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Atlanta, Georgia has become the new face for film and television but also being known as the new Hip-Hop Mecca. Celebrity artists from Cardi B, Joseline Hernandez, Gucci Mane, Rick Ross, and many more now call Atlanta their home.  Many independent artists are hungry for a spark in their careers in a competitive industry competing with video trends and big record labels. Independent artists now have access to digital platforms to release music with affordable distribution and marketing. In an article published by MPT Agency independent artists are going toe to toe with big labels and leveling the playing field by increasing the reach of the artist tenfold.

In an article published on kickinitwitkuleaide.com radio industry professionals were interviewed and expressed their opinions about how urban radio has adapted to the streaming era. Though the use of streaming services has increased in popularity in recent years, radio is still needed and a valuable outlet for promoting new music. “The reason why I don’t knock streaming, and I feel streaming is a great thing that has happened to the industry, especially for the independent artist. If you as an independent artist back in the day you couldn’t go take a record and it’s out everywhere. Now, it’s on Apple Music, it’s on Tidal, it’s on iTunes – that’s the great thing about the streaming services now, it could be anybody. You can get with a distribution company, and you can distribute your own music yourself,” says Finesse1111.

Radio used to be the medium that created stars but there has been a shift in the market leading radio to search for the next big star for music playlists. Local Atlanta artist Finesse1111 has established success and created his own lane in the music industry as an independent artist. Born in Decatur, GA Finesse1111 has collaborations with some of the music industry’s legends like Carl Thomas and Kilo Ali. He has musical influences from Tupak Shakur, Lil Wayne, UGK, Outkast, and many other legends of Hip-Hop. “Music has always been my passion, that’s why I do what I do, I go hard, I keep pushing. People love it,” says Finesse1111. 

In an article by radio.co radio is still reaching over 90% of Americans ages 18-50 years old.  “I don’t feel anything is every gonna top radio. Because that’s how a lot of people who never heard of you, they’re gonna hear you. Radio always has a big fanbase, a big platform. It’s always millions of listeners all the time listening to the radio, whether they are driving to work or driving home from work or driving anywhere listening to the radio. So, radio is very important-like I stated before if you wanna become a superstar your records need to be on the radio,” stated Finesse1111 in an interview on “Kickin It Wit KuleAide.” The conversation of radio versus streaming has communication professionals and music lovers questioning if radio can survive. As of today, radio is still thriving and shows no signs of fading in this new era of digital streaming.

ATLANTA – With a career that has spanned over two decades on-air talent, Darlene McCoy-Jackson never thought in the year 2023 she would have to be confronted with racism.  A news conference was held on July 7th for a call to action for a local restaurant owner whose employee allegedly has a reputation for using racial epithets against people of color.

 On June 23, 2023, referred by a close friend Jackson visited Woody’s Cheesesteaks in Buckhead, Georgia. A popular restaurant where she simply wanted to order a veggie cheesesteak but instead was met with a racial slur and being called ‘Darky’ on her receipt. Darky is a very offensive word used against people of dark skin and blacks over decades.

Outraged she asked the employee to change the name on the receipt he refused. She requested a refund and he refused. After several attempts with no resolution, Jackson left and took to social media to address racial inequality in society. “I am very sick of racism in this society. I am sick of it, and I am not going to allow this to go, says Jackson.”

She searched Google and Yelp reviews to learn the restaurant has had similar claims in the past about what seems to be the same employee. “Every single option is on the table,” Griggs said, emphasizing it’s up to Woody’s to reach out and reconcile – not just settle. “We’re coming with an olive branch here.”

A statement was issued from the restaurant owner Steven Renner.

“First and foremost, I’m sorry to Darlene about the experience Darlene had today. It’s not what we’re about at Woody’s. We’re about inclusivity, diversity. We’re about respect for everybody,” owner Steven Renner said.

Renner is apologizing, but also says his employee made a simple mistake.

“He uses abbreviations a lot…he was typing the name ‘Darly’. Unfortunately, the ‘K’ and the ‘L’ are next to each other. He simply hit the ‘K’ instead of the ‘L’,” Renner said.

He also says the employee, who is Hispanic, may have had a language barrier in understanding

“I think he does the best he can taking drink orders, sandwich orders, but a lot of the rest was lost… there’s never been an experience like this before,” Renner said.

Renner says he will work with the employee to better communicate with customers in the future. As for McCoy Jackson, she says the experience has left her disheartened.

In an article published by Pew Research Black Americans say then when something happens to Black people in their local communities, across the nation, or the globe, it affects what happens in their own lives, highlighting a sense of connectedness.  

