Cumulus Media is #2 on the radio ownership totem pole, and to attempt to hopscotch their rival Clear Channel, they are planning massive expenditures, acquisitions, and ventures to push the recognition of their big country music brand: “NASH”. NASH and NASH-FM is the brand of Cumulus’s 70+ station syndicated Top 40 pop country network. We already knew that Cumulus had recently acquired a 50-percent interest in the 17-year-old, 500,000+ circulated Country Weekly magazine to re-brand it as NASH. Now in some recent reports, the beans are being spilled about the extent of just how far Cumulus is hoping to push the NASH brand.
Some of their plans are obvious. Since their rival Clear Channel has now partnered with CMT, Cumulus and NASH are looking for their own television partner, potentially Great American Country or GAC, or re-branding the Destination America and American Heroes cable channels owned by Discovery Communications. Also, after Clear Channel’s streaming service iHeartRadio announced a country music festival in Austin, Cumulus and the NASH brand are looking into doing a festival and/or concert series, as well as a radio-based award show with Dick Clark Productions—the same production company behind the Academy of Country Music Awards, or ACM’s.
But the Cumulus plans go even further than that. Here is a run down of some of the things Cumulus has planned for their pop country NASH brand:
In the vein of Toby Keith’s I Love This Bar & Grill chain, or Rascal Flatts’ recently-announced plans for a chain restaurant, NASH wants to open a fleet a family-friendly fern bars to help establish their brand in certain important markets and locations. You could enjoy some Taylor Swift fried cheese, or a Brantley Gilbert blooming onion.
Yes, you read that right. Apparently NASH wants to get into the home improvement game. This move isn’t unprecedented. Big corporate brands such as Martha Stewart and Ralph Lauren have dipped their stir stick into the pain business to help solidify their corporate brands in the past, but a radio network? How about a nice Tim McGraw taupe to spruce up that breakfast nook?
Again, not completely unprecedented since you have big artists like Jason Aldean enjoying a big endorsement deal from Wrangler, and Taylor Swift peddling Keds. Some artists also have their own specific clothing lines. Country music and popular culture is a very visual medium, and being able to sell consumers similar clothing to what they see their favorite artists wearing is shrewd business.
Maybe the strangest of the ideas Cumulus is looking into, the company apparently wants to leave no stone unturned, and wants to bring the NASH brand right into people’s homes so they won’t forget who to consume their country music through; a little hard to do when you’re watching NASH TV from your Carrie Underwood signature NASH microfiber couch, muching on NASH leftovers from the night before in a room painted in your favorite NASH colors.
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Cumulus and their NASH brand is out for nothing short of absolute cultural immersion, with the vehicle being the widespread and growing appeal of popular country music. Pop country is seen as very safe and marketable because of its well-liked and clean image. And if Cumulus has its way with NASH, it will become one of the most recognized brands in the United States in the coming years.
Your move, Clear Channel.