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Jennifer Wanamaker December 13, 2007 COMM 375: Writing as Communication Final Research Paper “Bring on the Music”

Radio has been one of the longest running mediums to distribute information to its surrounding community. First used as a military device on naval ships, the radio soon became an untraditional outlet for entertainment. Before, the general public had to go to night clubs and concerts to hear any kind of new music. After the Radio Act of 1912 was issued by the Federal Radio Commission, radio broadcasting was made accessible for the public’s convenience as a community’s main source for new information and entertainment in the luxury of their own home. Since then, media conglomerates and conservatives have altered radio broadcasting, making it more monopolistic and in the best interests of the advertisers, not the public, when the Telecommunications Act of 1996 was passed by Congress. The public airwaves have always belonged to the public, and still do, but as media giants gain more control, the public is starting to lose sight of their role in society. As we enter into the digital age of non-terrestrial radio in 2009 and the Internet becomes part of our everyday agendas, we as citizens need to take action, and take back the airwaves before all the diversity in independent music and independent radio broadcast programs are taken away from us by uniform, main stream, and monopolistic broadcast programming. As 2009 approaches, the ever increasing presence of the Internet and non-terrestrial radio will allow diversity within music and radio programming to flourish. Radio broadcasting will be geared toward the consumer, not the advertiser. My hope is that this will allow independent artists and labels to fairly compete with major record companies and get the airplay they deserve.

The “Telecommunications Act of 1996 was a product of the Republican takeover of Congress in 1994” (Schwartzman, Leanza, Feld, p 149). They claimed the 1996 Act would create more diversity and competition in media, but as a result, the Act was “highly deregulatory in nature” (p 149). Per-Telecommunication Act of 1996 forbade any company from owning more than 20 AM and 20 FM radio stations. Unfortunately, Post-Telecommunication Act, companies were able to own an unlimited number of AM or FM radio stations nationally as long as anti-trust laws are not violated. For instance, “Clear Channel has become the poster child for the sins of media consolidation. [This one company] is the nation’s largest radio station owner, with 1,214 stations controlling 11 percent of the airwaves. Allow one company to control, and you’ll be left with a bland uniformity of programming” (Dorothy Pomerantz).

After the Telecommunications Act of 1996 was passed by Congress and accepted by the Federal Communications Commission (FCC), many local independent radio stations were bought up by big corporations such as Clear Channel, Disney, Rupert Murdoch’s News Corp and Viacom. Michael J. Copps found, “during more than a dozen hearings and forums on media concentration, from coast to coast, [that] independent programmers couldn’t find outlets for their programming because the networks and the studios had a lock on so much of what is produced” (p122).

In five days, on December 18, 2007, like in 2003, conglomerates are, pushing Congress for deregulation, more media consolidation and company mergers (Benton Headlines). If this passes, our society will become more monopolistic than it already is. The entertainment industry is currently ran by seven major companies around the world, and if what conglomerates are asking for passes, then those seven major entertainment companies may change to three controlling what we see and hear on the radio. Ownership bias will flood the airwaves, as will stupid celebrity gossip. Independent stations and programming diversity will be extremely limited or non-existent and our eclectic music styles will suffer.

Companies are continuously fighting for a desirable demographic for advertiser’s financial support, rather than the approval of the real consumers and owners of the airwaves, the listeners. Main stream radio stations and the FCC have lost sight for which they serve and entertain the American public. As an America citizen, what is aired on broadcast radio is not diverse, or in the interest of what I, the consumer, enjoys. Main stream stations play the same songs every hour, only update the listeners with entertainment news and gossip, and they do not support local artists or leave room for independent programming. “Broadcasting remains a government-controlled monopoly, and only those with a government license can broadcast. Local broadcast licenses [have] become concentrated in a few hands, those few hands decide what is aired [leaving no room for diversity]” and restrict airtime for new music because “if you do not have a major label contract with promotional money behind it, you do not get airtime” (Schwartzman, Leanza, Feld, p 154; Copps, p123). "The Future of Media Coalition found a homogenization of music crowding out local and regional talent. Radio now serves more to advertise the products of vertically integrated conglomerates than to entertain Americans" (Copps, p119). My hope is that, as we enter into the digital media, the Internet and non-terrestrial radio will change broadcaster’s strict format and allow new independent artists to enter into mainstream playlists, which will focus less on a profitable demographic, and more to inviting the audience to explore new and talented musicians.

Many radio stations steam live on the Internet, some can only be accessed on the Internet. Net neutrality is something our Congress needs to address because many bigger companies, who put thousands of dollars into their websites from advertisers, have an advantage and can give the public quicker access to their radio websites. Where as, independent radio websites barely stand a chance to attract the public to their radio websites. Presently, I volunteer on a low-power, non-profit FM radio station at the University of Massachusetts – Amherst, WMUA 91.1 FM, serving the students and local community. WMUA – Amherst has a programming philosophy."WMUA sees itself as a repository and mouth piece for music, new and old, that rarely get heard on the radio. There is no need for [DJ’s] to duplicate the service that is found on so many other radio stations. WMUA is committed to programming music and public affairs that speaks to the diverse University and Pioneer Valley community" (WMUA). Just this past year WMUA has acquired the resources to stream live on the Internet, which gave the station access not only to the surrounding community, but access to a Global audience. Unfortunately, since WMUA is a low-streaming radio station and is non-profit, its online connectivity is frequently not working. As the Internet and non-terrestrial radio become more common in the everyday lives of the American public, Congress and the FCC should think about addressing Net Neutrality and balanced media broadcasting.