Darlene who has over 90,000 followers made an Instagram video that has been viewed over 60k times and stitched by well-known content creator Michael (Tizzyent) with a response of over 100k views since the incident. “If you are in that area, maybe find anywhere else for cheesesteak, cuz call me crazy, because when I order a delicious cheesesteak a side of racism really doesn’t taste good,” stated Michael.

The Georgia NAACP has offered an immediate 7-day response for reconciliation and a conversation about diversity training for all Woody’s employees and staff. Woody’s has declined to sit down with Jackson and the NAACP due to wanting to select who facilitates diversity training for its staff and offices. 

Urban Radio

It’s safe to say that urban radio isn’t going anywhere anytime soon. Ninety-one percent of Blacks feel advertising on black media is more relevant and 70% of blacks continue to connect with urban radio. The survival of urban radio depends on evolving with the times and connecting with the people. Technology today allows black radio stations and their audiences to listen to their favorite shows using the internet and streaming platforms. Black radio caters to its listeners by providing news, community outreach, events, and the hottest playlist. In 2023 we are celebrating 50 years of hip-hop and the culture in black music. Urban radio has adapted to the streaming era with no signs of disappearing despite many controversial conversations.  It’s the music, it’s the culture, it’s black urban radio-representing black music.

Radio is Still Thriving 

One key factor in radio surviving and thriving is advertisement and marketing. Radio Executives’ focus is to drive sales to the market. Account Executives or sales teams develop maximized packages that are strategically designed for the clients they serve. Large and small businesses still depend on radio to help market their business. Radio is a powerful outlet for companies and organizations to utilize for customer reach and audience expansion. According to Statista, there are over 15,455 radio stations in the United States. Radio is still a medium used by businesses to advertise growing over 1.5 billion dollars in the U.S. in 2020 increasing strong revenue growth. Streaming services cannot reach local or national engagement as local radio can. Although advertising is in music streaming some platforms are not as dependable as radio because some users pay for ad-free services. 

Radio Has the News 

According to Nielsen, approximately 272 million people still listen to the radio on a weekly basis. Multiple media outlets provide listeners with the option to listen everywhere. You can listen to the radio on your smartphone or mobile device. You can listen in your car while stuck in traffic. Radio allows you to stay connected to your community and real-time events and news. There is a new addiction called ‘fast living’ and instant gratification that is consuming society. It has become a ‘niche’ to be the first to report news and trending topics. Why is listening to the radio still one of Americans’ top choices for news and talk? “Real Radio or Terrestrial radio is live and that’s why I feel it has been able to survive,” said Ryan Cameron on-air talent for MAJIC 107.5/97.5 The Real Sound of Atlanta. 

Black Radio the Beginnings

During the 70s Urban radio or what used to be called black radio played a significant role during the civil rights movement., Dr. Martin Luther King used radio airways to give out a message. Radio was the voice of protestors and a media outlet for black musicians. “Black radio has been so instrumental in radio and still is today,” says Cameron. In 1979 Cathy Hughes from Omaha, Nebraska would change terrestrial radio for the urban community and culture. During the 80s Hughes applied for a loan during a time of talk radio and banks pushing for music programming so Hughes accepted and open her first station in 1980. Now, Urban One has more than 60 broadcast stations and is the largest syndicator of urban programming. In April 2023 Urban One acquired four new Houston radio stations from one competitor Cox Media. This expansion allows the radio to diversify its programming and compete with streaming services worldwide. 

Streaming Services 

Radio is constantly recreating and developing innovative ways to compete with a new digital era. Music streaming services like Apple Music, Pandora, and Amazon Music offer podcasts, new music releases, and unlimited listening power. Streaming allows its users the freedom to listen to their favorite artist’s music repeatedly. Streaming services have a monthly fee to all users and radio is free and can be accessed online anywhere. Radio allows listeners to stay connected to the voices behind the mics and talk to on-air talent. “Making sure you get something you can’t get on streaming, which is local news, giveaways, and prizes, says HOT 107.9 on-air talent Incognito

The Listeners 

Terrestrial radio and digital streaming can be the best of both worlds. The younger demographic may not listen to the radio, but their parents may still engage in talk radio or podcasting. “One thing that I’ve been able to implement in my own personal radio show and being out in the community and hosting is using both. “My younger demo may follow me on Instagram, but they may not listen to me on the radio show, but I make sure that I tell them Boom! Let your parents know. The parents have cars they are mobile. They’re listening to the radio, Right,” according to the most energetic entertainer Manni Supreme from HOT 107.9. In radio, you can reach a larger demographic while staying connected. In most urban markets the music choice is catered to the audience. “In most cases, it’s localized. If you listen to music in L.A. it sounds like L.A. If you listen to the radio in New Orleans it sounds like New Orleans. If you listen to New York versus Atlanta, New York is going to sound completely different than what you’re going to hear on the radio station here in Atlanta, and it’s because you have to cater to the local vibe,” stated DJ Dwight Stone. 

