Growing format pushes edgier music mix, gathers steam.
The Atlanta Journal-Constitution
"My suspicion is we're on the verge of a new outlaw movement," said Jessie Scott, Americana editor of the music industry trade publication the Gavin Report. "I think we potentially could herald the next style of country."
Or at least influence it heavily. What is Americana? It is perhaps best described as what it isn't — commercial or predictable.
"Defining this music is something we have actively resisted doing," explained Grant Alden, 41, co-editor of the alternative country magazine No Depression. "It is song- and lyric-driven music that has some connection to this country's musical past. That may be Hank Williams' past or a Duke Ellington past or a Woody Guthrie past or a Robert Johnson past."
"I'm disgustingly happy. I'm sellin' more records than I have in a long time." — Steve Earle, singer/songwriter.
Though roots music has found a home on college and arts radio stations since the Austin, Texas-based "progressive" country movement of the '70s, it was formally dubbed "Americana" in the early '90s by programmers who felt the pop leanings of mainstream country were leaving many artists without a forum.
A Force To Be Reckoned With
The number of stations dedicated to the Americana format in the United States has grown from a handful to an estimated 150-plus. And they are starting to coalesce as a force in the music industry.
In March, a group of musicians, producers and radio programmers formed the Americana Music Association, dedicated to promoting the format through radio airplay, publicity and marketing. Their cheeky slogan (lifted from the Man in Black himself, Johnny Cash): "We Walk the Line." (www.americanamusic.org)
Perhaps most significantly, Americana is turning out to be the most popular radio format people turn to when it comes to Internet listening. When the Arbitron Co. launched its first survey of audiostream Web listening last October, three of the top radio sites were Americana stations: KFAN in Fredericksburg, Texas; KPIG in Monterey, Calif. (www.kpig.com); and KHYI in Plano, Texas (www.khyi.com).<SMALL>Americana artists have begun to sell records beyond their small fanbases. In the past year, acts such as Steve Earle, honky-tonk torch singer Kelly Willis, Texas swing/boogie band Asleep at the Wheel, and sweet-voiced bluegrass fiddler Alison Krauss scored gold records based on Americana airplay.</SMALL>
For the first time, corporate radio has expressed interest in programming Americana. Atlanta-based Cumulus Communications is experimenting with the 100,000-watt KBCY/99.5 FM in Abilene, Texas, by yanking some of the newer Nashville music and replacing it with tunes by Americana artists.
And major labels in Nashville are starting to sign a few of these acts: Hank Williams III on Curb Records, Neal Coty on Mercury, Charlie Robison on Monument.
So, who's listening?
The Demographic
The typical Americana fan more than likely grew up listening to alternative country artists — such as Gram Parsons, Emmylou Harris, Joe Ely, Kinky Friedman, John Prine and Commander Cody. Throw in a little Grateful Dead (on the left) and Johnny Cash (on the right), and you have the playing field.
Alden said he created No Depression magazine for this group.
"There are a couple of generations of people who discovered through college radio that there was music outside the mainstream that was interesting. They've gotten older, so punk and ska don't interest them anymore. But they know there is something outside the Backstreet Boys, and they are looking for something.
"They grew up with an AM radio out in the garage or in Dad's car that played old-time country music, so it has a welcoming quality to it. As my generation begins to settle a little bit, things that sound like home aren't so bad. If it has an edge and sounds like home, it's even better. That's why Steve Earle and Jimmie Dale [Gilmore] are attractive to us."
Pressing The Music Industry
Though it's unlikely the Americana format will ever take away the majority of mainstream country's audience, it may put the pressure on Music Row to get back to basics.
"There are adults out there who want to hear music," said Earle, who was recently on the cover of the Gavin Report under the headline "Americana Kingpin." "But we've created a situation where it genuinely isn't profitable to have artists who sell less than 200,000. ... Record companies aren't just owned by corporations. They are owned by the most powerful telecommunications companies in the world. That makes labels kind of a slave to shareholders. So
you're not selling records, you're selling stock. And there ain't nothin' more anti-art than that."
Meanwhile, mavericks of Americana such as Earle — who are the antithesis of the 8x10 glossy world of Music Row — are definitely feeling new appreciation for their art.
"I'm disgustingly happy," Earle said. "I'm selling more records than I have in a long time. I've never been a priority at a record label before. Nobody is mad at me, and I'm not mad at anybody. We had to scramble to find $25,000 to make a video, but we did and now it's going to VH1. ... I wake up in the morning and do something I love to do for a living, and I'm grateful for that." (Sonicnet.com's parent company, Viacom, also owns VH1.)
— Miriam Longino
I sent a responce the the writer today based on the above paragraph in quotes.
None of the 4 acts listed have had a gold record 500,000 copies in the past year and I believe that only Krause and Earle may have gold albums from albums pre 1999.
Also there are currently 95 stations reporting to the Americna album charts.
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Janice "Busgal" Brooks
ICQ 44729047