The Internet, since it was introduced only fifteen years ago to the general public, has quickly become an powerful resource for distributing independent artist’s music and promoting independent labels. Since the development of the Internet, the spectrum of music diversity has only gotten better. More recently, websites, created to connect people, music, movies, and artists have been an extremely popular trend, not only in the United States but around the Globe. MySpace, with its headline, “A Place for Friends” was created by, or so we think, Californian, Tom Anderson. MySpace is an internet site, “optimized [for] music promotion and distribution” on a Global level, to any musician, belonging to a label or not (VanSlack). MySpace Music has successfully leveled the playing field for all musicians, independent and mainstream. The public can access information about any band, anytime of the day, anywhere in the world, just by the click of a search button. Although, MySpace was created by a smiley guy named Tom Anderson, the popular website is actually owned and updated by media conglomerate Rupert Murdoch’s News Corp, and “reportedly attracts new registrations at a rate of 230,000 per day [and] as of September 7, 2007, there are over 200 million [MySpace] accounts” (Wikipedia).

In Cannes, France, this past January 21, 2007, "Merlin, the new agency representing the world's independent music sector, has agreed a deal with digital music company Snocap which will allow its labels’ music to be sold from Web sites such as MySpace. The group announced the deal at the annual MidemNet music conference in France, saying it would allow thousands of independent labels across the world to sell digital downloads of their music from their MySpace pages and other sites" (Holton). I hope that this deal will only bring positive results for independent music artists, their music publicity and independent labels, and not just another sneaky way for the mass media to reap all the benefits.

As a musician and an independent DJ, deregulation in the media, more specifically radio broadcasting, directly effects my life. I am also very much for more diversity on the airwaves. Terrestrial radio broadcasting is used daily by 96% of U.S. consumers and is free. Satellite radio, the newest innovation to broadcast radio, currently is only used by 4% of the U.S. population. It costs a monthly fee but is commercial free and plays an unlimited amount of music, differing in genre, language, culture, and style. The United States is one of the last super powers to enter into the digital age, following Asia, Canada, and Europe. In 2009, the U.S. expects to enter into the digital world, which would put us up on the Global level, not only helping boost our economy, but giving the U.S. the resources to interact within many cultures and entertainment.

I have surrounded myself in music, on all levels. My entire academic career I have been a violinist, along the way I have picked up several other instruments and been through many band projects. When I am not at university, I work at a music club in Boston, MA, where primarily, independent acts come through. I have had the privilege to meet some amazing independent musicians and more times than not, see these artists not receiving the publicity or recognition that they deserve. Pop artists like Lil’Mama, with her hit song “Lip Gloss”, is receiving prime airplay in every major city. In “Lip Gloss” Lil’Mama sings about her vast collection of lip gloss brands and how they get her a lot of popular attention. Music pop artists like Lil’Mama are molded into this ideal glamorized image, profitable to advertisers, because fluff songs like “Lip Gloss” is geared to a young, naive audience, which advertisers crave. These pop artists are getting over publicized, and their songs are about material things. Right now, even with all the great things happening with the Internet and the distribution of independent artist’s music, I still don’t believe they are receiving the airtime or recognition they deserve. As the U.S. approaches the digital transition in 2009, the public needs to become aware of media ownership changes and company consolidation, so we do not lose sight of diversity and competition. The battle between the American public, big media conglomerates, Congress, the FCC, and who controls the airwaves, has only just begun. "As we make the transition to digital, there is a crying need to update our rules on the public-interest obligations of those who are given the right to use spectrum, particularly those who will multicast additional program streams" (Copps, p123). I have voiced my opinion to Congress and I hope on December 18, 2007, that Congress makes the right decision to not allow conglomerates to consolidate and to keep our radio airwaves diverse. I want to bring back music for its musicality and the artist’s musicianship. Not an image that sells.

--Jwanamak 16:11, 14 December 2007 (EST)

Bibliography

Copps, Michael J. (2005). The Future of Media: Resistance and Reform in the 21st Century: Where is th Public Interest in Media Consolidation? 1st ed. p. 117-125 (R. W. McChesney, R. Newman & B. Scott, Eds.). New York: Seven Stories Press.

Feld, Harold, Leanza, Cheryl A., Schwartzman, Andrew Jay (2005). The Future of Media: Resistance and Reform in the 21st Century: The Legal Case for Diversity in Broadcasting Ownership 1st ed. (R. W. McChesney, R. Newman & B. Scott, Eds.). New York: Seven Stories Press.

Holton, Kate. "Independent Record Labels Sign MySpace Deal; The pact will make music from thousands of independent labels across the world available via MySpace.(Merlin)(Snocap)(Brief article)." InformationWeek (Jan 21, 2007): NA. Academic OneFile. Gale. Univ Mass Amherst. 13 Dec. 2007 [Independent Record Labels].

McChesney, R. W. (2005). The Future of Media: Resistance and Reform in the 21st Century 1st ed. (R. W. McChesney, R. Newman & B. Scott, Eds.). New York: Seven Stories Press.

Pomerantz, D. (2002, April 15). Free the Airwaves. Forbes, 1****.9., p. 106. Retrieved November 13, 2007, from [Free The Airwaves]. Academic OneFile.

Prindle, G M (Autumn 2003). No competition: how radio consolidation has diminished diversity and sacrificed localism. Fordham Intellectual Property, Media & Entertainment Law Journal, 14, 1. p.279-325. Retrieved November 19, 2007, from [No Competition]. Academic OneFile.

Tagling, K. (November 2007). Media ownership debate. Benton's Communications-related Headlines. Retrieved November 2007, from Benton Articles.

VanSlack, Katie. "MySpace For Musicians." Canadian Musician 29.5 (Sept-Oct 2007): 11(1). Academic OneFile. Gale. Univ Mass Amherst. 13 Dec. 2007 [MySpace For Musicians].

Wikipedia. “MySpace” Wikipedia, the free encyclopedia, 12 December 2007. [MySpace].