COVID-19 Pandemic

In March 2020 the world was forever changed by what we know now as the Covid-19 Pandemic. The pandemic forced the world to retreat inside and disconnect from what we knew as our normal. The radio station had major layoffs and forced some programming to be remote. Radio continued on and adjusted and provided comfort as the world was turned upside down. Radio was a media outlet used to transmit information and updates about the health crisis. According to the United Nations online streaming services increased by 52% compared to previous years. “Streaming while it does add a lot of choices to the platforms nothing can replace radio. It is always instant, with streaming, with the content. If something was to happen like right now, bout time it gets to the stream I’ve already talked about it,” says thirty-year on-air vet Ryan Cameron.” Who recently just received national syndication for his show “Ryan Cameron Uncensored.”

Syndicated Programming

Radio needs quality content and programming to continue to compete against other mediums. Syndicated programming helps stations broadcast content that they can’t produce. This helps the station save money, sell more commercials, and boost its bottom line, according to an article published by Syndication Networks Corporation. There is a benefit of freedom and flexibility based on syndicated programming. In Atlanta, GA, Radio One has several urban syndicated programming from “The Steve Harvey Morning Show, “The Rickey Smiley Morning Show”, “Get Up with Erica Campbell,” and “The Willie Moore Jr. Show.” Programming shows support for the culture and allows listeners to connect to some of the industry’s well-known celebrities. Ryan Cameron says, “Radio is the most tested and true medium.” Although other streaming services offer users to listen to non-stop music it is not free. 

“I truly stand on believing that radio will never die out because you got people like me and my brother incognito keeping the radio waves alive baby, we’re making this sound like we having a party every night and the main reason why radio is going last is if we just stay with the culture like we gotta grow with the time,” says DJ Misses co-host of Posted on the Corner from HOT 107.9.

Events and Concerts

Many urban radio stations offer free concerts and local community events. It is important to involve the people in the community and have a presence throughout your local market. In some markets, there is a yearly concert that features some of the industry’s top artists and groups. In Atlanta, Georgia HOT 107.9-Atlanta’s Number One Hip Hop station facilitates Birthday Bash the hottest Summer concert in the city. The show includes popular artists and upcoming new artists. Birthday Bash is a medium that includes digital content, social media engagement, and a fan experience. Social media plays a huge role in engagement in live broadcasting and live streaming through media outlets. Radio has the option to live broadcast events and interviews outside of the radio station creating audience engagement. Technology has advanced allowing listeners to enjoy radio in real-time. 

Urban radio plays music for the culture from hip-hop to RnB and is considered the sound of black music. Urban radio speaks to the culture, “The main reason why radio is gonna last is if we stay with the cultural, we gotta grow with the times,” says DJ Misses co-host for HOT 107.9s Posted on the Corner.

Urban radio has not shown much of a decline in the age of digital downloads, A.I., and music streaming. So, do you feel radio will live another 50 years? 

To Find Out More

BLACK URBAN RADIO GROUPS & AFFILIATES

Support local and national radio stations. If you know someone or have an interest in working in the radio industry. Check out these affiliates at Corporation for Public Broadcasting, National Association of Broadcasters, and National Public Radio. 

In the early 1900s, silent films were created and popular amongst the elite socialist. Silent films allowed individual artists who viewed film as a medium a way for personal expression. The attention to detail and time required in selecting the right music goes beyond choosing just the hottest new songs. Today’s industries utilizes Music Directors and song playlists compared to a time when cue sheets, a list of musical selections that fitted an individual film were the standard device of film music. 

The silent film industry may no longer live, but a new era has emerged in the world of podcasting. Podcasting is the practice of using the internet to make digital recordings of broadcasts available for downloading to a computer or mobile device. According to Riverside, a podcast streaming service 50% of monthly U.S. podcast listeners are aged between 12-34, and 43% are between 35-54 years old. The podcast industry has grown since its development in 2004 by creators Adam Curry and Dave Winer two guys known to get it rolling. Music for many people creates emotions and can take you on a journey while you listen. In the industry, not all podcasters use video, so listeners don’t always have the luxury of seeing the faces behind the voices. 

