It’s Christmas time, but it really doesn’t feel like it. Stores like Target are taking it on the chin from African American consumers. That same group has its sights set on other outlets for forsaking efforts to be inclusive of the community. Not to mention ICE invading the streets of the community, wrestling American citizens to the ground, taking them away with no contact with their families. Yet you’re expected to play “I’m Dreaming of a White Christmas” on repeat. It feels like anything but Christmas.
I don’t relish playing the Grinch at Christmas time. What I do want to do is encourage you not to take a business-as-usual position. You don’t want to have your station’s head in the sand. A challenge, yes—but challenges can be good.
So what can you do to be in the season and the moment?
The first thing to consider is category architecture. How much Christmas music should you play, and when? A gradual ramp-up of music as we get closer to Christmas has always been the plan for urban radio. We’ve seen the race to be the first in the market with all Christmas music, seemingly to get stores in holiday mode and playing Christmas songs. I’m not sure how much that happens anymore though.
What got me on this subject was seeing a post on social media from a programmer suggesting full throttle on Christmas music now, staying clear of new Christmas titles, and ignoring the cries about playing the same Christmas songs over and over. Now, this is not about calling anyone out or saying someone is wrong. I do, however, think—there’s more than one way to skin a cat.
The old adage that you can’t please everybody is absolutely true. But you have to take the temperature of your audience. While some people will make it through the holiday fine, others will find it very hard. Some may not be feeling “Joy to the World,” and a little bit of hope may help. That could come in the form of something fresh in the way of new Christmas music.
What I’ve found in new Christmas releases from established artists is that they put the Black experience in the songs they write and perform. The O’Jays, Patti LaBelle, Kem, Ledisi, Boyz II Men—they’ve all made some amazing Christmas songs, not just the traditional titles.
These are times your listeners might not want to remember. Tapping into community traditions and culture may take the sting off trying days while still touching those who may not be as challenged this holiday.
Either way you go, I wish you a happy holiday. As always, I would love to hear your thoughts. Reach out on LinkedIn or at Ken@KenJohnsonMedia.com.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
