Boehlert, E. (1994, September 3). Country radio gets serious. Billboard, p. 107.

OVERVIEW

Though much of what has driven country music’s recent growth is uptempo, dance-style hits from young artists, the industry is now seeing a trend toward songs of more weighty subject matter. Some say the change is a coincidence—a product of timing and nothing else. Yet others say the new slate of more sober songs "represents a welcome return to the country format, where straight talk has never been out of place." Some examples of recent releases in the somber strain include Martina McBride’s "Independence Day," a song about a girl driven to arson by her abusive father; Reba McEntire’s "She Thinks His Name Was John," which tells the story of a woman who has a one-night stand and contracts the HIV virus and later dies of AIDS; and Colin Raye’s "Little Rock," about an alcoholic’s efforts to dry out. Radio stations and record producers admit that promoting the new, more controversial music is a roll of the dice and that some material may be met with resistance. However, the fact that record companies and radio stations are dealing with it at all demonstrates "how far (country music) has come in terms of dealing with thorny topics."

Response to these more somber songs has been positive for the most part. "Independence Day" made a long but ultimately fruitful trip to the top 10, and the single has driven McBride’s album sales. It took work on the artist’s part, though: a public service announcement on behalf of the St. Louis Battered Children’s Center and much persuasion of radio station programmers. When McEntire performed her ballad on the "Donahue" show, requests for the song started to hit radio stations. No music video was made for the song, though, because it was thought to be potentially "too depressing."

Some see a correlation between country music’s increasing focus on social issues and its recent surge in popularity. Country music has found a growing audience, and the fans are more tolerant of new offerings, including the more straightforward songs. Others see the new trend in country music themes as the music returning to its storytelling roots. Many programmers wonder if the recent trends in country music—feel good tunes and dance-style hits—are finally losing their charm.

Country music is not known for shying away from controversial issues. Drinking and country music have been comrades for decades. "Country is the mainstream music format in America right now," says Chris Huff of KPLX Dallas. As such, he continues, it is important that the music address mainstream social woes, even those as uncomfortable as alcoholism, AIDS, and abusive relationships.

QUESTIONS FOR REFLECTION AND DISCUSSION

1. How does music shape the attitudes and behavior of listeners?
2. Is country music a good vehicle for social awareness? Why or why not?

IMPLICATIONS

The appeal of country music is growing, driven by a wealth of new listeners from a variety of backgrounds.