Day One: Stream A Little Stream - Country Aircheck
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February 16, 2021, Issue 2 Powered by Country Aircheck
Day One: Stream A Little Stream
CRB Exec. Dir. RJ Curtis and board president Kurt
Johnson welcomed attendees, CMA’s Sarah Trahern accepted the
President›s Award, Rascal Flatts received the Career Achievement
honor and CRS 2021: The Virtual Experience got underway quite
smoothly.
The first day
revolved
around
Country Radio
Seminar’s
first-ever
Streaming
Summit
anchored by
RJ Curtis and Kurt Johnson four “DSP 101”
sessions, a
TikTok panel,
deep dive data analysis and a fireside chat about digital culture. Feel The Heat: Performers at Amazon Presents: Country Heat
And in a continuation of CRS tradition, the whole thing was capped Priscilla Block, Shy Carter, and Tim McGraw. Recap on page 5.
with music.
Addison Nunes and Warner VP/Strategic Marketing Victoria “Torie”
Summit & All Of It Mason, the Streaming Summit opened with Amazon.
Following a welcome address from UMGN VP/Marketing-Digital Amazon Music Principal/Product Marketing Katie Schlosser
Accounts and CRS Streaming Summit Committee Chair Annie Vitolins walked attendees through the functionalities of Amazon
Ortmeier and a short definition of terms offered by Warner Sr. Analyst Music and its corresponding app, contrasting the end user
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February 15, 2021
Page 3
experience with the artist experience. Sharing fan engagement
statistics from Amazon’s Daily Voice Index and breakouts by
fans versus superfans, Vitolins said Amazon Music is focused on
activating fan engagement and elevating the
user experience to cultivate artist superfans.
She also noted the programming philosophies
behind in-house playlisting and station-based
Charleton Lamb and Josephine Ruiz-Healy
versus artist-based listening.
Pandora Artist & Industry Insights the process for pitching music to Spotify playlist curators. “Stopping
specialist Jay Troop showcased AMP and fraud and fraudulent streaming is important to Spotify, and you
Jay Troop NextBigSound initiatives during “DSP 101: cannot buy your way onto a Spotify playlist,” emphasized Lamb.
Pandora.” Troop recounted how and why Ruiz-Healy explained the fan engagement products offered within
Pandora is different from other platforms with its standard, plus the platform itself, include Canvas, Marquee, Creator Promo Cards
and premium experiences. He then noted the differences regarding and Wrapped.
Pandora’s data points, including the thumbs-up and thumbs-down The platform breakout sessions concluded with “DSP 101:
metrics and radio replays. Troop also explained artist and track- YouTube Analytics” presented by YouTube Mgr./Artist & Label
level station adds and monthly listener data that assists Pandora in Relations Margaret Hart. The session included an overview of
reporting fan engagement via its NextBigSound, AMP, Chartmetric, channel optimization and content strategy, promotional framework,
Music Connect & MRC and Listener Charts. He wrapped the growing viewership and converting fans. Hart advised YouTube
session with a discussion of the playlisting and stories products via content creators to find their voice as it relates to the platform
Pandora’s AMP offerings. before building out a release schedule for content. She shared the
Spotify Product Marketing Lead Charleton Lamb and Mgr./ multitude of ways to upload music-adjacent content to YouTube,
Product Marketing-Creator Josephine Ruiz-Healy joined for including lyric videos, visualizers, live performances and dance
“DSP 101: Spotify For Artists.” The pair ran through the benefits videos in addition to the traditionally produced music video. Hart
and functionality of the Spotify For Artists platform before also detailed non-music content that can help artists grow fan
discussing the various methods used to reach listeners and engage engagement and build a brand, including vlogs, playlists, tour
and convert fans. “Spotify is all about discovery,” said Lamb. He diaries and behind-the-scenes videos. The presentation concluded
noted the difference in Editorial versus Personalized playlists and with an overview of video optimization techniques and Google-
showcased the platform’s global charts. The team also explained based analytics for reviewing important data points and statistics.
