Country radio in Nashville is fiercely competitive, but iHeartMedia’s The Big 98 WSIX stands out by being more than just a station. It’s part of the city. The Big 98 reflects the energy, resilience, and storytelling spirit that define both Nashville and Country music.
At the center of this vision is Senior Vice President of Programming/Nashville Gator Harrison. The Big 98 is today’s featured brand.
We ARE Nashville
Asked how he defines The Big 98’s identity and what sets the station apart in a fiercely competitive Music City landscape, Harrison doesn’t hesitate.
“97.9, The Big 98’s identity is exactly that of a Country music-loving Nashvillian. We love Nashville because we are Nashville since 1967 when ‘countrypolitan’ was launched on 97.9.”
“We share in the triumphs from the Music City Miracle to every star bar opening, but we’ve also been there through every tragedy, from the 2020 tornadoes to the Covenant School Shooting.”
“Country Music has this unique storytelling power to comfort or celebrate and, at times, simply help us escape. The Big 98 connects our listeners to artist access in creative, only-in-Nashville kind of ways. A Jellyroll Album Release Party where Jellyroll walks in.”
“An unexpected pop-up performance by Aldean inside Aldean’s, where our iHeartRadio Studios are located. Our love of Nashville and Country music shines through the people of The Big 98, from The ‘Bobby Bones Show’ to Brooke Taylor, to Wayne D & Tay, as well as Brady, McKiddy, & Granger Smith. The passion and professionalism of these people are unmatched. As far as differentiating, I think that burden falls to the other Country stations.”
Programming To A Blended Universe
“The Country music industry feels broader than it’s ever been with most music genres, Rock, Pop, AC, Folk representation all rolled in and defined as Country. We didn’t define it that way. Country music fans did. They are the gatekeepers telling us what they like vs what they love.”
“They like discovering new Country or an artist they’ve never heard of. We do too. They love the historical snapshots of how a song defined a past moment in their life. We do too. They may have grown up on Rock or Pop, but now have fallen in love with Country, enabling them to be more sonically accepting of these sounds, forging together their generation’s country. We agree.”
“We don’t pick songs we like and force feed them; we take the time to get to know Nashville, identify what they love, and not only give it to them, but share in it with them. If I created a radio station based on songs I love, we’d all be in trouble.”
Artist Discovery & Development
“97.9, The Big 98 loves introducing New Country to Nashville and opening the like/love conversation. Our current ‘On The Verge’ artist is Chase Matthew, a local Nashvillian. So, we’re loving the opportunity to tell his story on a deeper level and add gas to ‘Darlin.’ It’s definitely a LOVE story.”
“Our ‘Next Big Thing’ Shows connect our listeners to new artists like Hudson Westbrook, Austin Williams, & Maddox Batson live inside Jason Aldean’s Kitchen & Rooftop Bar.”
“Amy Brown hosts our Women of iHeartCountry Show weekly, highlighting new female artists like Madeline Edwards, Lauren Watkins, & Meghan Patrick. We’ve launched recent World Premieres from Lainey Wilson, Eric Church, & Miranda/Stapleton.”
“Ryan McKiddy hosts multiple New Country Shows devoted exclusively to New Country, including the Nightly News, Sunday Morning News, and The Next Big Thing playlist on iHeartRadio.”
“Wayne D & Tay hosts a ‘Country House Party’ at CMA Fest every year. In 2025, we brought in live shows from Dustin Lynch, Scotty McCreery, Gabby Barrett, Ashley Cooke, RaeLynn, and Alexandra Kay.”
“When I was a kid, I always fell in love with whatever music my big brother was into. The Big 98’s goal is to basically be that big brother.”
The Bobby Bones Show
“National people and local people all want the same thing. Tell me something interesting I can tell my friends to look smart and informed. Play me a new song that I will love. Make me laugh. Help me escape. Inspire me, challenge me, accept me, identify with me, etc.”
“I don’t care what city the TV Show ‘Severance’ is set in. I just know it’s good and I don’t want to miss an episode. That’s ultimately ‘The Bobby Bones Show.’ They’re so good I don’t want to miss an episode.”
