The deeper I lean into the marketing of mainstream country music, The more I’m seeing the blatant manipulation. It’s no secret that Keith Hill’s comment that women are the tomatoes on the salad was offensive and misogynistic, but it was also, unfortunately, spot on. Women, unless they are members of a group, duo or collaboration also featuring men, have been shut out of even marginal airplay. Miranda Lambert is justifiably pissed at her diminishing returns, even as her music veers more and more towards Americana.
Media outlets that cover mainstream country have been celebrating the success of Carly Pearce’s “Every Little Thing” with Rolling Stone Country saying she “defied the odds with risky song” in a recent headline. I’ll admit, it’s against the norm, in this current climate, to release a ballad and have it succeed. The slower a song is the less likely it will fall under what is deemed “radio friendly.” That logic is nothing new.
But what’s baffling is the suppression of the truth. Carly Pearce is succeeding on her own merit about as much as Thomas Rhett. This grand success story? It’s all courtesy of iHeart Media and their “On The Verge” program. “On The Verge” exists to help struggling artists succeed and pretty much guarantees them a #1 hit. It’s the only reason former American Idol runner-up Lauren Alaina scored a chart topper with “The Road Less Traveled” seven years after her debut album bombed into oblivion. There’s absolutely no fairy tale here, no reason to cheer or even get excited. These feats are political manipulations swept under the rug disguised as major success stories.
We’re at a crisis point right now with female artists. Not only are none getting airplay, there really aren’t any in the mainstream sector for radio to embrace. Brandy Clark and Sunny Sweeney would never get airplay for the latest music, in any era, since they’re 40 years or older. Ashton Shepherd didn’t connect, with her heavy twang, so MCA dropped her. Ashely Monroe was told, on her last radio tour, that “On To Something Good,” was dead on arrival. Kacey Musgraves has done next to nothing to endear herself to the mainstream audience beyond wearing crazy outfits and adorning her sets with neon cacti. She will join Harry Styles on tour next year. Will Maren Morris connect? Possibly, as she’s already building a following. But I would think she’d have to prove herself as more than the “80s Mercedes” singer. “I Could Use A Love Song” has done that for me, but it’s only a step in the right direction for her to take as she contemplates her follow-up to Hero.
About the only person, we can count on is Carrie Underwood, who is currently in between albums. Time will tell if her newly minted deal with Capitol Nashville, the label that refused to sign her as a pre-teen back in 1996, will yield further success. I can’t imagine her being blackballed but I never thought Dixie Chicks would fall from grace like that either. In this market, anything is possible.
Is there a solution or silver lining in all of this? I honestly have no idea. I never imagined mainstream country music would ever be in this bad a shape in my life. It took until I got to college to see why Luke Bryan has been able to succeed like he has. He’s tapped into an audience previously ignored by country music, those who love to socialize and party and be high on life. He’s like the male Taylor Swift in that sense. He’s found his audience and he’s running with it all the way to the bank.
This era is the building block for whatever comes next. Has anyone else noticed the glaring oddity of Sam Hunt’s “Body Like A Backroad?” The song has succeeded without a music video, parent album or physical release of any kind. I can’t remember any other massive song that lacked even one of those three elements. These are uncharted waters and they’re reaping big rewards.
Maybe you know where we’re going from here. I know I probably shouldn’t care, and I have spent the majority of this year focused on independent releases, but I do. I can’t help it. It’s in my nature as female artists have always been my favorite, the ones I listen to most frequently. I guess Angaleena Presley and her fellow Pistol Annies said it best:
Dreams don’t come true
They’ll make a mess out of you
They’ll hang around the darkest corners of your mind
They’ll beat your heart black and blue
Don’t let anyone tell you they do
Dreams don’t come true
I hate to put a damper
On the fairy tale you pictured
I shoulda known all along that
Glass slippers give you blisters
The Pappalardo Periodical 