A new study reveals country music fans want equal playtime for men and women.
CMT commissioned Coleman Insights to survey 1,000 radio listeners ages 25-54. Respondents were chosen from those who said they generally liked or loved country music. The study helps debunk the myth that both male and female country listeners don’t want to hear female voices.
The study reveals that 84% of listeners want equal playtime for female artists. 7 out of 10 listeners said they wanted more female artists in the country music genre. Listeners also signaled interest in a station that highlights female artists in the genre, with 44% interest.
88% of listeners believe women play a large part in the history of country music.
The problem of male voices getting more airtime in the genre isn’t unknown. 72% of country music fans said they are aware they hear songs from more male voices than women. A 53% majority of country music fans said they have no gender preference for listening to artists.
CMT Senior VP Leslie Fram says the study proves “country music fans want to hear good songs period.”
“But it also tells us that we are training listeners not to hear female voices,” she continues. “Without creating an equal playing field, fans don’t know what they are missing. This is about a balance of gender and diversity. All voices need to be heard.”
The specific findings of this study are a topic at an industry panel ahead of Country Radio Seminar in Nashville.
The research overview is being conducted by Sam Milkman, Executive Vice President, and Senior Consultant, Coleman Insights. The industry panel will be followed by a panel moderated by several key industry executives.
CMT’s Leslie Fram and Milkman, Dr. Jada E. Watson, Cody Alan (Host & Executive Producer, CMT Radio), Cris Lacy (Senior Vice President, A&R, Warner Music Nashville) and Mike Molinar (General Manager, Big Machine Music).