Country radio has a choice to make this week. Taylor Swift is returning to country music. She has a new original song, “I Knew It, I Knew You,” for the Toy Story 5 soundtrack, and it returns her to her country roots.
That sound you hear is every Pop PD cracking their knuckles. They’re ready to drop every Taylor liner, artist ID, and friendship-bracelet promo on the Country PD who has been calling her “too pop” since 2014.
Country Built The Big One
This is the biggest artist in the world stepping back toward the format that broke her. The format that made “Tim McGraw,” “Teardrops on My Guitar,” “Our Song,” “Love Story,” and “You Belong With Me.” Before the stadiums. Before brands learned the phrase “Easter egg.”
Country radio helped build the rocket. Then it wandered off like Rex looking for confidence.
Should’ve Said Yes
There were chances to bring her back. “New Year’s Day” was sent to country radio in 2017. Most programmers passed like her name had faded from the bottom of the boot.
Then came “Betty” in 2020. Harmonica. Storytelling. Acoustic. Taylor brought country radio a genuine country song. Stations treated her like Forky wandering into the room asking if he even belonged there.
Then, in 2021, “I Bet You Think About Me” arrived with Chris Stapleton. Country radio still looked at Taylor like Buzz Lightyear walking into Woody’s room for the first time. Threat detected. Belonging denied.
Be The Sheriff, Not The Deputy
You do not need permission from a label priority sheet. You do not need a regional rep to bring chai sugar cookies and a spin story. She is Taylor Swift.
Your listeners love her. Their kids love her. Their spouses love her. The guy pretending he does not love her loves her. Lots of people love her, and yes, that pun was sitting right there.
If This Is A Coincidence, It Has A Publicist
Also, the timing is almost too perfect. It is CMA Fest week. Nashville is full of artists, managers, label people, radio people, executives, programmers, and consultants. There are enough credentials in town to wallpaper the Ryman. What a homecoming this could be — the biggest artist in the world returning to the format that helped raise her. Throw around a few NDAs, put some country programmers on planes, and use Fan Week to hide Taylor in plain sight. That Friday release window is right there.
I want to live in a world where I’m floating in 13 clouds and Taylor Swift closes on all 158 Mediabase country stations on Monday.
And with three versions dropping, programmers can even play A&R guy if they need to feel useful. Original version. Acoustic version. Piano version.
Radio has spent decades making room for alternate mixes, pop remixes, wedding versions, and duet versions. Don’t overthink adding her record this week. End up overthinking it and you’ll look like a Barrel of Monkeys at a music meeting.
Country radio does not get many chances to jump into a truly global cultural conversation. The claw is coming down. This is your moment.
To Infinity And Beyond — Which, In Radio Terms, Means CBS, Entercom, And Audacy
Buzz is on the launchpad. Jessie is saddled up. Woody is looking at the format saying, “Reach for the sky.” Country radio is either going to grab the moment or stand there like Mr. Potato Head missing his eyes and ears.
Let Taylor Swift back into the format. Or watch the Pop PD down the hall laugh at you when they see your ads on Monday.
Your choice, partner.
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Phil Becker is a weekly music columnist for Barrett Media who has built his career at the intersection of creativity, strategy, and operations leading brands, marketing, and content teams across more than 200 radio stations worldwide.
Known for being ahead of the curve, he was the first to integrate social influencers into broadcast brands, launch station apps years before his peers, and pioneer AI air personalities before anyone else in the world.
With leadership roles at Clear Channel, Citadel, Cox Media Group, Alpha Media, and international ventures—as well as owning and operating stations—Phil blends entrepreneurial vision with operational discipline in the messaging and marketing space. He also hosts the Phil-Osophy podcast.
