A&O&B’s Year End Music Rewind: Was Country Music in 2018 A Bit Squirrelly?

Country music in 2018 was a mixed bag.

Some might say it was even a bit squirrelly.

But before we get to all of that, here are the Top 15 songs for 2018 based on A&O&B’s research scores and airplay recommendations:

The Artists

Luke Combs was our top artist for 2018. Luke Combs and Jason Aldean were the only two artists with multiple titles in the Top 10 (two each).

Dan + Shay and Thomas Rhett each placed two songs in the Top 15.

Eight different artists put at least two songs into the top 1/3 this year. Their collective Like A Lot scores were better than the Top 1/3 overall.

Unfortunately the number of songs-per-artist continues to decline – 1.3 this year down from 1.5 last year and 16 in 2016.

Regarding new artists (first time on the charts) reaching the Top 1/3, we tied for the second highest since 2011. However the total number of new artists (not counting pop duet partners) scoring at least 9.0 or better was the second lowest we’ve seen since 2011.

The Songs

There are multiple reasons why Country Music in 2018 was “different” including the number of music paradoxes.

For example, the Top 1/3 Like A Lot and Total Positive scores tied their 5-year high at the same time the Bottom 2/3 declined in both positives and passion to their softest point in the past 7 years.

Also, while the Top 1/3 was slightly improved, the percent of songs scoring well enough to earn recurrent status was the lowest in at least 8 years.

Additionally we saw things we haven’t seen in a while – like the dominance of ballads in the Top 1/3. This year it is double 2017’s total and is at the highest percent in many years.

Meanwhile one thing we have seen is a ballad in the number one position. This is the 4^th time in the last 5 years that a non-tempo song finished at #1 for the year.

The Genres

Once again it’s no surprise that Pop was the dominant genre in 2018.

While Pop had a significant presence last year, it had an even larger footprint this year.

A&O&B’s Top Three Music Strategies for 2019

Regardless of how you view the information it does give us a game plan going forward. Here is our annual list of the Top Three Things to Do in music as we prepare to start a new year:

1. Review your coding and rules, especially for tempo and genre. The high percentage of ballads have nudged overall tempo slower. And yet another increase in the percent of pop in the pipeline means reviewing your music system is a priority.
2. There is something to be said for liking what and who you know. Just 12% of all the songs in the Top 1/3 were by new artists so use discretion. Also make sure to help listeners connect the dots between songs and artists. With barely over one-song-per-artist-per-year, it’s important for your listeners (and country radio) to build artist equity and familiarity.
3. Avoid over-adding. Only 1/3 of the Top 75 had strong “future gold” Like A Lot scores. Instead, get your money’s worth out of your biggest hits.

Final Thoughts

As we shared last year, A&O&B’s annual Top Country Songs piece is always fun to put together because it not only requires a look back but encourages forward thinking as well. We’d love to hear your thoughts on music and anything else that 2018 thrust upon you. And of course we’re all interested in what you’re going to do in the year ahead to enhance your brand and continue to push it forward. Feel free to pose a question or leave comment below.

Jaye, Mike and Becky hope your 2018 was personally and professionally rewarding. And our year-end wish of you is that 2019 will be a banner year for you and your stations.

If we can help in any way, don’t hesitate to give us a call, text or email.

Mike: Mike@AandOandB.com; 732-937-5757

Becky: Becky@‘AandOandB.com; 206-206-595-7086

Related: A&O&B’s Year End Music Report 2017

Copyright : Geert Weggen