For decades, radio has been built around a simple formula: find a lane, stay in it, and never stray too far from what “works.” But while radio has been busy playing it safe, an entire generation of artists, and their fans, has quietly built a movement outside the FM dial.
Let’s call it what it is: the “indie” sound isn’t indie anymore. It’s mainstream.
Sierra Ferrell, The Red Clay Strays, Tyler Childers, and Billy Strings aren’t fringe acts scraping by in the corners of the industry. They’re selling out arenas. They’re moving vinyl (yes, vinyl), filling festivals, and dominating streaming playlists. But you won’t find them in rotation on 98% of corporate radio stations. And that’s the problem.
Because while radio programmers and consultants have been busy splitting hairs between “Country,” “Rock,” and “Hot AC,” the audience has moved on. The lines between genres have blurred. People aren’t listening in silos anymore; they’re building playlists that mix Childers with George Straight, Ferrell with Fleetwood Mac, and Strings with the Stones. Radio, however, is still trying to make sure every song fits a decades-old format definition.
It’s time to cast a deeper net. I know, I say this all the time. But I’m right.
There’s a massive opportunity here, not just to evolve radio creatively, but to grow revenue. The audience that loves this kind of music isn’t small. They’re loyal, engaged, and willing to spend money on tickets, merch, and yes, local sponsors who speak their language. These are listeners who’ve largely abandoned FM radio because it stopped reflecting what they actually listen to. They’ve turned to streaming and vinyl, not because they hate radio, but because radio stopped playing their artists.
Imagine a station that leans into this cultural shift. A station that’s not afraid to put Sierra Ferrell next to Reba, or Tyler Childers between The Eagles and John Anderson. A station that sounds alive again—less corporate, more human.
And please understand, I’m not talking merely about young people. Boomers are streaming artists like Charley Crockett just as much as Gen Z’ers. The exodus of radio listeners includes folks of all ages. Sure, based on your Nielsen ratings, your station may skew a little older, but my mom listens to Spotify, and she’s a boomer who drives a Buick.
And here’s where the sales side ties in: authenticity sells. When you stop chasing the corporate charts and start programming for real music fans, you will create fans and advertisers will follow. They want to connect with that authenticity—because it builds trust. A non-corporate, creatively bold format doesn’t just build an audience; it builds a community. And a community is something advertisers can invest in long-term.
Radio doesn’t need another consultant-driven format tweak; it needs a cultural reset. The artists who are redefining modern American music are already out there. The fans are already listening, and they’re packing out arenas. The only question is whether radio has the courage to meet them where they are.
This is exactly what I do! I have two of the “alternative” songs that play every hour. It’s been the cornerstone of our playlist, brand and success since I implemented this strategy five years ago. Also, you may enjoy the Saturday feature show I do, Six String Saturday. It’s four hours of alternative and traditional country, along with some really interesting music that help tie that show together. It’s by far our most popular show in terms of feedback week after week. It’s 8 a.m. – noon. If you want to check it out you can listen online at us161.com. Thanks for the article.
This is great, Dave. I just check out your website us1061.com. Good stuff. I’ve received several emails about this column over the last few days and have been inspired by so many folks from literally Virginia to Seattle who are either doing this format or are trying to do this format. There’s such a huge opportunity here for so many “corporate” and “traditional” radio stations. Thanks again for the awesome feedback.
The artists you mention don’t care about getting commercial radio airplay. How do I know? I try to get interviews with them. Nothing. They aren’t interested in promoting their music. They just want to play. That’s great for them. They will continue to get airplay on a lot of non-commercial radio stations, and they will have successful careers without commercial radio airplay. It’s nice that you’re speaking up for them, but they don’t want your help. They’re happy with their careers now.
I’m shocked artists who don’t get airplay on commercial radio aren’t interested in being interviewed on commercial radio. I’m not speaking up for them. They don’t need commercial radio, commercial radio needs them.