In a surprising turn of events, top radio executives are voicing their support for Beyoncé's new single, 'Texas Hold 'Em,' finding it a perfect fit for country radio. Contrary to initial speculation, these executives believe that the crossover record from the superstar has a home in the country genre. While acknowledging that it ultimately depends on listeners' reception, they see no reason why a song with such musical appeal from one of the world's biggest superstars should not be welcomed with open arms by the country radio community.
Brian Philips, the chief content officer at Cumulus Media, oversaw a Zoom call with programmers at the chain's major country stations, where everyone expressed enthusiasm for 'Texas Hold 'Em.' He stated, 'Why wouldn't we play this? This is a gift. It was like, 'How can we not give this a try?' This adds a completely unforeseen, unimagined new angle to country radio.' Philips further emphasized that all of Cumulus Media's country stations want to be part of the story and are eager to play the song.
Notably, iHeartMedia is also backing the decision to include Beyoncé's single on its stations. Tom Poleman, the chain's chief programming officer and president, praised Beyoncé as an innovator and expressed excitement about sharing her new song with listeners across the country, including the entire iHeartCountry platform.
Even Audacy's Tim Roberts, VP of programming and country format captain, expressed support for 'Texas Hold 'Em.' He referred to it as a good record and highlighted the popularity of country music, stating, 'It's great that she wants to be here. Just like we do with any song on our playlist, now the listeners will decide.'
While there was initial uncertainty about the song's promotion within the country market, Sony Nashville eventually sent the song to country stations and actively began promoting it to the format. This promotion, combined with the positive response from radio executives, has led to a surge in support for Beyoncé's new country-inspired track.
Some radio insiders believe that the song will be well-received by country fans, as it has elements reminiscent of the Dixie Chicks' style. However, there may be a small faction of traditional country fans who resist the change. Nevertheless, radio programmers remain confident that the positive response will outweigh any negative feedback.
The perception of a possible standoff between Beyoncé and country radio was fueled by an incident involving a small Oklahoma station that initially refused to play the song. However, the situation was quickly rectified when the station realized Beyoncé had released a genuine country song. The incident caused a stir on social media, with many accusing the station of racism.
SiriusXM's country stations wasted no time embracing the new track. Johnny Chiang, SiriusXM Pandora's senior director of country programming, expressed excitement about Beyoncé's venture into country music. He regarded 'Texas Hold 'Em' as a legitimate modern country song and emphasized the positive impact that Beyoncé, an iconic figure, would have on the genre.
The move to include Beyoncé in the country format also raises discussions about representation and diversity in country music. While the genre has seen success for Black male artists like Kane Brown, Darius Rucker, and Breland, Black women have been notably absent from country radio charts. Beyoncé's introduction to the genre adds another layer to this ongoing dialogue.
Radio programmers, however, argue that genre barriers are becoming less important to listeners. Brian Philips noted that notions of what belongs in country music are being challenged. He stated, 'Beyoncé fits in the world of most 18-to-49-year-olds. And if she comes with a catchy country song, why should there be a social standoff about what to do about it?'
Ultimately, the fate of 'Texas Hold 'Em' on country radio will be determined by listeners. While it typically takes several months for a song to become a top 10 hit in the country format, initial playlist additions for Beyoncé's single will provide some insight into its potential success.
Regardless of the outcome, Beyoncé's foray into country music has ignited a lively debate and demonstrated the evolving nature of the genre. The involvement of one of the world's biggest superstars in the country realm showcases the continuous blurring of boundaries within the music industry.
