Thread by @shaungroves

@kkdumez @d_l_mayfield A confluence of things happened: Economic downturn hurt “listener supported” stations causing many to switch to “commercial.” Listening habits changed after 9/11 & during that downturn so…

@kkdumez @d_l_mayfield The biggest commercial networks followed their mainstream peers and began testing songs before adding. Testing was flawed because of testing before slimming, testing GREATLY favors the familiar - you get more of what the audience is used to. Radio stopped breaking new artists…

@kkdumez @d_l_mayfield I was the last new artist with a #1 song until Casting Crowns FIVE YEARS LATER. What’s most familiar? The stuff we hear at church. “Worship” tested great! Suddenly, a slew of worship cover albums were released by successful artists known for original music…

@kkdumez @d_l_mayfield I was on a singer songwriter label. Major network presented us a list of songs they’d play if we’d cover them. We thought worship was a passing trend, wasn’t our thing anyway, & the label - which had more #1s in the previous 10 yrs than any other - never had another #1.

@kkdumez @d_l_mayfield This was also the advent of “Becky” the target (white) demographic. They said was anxious & wanted escape. “She does not understand metaphors” and does not want to think (I kid you not).

@kkdumez @d_l_mayfield She wants “upbeat, positive”, listens w/ her kids (“safe 4 the whole family”). Worship music scratched everywhere Becky (reportedly) itched. But why target Becky at all?🤑 She does the buying for the family.

@kkdumez @d_l_mayfield Commercial stations can make the most money targeting the demo advertisers most want to sell things to. After artists doing worship covers, came worship artists, then churches became labels.

@kkdumez @d_l_mayfield Radio (PRO$) isn’t driving it now. Streaming is. Churches stream worship music 24/7, people work to it, fall asleep to it. 💰💰💰There are churches that WOULD NOT EXIST if not for the $millions$ they make from streaming & CCLI.

@kkdumez @d_l_mayfield This has, I think, contributed to the charismatic shift in Protestant (and to an extent, some Catholic) theology too. It’s mainstreamed certain ways of thinking and speaking about God and Christian experience that were fringe prior to 2001.

/end 😬

@kkdumez @d_l_mayfield EDIT: spinning, not slimming

CLARIFICATION: Best practice at (best) stations DID eventually become testing AFTER spinning a song 300+ times. No idea what they do today. Not an artist.

@kkdumez @d_l_mayfield ASIDE: I love that someone at my label responded to this by asking how Becky can possibly understand the Bible. So much metaphor. Jesus wouldn’t test well 😉