“Music curation, creation- music is just important. Right?! We are rhythmic whether we’re conscious of it or not it influences us it sets the tone and podcasting isn’t any different,” says Walter Gainer II Digital Content Producer and Online Editor for Urban One.

According to researchers interviewed by professionals at Kellogg School of Management, music is powerful and can impact a person’s mood or behavior. There are many different types of podcast genres offered such as narrative podcasts, fiction, non-fiction, music, talk radio, and more. Music selection in podcasting and film can create moments and memories for listeners. For podcast creators there are multiple platforms, you can use to find the best music choice. There are free libraries on YouTube and license-free music websites available for creators. As a podcaster, you have the power of adding music that can create emotions and provide context or a message each time your listeners tune in.

“Every media channel, platform has its place its role, it’s purpose. I think streaming is here, it’s present and there’s ways radio can take advantage of streaming as well. But I think about convenience and be able to access it anywhere. If I want to listen to New York radio but I don’t live in New York I can find some streaming platforms to listen live or on-demand. It’s helpful for me,” says Walter Gainer II. 

Songwriters and music composers are paid royalties by music downloads, streams, and radio airplay. Do we still need radio during the era of music streaming? In recent years radio was still popular with Americans who made up 31% of those who listened to music through the radio. Terrestrial radio remains high among Americans who make up 83% of radio audiences, according to Pew Research in 2020.

 The radio industry still generates billions of dollars in revenue for US businesses and songwriters despite a slight fall in revenue for radio stations between 2019 to 2020. Radio still plays a significant role in royalty and compensation for music creators. In radio, the Music directors (or MDs) at the radio stations are responsible for creating and maintaining music playlists. There are multiple ways for artists and songwriters to make money from radio airplay and music streaming services. According to a Pew Research survey in 2020, 47% of U.S. adults listen to the radio for local news. The shift has changed in radio from the early 1900s of entertainment radio to now the new era of streaming music. 

In recent years conversations have arisen about increasing musicians’ rates to help composers make more money from downloads and music streams. T-Pain posted to Twitter in December 2021 a photo showing how many streams it takes for an artist to earn money through various platforms. Royalties are paid by PRO distribution companies who use radio-reported data to divide the money between the songwriters and record companies. 

Digital streaming on music platforms makes up 83% of recorded music revenue in the United States according to an article by New York Times. Spotify streaming services have 356 million users around the world, 158 million paying subscribers, and paid out more than $5 billion to music rights holders during the Pandemic. In the U.S. the Union of Musicians and Allied Workers has campaigned against Spotify demanding higher payouts. 

Charlie Hellman Vice President and Global Head of Music for Spotify is a graduate of the University of Pennsylvania and has over 10 years of experience in the entertainment industry.

“All the numbers we are seeing lead us to feel very confident that this is a less hit-driven and less star-dominated industry, one that is much more supportive of niche genres and niche fan bases,” said Charlie Hellman in an interview. An online report issued by Spotify “Loud and Clear” provided details about its payment structure and transparency to musicians. 

In 2020 music services and music publishers reached an agreement to raise the rates songwriters get paid when their music is played on Spotify and other digital platforms, reported by The National Music Publishers’ Association(NMPA).

There has been a switch within the industry that singer/songwriter T-Pain reveals that he makes more money streaming video games on Twitch than making music. 

As early as 2011 Spotify launched its streaming services allowing customers to download and listen to their favorite songs. Music streaming has dominated the industry in an era when streams account for 85% of U.S. labels’ music revenue as music executives evaluate traditional radio’s place in the market. One benefit of traditional radio is the connection with the community and some listeners do desire human interaction. There is still a need for radio for artists and local communities and “People like familiar songs”, says on-air talent Neiko Flowers from Praise 102.5 (Atlanta’s Inspiration Station). In music streaming, you have the freedom to customize your playlist, but you don’t have the chance to win tickets to concerts, money, or private meet and greets. 

People always want to stay in the know and find out what is trending in media and discover new music. Radio allows those who are not computer savvy to still find out what is new and stay in the know. 

In the Atlanta market, there are several competitive stations such as HOT 107.9 (Atlanta’s Number One Hip Hop Station) whose main goal is to provide the best music and bring awareness to businesses and companies. Radio has the space and opportunity for a business owner to advertise over the airways to generate new customers. 

