While having a discussion with a friend over lunch yesterday, the idea of releasing gospel music to country radio came up. In years past, most (if not all) country stations would play gospel music exclusively on Sunday mornings, and often would slip the less-preachy songs into their regular rotation throughout the week. Nowadays, it seems like more and more country artists are just recording gospel songs themselves, somewhat monopolizing what is left of the southern gospel market.
You know the songs I'm talking about. "Jesus Take The Wheel," "Three Wooden Crosses," "Believe," and every other Josh Turner single, are all "reverse crossover" songs, so to speak. They are released to country radio as country songs, then are adopted by the gospel crowd. If you walk into a Christian bookstore nowadays, you can find albums like "Country Salutes Gospel," "Country Comes Home," and the like, with country artists singing gospel music. As I listen to Solid Gospel, I have heard Brad Paisley & Dolly Parton no less than 3 times singing "When I Get Where I'm Going."
Why can't southern gospel go in the other direction??
There are plenty of gospel songs that could easily fit on FM Country radio nowadays. Give me one good reason why the Gaither Vocal Band's "Give It Away" couldn't hit the country charts based on the catchy melody and repetitive lyrics alone. Add the country track by producer Michael Sykes (who spent some time in country music in the 80's), and you should have the perfect recipe for a country crossover.
I think if someone were to simply spend the $$$ on a production, and hire someone who knows the ropes in country music, gospel artists could easily hit the country charts. Jeff & Sheri Easter definitely have done some country songs (I heard them do Don Williams' mid-70's hit, "My Best Friend," at the NQC a few years back), let them take a stab at dethroning Tim & Faith.
Now, many will say, "You know country radio will NEVER let gospel artists on the air!! Keep dreaming!" Maybe not on their own, but get a unique paring. I'm not talking about Tanya Tucker & The Imperials (yes, they really are doing a Christmas tour together this year!!). Legacy Five recorded a Randy Travis tune, have them work together.
I think Gaither may be already tinkering with this idea to an extent with his latest video taping. He has included Marty Stuart, Vince Gill, George Jones, et. al, in a "Country Bluegrass Homecoming." I'm not sure the artist roster is the kind he would need to attract mainstream country radio, but it's a start. I just hope it doesn't turn into the "Bluegrass Homecoming" from a few years back that, while creatively good, didn't receive near the recognition of some of his other projects.
Another problem with breaking into country radio is that it is almost entirely label-driven. Unless you are under one of the top-three label umbrellas, your odds are next to none. My answer to this, at least for some artists, is that Daywind has a distribution deal with Word. Word and Curb are under the same label umbrella. Curb is the home to Mr. Faith Hill himself, Tim McGraw. So, we not only have the Hoppers on Canaan/Word now, we also have the potential for gospel's biggest label, Daywind, to get country airplay with the right songs.
I'm not saying everyone could qualify. All due respect to Gerald Wolfe, Greater Vision just wouldn't cut it with Rascal Flatts, but I believe that the more contemporary voices like Danny Riley, Marshall Hall, and even Doug Anderson could easily fit on country radio with the right song.
I am NOT saying that gospel artist should COMPROMISE their material for country acceptance. I'm just saying that "Calvary Answers For Me" wouldn't work near as well as something that's a little less preachy. Maybe a story song (country is REALLY big on stories!). Not only that, but production value across the majority of the industry would have to come WAY up. No more five-piece bands in a small studio trying not to break the budget. I may be preaching to the choir here, but fork out the dough, make the BEST project possible, and send it out. Trust me, I've heard some of the country stuff lately, and their production value is decreasing rapidly, but is still ahead of SG.
Anyone who says that country radio is not the home for gospel music, take these two points into consideration. First, the majority of the gospel music audience has their radio tuned to a country station during the week anyway. Might as well give them something they'd enjoy.
Secondly, those within the industry who are trying to say, "Well, we're not country artists, so we shouldn't try to get on country radio because it's secular....", I say.....DUH!!! Would you rather watch the industry implode on itself simply because it refuses to grow, or would you like to see it reach new levels with much broader appeal?? Not only that, but think of the souls that could be reached if they were to hear God's word in the middle of their work day or their drive home! That alone should be worth the labor.
Actually, as I was writing this, the idea hit me (and if Mr. Gaither should happen to find this particular blog, please consider this....); try releasing Signature Sound's "Until We Fly Away" to country radio. Doug's got the voice. The song has the modern arrangement and very tight, solid production. The message is not real preachy, but very sound, and with the groups' reputation for....um.....less-than-conservative stage dress, this might be an opportunity to take a current gospel hit and get them even wider exposure.
Okay, if anyone reading this has anything to add, PLEASE do. I wanna make sure I'm not completely off my rocker on this one!
Posts