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Page 4
The general terms and concepts discussed in each of the
platform-based 101 sessions will be utilized in presentations
I Talk The Line
“Talk Data To Me” was a reprise of popular metrics panels
throughout the duration of CRS 2021: The Virtual Experience when of years past, and in this case was moderated by Stone Door
discussing streaming platforms and their adjacency to Country Media Lab’s Jeff Green. “Programming radio is a craft, and a
radio, artists and listeners. –Monta Vaden craft is a combination of art and science,” said Integr8 Research
President Matt Bailey. “You can have all the data in the world,
but you need the creative side.” The case of Chris Stapleton’s
Time TikToks On “Tennessee Whiskey”
Many in the business had never heard of TikTok a year was brought up. In
ago; since then, the platform has approached household name 2020, the album track
status and launched careers. “Music is core to the creative DNA ranked seventh overall
that is TikTok,” said the company’s Head of Music Content/ in country streaming
North America Corey Sheridan during the “TikTok Ya Don’t but was 243rd in
Stop” session Tuesday. UMGN VP/Digital Marketing Tony Country radio airplay.
Grotticelli introduced the panel with impressive stats, including MRC Entertainment
that 176 different songs have surpassed one billion TikTok Director/Radio Haley
views. “This platform is moving the needle,” he said. RCA’s Jones responded to
Andrew Jannakos spoke to that reality firsthand. Faced with a question of whether
the inability to tour last year, The Voice alum focused more on audiences are different
reaching his fans through social media and watched a TikTok by saying, “Obviously, people love that song. Don’t poo-poo the
video of singing in his own kitchen take off. “I wasn’t trying to go data. There are lots more ways a song can become a hit today
viral,” said Jannakos, “[but] I signed a record deal because of [than just radio].”
TikTok.” All the panelists agreed authenticity is one of the most MRC Data VP/Research Matthew Yazge added that the
critical ingredients to any kind of success. “[Priscilla Block] took majority of country streamers also listen to the radio. “Seventy-
everyone along with her every step, from work tapes to creative,” eight percent of country fans listen to the radio; 59% stream,” he
said her manager, Dennis Entertainment/InDent Records’ Charly says. “To ignore what’s happening in streaming is to ignore a
Salvatore. Jannakos concurred, “You see past the artists, you large segment of preferences.” Bailey added, “It’s important to
see the person.” –Chris Huff understand what you’re looking at with data points. ‘Tennessee
Whiskey’ was the No. 2 tester for Coleman Insights overall but
only ranked 53rd among country fans,” shedding light on the
difference between streaming data and more traditional research.
“The main advantage callout has is it gives you a complete picture
of what your listeners think about a song.” And with callout, the
results aren’t going to be instantaneous. “Song development is
like baseball,” said Bailey, as songs will take time, and different
speeds, to round the bases and potentially become a home run.
The panel’s tips about how best to sort through the myriad data
that’s available? “All sources of data are right, they’re telling you
different things,” said Bailey. “Understand what they’re telling you.”
Yazge asked, “Who’s represented in the data, when is it from, what
is it telling you?” Added Jones, “If there’s a way to bring all data
(clockwise from top left)
into one spreadsheet, that’s a win-win.” –Chris Huff
Charly Salvatore, Tony Grotticelli, Andrew Jannakos, Corey
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Page 5
10:50am 1:50-2pm
Fireside With YouTube’s Allocca CRHoF Inductions: CRHoF Inductions: Tim
With nary a flame in sight, YouTube’s Kevin Allocca was Victor Sansone Wilson
interviewed by Billboard’s Melinda Newman during Tuesday’s Sponsored by Sponsored by
“Fireside Chat.” Opening with the platform’s Culture & Trends report Curb Records Curb Records
(view here), the session focused on the arguably singular perspective Induction by Kix Brooks
YouTube brings to culture and music’s place therein. Much of the Induction by Tim Closson
discussion focused on the quest to go viral. “Some people think of 11-11:50am
viral as popular on the internet, but the more precise way to think Post Pandemic 1-3pm
about it is viral is something that is distributed through interaction,” Playbook St. Jude Networking
Allocca said. The ingredients – something unexpected, audience Sponsored by Westwood Lounge
participation and an accelerator – don’t exactly add up to a OneDaniel Anstandig, Connect with friends,
replicable formula. But understanding how those moments take on a Johnny Chiang, Dave colleagues, panelists and
life of their own is important. “There are a lot of artists who are very Kelly, Nicole Bergen, mentors in an intimate,
good at acknowledging their audience and the role they play in the Susan Larkin, Todd Lawley virtual networking lounge.
