Country radio shrugs as artists fight sexism

When a radio station staffer at 98 KCQ in Saginaw, Michigan, recently tweeted that it wasn’t allowed to play songs by women back-toback, KCQ tried to dismiss it as a joke.

It wasn’t a joke. It was a symptom. Songs recorded by women constitute just 10% of all songs played on country radio stations, according to a report published last week. That has women in country music and all who care about fairness on the airwaves up in arms.

“Depending on the time of day a listener tunes in to their station, (10% is) barely enough to be heard. It’s certainly not enough exposure to become known, to build a fan base, to climb charts, to gain enough recognition to have access to opportunities and resources within the industry,” wrote University of Ottawa professor Jada Watson, who partnered with cable network CMT on the report.

Kacey Musgraves had a pointed response to the KCQ tweet: “Smells like white male bulls--- and why LONG ago I decided they cannot stop me.” Musgraves’ “Golden Hour” album won the 2019 Grammy for album of the year, with minimal airplay on traditional country radio.

In addition, female artists tend to get that airplay in off-hours when a station’s audience is smaller, according to Watson.

What’s the big deal? After all, if radio station managers think they know what the audience – largely women – wants, shouldn’t they have every right to present that content even if it limits the voices or viewpoints of women?

Another new research report suggests that radio stations might not know what their female listeners want to hear. Coleman Insights, also in conjunction with CMT, found that 70% of listeners would welcome more women in the genre.

Beyond the data, there’s a loftier reason for country radio to strike a gender balance. It’s important to remember why radio stations are clearly distinct from streaming services, satellite radio and cable television. All broadcast stations are regulated by the government. The reasoning: There are a limited number of frequencies and everyone can’t own a station, so it’s government’s role to ensure that broadcast stations operate in “the public interest.” How can country radio be acting in the public interest when it essentially writes off an entire gender?

While many country music institutions appear to be rallying for women – this year’s Country Music Association Awards was an example – country radio isn’t budging.

It was early in 2015 that a group of women in the recording industry in Nashville held the first meeting of “Change the Conversation,” dedicated to giving women an equal voice in country radio.

“Male artists have always dominated country radio 70/30, but over the last decade, the percentages for females have dropped dramatically,” Leslie Fram, a member of the group and senior vice president of music strategy for CMT, told me in an interview. “It leads to a cycle of fewer women getting signed, fewer female songwriters getting publishing deals and fewer women on tours. it’s tough to get on a tour if you don’t have a song on the radio.”

Country music radio has traditionally embraced the American flag and patriotic values, but it could use a refresher course. This nation was built on principles of equality and justice for all. That should include the airwaves.

Ken Paulson, a former editor-in-chief of USA TODAY, is a professor of the Recording Industry Department and director of the Free Speech Center at Middle Tennessee State University, and a member of USA TODAY’s Board of Contributors. Follow him on Twitter: @kenpaulson1