Masters Theses

Date of Award

8-1992

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Barbara Moore

Abstract

The purpose of this research was to describe the role of college radio in the music industry. The current environment surrounding the college radio scene was documented through interviews with nine record label executives and eight college music directors. The researcher also documented the historical relationship between the radio and recording industries and examined the ideological influences and the economic structures of the music business.

The study indicated that the counterculture phenomenon known as "alternative rock" has emerged from the underground into a legitimate commercial format. Alternative music is no longer the disregarded fringe of the music industry, but instead an aggressively marketed division of "popular" music. There are presently heavy promotional endeavors directed at college radio by the major labels in an attempt to increase the popularity of the alternative format. As a result, college radio has become a sub-industry of the corporate music culture.

The data gathered from the interviews revealed a high degree of divergence between major labels and independent labels, not only in their organizational structure, but in their philosophy and approach toward marketing music to college radio.

All the respondents included in this study acknowledged the domination of major labels over every aspect of the college radio industry. Several of the respondents indicated that major label representatives are manipulating college music directors in their attempt to promote music to "Commercial Alternative" stations, where the potential for profit is greater.

The study indicated that charts have become institutionalized in the college radio circuit as the focal point in the promotion of the alternative format. The charts were viewed with a high degree of skepticism. All the music directors acknowledged that they felt pressure from major label representatives to add music to their rotation in an effort to gain chart position. The respondents interpreted the record companies' pursuit of chart position as exploitive.

Throughout the interviews the issue of integrity was raised. The interviews indicated that airplay decisions are influenced by factors other than the quality of the music and whether it is right for their station. The respondents observed that college playlists show little experimentation. They expressed concern that college music directors are taking fewer chances on innovative music.

The research revealed a trend toward the homogenization of college radio. The respondents concluded that the survival of college radio as an outlet for music innovation and free expression depends on the ability of college music directors to get back to the basic precept upon which college stations were founded: experimentation in music.

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