The virtual disappearance of female country music stars on American radio is a dilemma that has now stretched out for nearly half a decade. Despite the efforts of many well-meaning taste makers in both the media and the industry to make sense of the problem and solve it, nothing so far has significantly penetrated the male blockade dominating country radio. When you take away Taylor Swift, Miranda Lambert, and Carrie Underwood, there are no other female country stars who have received any significant chart success with songs since 2010.
Now the senior director of music programming at SiriusXM is looking to try and do something about the problem and hopefully create interest around some of country music’s undiscovered and worthy female talent. SiriusXM’s John Marks has launched a new feature on the satellite radio station’s major mainstream channel The Highway called Fresh Female Voices that three times an hour will feature female artists from both the up-and-coming ranks of the mainstream, and the independent music world. The feature will run all this week while John Marks monitors sales data and social network chatter to see if the program is having a significant impact and which female stars resonate the most.
Female artists who’ve been mentioned as part of the program include Brandy Clark, Sunny Sweeney, First Aid Kit, The Pistol Annies’ Angaleena Presley, Kelleigh Bannen, and Leah Turner. Fresh Female Voices will add an estimated 200 additional spins for female country acts beyond the coverage The Highway regularly gives to the women of country.
Interestingly, it was a similar John Marks program that is given credit to the rise of Florida Georgia Line’s “Cruise”, and songs from Chase Rice and Cole Swindell before they were signed to labels. Marks hopes a similar fate awaits the ladies he’s looking to feature.
“It’s a fan question and an industry question that everyone is asking right now,” John Marks says. “Where is the female talent in country music? With ‘Fresh Female Voices,’ we will be introducing our national audience to a wide variety of female talent that is out there right now working hard and trying to connect with fans. We hope to be a conduit by exposing a wide variety of types and styles of country music – while spotlighting up and coming female country music talent.”
“We’re pulling in a wide swath of female talent to gather up what the listeners will respond to,” Marks tells Brian Mansfield of USA Today about the program. “For me, it’s turning into a quest to find the one that finally rings the bell for the country consumer.”
Marks also says the problem isn’t male listeners dominating the country marketplace, it is female listeners not responding to female talent. “The females typically lead in not liking female talent,” he says. “The trick is going to be how you get the females to like the females.”
Fresh Female Voices marks one of the first programs specifically targeting the country listening audience on radio to try to solve country’s female problem, and one that can have a national impact because of the subscription service’s reach.