Trend Report: Oh Woman, Where Art Thou?
By Christa A. Banister, Senior Music Editor, GospelMusicChannel.com
A quick glance at the current Radio & Records chart, which reflects the bulk of what’s playing on your favorite Christian adult contemporary station, yields some interesting revelations. At the top of the list, Third Day’s latest single “Call My Name” has been No. 1 for 11 weeks now. Skip down a few spots, and see that this year’s GMA Music Awards’ New Artist of the Year and Gospel Music Channel's August LISTEN UP artist, Brandon Heath, has the most adds with “Give Me Your Eyes.” And even more attention-grabbing is that there actually are six – count ‘em six – female artists in the Top 30.
Now if you’re scratching your head at the significance of that last statement, it’s actually good news in what’s been a particularly dry spell for female artists in Christian music. In fact, it’s been three years since two female artists have simultaneously landed in the top 5 (newcomer Francesca Battistelli’s “I’m Letting Go” is currently at #3, while veteran vocalist Natalie Grant’s “I Will Not Be Moved” rounds out the top 5).
Despite the recent upswing, however, the lack of a consistent female presence on the charts is still a hot topic for many in the industry, especially when compared to current mainstream AC charts on Billboard where eight of the top 20 artists are women, including Leona Lewis’ “Bleeding Love” which has been in rotation for 18 weeks and is still holding steady at No. 1.
“It really is such a boys’ club at the moment, and it’s been that way for a while,” says Tammy Trent, a 13-year industry vet with five albums to her credit. “On my way back home from a trip recently, I picked up a couple of Christian radio stations, and there were two – maybe three – female artists in the mix. I was like ‘What in the world?’”
Even considering her multi-format radio success the past few years, Natalie Grant also can’t help but notice the discrepancy.
“It’s a struggle for females right now for sure,” Grant shares. “We’re in a cycle, and it’s been a long one. Christian music is definitely not following in the footsteps of mainstream music with the massive success of artists like Carrie Underwood, Fergie and Rihanna, to name a few. In the days of Amy Grant and Sandi Patty, contemporary Christian female artists were filling arenas. Today, so many radio stations are programmed by research, and the research often says listeners don’t want to hear from female artists.”
Meet “Becky”
With 21 years in radio promotion, Chris Hauser, owner of Chris Hauser Promotions and Marketing in Nashville, says he “used to have a full head of hair.” Hauser adds that “most of it’s been worried right off his head” because he says it’s no easy job figuring out exactly what people want to hear on Christian radio. But for the past 10 years, he concurs that ‘more savvy’ research methods have provided a few clues.
So who exactly is the target Christian radio listener? Well, according to Hauser, it’s females ages 35–44, the soccer moms affectionately known as “Becky.”
“Radio programmers are targeting ‘Becky’ because they believe they will get most of the family listening if she is. She’s really the most important one to have on board,” Hauser says. “The challenge of the current research model is seeing that very few female voices end up translating well with ‘Becky.’ The big joke is that if the artist’s name is ‘Becky,’ then ‘Becky’ doesn’t want to hear anyone named ‘Becky.’
But Hauser says that “every once in a while” a song like worship leader Laura Story’s current hit “Mighty to Save” really connects with the female demographic. “There’s no exact science to why this happens unfortunately, but we’re hoping as technology continues to improve that we’ll be able to better pinpoint what listeners want,” Hauser says. “But in Laura’s case, her song tested well and has been embraced.”
A Few Theories
But what is it exactly about female artists that ‘Becky’ doesn’t like? While there’s nothing set in stone, industry insiders have a few theories.
“This is definitely a hypothesis, but I think it has something to do with human nature,” says Brad O’Donnell, vice president of A&R at EMI CMG Label Group. “People naturally like to hear things they’re used to hearing. So when fewer females are being played on the radio, which happens to be the case right now, they sound less familiar during the testing process. But when it’s a sound that isn’t testing as well, I think we have to be more patient – and push a little harder – as a label.”
In addition, O’Donnell believes that the continued popularity of worship music may also be a contributing factor. “We’ve definitely been in a season where worship music is sort of dominating airwaves,” he shares. “And it seems to me that people are used to seeing and hearing men lead worship and sing worship songs, which could be why there’s fewer female artists. It’s not a conspiracy, of course. It’s just how it is.”
Derek Jones, vice president of promotional marketing for Word Entertainment, agrees that the male-dominated nature of radio airplay has caused female artists to test lower because of a sheer lack of familiarity.
“This may be just an educated guess, but it’s possible than when people hear a song by a female, it sounds so incredibly different that the song ends up testing lower,” Jones says. “Hopefully, we’re starting to see that change. And I think the more females we get on the radio, the better we’re going to see them testing.”
From the artist’s side of the spectrum, Natalie Grant speculates that the lack of girl power on the charts may have to do with fewer female artists being signed as a whole. “I would love to see artists and labels take more risks,” she says. “We shouldn’t always go with the obvious or safe choice as a radio single; instead, go with the one that will compel the audience to drive to Target and buy your CD. Ultimately, I pray that labels will continue to seek out great female talent, not only because the industry needs them, but because the audience does, the church does, and my daughters need them, too.”
Proceeding With Hope
Even though many industry execs agree that female artists aren’t getting the attention they deserve on the airwaves, they believe it won’t always be that way.
“We’re just in a down cycle right now, and I’m optimistic that things will be on the upswing soon,” says O’Donnell. “To radio’s credit, while they were slow to play Mandisa, she did end up having a #1 song. Another artist of ours, Britt Nicole, has just released her third single, and they’ve all gone Top 10. When we make good records and sign good artists, radio does play them.”
“It’s our responsibility to develop these female artists. I think radio is probably still the number-one place where consumers hear new artists and new music,” Jones says. “And I think there is a desire out there for more female artists to be heard. I think back to the times when Cindy Morgan, Jaci Velasquez and Nicole C. Mullen were breaking. There were some really memorable songs that stood the test of time, and I think that can happen again.
Susan Riley, senior vice president, marketing, A&R and publishing for Word Entertainment, says she’s seen cycles like these “come and go” and has been encouraged by radio listeners’ increased openness to new female artists like Battistelli and Meredith Andrews.
“There was a time when females ruled the radio charts just a few years ago, and it can definitely happen again. And I think anyone at a label/publishing company will say that no matter who the artist is, he/she can have success with the right song,” Riley says. “I think that is the answer to the question of what it takes to be a big success on radio these days. If you have a killer song that connects to the hearts of people, then you should have success.”
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About the Writer
After graduating with a B.S. in Journalism from North Central University in 1998, Christa Banister moved to Nashville, Tenn. and eventually started working at CCM Magazine/Salem Publishing in various editorial capacities (including managing editor) for five and a half years. After that, she launched her own freelance writing company and writes for numerous clients including CCM Magazine, Crosswalk.com (she review movies for them each week), Christian Single, Christianity Today, Threads Media, Songs4Worship.com, BurnLounge, PassAlong.com and helped kickstart the first Christian music blog for MTV. She also writes bios for professional recording artists and authors and penned her first two fiction novels for NavPress in 2007.