You’ve Got Artist Access. Are You Using It the Right Way?

Let’s have a real conversation. Specifically with my friends in country radio.

You’re in the one format that still gets regular, personal access to artists. That’s not just cool — it’s powerful. It’s something most other genres lost long ago. But the question isn’t whether you have access. The question is: what are you doing with it?

Because if we’re being honest, I’ve seen a trend that needs to be addressed.

Week after week, I see the same backstage selfies with the same artists posted over and over again. The captions say things like “So great to see my friend ____.” And while I know those moments feel meaningful — we have to get real:

That relationship is transactional.

If you lost your job tomorrow, would that artist text to check in? Invite you to dinner? Probably not. And that’s okay — because it’s not meant to be a friendship. It’s a professional relationship based on access, airplay, and the seat you sit in.

They love the chair — not the person in it.

That alone isn’t the problem. The real issue is what happens when that confusion affects the product. When your personal “connection” with the artist starts guiding what gets played, what gets posted, and how your station shows up to listeners.

Let’s look at what’s happening.

Every week, I follow the charts. And the country chart has become one of the most unstable in the industry. Records race to #1 — and vanish the week after. Why? Because the format is rewarding relationships, not results. Friends are helping friends get another #1. (this is a whole other article by the way... I think the "push week" is really hurting radio ratings. Why should radio "push" something that isn't a hit? Wanna list of the number ones from the last 3 months that are no longer found on any radio stations anywhere? Fake number ones are really HURTING listening)

But here’s the harsh reality:

Your audience doesn’t care about the friendship of you and the artist. (amazing that pic with you and the artist on the station IG didn't go viral, right?)

They don’t care that it’s that artist’s 7th #1 or their first in three years.

They care about great music that makes them feel something.

They care about you being a filter they can trust.

So when you play a song your audience doesn’t love — just to support your “buddy” — you lose more than a spin.

You lose trust. You lose listening. You lose momentum.

And that leads us straight into a dangerous, escalating cycle:

You play a weak record.

Listening dips.

Ratings drop.

Revenue follows.

Your company cuts staff.

The product suffers even more.

Labels see less value in investing in radio.

More radio promo teams get cut.

The influence and access you counted on? Gone.

And it all started because we forgot who we’re really here to serve: the listener.

Meanwhile, Spotify and Apple are building stronger relationships with music fans than we are — without any artist dinners, selfies, or meet-and-greets. They’re doing it with data, feedback, and a focus on the user experience.

So what can radio do?

It’s not about losing the access.

It’s about using it better.

Yes — have the fun. Go to the show. Be in the room.

But also realize this: you have something nobody else has — local connection, real emotion, and human storytelling.

So here’s a challenge:

Identify someone in your community who deserves a moment — a single mom, a nurse, a local teacher.

Partner with an artist for a quick FaceTime or video:

“Hey, this is ____. My friends at [Station] told me how amazing you are. I wanted to say thank you — and invite you to the show next week. Dinner’s on us. Come say hi backstage.”

Film the moment. Share the reaction. Make them the star.

That’s not just “good content.” That’s service.

That’s what makes a station matter.

That’s what separates you from the algorithms.

You don’t have to stop enjoying the perks of the job.

You don’t have to give up the artist relationships.

But you do have to make sure the listener comes first.

Because right now — far too often — it looks like they’re dead last. And the building is burning.

You’re still in a position of influence. You still have the ability to create unforgettable moments. But you’ve got to shift the focus — from proving your connection with the artist… to proving your connection with your audience.

Radio doesn't have marketing budgets. But you have extreme access to MONEY CANNOT BUY experiences like a phone call or facetime from an artist to a listener. YOU are the connection to local DIRECTLY to the artist. Radio can do that better than anyone else. We aren't. But... you got that 19th pic for your FB.

This is how we survive. This is how we win.

Let’s get back to the mission.