Challenges to and Perspectives on Mainstream Music Radio Programs in Germany

Abstract

ABSTRACTAlthough radio still holds a high status among everyday media users in German society, there has been a clear downward trend in the usage of mainstream pop radios in recent years. In this essay, we highlight six central problems of current linear mainstream music radio and present possible solutions for creating more attractive and contemporary programs. In sum, we argue for greater inclusion of music editors’ creativity and experience, which is connected to the conscious downgrading of music-based market research, and for a stronger harmonization and curation of at least parts of the program by editors and moderators.KEYWORDS: radiomusicprogrammingformattingmarket research Disclosure StatementNo potential conflict of interest was reported by the author(s).Notes1 The article focuses on the radio formats with a wide reach and that target a broad mainstream audience. There is, of course, a multitude of other popular formats with a partly specialized musical orientation (which are presented in an overview by Schramm (Citation2019b), for example) or the country radio and college radio stations that are especially popular in the US (on the music composition of the latter, see, for example, Desztich & McClung, Citation2007; Wall, Citation2007).2 Titles for music-based market research are chosen by music editors using different sources, amongst others by their own evaluation, the back catalog of the radio station or the airplay charts (for a full overview, ordered by importance of source, see Schramm & Mayer, Citation2023, p. 123).3 Although the suitability of Christmas songs in December may not be worth testing, the issue of appropriate songs to evoke emotions in spring or autumn, for instance, is worth addressing.Additional informationNotes on contributorsHolger SchrammHolger Schramm (Ph.D., Hanover University of Music, Drama and Media) is a professor of communication at the University of Wuerzburg, Germany. His research fields are entertainment, music, sports, advertising, and environmental communication, with focus on emotional and parasocial processes and effects.Fabian MayerFabian Mayer (M.Sc., University of Wuerzburg) is research associate and Ph.D. student in Communication at the University of Wuerzburg, Germany. His research fields are advertising, environmental communication, and music in the media, with focus on emotional and persuasive processes and effects.