This Cody Jinks “Loud & Heavy” to Country Radio Just Got Real
We already learned a couple of weeks ago that Cody Jinks was making the unprecedented move of sending his Certified Platinum single “Loud & Heavy” to mainstream country radio as a proper radio single—a clear power move toward the format that generally ignores independent artists such as Cody Jinks despite the proven appeal and sales record of their music. “Loud & Heavy” officially goes for “adds” as they say in radio next Monday, August 1st.
Of course, anyone can promote anything to the mainstream country radio format they wish. It doesn’t mean that any of the radio stations that make up the mainstream country network or that actually report to any of the major charts will ultimately play it. Usually, a radio single would be something very current from an artist’s most recent release. “Loud & Heavy” was released on Cody’s magnum opus Adobe Sessions all the way back in 2015. The song was Certified Platinum by the RIAA in September of 2020, and the album Adobe Sessions was Certified Gold in February 2022.
Certainly, the commercial appeal is there for the track. But a 7-year-old song as a mainstream country radio single? What could be the prospects for this? Well, they may be better than we initially expected.
Mainstream country radio is very much an old school system still, stuck in the 90s or at least the early 00s in regards to how they conduct their business and communicate. There are two major trade periodicals that specifically cover mainstream country radio: Country Aircheck, and Billboard Country Update. As opposed to publishing online like every other publication these days, they still are delivered via print and PDF. Either way, these periodicals can hold significant influence upon radio programmers and DJs. When people talk about “gatekeepers” at country radio, these trade magazines play a key role.
Lo and behold, the headline story in week’s Billboard Country Update is about how Cody’s “Loud & Heavy” deserves delayed attention.
Also, the case the article makes for why “Loud & Heavy” shouldn’t be considered just a 7-year-old track and continues to find wide appeal is quite strong.
Indeed, “Loud and Heavy” has aged quite well. Included on the 2015 album ‘The Adobe Sessions,’ the track has amassed 436.5 million on-demand streams, according to Luminate, under a long-tail growth pattern. After generating 570,000 streams in its first year, its consumption climbed annually for the next five years, peaking at 105.2 million streams in 2020. “Loud and Heavy” tallied at least 90 million streams annually in 2019-2021, and with 52.5 million streams through July 22, the song is on pace to net another 94.4 million this year.
A 7-year-old song receiving some 95 million streams in a year is quite remarkable. But as we’re seeing all across music and country music specifically, consumers who are just not connecting with new music today are finding favor with the back catalogs of artists that sometimes they’re just discovering.
Still, “Loud & Heavy” will have an uphill climb to try and find traction on a format dominated by major labels stars. In November of 2021 around the release of his latest album Mercy, Cody Jinks promoted the single “Like a Hurricane” to mainstream country radio, including taking out advertisements for the single in Billboard Country Update, and hiring the radio promotional company 16 Camino to help push it. The song actually appeared on some “Most Added” metrics early on, but never garnered any significant chart placement.
“The first year, mainstream radio basically told us we weren’t allowed to be in the club, like we couldn’t release it because we didn’t have the proper backing,” Cody tells Billboard Country Update. “And then they basically said, ‘Well, it’s not a proven hit.’ So after it went platinum, we kind of went back and said, ‘Will you play it now? We checked all the boxes.’ Like, put your money where your mouth is.”
Well see what happens. It’s now in country radio’s court. But just as much as Cody Jinks might be able to benefit by opening himself up to new audiences through the country radio format, the country format might need artists like Cody Jinks, Zach Bryan, and Tyler Childers who’ve made their way on streaming and proven unprecedented success to continue to survive in a media landscape where the traditional conventions of radio are quickly giving way to the new world of online media.
July 28, 2022 @ 10:00 am
What’s a radio?
July 29, 2022 @ 5:10 am
Cuba Gooding Jr’s best role!
July 28, 2022 @ 10:18 am
Is it being sent to radio in its original form or has the production been slicked up or muscled up to sound more like what radio wants? If Jelly Roll can have a country hit, then certainly Cody Jinks can, but Jelly Roll’s song has a lot more going on production-wise.
Not saying I want that to happen, or that I want “Loud & Heavy” to sound like “Famous Friends,” with everything but the door to the studio thrown into the mix, but I think country radio is ready for positive change, for the very reason you cite at the end of your article, and I wonder if this song will be too, for lack of a better term, organic to generate adds. Look at the trouble Hailey Whitters’ label is still having getting “Everything She Ain’t” onto more than a few playlists.
July 28, 2022 @ 7:12 pm
It’s in the original form.
July 28, 2022 @ 10:20 am
I’ve always wondered what the huge attraction to this song is. I’m as big a Cody Jinks fan as anybody, and like the song a lot but never thought it was one of his best songs.
July 28, 2022 @ 10:38 am
I feel similarly, but I think its sheer badassery is the reason. And it kills live.
July 28, 2022 @ 11:16 am
Great point – I’ve seen Cody live three times, and each time he’s finished off with that song. And though for me it’s just an average Cody song (so still a really good song), that shit slaps live. Usually one of the highlights of the concert.
July 28, 2022 @ 3:01 pm
I have seen Cody live several times, most recently at Under The Big Sky. First time was in 2015 opening for some Sturgill Simpson dude. I paid about $20 for that ticket. I was instantly a fan of Jinks. About a year or two later, I saw him at an outdoor show in Omaha. Right before he went on, the skies opened up and a downpour ensued. About an hour later, he finally came out to play. I don’t know if he called an audible or planned it this way, but he OPENED with this song. Absolutely destroyed. The place lost its collective mind.
July 28, 2022 @ 3:03 pm
That’s amazing, sounds like that’d be electric.
