Issue 813 - June 27, 2022

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June 27, 2022, Issue 813

Neon Boon? TikTok & Gold Titles

Elevating interest via TikTok isn’t just fancy-like for current songs. A number of older titles have also trended on the platform, including Reba McEntire’s “I’m A Survivor,” Keith Whitley’s “Miami, My Amy,” Patsy Cline’s “Crazy” and Alison Krauss & Union Station’s version of “When You Say Nothing At All.” While streaming consumption typically increases in the wake of these trends, conversations with programmers indicate the applications for Country radio are less clear. Reboot Scoots: Arguably the most impactful to date has been a version of Brooks & Dunn’s 1992 song “Neon Moon,” remixed last July by DJ Noiz (view here), with a Clarence Spalding dance reportedly created in August by Samoan content creator Manumalo Moe (view here). Aided by a label-driven influencer campaign, the original sound generated more than 2.5 billion views and 1.8 million video creations on TikTok alone, peaking last September. Streaming numbers peaked in October with 301,000 daily streams representing a 172% increase over the pre-trend baseline. A version Amanda Cates with Kacey Musgraves (from B&D’s 2019 Reboot album) also saw an increase – 64% over baseline with 128,000 daily streams. While the B&D team certainly took steps to capitalize – see the duo get in on it here – the spark was organic. As their manager, Maverick’s Clarence Spalding, explains, “The kid who remixed it just put it out there. We were seeing people doing the dance and all we did is throw gasoline on the fire.” Maverick/Nashville Head/Marketing & Digital Strategy Amanda Cates says, “That halo effect between TikTok and DSPs very much exists, so it hits labels at the bottom line, which is a good thing.” The economics are beneficial for an older track, too. “The budgets are different for a new act versus an established artist,” Cates adds. “Every dollar is precious with a newer artist, so those are different conversations.” (continued on page 7)

Bros Before Hoe(down)s: Arista’s Brooks & Dunn and Triple Tigers’ Scotty McCreery at WYCD/Detroit’s Hoedown. Pictured (l-r) are McCreery, Kix Brooks, Audacy’s Tim Roberts, Ronnie Dunn and Live Nation’s Brian O’Connell.

Fit To Print: June Issue Preview

Hallowed be the halls in the June edition of Country Aircheck, out this week in print and via digital delivery. This Thursday (6/30), six will enter the Country Radio Hall of Fame, and they share their stories in the issue. Among them, Cathy Martindale’s connection with Stevie Wonder, Becky Brenner on taking risks – like riding a horse in a parade – and Debbie Conner questioning Richard Simmons’ wardrobe choices – and getting a surprising response. Rachael Hunter and Steve Grunwald talk about getting fired while at Disneyworld and delivering cows in Kenya, Barry Mardit remembers making the case for a St. Jude Radiothon and having such a dominant book it

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