"Partnering with YouTube at this level for the first time allows us to put these ceremonies directly into the environment where so much of today's journalism and storytelling already lives."
For the most part, Alternative stations have stopped chasing after one-off TikTok artists and gone back to what the format is best at: finding and exposing talented new musicians who will (ideally) have long careers.
“KTCL is a hyper-local, music-focused tastemaker with personality,” explains Nerf. “It’s all about the music, but we find ways to deliver the music that makes us more than just a jukebox.
Yes, we have to be familiar, we have to be hit driven, we have to be sticky, but if we’re not taking time to break the rules and have some fun once in a while, we’re boring AF.
Who are the new core artists in Alternative? We keep reaching back to the ‘90s and including these artists not just as power gold, but also now as currents.