“We’re blessed at The Big 98 because ‘The Bobby Bones Show’ is based in Nashville, and a lot of their lifestyle content is centered around the city of Nashville, but it’s also universal because it’s just their open, honest, raw life. Nothing fake or forced.”
Working with Bobby Bones
Harrison has great takeaways when asked about working with Bones.
“Bobby Bones has become a true friend and has taught me so many lessons. Never stop grinding. Failure can lead to success. Contentment can kill. I believe the biggest lesson Bobby has hopefully shown the entire industry is that you’re more than just your radio show or your radio station.”
“It’s only one creative outlet of your potential brand. What else can you create that will connect and resonate with an audience? Even better if it’s a different audience that can grow and broaden your brand.”
“Bobby has grown from an air talent to artist, comedian, podcaster, influencer, television host, collector, Pro AM Golfer, actor, and winner of Dancing with the Stars. And who knows what could be next. Never stop creating.
The Big 98 Cares
What does Harrison want the station’s listeners to feel most?
“The most important thing I want listeners to know about The Big 98 is that we care. We care about Country Music. We care about Nashville. And most importantly, we care about them. We see you. We support you. We need you. You matter. Every station has a voice, but what you say with your voice is what matters.”
Country-plus
Harrison believes that the micro labels in the format are not what is important. Instead, it is the connection.
“The style/type of country music resonating right now at The Big 98 is the lifestyle, well-crafted storytelling, singing what others won’t say. Embracing while challenging, music that matters. What style/type is that?”
Only in Nashville
For The Big 98, contesting is about the memory. It’s the photo, the handshake, the ‘I was there’ that glues listeners to the brand.
“Big 98 Big Shows connect listeners to the biggest stars on the biggest stages. Tennessee Native Morgan Wallen is selling out Nissan Stadium for a historic three nights. Kenny Chesney bringing his roadshow party to Nissan Stadium. Bobby Bone’s Million Dollar Show taking over The Ryman with Sam Hunt, Jon Pardi, Megan Moroney, and More.”
“And our hometown fam, Jelly Roll celebrating his historic national success with The Big 98 and a sold out show at Bridgestone Arena. If it’s Country Music in Nashville, from Broadway to Bridgestone, The Big 98 has your seat saved.”
“The Big 98 with our friends Dierks Bentley, Cole Swindell, Bailey Zimmerman, Tucker Wetmore, Gavin Adcock, and 4,000 Nashvillians packed the legendary Grand Ole Opry House for FRIENDSGIVING, raising money for St Jude. Wayne D connects Nashvillians to free tickets and exclusive access, serving as the in-arena host for The Nashville Predators and The Nashville Sounds.”
“Brooke Taylor & Tay Hamilton celebrated a Mom’s Night Out with Nashville moms at Jelly Roll’s VIP Room, ‘Buddy’s. We flew Nashvillians to Morgan Wallen’s first concert stop, Post & Jelly’s BIG A#S Tour, and our own iHeartCountry Music Festival. And we continue to give listeners a chance to add an extra $1K to their wallets 13 times a day.”
“It’s more than tickets and cash; our goal is to give Nashvillians an ‘Only In Nashville’ moment they can take with them the rest of their lives. People and passion.”
Familiarity drives the success of The Big 98
“Our People and their passion are why 97.9 The Big 98 is Nashville’s #1 for New Country. ‘The Bobby Bones Show’ is a nationally syndicated morning show calling Nashville and 97.9 The Big 98 home since 2012.”
“They’re a bunch of friends known for Pimpin’ Joy, No Fear Honesty, authenticity, and a passion for people as well as Country Music. Brooke Taylor is our At-Work Perk, obnoxiously optimistic with contagious positivity and an infectious smile you can hear.”
“Wayne D & Tay are our Drive Home Connected Friends with Nashville trends and Country Music’s biggest stars stopping by our iHeartRadio Studios on Broadway. Brady and Ryan McKiddy not only live, but are Nashville Nights. They’re always in search of Nashville’s next big thing, whether it’s on The Big 98 or at Winners/Losers Bar in Midtown
Listen to The Big 98 here.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
