Announced late Tuesday, NASH Icons, a takeoff on Cumulus’ already-established nationally-syndicated NASH brand, is a partnership with the Big Machine Label Group for the purpose of taking old and new music from artists “of the past 25 years” and giving its own place to live. Though no specific artists to be featured have been detailed yet, the idea seems to encompass music from performers like Big Machine’s Tim McGraw and Reba McEntire, and many others artists like Garth Brooks and Randy Travis who’ve had big careers in the past 25 years and that have massive back catalogs of country music that have been virtually abandoned by mainstream radio and many major record labels.
Though detailed specifics of exactly what NASH Icons will look like once it rolls out have not been made available, the two companies are planning a NASH Icons record label that would distribute both old and new music from NASH Icons artists. NASH Icons will also host live events such as special media programming, and potentially tours and festivals, and have streaming and syndicated radio programs specifically catering to the NASH Icons 25-year brand.
Though the term “classic” has been thrown out there to describe the country music that will be featured with the new venture, it appears to be purposely focused on music from a 25-year window, meaning that anything before 1989—when artists like Garth Brooks, Clint Black, and Brooks & Dunn really started their rise—will likely not be included.
As consumer study group Edison Research has pointed out numerous times over the past few years, mainstream country radio has been ignoring its classic country fan base, and the result has been an acceleration of country radio’s loss of listeners that has already been occurring naturally because of the emergence of new media options for consumers like Pandora, Spotify, and satellite radio. This venture signals from both Cumulus and Big Machine that they recognize there is an untapped market for older country music that has been ignored in a growing manner by mainstream country radio focusing on youth and the here-and-now.
However the move could also accelerate this trend if anything seen as “classic” is moved to an entirely different format. If 25-year-old country music is completely segregated from mainstream country, it leaves mainstream country to become a true, current-only country equivalent of Top 40, where any music over a couple of years old will be entirely stricken from the format. In other words, older country could be banished to the old folks home, out of sight and out of mind from mainstream consumers. This trend could also spread to industry award shows and other cultural institutions of country music.
At the same time, it could also finally give aging country artists and fans a format, and somewhere to go when mainstream radio will no longer pay attention to them.
Big Machine and Cumulus would not be getting into this business if they didn’t feel there was money to be made. At the same time, the two companies may see this as a way to placate much of the current criticism being levied at the country oligarchy for abandoning its roots, and abandoning the artists and fans that made country into the commercially-successful format it is today.
What the true impact of NASH Icons will be is yet to be seen, or if Clear Channel, Cumulus’ main rival, will launch their own “classic” venture with another partner, as the two media giants saddled with billions in debt and looking toward country music as their way out match each other tit for tat in the current country music media arms race. The billions of debt that Cumulus carries, along with their other plans for big-minded partnerships and licensing deals that include making NASH-branded food, clothing, furniture, and even paint cast the question of how the company plans to levy the capital to pay for this all, and if country is truly on such a meteoric rise that all the entities looking to capitalize off of it will end up cannibalizing each other as they all fight for the same slices of the pie, regardless of how much that pie is incrementally growing.
Either way, this partnership is not just fodder for Page 2 of radio trade publications. This could spark a significant moment in creating a new format for the country music that has been abandoned by the mainstream, or it could stimulate mainstream country abandoning its roots even further. Or both.