While nearing my permanent residence in Cleveland a few weeks ago, I began to pick up my programmed Cleveland radio stations. After perusing them for a moment, I encountered the same Nickelback song playing simultaneously on three of my eight programmed stations. Realizing that I had crossed the border into Cleveland radio territory and that I had left my Discman at home, I conceded to the fact that the remainder of my trip’s in-car entertainment would be mediocre at best.
The cause of my unpleasant Nickelback incident was thanks in part to a company called Clear Channel Communications, whose media monopoly has begun to put Bill Gates’ efforts to shame. It’s the same reason why many of you can’t seem to get away from Matchbox 20, Linkin Park or N’Sync (depending on your radio station format of choice).
These days, Clear Channel owns, well, pretty much everything. In fact, in addition to thousands of billboards and dozens of television stations around the globe, they control more than 1,200 radio stations nationwide (30 in Ohio alone, including 105.7 WFJX and 97.9 WNCI), and according to their Web site, after overtaking the massive SFX Entertainment last year, they also produce live events “from the Backstreet Boys and U2 … from Scooby Doo Live, and David Copperfield … (to) Supercross and Monster Trucks …” On top of this, rumor has it that they are the high bidder for the impending sale of House of Blue;, which serves as basically Clear Channel’s only remaining remote national competition.
Now, let’s be fair. I hate to come down on poor Clear Channel alone. There are several other protest-worthy media corporations responsible for the breakdown in radio. But when it comes to the scapegoat for this trend, Clear Channel always seems to get top billing.
To spare the sermon, basically what results from these few conglomerates owning the vast majority of radio stations are nationally controlled play lists (the library of songs that a station will play) that are heavily influenced by record companies and prohibit local stations from playing what they want to play.
This is what people mean when they say that radio is in trouble, and we cannot get away from it. But it you live in Columbus, Ohio, we have 101.1 WWCD, or CD101, a David against the Goliath of corporate radio, an option that is created, controlled and produced on a local level.
CD101 controls its play list locally because, quite frankly, there is nowhere else for it to be controlled. Andy “Andyman” Davis, CD101 Program Director and afternoon disc jockey, along with listeners, determine what will be played and how often.
“There’s not one guy somewhere calling me (saying) all the alternative stations within our northeast sector are adding this song, so you must as well,” Davis said at a recent interview at their studios in the Brewery District. “We don’t have any of that crap going on. We are a radio station for Columbus, in Columbus.”
What results is a sometimes obscure mix of mainstream and underground rock. The station has been known to play artists like the Goo Goo Dolls back-to-back with less likely choices such as Elvis Costello or Cracker.
Andyman admits that this format creates a less favorable situation for fans that aren’t frequent patrons of the local indie record store but sees the station’s mission to Columbus as a larger priority.
“I want to consistently provide something that is different, that is unique, that is good, and I want it to be appealing. You try things that are a little on the mainstream side because you see success with them . I only try them as long as I find out that people who are fans of the station like it,” said Davis, who lists Bob Mould, Wilco and Dashboard Confessional among his recent tastes in new music.
The station prides itself on a local touch that nationally-owned stations cannot provide. The station’s Sound Board mailing list – which can be joined by accessing www.cd101.com – presents listeners with a weekly survey asking them to rate the station’s newest material. The results go directly to Davis, who adjusts the play list accordingly.
Such direct influence by listeners is a rarity in today’s radio world, where play lists are generally created exclusively by the biggest suits in the music business. While corporate-owned stations often try to combat this by attempting to connect with their audience on a local level, most of it is through a smoke screen that attempts to fool their listeners into believing something is local.
One recent tactic employed by conglomerate-owned stations is to hire remote DJ’s to record vocal breaks between music days beforehand, sometimes from across the country. The station will even provide the DJ with nearby hangouts and events to mention in order to add a local flavor to the message. But in essence, the station is deceiving its listeners, Davis said.
Above all, Davis cites CD101 owner Roger Vaughan as the inspiration behind the station’s existence and its relentless campaign to be different. Vaughan, a native of Upper Arlington, attended Kenyon College and earned an MBA from Ohio State. After exploring several unrelated career choices he moved back to Columbus and started CD101 in 1990.
“The reason that we are here is that there is a lot of great music that is being made that doesn’t get a chance to be heard,” Vaughan said. “It doesn’t have a chance to get played on regular radio, and we wanted to be able to play great new stuff that comes out and deliver it to Columbus.”
As a part of this, the station sees OSU’s campus as a crucial audience to keep its dream alive.
“I would hope that most people think, ‘OSU students listen to CD101,’ ” Davis said. “We believe that our listeners are already educated or continuing their education, and I think that if you are searching for knowledge, you’re probably searching for other things too, (like) new music.”
Important to remember is that CD101, while often recognized, is still an independently-owned station in a sea of giants. However, only attention to this rarity will keep it alive and serving Columbus in such an extraordinary way.
Jeff Walcoff is a junior in communication. He can be reached at [email protected].