According to CBS polling today 41% of Americans listen to music via streaming services, 31% by radio, 15% by digital files, and 7% by CDs/cassettes/vinyl versus the year 2017. The University of Florida completed a national survey measuring how others listen to music ages 18-36 years old. Researchers believe the preference for music streaming is because that platform offers ways to foster individual creativity, a more broader music selection, and control of the listening experience versus broadcast radio which is mostly programmed. 

There are other concerns about streaming music and radio airplay for artists which is the benefits monetarily due to the number of streams it takes to profit from song distribution. Some music streaming platforms pay as little as $1 and it requires millions of downloads. Celebrity singer/songwriter T-Pain took to Twitter stating, I see a lot of “well I guess I’ll use the best one” and not “we gotta make our own” keep in  , most artists don’t even get the whole $1. I’m just letting the up and coming know what the real is. I worked for mine and there are tons of ways around this if you move right.”

Music streaming may be the new era for listening to your favorite song, but the statistics show there is still a need for terrestrial radio. 

You open your most used social media app and read a headline that says a well-known person or celebrity has passed it can be devastating to their fans and supporters. False headlines in media and click bate have become the new trend to drive traffic to an individual’s page. 

Clickbait is a headline designed to make readers want to click on a hyperlink especially when the link leads to content of dubious value or interest. This is the new world we live in. 

Junior is a comedian and morning co-host of a popular morning show. He is familiar with being discussed in the media due to his lifelong battle with sickle anemia disease. 

“People reporting you dead can hurt your feelings. Can you imagine turning on your phone and they report Junior is dead and I’m looking at it. That’s gotta be a shock. I don’t know if it is for clickbait for people to do that but what is it for?”, says Junior from The Steve Harvey Morning Show. 

Overnight on-air talent Reec from MAJIC 107.5/97.5 gives his insight into the media and its reporting tactics. “People who use the internet to post false information is terrible. The problem with that is that some people believe those things and it’s a like big pot of people crying wolf”, says Reec.

HELLO, MY BUTTERFLIES! 🦋🦋🦋 What time is it? Time to start Kickin ‘It Wit KuleAide! As we Discover, Uncover, and Recover helpful tools for healing and success. When you KICKIN’ IT WIT KULEAIDE I’ll be sharing stories about my life, my resilience, and what helped me push past personal roadblocks inspired by the SONG OF THE DAY & the POWER OF THE LYRICS! So, I encourage anyone dealing with something past or present to tune into my podcast as I share my stories and you can share your story with me! I will take you on a journey that will give you a reason to fight for your OWN LIFE and to ALWAYS PUT YOU FIRST! “Go grab yo cup and go fill, fill it up, while we sip as you Kickin’ Wit KuleAide! And as always- “I Wanna Kno Yo Flavas!

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The global podcast market has increased and is estimated to expand by 23.6% over the next 7 years making it more affordable for content creators to put their podcasts out. The new generation has an on-demand mentality that includes instant gratification, advanced technology, and a side of short attention span. 

A brief conversation with some of Atlanta’s content creators about the evolution of podcasting sheds some insight into ‘us’ now living in a visual world.

In podcasting you have people who may enjoy sitting and listening but “The power of video and the power of YouTube, Instagram, and TikTok. You don’t wanna just leave your intellect and the things you’re talking about just in that podcast space,” said Colie Rich.

According to Online Editor Weso, “This new era of Millennials, Gen X, and Gen Z’s, their visual learners. They like entertainment that they can see, not only just hear, but they wanna see it as well.”

As a content creator capturing moments in time is priceless. “The evolution of podcasts is aligned with the evolution of ‘US’ as people. As a society, we are visual people now,” says Colie. 

The podcast market has increased over the years and allowed independent podcast creators to create high-quality production content in affordable ways, according to Burrelles. 

The 2015 song “Rise Up” by Andra Day has powerful lyrics about overcoming life’s obstacles a thousand times over again and on-air personality Vassier is a real-life role model.

A Cleveland, Ohio native who was raised in a single-family household dealing with family addiction and abuse says, “Radio won-beginning the start of my love affair with the mic. As a child radio practically raised me,” says Vassier.  

In high school, she was admitted to the state of South Carolina foster care system but made the decision to seek out her own mentors on radio and television. 

Mental health is no longer a quiet conversation not discussed in the media. Vassier uses her segment called ‘Vassism’ on Instagram to share relationship advice and best practices on how to find your inner spirit. 

According to CDC the number of reports has increased for adolescence dealing with poor mental health, stress, and anxiety.

If you are a person dealing with these feelings or are in close contact with someone who has been affected by mental health, there are resources available. 

Better Help will match you to seek out a mental health professional that can help normalize your life.