expression of their work,” he said. On the other hand, a common
mistake is being inauthentic or forced. “Trying to do the thing 11am-12pm
everyone is doing can backfire,” he said. “The people who stand the 2-2:50pm
St. Jude Networking
test of time aren’t chasing trends. They’re optimizing.” –Chuck Aly Lounge Talent Loving
Coaching
11:50-11:55am Bobby Bones, Brian
Some Like It Heat CRS/Country Aircheck Moore, Fitz, Mike Preston,
Hosted by newly announced syndicated radio host Kelly
Awards Randy Lane, Rod Phillips,
Sutton (CAT 2/16) with assistance from Alexa, Amazon Music
Small Market MM/GM, Scott Mahalick, Tara Ward
Presents: Country Heat concluded CRS 2021: The Virtual
Medium Market MM/GM,
Experience’s inaugural Streaming Summit today (2/16). Now
Large Market MM/GM and
in its fourth year, the showcase featured performances by Amazon 2-2:50pm
Major Market MM/GM
Music “Artists to Watch in 2021 and Beyond” Track45, Shy Music Scheduling
Carter, Priscilla Block and Kameron Marlowe and Workshop
headliner Tim McGraw. 11:55am-12pm
Pre-Lunch Sponsored by
Track45 invited viewers to “Come On In” and followed with the
Performance: MusicMaster
trio’s debut single, “Met Me Now,” impacting March 1. Both songs
June N Joey Brent Michaels, B-Dub,
are featured on the second of their introduction EPs, Big Dreams,
announced today (2/16) with a release date of Feb. 26. “I hope Sponsored by Kristopher Jones,
you love it, and it makes you feel good inside,” said Carter of River Run Records Tony Lorino
current single “Good Love.” Ending with “The Rest Of Us,” Carter
12-12:50pm
offered Country radio an enthusiastic “Woooooooo!” 2:50-3pm
Warner Music
Body-positive anthem and TikTok sensation “Thick Thighs” CRS/Country Aircheck
kicked off Block’s set, which also included “Just About Over Nashville Lunch
Dan + Shay, Brett Awards
You,” a song written over FaceTime that fans rallied together Gold Label, Independent
to independently fund the recording of after hearing. Following Eldredge, Cole Swindell,
Drew Parker, Ian Munsick, Promotion Team or
yesterday’s (2/15) appearance during the 27th Annual Pre-CRS
Michael Ray, Robyn Executive and New Face
Seminar (coverage here), Marlowe performed his first song to
Country radio, “Sober As A Drunk,” and the track he credits as the Ottolini, Shy Carter of Country Music
reason “I’m getting to be up on this stage,” “Giving You Up.”
“My career got started in a big way many, many moons ago here at 12:50-1pm 3-3:50pm
CRS,” recalled New Faces Class of 1994 member McGraw. The closer CRS/Country Aircheck Country Trailblazers:
opened with “Shotgun Rider,” a song referenced in the following “7500 Awards Luke Combs, Maren
OBO” from 2020’s Here On Earth. Also from the 2020 album were Small Market
Morris
“Good Taste In Women” and “Gravy.” “Amazon Music, you’ve done Personality/Show,
Sponsored by AllAccess.
so much for country music in such a short period of time since all this Medium Market
Personality/Show and com
started,” concluded McGraw. “We really appreciate all your efforts you
National Personality/ Luke Combs, Maren
put in on our behalf.” —Caitlin DeForest
Show Morris, Ann Powers
The Day Ahead 1-1:50pm 4-4:50pm
Wednesday, 2/17 Blind Date With Your Bob Kingsley’s
crsvirtual2021.com Audience Acoustic Alley
Sponsored by HD Radio
Sponsored by Country Top
10-10:50am Jimmie Allen
Programming Mentoring Breakfast 40 with Fitz and
Sponsored by vCreative 1-1:50pm First Horizon
Bruce Logan, Carletta Blake, Charlie Cook, Cindy Spicer, Gail Imaging Workshop Thomas Rhett, Rhett
Austin, Gator Harrison, Jeff Kapugi, John Foxx, Johnny Chiang, Chadd Pierce, Jake Akins, Parker Welling
Mark Anderson, Meg Stevens, Mike Kennedy, Mike Moore,
Kaplan, Joey Tack,
Mike Preston, Rod Phillips, Steve Geofferies, Tim Roberts
Matt Warren
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