Country Radio Central to CMA's Mission of Advancing the Format Scott Frans February 27, 2013 CMA Member Benefits for Radio Include Research, Sales Tools, Access to Affordable Healthcare, Application for CMA Broadcast Station and Personality of the Year Awards, Credentials to Cover CMA Music Festival, the Ability to Vote and Purchase Tickets for Country Music’s Biggest Night – The CMA Awards, and More! NASHVILLE – CMA was created in 1958 to support Country radio and that mission is just as important today as CMA presented a compelling consumer research panel during CRS 2013, the annual gathering of Country radio professionals from across the country. The Country Music Association was created in response to Country radio stations flipping formats due to the skyrocketing popularity of Elvis Presley. The founding members of CMA recognized that to stem the rising rock tide, every segment of the industry would have to work together on ideas and solutions that would propel the format forward. To this day, CMA represents every facet of the industry with a large constituency group from radio. “Engaging and retaining these valuable members is important to CMA,” said Steve Moore, CMA Chief Executive Officer. “Our staff is always developing benefits that are useful to our radio members and CRS is the perfect platform to reinforce our commitment to radio.” CMA excels at speaking directly to the Country Music consumer through the CMA Insider Fan Panel, which includes more than 13,000 fans recruited from various industry and consumer sources. The composition of the panel includes adults from all demographic groups. Survey results of this panel research are not projectable to the overall U.S. population. In the past year, CMA has released research findings on numerous topics including Country consumers’ use of financial services, telecommunications, dining patterns, automotive, holiday spending habits, and more. CMA’s Music on the Move: Inside the Drive toward Mobile Music Consumption session during CRS brought a live Nashville radio listener panel of eight men and women, ages 18-49 to the stage at the Nashville Convention Center. These participants recruited from the local market are avid Country Music consumers, who in addition to traditional radio, listen to music via online sources, such as iheartradio, Pandora, or radio station streaming. Attendees heard directly from them how and why they have adopted today’s online music listening tools for use along with traditional radio listening. Some key learnings from the panel: Mobile technology is indeed helping listeners take their music everywhere as they listen at home, at work, on the job, and even in their cars. While not abandoning traditional radio, streaming and mobile apps deliver on key consumer requirements. While freedom of location is a key benefit, the panelists revealed a more engaging benefit is personalizing music to match their own preferences and variety. This personalization enables their listening to embrace a wider variety of songs and artists. Most panelists want a listening experience that spans the format from traditional, current, and rising Country artists. The panelists said they are not getting enough of the legacy and up-and-coming artists on traditional radio. With mobile apps and streaming, they can control what they listen to, not only where they listen. Common features of today’s apps such as “like” and tagging, along with pre-programmed playlists of similar artists and songs, seem to be strong aids in the discovery of new music with users. While mobile provides a unique method for music customization, it’s also supporting their listening of favorite Country stations when listeners leave the area. Now their take their favorite stations with them. Research is an important member benefit, but CMA has several programs and initiatives for the radio industry including CMA Instrumental Healthcare; the ability to apply for CMA Broadcast Station and Personality of the Year Awards; media credentials to cover CMA Music Festival and access to the industry suite for the nightly concerts at LP Field; online content; promotional opportunities; CMA Close Up magazine and the weekly news service with free Web content; the ability to vote and purchase tickets for Country Music’s Biggest Night™ – the CMA Awards; and more! “Obviously the strength and vitality of Country radio has a direct influence on the industry,” said Moore. “Country radio stations and broadcast professionals do an outstanding job of broadening the scope of Country Music and presenting artists to their listeners – expanding the careers of established artists; creating and developing awareness of new talent; and delivering music directly to the fans that support our business.” CMA’s research reports are a benefit of CMA membership. Findings are available on CMA’s members-only website at My.CMAworld.com/Research. For information about becoming a member of CMA, please visit CMAworld.com/membership, or contact CMA’s Membership Department at membership@CMAworld.com or (800) 788-3045. About CMA: Founded in 1958, the Country Music Association was the first trade organization formed to promote a type of music. In 1961, CMA created the Country Music Hall of Fame to recognize artists and industry professionals with Country Music’s highest honor. More than 11,000 music industry professionals and companies from around the globe are members of CMA. The organization’s objectives are to serve as an educational and professional resource for the industry and advance the growth of Country Music around the world. This is accomplished through CMA’s core initiatives: the CMA Awards, which annually recognize outstanding achievement in the industry; the CMA Music Festival, which benefits music education and is taped for a three-hour special; and “CMA Country Christmas,” featuring Country artists performing original music and Christmas classics for broadcast during the holiday season. All of CMA’s television properties will air on the ABC Television network through 2021. Chevrolet™ is the Official Ride of Country Music. Pepsi is the Official Beverage Partner of the Country Music Association.