The Editorials

What Will It Take?

Written by Jeff Krasky

What do we have to do as an industry to turn country music around?

1. The first step is for the artists to realize they aren't pop stars. All the flashy clothing, electronic effects and cheesy songwriting don't belong in country music. Artists like Madonna will always play the "pop icon" role better than anyone. She's been doing it for almost 20 years. Don't bother trying to compete. Our attempts to mimic these types of artists results in stale as a week old bag of pretzels sound and a bunch of people standing around looking stupid in their new "threads". Now before I get torn apart by a rabid group of Faith Hill and Shania Twain fans let me explain myself. I'm not saying country music shouldn't evolve. It needs to in order to survive. While I have a high level of respect for the legends, I don't want to listen to that music every day anymore. What country artists need to do is branch out in their own direction. Develop something new and exciting for fans to listen too. Much like rock/pop artists did when sub genres like electronic and alternative came to the forefront. Imagine a mix of folk, pop, Americana, and traditional country influences. Now that might be something to write home about and it might just turn a few heads in the process.

2. Music Row needs to stop hiring every burned out, has been rock producer they can get their hands on. These guys weren't mixing music in L.A. for a reason. They'd lost their edge. Put these people out to pasture and get some people in the studio who can put together an album without every song sounding like the next. Oh, and it would help if they had some sense of what a good song was.

3. Nashville needs to take control of the music they release. We're currently at the mercy of radio. Which is once again run by a bunch of burned out middle aged ex-rockers. It doesn't work and it's killing our favorite type of music. Nashville needs to start charging radio stations for the privilege of playing their songs and they need to enforce a fair shot for everyone to be heard. Let the fans pick what they want to hear. It just might make someone give a damn.

4. Artists need to focus on picking exceptional songs and quit worrying about if the song will make the perfect career crossover. Rock/pop fans discard "stars" every other week. Any additional funds you might make with one hit crossover single you can make back by establishing yourself as an artist that consistently delivers the goods.

5. Record labels need to actually release the music. Who really gives a crap if it doesn't go 15x platinum. Not everyone can move records like Shania Twain. Of course you need to make a profit, but sometimes it takes an album or two to become established. Give these artists the chance to make it. Don't pull the plug on an album based on the performance of a couple of singles. Singles aren't the only thing that drive album sales.

6. Songwriters need to get their act together as well. Don't write fluff just because it's easy and might sell like mad for a few weeks. Your songs are going to be forgotten before they're even heard the second time. Give us some real powerful music about real people. That is what country music is about.

So who is going to carry the country music flame? It sure as hell isn't Brad Paisley. My vote would be for the two biggest female trios country music has ever seen. The Dixie Chicks and SHeDAISY. These women break all the rules and give us something fresh yet surprisingly country at the same time. I can't wait to see what they attempt next.

For the rest of the industry wake up. What you're doing now isn't working. In fact it has never worked. Every change you've made since your smash success of the early 90's has driven you further and further into musical obscurity. Forget about sales for a moment and forget about trying to battle with other genres. Let's make some unforgettable records and all else will follow.

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