Behind the Vision

Mandy Worby* offers some valuable insights into the inner workings of Christian Radio in Australia. So if you're an Artist, wondering why you can't seem to get your music played on air... read on.

I love what I do, and I work hard -- as do all the people here on this team here at UCB Australia. We deal everyday with those who listen and call in, many times just to say thank you, but quite often they're in need and want prayer or just a shoulder to cry on. I talk to so many people, and most are really going through the mill. There are broken, hurting people everywhere. The music we play on Christian radio stations ministers in very real ways into the lives of these people. I think it would be safe to say that God uses music to comfort, encourage, inspire, challenge, convict and draw us all closer to Himself. I thank my God for the amazing gift that music is to us all.

Having said that though, music is also very subjective and controversy will probably always reign regarding what kind of music God ‘approves of' because we know what kind of music inspires us as individuals to love God more, and conversely what music is distasteful to us; as I stated earlier, music choice is very subjective and personal and everyone has their favourite genre. In fact, over the years I've been told numerous times that certain genres are God's favourite and will be the music of heaven and therefore, our radio station should only play those particular genres... of course they also happen to be the favourite genre of the person delivering that message as well! I've certainly copped my fair share of abuse from Christian artists over the years for not playing their gifted/skilled/anointed music. In fact, I never cease to be amazed by those who have had no experience in radio who consider themselves experts in radio and claim to know what our listeners really want and in turn want to tell those who've been doing the job for a long time how to do it right!

I've been a Music Director in Christian radio now for 14½ years and have learned much over that time. For the past (nearly) seven years I have been the Music Director for the Vision Radio Network - Vision is based in Brisbane, Australia and we are currently heard in over 288 locations nation-wide. What I write, I communicate on behalf of the policy governing the music selection here at Vision.

So what makes music ‘Christian'? Well, I most definitely believe that the motivation and the lifestyle of the artist is paramount. I believe that music - in and of itself - is amoral. By this I mean that the actual notes and the structure or construct of the music and instrumentation are neither intrinsically good nor evil. The motivation and lifestyle of those who write and perform the music, however, does determine whether or not a song will honour and glorify the Father. For example, the song ‘I Can Only Imagine' (sung by MercyMe) is incredible, but if sung by - let's say - Barbara Streisand, it wouldn't have the same impact because Streisand's lifestyle and what she stands for is not commensurate with the message of the lyrics. She doesn't claim Christ as Saviour (which is her God-given choice of course) and she is a very vocal pro-abortionist, admits to being pro-homosexual and she used shocking profanity during her performances over the last year or so. In fact, I wouldn't play her music because her lifestyle and what she believes in and stands for are contrary to that of a Christian standard and lifestyle. Her life doesn't produce the fruit that comes from a relationship with Christ. So for us, the lifestyle and standards of the artists has to be commensurate with the message in their music: that's the first leg in the door, so to speak. What the artist stands for is vitally important to us: “You'll know them by their fruit” is our Station's foundation, as are the words in Matthew 7:20, Galatians 5:22, and Philippians 1:11. The Word says in Ephesians 4:8 to think on things that are true, honourable, right, pure, lovely, admirable, excellent and worthy of praise. We at Vision want to make sure the music you listen to has those characteristics.

So at Vision, we aren't ‘chart driven': what's clearly important to us is that the artist first and foremost loves the Lord wholeheartedly. Secondly, the music has to be of an excellent and high standard - by the industry's definition, not the artist's definition- and the song must be compatible with our format. After that, each song is evaluated for lyric, hook, song structure, mix, length, availability... and the list goes on. These rules of engagement apply to all radio; Christian or secular, the rules are the same, but there is an added dimension for Christian radio (and here I can only speak on behalf of Vision): the spiritual element.

Our goal here at Vision is to help our listeners connect their everyday life to their everyday faith. If their faith is weak, we want to help strengthen them and encourage them, to challenge them, but not coddle them. Who ministers to the ministers? There are so many pastors and leaders across this country and they have no one! They give out all the time, and who is going to input into their lives? We want to help the local church and the local Christian family be established strong in their faith so they can, in turn, impact and touch their neighbours and their communities for the sake of the Gospel. We are passionate about this.
 
We also want to help Christian artists, of course we do - but we don't exist to serve artists, we primarily exist to serve the needs of the wider Christian community in Australia and, in doing this, the Station allows certain Christian artists to gain airplay for their music..if their songs meet the criteria I outlined above. This is very important for Artists to realise - Christian radio was not established to help others hear their music: exposure for Christian Artists is simply another aspect of the programming of Christian radio. I've had numerous conversations with different artists about what the criteria is for radio airplay and once they understand this concept they're much more careful regarding what they produce, if they in fact do produce music with radio airplay in mind. Many bands put out different versions of the same song - why? Because different stations then have the choice to play the same song, but in a format that fits their station and the artist then gets the exposure they desire. Quite simply, it is just not fair for artists to produce their music without thought for the radio medium, and then expect (and unfortunately in many cases, demand) airplay when the work just doesn't fit the criteria. Radio airplay is definitely not a ‘one size fits all' scenario and to think it is, is just simply incorrect.
 
