Music Exec: Radio Still Best Source For Discovering New Music

Jon Loba

Jon Loba played a key role in signing superstar Jason Aldean to Broken Bow Records and then helped build the label into an independent powerhouse before leaving in 2007 to work for Big Machine.

He returned in 2011 as executive vice president for BBR Music Group, the umbrella home to Broken Bow Records, Stoney Creek Records and Red Bow Records. His ascension through the country music industry came after studying finance at Central Michigan University in preparation for a career on Wall Street.

However, his career took a detour and he wound up on Music Row.

Loba also sits on the board of directors of the Country Radio Seminar, which takes place this week in Nashville. CRS is an annual convention where country radio programmers and executives and Music Row leaders meet to discuss issues facing country music.

Loba sat down with music business reporter Nate Rau at The Tennessean to discuss issues surrounding CRS and the industry.

Loba told Rau, at his first CRS in 1997, he remembers radio stations saying, “It is not our job to sell records. Our job is to keep listeners tuned in to our station. That is it. If we happen to sell records as a byproduct, that’s fantastic, but it’s not our job.”

Since then, that relationship has evolved tremendously to where stations really are looking at tangible measurements, such as downloads and social activity, to get a gauge on whether records are really working.

"And there’s a much more symbiotic relationship, not just in words, but actually in action. CBS and Clear Channel both are taking the time to say very proactively."

According Loba, radio is still 80-plus percent of music exposure. One thing he reminds staff at least once a month in an artist development meeting when we are focusing on other mediums of exposure that are important — streaming, or press for TV, or whatever else — "I try not to let everyone get in the weeds with that. Radio is still the primary form of exposing new music."

Loba says time and time again when studies are done, broadcast radio remains the No. 1 source for discovering new music.

"Where the rubber hits the road is still broadcast radio. If we have exposure there and we have success there with something that connects, we will see results. You don’t always see that with every other medium."

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