July 28, 2022 @ 11:46 am
To me it sounds like the cousin of The Thunder Rolls. Both songs have a similar mood and seem to share a similar story. This is my belief for its popularity.
July 28, 2022 @ 12:34 pm
The mood might be the same but the stories aren’t the same. Thunder Rolls is about a man caught cheating and if you get the original third verse, murdered. Loud and Heavy is more or less about life on the road as a musician. The highs on stage are amazing but the lows that come driving through the night to the next town are something else. At least, as a gigging musician, that’s how I interpret the song. I could be wrong but I definitely don’t think it’s about adultery and murder.
July 28, 2022 @ 1:10 pm
Thanks for your comment. I meant that they both tell the story of life’s tribulations during a stormy night. Yes, one is of a touring musician and the other of a cheating man. The ‘minds are racing’, ‘dark days find me’, ‘never gonna be the same’ lyrics could be found in the guilt of the Thunder Rolls fella.
March 22, 2023 @ 12:14 pm
It sounds like that Chocolate Rain song to me. Tay Zonday I think his name was? He was on an episode of Tosh.0 way back in like the 1st season of that show.
July 28, 2022 @ 10:34 am
Besides it being probably his best song on his best album, I think he did it mainly because he gave his kids song writing credits on it so any royalties paid for the song, they get a portion. I’m not saying that’s wrong, that’s actually very cool of him. The kids will make money that I’m sure will go towards their future and what they decide to do when old enough. Personally I’m ok with that and if I were in the same position, I’d do it too. Kudos to a Cody.
July 31, 2022 @ 6:03 am
That’s a good idea. I wonder how it works legally? I imagine the money has to go to a trust fund the parent can’t touch so it doesn’t look like a tax dodge and the kid doesn’t get a pile of bills if the parent happens to pass away before the child turns eighteen, go bankrupt or something else like that.
July 28, 2022 @ 10:44 am
I saw this a few days ago and it made me think of your recent posts regarding the state of country radio – – – “The next installment of CRS360, “How Country Radio Can Save Itself,” is set for Wednesday, July 27 at 1 p.m. CT.”
Would be interested to hear what the panel and ‘think tank’ came up with. smh
July 28, 2022 @ 10:53 am
“It went out over the radio.”
“Oh—well we ain’t got a radio.”
July 28, 2022 @ 2:42 pm
Good comment here
July 28, 2022 @ 11:25 am
Anything that takes spins (money) away from Sam Hunt and gives it to Jinks, I’m all for.
There’s so many songs of his that would make great radio singles. Hopefully “they” happen to trip over those next.
July 28, 2022 @ 12:47 pm
Oh I don’t know. The thing about the shitty music on most country stations is that the people listening to it actually like, and want to hear, that shitty music. They don’t want the good shit we all listen to.
It’s like Coors. That is some shitty beer. But people who drink Coors, they want to drink Coors. They don’t want an IPA. And I say that with no judgment — I am a beer snob who absolutely loves Bud Light. Bud Light is shitty beer too but I drink it when I want a shitty beer. Love shitty beer.
As an aside, I know I am spoiled but one of the big commercial stations where I live advertises that it plays Johnny Cash, Merle Haggard and George Jones. And it does. I once heard the original versions of 3 songs that were covered on American Aquarium’s “Slappers, Bangers . . . ” in a single hour.
I Stan For Moe Bandy
July 28, 2022 @ 1:12 pm
But what are the Jinks stans gonna do if they can’t constantly tell everyone all about how radio won’t play him?
July 28, 2022 @ 7:14 pm
The same thing a lot of SCM commenters do: insist that because they personally may not listen to radio that must mean nobody does and it’s irrelevant.
July 29, 2022 @ 1:02 pm
Truth! I admit I listen to country radio of all kinds, from the local “Wolf” and “Kixx” hit pumpers to the little classic country station down the road a bit to just about all the SiriusXM country channels from Willie’s Roadhouse to Outlaw to Highway. There’s good and bad in all of them, to my ears. I just happen to find enough that I like outside of the narrow focus of many who post here. Stop treating folks like me as if we have some disfiguring birth defect.
July 28, 2022 @ 4:52 pm
A player at a local minor league team had this song as his walk up music.
July 29, 2022 @ 1:29 pm
A player on the local summer collegiate league team uses Florida Georgia Line’s “Long Live.” Fortunately, the season ends Sunday.
July 28, 2022 @ 7:43 pm
I mean, Kate Bush’s “Running Up That Hill” is well-surpassing its original peak position from 37 years ago on the Billboard Hot 100 as we speak. So if that can happen, why not this? =)
July 29, 2022 @ 3:43 am
I get it cause it’s one of his most popular songs but I see little mass radio appeal. A better move in my opinion would be a song like “We’re Gonna Dance”. If George Strait cut that song it would be a number 1.
July 29, 2022 @ 5:15 am
I actually think “We’re Gonna Dance” is Cody’s most underrated song. IMHO and musical tastes it just shows how great an album “Adobe Sessions” is that this song gets lost amongst the other awesome songs on this album.
July 29, 2022 @ 5:13 am
Thank you brother for not being pop country! Also for singing about Jim Beam cause ol #7 can kick rocks! Bourbon for life!
July 29, 2022 @ 10:47 am
I have every Cody Jinks album. Who needs radio….
July 29, 2022 @ 7:39 pm
it seems like none of the iheart stations will add anything independent to their playlists, which is a huge number of stations. the only 2 country stations that come in near me are iheart stations and they play 80-90% shitty music, so unfortuantely im pretty skeptical of this song seeing the top of the airplay charts
September 13, 2022 @ 10:09 am
This song is getting at least one spin daily on our local radio station. Is it going to make a chart appearance!?