When it comes to Christian radio, these ‘rules of engagement' must be followed, and these rules apply regardless of whether the particular station is Christian or secular, in the same way that producing a music CD is the same for a Christian or non-Christian, the process is the same for both, however the motivation is most definitely different. How do we know that the rules for conducting radio are important? Well, a great many people better than myself have gone before and paved the way and learned by trial and error to discover what radio should and shouldn't do in order to not only gain a listener but to keep that listener... like it or not, there is a process.

One thing for certain is that financial success is categorically never a motivating force behind music choice for radio airplay. Many, many broadcasters have sacrificed much to establish Christian radio in this country. Artists need to take care that they do not set themselves up as judge and jury to all working in this broadcast medium - and only God knows the thoughts and intents of the human heart. Christian community radio stations have a severe limit to the advertising dollars they're allowed to generate, it's barely enough to cover the bills, which is why major on-air appeals are conducted each year to help bridge the gap. Radio also needs membership fees. It costs an enormous of money to run a radio station and we need our listeners to stand with us to do what we do. If they don't, we can't.

We at the Vision Radio Network are not community radio, so we don't have that advertising limitation, however, we have imposed our own advertising limits so we ensure we don't sound ‘commercial' or appear dollar driven at all. We really do rely on the generosity of our listeners and supporters.

While it's true that all radio (whether it be Christian or secular) must continually progress and adapt and improve all aspects of its programming in order to avoid being boring and predictable, sometimes that means pushing the bounds and taking risks, but we still have to work within the rules. There are numerous challenges for the Christian radio industry just in the area of technology alone: internet... podcasting... and digital radio is just on the horizon... the list goes on and on and to stay relevant Christian radio has to keep up to date or disappear into the ether. Secular radio pushes the bounds by becoming more lewd and obscene and shocking in a bid to win the ratings war... Christian radio cannot and should not do that. We have a standard of morals and ethics we must abide by, so if risk- taking occurs through what programs and music we play then we may go to the edge of some genres but must never deviate from our core target or we risk losing our listeners altogether. “What We Don't Play Can't Hurt Us”.

It's been suggested that to serve our listeners more thoroughly we should play the whole gamut of genres so that those who like particular styles, say jazz or hip hop, don't have to wait for a specific time during the week, like a youth program. I was asked by one listener to play just one traditional hymn each hour and I had another lovely gent ask me to play just one classical piece per hour because classical music is so inspirational... and it is... but if I were in fact to play a little bit of everything to please everyone, the average hour would sound some like this: song 1- Pop, 2- hip hop, 3- opera, 4- jazz, 5- rock, 6- punk, 7- classical, 8- Latin, 9- Celtic, 10- praise & worship, 11- bluegrass, 12- traditional hymn.
And I would have to ask the question: who would listen to such a station? ?It would sound like a mess! Years and years of radio surveys, and experience by the best in the business show that the more focused on your specific audience you are, the more likely you are to reach that audience. For the more specialised genres there are specialised stations. Country music stations do not play pop music. Jazz stations do not play bluegrass music. Rock stations do not play classical or opera music. If they did, their listeners would tune off and they'd probably never come back! Why? Because the station hasn't kept its promise to be what it says it is. The truth is, again, no song is a ‘One Size Fit's All' for every station. and once again may I say that to think otherwise is simply wrong.

The more specialised genres like jazz and hip hop, arguably have narrower appeal... you either love it or hate it. And if you love it you can't get enough of it, but if you hate it, you hit the ‘off' button as soon as it comes on! The same principle applies to bands and artists. If a jazz band, for example, advertises a gig and their fans turn up and hear bluegrass music, the fans will not be happy! They want to hear their favourite band play their favourite music: to deliver the promise made. So it is with radio. We have to deliver what we've promised.

Community stations have their own specific difficulties, in that they have to try to appeal to as many people as they can. How do they do this? Well, they work out firstly who their main target audience is, either a young audience or young families, or a more mature age bracket, and the main part of their week is committed to broadcasting to them. Next, they work out who the other demographics in their communities of interest are and then they use block programming. e.g.; a youth program on Saturday nights perhaps, a jazz & blues show on Sunday nights, traditional or easy listening worship on Sunday mornings, a country hour on Saturday afternoons, so that they're at least trying to give something to everyone without losing their core audience. It is not ideal but it's the best we have. We don't have multiple networks like the Rhema Broadcasting Group in New Zealand who have a family network, a youth network and a network for older listeners. This is also the case in the USA where there are many Christian networks around the country with multiple formats. Maybe we'll have that in Australia one day, but for the time being we have to work with what we've got.

I wish to say it again: that I love what I do, and I work hard as do all the people here on the Vision Radio Network broadcasting team as well as the rest of the staff here at UCB Australia. And I can confidently say the same for my follow colleagues in other Christian stations around the country. The music we all play ministers in very real ways into the lives of hurting people- something that we receive testimony of nearly every day. My desire is to remain focused on the task I have in front of me, and that is to choose the best music I can to help raise the hands of my family across the country and to encourage them to run to God for every single breath they take each day, knowing that if they do run to Him, He will be waiting there with His arms wide open.

www.vision.org.au/

*Mandy Worby is Music Director for the Vision Radio Network.