Ah yes! Christmas music! The seasonal soundtrack that seems to sneak into stores before we’ve even finished our Halloween candy. For the record – I must admit that we flipped our mainstream AC “The Bay” to all Christmas last Saturday, November 1st. I know, I know. You say, “Way too early!” – but not so fast. After the first weekend we received scores of excited emails from listeners who just love it.
The best part happened even earlier on Halloween night when my next-door neighbors were out trick-or-treating with their two little girls. As they’re walking away mom turns and yells out, “Hey Bob! Does Christmas music start tomorrow?” I answered, “Sure does!” She raised her arms and started dancing down the driveway, hooting and hollering about how much she loves it. Frankly, it’s those smiles (and extra revenue generated) that excite me.
Every year, stations across the country flip the switch to all Christmas, all the time, and suddenly we’re humming “Jingle Bell Rock” against our will. Love it or loathe it, you really can’t escape it. But come on now – deep down inside, we don’t really want to.
In reality, Christmas music is emotional manipulation at its finest. The second those sleigh bells start jingling our brains begin the flood of nostalgia. You’re not in traffic anymore; you’re eight years old, wearing footie pajamas with those ever-so-useful nonstick bottoms, shaking your presents to see if anything rattles with clues. Bing Crosby croons “White Christmas” and suddenly you’re misty-eyed over snow, even though last February, you cursed every flake that touched your driveway and created 6-foot ice daggers that hung from your gutters like Samori warriors waiting for the strike!
All-Christmas radio is like a peppermint-scented time machine. The moment any station starts playing nonstop holiday hits is right after the last pumpkin has been ripped apart by every squirrel and racoon in the neighborhood. That’s when you know it’s time to hang your twinkle lights, bake sugar cookies, and go into mild to severe financial panic. It’s comforting I suppose – kind of like wrapping yourself in a snuggly, warm blanket made of pure commercialism and cinnamon.
And the songs themselves? They’re all over the place, which is part of the fun, don’t you think? You’ve got classics like “Silent Night” and “The Little Drummer Boy” – the solemn ones that make you feel slightly guilty about how many gingerbread men you just ate. Then there’s Mariah Carey, who annually emerges from her glittery hibernation to belt out “All I Want for Christmas Is You,” reminding us that she owns December forever. When I owned Pinnacle Media Worldwide, Mariah was consistently in the top 10 every, single year. That list also consisted of Brenda Lee, Burl Ives, Nat King Cole, Bing Crosby, and Bobby Helms. Dean Martin and Frank Sinatra also thaw out every year, smooth as ever, like human versions of eggnog.
Let’s not forget the earworms that play on repeat in every store and elevator from now until January. “Feliz Navidad” will live rent-free in your head until Easter. The one that gets to me most is “Grandma Got Run Over by a Reindeer.” It honestly, has me questioning my life choices. Yet somehow, I still find myself singing along loudly, and with disturbing enthusiasm.
The secret to Christmas music’s power is simple: it creates true inner joy. It’s cheesy, sentimental, and sometimes downright ridiculous, but isn’t that the point? For a few weeks each year, we all collectively agree to suspend our cynicism and just feel good. Even the grumpiest among us get worn down eventually. You can roll your eyes all you want, but when “Last Christmas” comes on, you’re going to sing that chorus.
We all do.
So yes, all-Christmas radio can be over-the-top, ridiculously repetitive, and mildly infuriating by December 23rd. But it’s also magical in its own wonderfully, absurd way. It reminds us that it’s okay to be a little corny, to dance in the kitchen, and to belt out “Jingle Bells” like nobody’s listening. Because when it comes to Christmas music, nobody’s immune.
In the end, we don’t love Christmas music despite its overexposure; we love it because of its overexposure. It’s predictable, it’s comforting, and it’s the one time of year we can turn it on without judgment. And nowadays, anything that is universally appealing and doesn’t create division is truly a holiday miracle in itself.
Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
Please send recording of you singing “Grandma Got Run Over.” I’m always on the lookout for new interpretations.
Randy Brooks
(the writer)