Levon Helm, Robby Hecht. An experience I have not had in years (if ever) in Nashville.
September 11, 2016 @ 4:19 am
Was in Nashville all last week and listened mostly to the MTSU station as I drove around. Was thinking “This station is amazing, why have I not heard it before?” Now I know why, lol
A fair bit of overlap with Sirius 60 Outlaw but a fresher sound. A very good step!
September 13, 2016 @ 7:41 pm
I don’t trust IHeart. If the new format fails they can say ‘we tried’ if it works they make money, so no lose on their side. I still don’t trust them.