We may be surrounded by absurdity, but those of us in RockTernative can’t lose our necessary and rebellious edge.
Reports that SiriusXM and Howard Stern may not come to terms with a new contract are generating a lot of noise — but cries of leaning Left or being Woke have nothing to do with this.
- Is Howard being cancelled? No.
- Will he retire or dial back more? Maybe.
- Is the show different now? Yes.
- Has he lost his edge? Not a chance.
- Have some in RockTernative? Maybe.
We’ll get to that.
If Stern exits live shows (whenever that day comes), it won’t be a surprise to anyone inside SiriusXM.
But cancelling Howard — an ugly separation or bowing to any cancel culture mob — that would rank high among a list of worst-ever decisions by SXM — worse than counting empty rental cars as real subscribers or not being early adopters with podcasting.
They could save some coin short term, but they’d face a long-term disaster.
But what does this mean for terrestrial RockTernative?
For starters, if your morning show’s gone soft — or your numbers could use a jolt — what’s your plan to win the (local) listeners who may be displaced by a Stern exit?
But the larger issue is this:
With today’s hostile climate, everything is Left or Right, different mobs working 24/7 to tear down others and won’t tolerate any opinion other than their own. It got me thinking about how Rock brands fit into modern-day crazy town.
Whether it’s a great RockTernative station, a Sydney Sweeney ad, Mr. Beast’s charitable efforts, Taylor Swift going to an NFL Game, or innocent Olympians enjoying McDonald’s, not much can be said or done anymore without someone being offended.
OK.
Be offended.
So what??!!
Yes, there are offensive lines we shouldn’t ever cross, but common-sense talent already knows that. If you don’t know those lines, I can’t help you. And common-sense people aren’t the ones so easily offended.
Let’s bring Howard back to the stage.
Like me, most consider Howard to be Rock Royalty. He’ll always have Rock running through his veins. Say whatever you want about his cultural, socio or political leanings — but he’s not a softy or lunatic. He also doesn’t care what we may think.
And that’s just one reason why so many millions love Stern and other talent in the Rock space.
Howard still has his edge that:
- Made Satellite Radio a real and profitable thing.
- Turned haters into listeners.
- Launched a career (and company) into the stratosphere.
It’s that edge and level of confidence that’s falling by the wayside with many entertainers.
Why?
Fear of being cancelled.
For DJs, comedians, writers, influencers, TV shows — the fear is real.
But not everyone in RockTernative has lost their edge.
I’ll avoid specific Radio names so I don’t make them unintended targets, but let’s use Green Day, Kid Rock, Rob Halford, Joe Rogan, and Bill Burr as Rockish psychographic examples—a diverse group with differing opinions, but probably all own Master of Puppets.
None of them will lose one minute of sleep if someone doesn’t agree with them.
None of them are racist, homophobic or Nazis.
They’re just creative, talented, compassionate, normal humans who are proudly outspoken about their strong personal opinions and beliefs. They’re comfortable in their own skin.
RockTernative Radio must embody that same spirit — now more than ever.
Howard has for decades.
This isn’t a suggestion to be reckless or to torch your brand’s ratings and revenue.
It’s a reminder to be Real. Authentic. Confident.
And remember, not all entertainment rules are the same. Being on public airwaves is different from hosting a Netflix special, doing a podcast, headlining a comedy club or hosting on SXM or Cable TV.
We may be surrounded by absurdity, but those of us in RockTernative can’t lose our necessary and rebellious edge. It’s about being entertaining and opinionated, but firm and fair; mindfully smart.
This isn’t talked about enough:
The fear of being cancelled has paralyzed many to the point of being plain and boring. Or worse, fake. I even second-guess myself writing this bubble gum column (no offense to bubble gum — or those chewing it right now.)
- Managers: Talk with talent about this so they feel empowered and clearly understand the landmines to avoid.
- Talent: If you feel trapped and don’t know what you can or can’t say anymore, hit the corner office and ask questions — get answers — you’ll feel better afterwards.
Howard may retire or alter his schedule more, but he’s not being cancelled, and he still has his edge. Commentary of his that still draws any ire — that’s proof the edge is still there.
There will always be someone who is offended.
Every song has haters.
Don’t get cancelled, but don’t rollover or lose your edge.
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Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.
