Saturday night was Clear Channel Radio’s inaugural iHeartRadio Country Festival in Austin, TX at the Frank Erwin Center—a mid-sized arena that the University of Texas uses for baskeball games, and that serves as the city’s largest indoor concert venue. The festival was the first major event in the new country music partnership between Clear Channel and CMT in their bid to make a multi-platform country music media empire. As Clear Channel was broadcasting the event through many radio stations and their iHeartRadio app, CMT.com was streaming the event online, and taping segments for future television programming. This type of collaboration is what we can expect as country media coagulates into huge companies duking it out for your attention. Clear Channel had their top personality, DJ Bobby Bones, as the emcee of the event, and CMT’s big star Cody was working the backstage area.
In typical Austin fashion, the event and live feed started 12 minutes late. Though iHeartRadio was touting the experience as a “festival”, the outdoor, multi-day and multi-stage discovery of new music that usually accompanies the music festival experience was swapped for a very structured environment centered around the most familiar names in the format, and instructional diatribes on the virtues of Clear Channel’s iHeartRadio app: the company’s seemingly sole plan for pulling out of their $300 million-plus quarterly loss tailspin. Of course making this plan a perilous one full of risk is the fact that every day the music streaming marketplace gets even more crowded as competition grows and the march of streaming startups and other companies looking to get into the streaming business seems endless.
The show opened with a shrill, cacophonous screech of legions of teenage girls driven mad by visions of Luke Bryan’s ass shaking in their heads, but first they would have to fight through Eric Church and his prog rock extravaganza. It was fortuitous of the festival’s organizers to put Church on first, because the festival’s corporate-driven demo definitely wasn’t home field for Eric’s “Outsider” message. His set would be the first and last time the festival crowd would be regaled by anything that couldn’t be labeled as “formula,” though it did set the tone that the night would be a rock show and nothing but, and a country show in name only.
Following was Jake Owen who started off with his stalled, Cadillac Three-penned single “Days of Gold,” and later had the 10,000-head Frank Erwin Center crowd singing in unison to a “Fresh Prince of Bel-Air” rap he broke into in the middle of his song “Barefoot Blue Jean Night.”
The quizzical Dan + Shay taking the stage was the best opportunity for the sold-out crowd to drain their bladders in anticipation of the headliners, as they witnessed one of the most forced anointment’s of a country music super duo the format has ever seen. Despite their slick presentation, the iHeartRadio festival crowd was in no mood to sit through songs they’d never heard before. Dan + Shay made the rookie mistake of taking their whip to the crowd too many times with their “Let’s hear you make some noise!” pleas that grew less and less effective through their abbreviated and generally boring set. It was just too early in their career arc for them to attempt to fill a slot like this amongst the other big names. Lady Antebellum fared much better with songs readily familiar to a crowd whose alpha and omega of music are defined by Top 40 country playlists.
As arguably the hottest band in “country” music, Florida Georgia Line was well-received by the capacity crowd. Like master assassins who can choose their poison, the duo could call on any number of current blockbuster radio hits to ingratiate the crowd to their pop rock cologne-spritzed and wallet chain-draped show. “Thank you for helping us change country music history,” is what Tyler Hubbard said leading into their rendition of the longest-running #1 in the history of country music, “Cruise”. It seemed appropriate that they hadn’t “made” history, but completely “changed” the perception of what country music is by moving it so far in the pop direction and integrating so many hip hop elements into the format that they now feel like regular country fare.
Florida Georgia Line was the moment the astounding sameness of country music’s top mainstream acts became palpable. Where the traditional “festival” setting is driven by diversity and discovery, the lack of surprise is what this crowd was looking for. Florida Georgia Line’s radio tracks are slick a well-produced, but their live show was a little jarring, with pitch issues and too much energy spent on emitting enthusiasm instead of delivering good vocal performances.
Hunter Hayes, though certainly not rising to be considered in any way a highlight, did offer something a little different than the other performers preceding him on stage. Though his songs that cast him in submissive roles to his female counterparts, and a song decrying bullying were gut-wrenchingly, and sometimes downright objectionably sentimental in nature, at least he was singing from the heart, and had a message to deliver beyond naming off a laundry list of countryisms. Nonetheless, his set came across as calculating, safe, and left the distinguishing music fan wanting. But it was different, and at this point in the presentation, that was enough to label it refreshing.
With Taylor Swift burning her iHeartRadio chit during the 2012 pop version of this festival in Las Vegas, Carrie Underwood was tapped to be the female country powerhouse of the event. In a lineup of entertainers, Carrie distinguished herself as a singer, but of course she ran through a condensed set of her top singles that left little room for anything truly country or truly refreshing. Great voice, ravishing legs, and good sense of dynamics made her one of the more engaging acts of the night though.
You could tell when Jason Aldean took the stage why even though radio might be smiling greater on an act like Florida Georgia Line, there’s definitely a difference between a seasoned headlining performer, and the young pups still finding their way in how to perform for a crowd. The music? Of course it was terrible, but Aldean had a command that was only matched on the night by Carrie Underwood. While the younger stars had to sweat out their stage presence through sheer energy, Aldean was an efficiency of movements, hitting all the notes and bringing home solid renditions of his most popular songs. Where some top mainstream performers you may simply look at quizzically of why someone could like what they were doing, despite the music, you understood why Aldean is considered one of the very top male performers in the country format right now.
Luke Bryan represented the other end of the spectrum. Though his set was diverse and had a few attempts at heartfelt, deep moments, his booty shakers were all about his moves on stage, and by the time the next verse came around you got poor pitch, and too much breath in the microphone from a tired performer. Ironically, during Bryan’s “Rain Is A Good Thing” was the very first time the entire night that a traditional instrument (besides a couple of mandolins buried in the mix and mostly for show) made an appearance, when a fiddle found its way out of the case. There was also a steel guitar on the backline, though it was more seen than heard.
Having seen the presentation of iHeartRadio’s Las Vegas festivals, the Austin installment looked dark, and difficult to get a sense of depth or perception for those watching at home. The Frank Erwin Center is a somewhat cavernous, dim space, despite the modest seating capacity. Unlike some newer arenas, it is more round instead of oval, not really making it conducive to stage shows where fans on the wings feel far away. The crowd seemed somewhat less engaged and enthusiastic than you would expect from a mainstream show, and even the people in the front rows seemed a little too far from the stage to facilitate the type of interaction that many mainstream performers are now used to on tour—slapping hands as they strut across stage and yell “Come on, put your hands up!” The risers didn’t reach out into the crowd, and the stage presentation seemed a little cramped and unimaginative. But other mainstream concert tropes like allowing the crowd to finish lines to songs, and the calling out of “What’s up Austin!” dozens of times—despite likely half the crowd not even being from Texas—certainly made a nauseating amount of appearances on the night.
Was the event a success? Since the goal wasn’t necessarily to make money or even show off country talent, but to raise awareness of the iHeartRadio streaming option among country fans, that question is probably best answered by Clear Channel. But the presentation was relatively smooth once it got started, they didn’t really fall behind time (remember the Green Day blowup at the last iHeart fest?), and the performers did their thing as expected. Both Clear Channel & CMT can sit back and evaluate how successful their attempt at cross company synergy was, and iHeartRadio got their product in front of a new segment of fans.
But the brave new world of music consumption has yet to find a true pecking order, and nobody knows whose streaming options will find their way to the top, or even survive. Clear Channel is betting big on iHeartRadio and country music, and we may look back at this festival as the moment iHeartRadio solidified its hold on the country consciousness, or as a needless gargantuan expenditure that eventually led to Clear Channel’s demise under a mountain of debt.
Time will tell.