At CRS, Radio Reacts to Jamey Johnson’s “High Cost of Living”

Sandwiched in the shadow of two big buildings on the intersection between 5th and Commerce Street in downtown Nashville, Jamey Johnson wowed a crowd of close to a thousand people with his undeniably-country anthems (and free hot dogs).

The midday show was part of the Country Radio Seminar—an annual event that allows artists to kiss the proverbial posteriors of their biggest promoters. But there was no ass-kissing in Johnson’s performance—not even one acknowledgment, much less a “thank you,” to the radio crowd in attendance.

“In Color” was a hit for Johnson, and not surprisingly so–a sentimental story about a grandfather reliving and relaying his life through pictures is a predictable hit.

But how will radio respond to “High Cost of Living” and the infamous “cocaine and a whore”?

“I think it works out great. It’s real country and that’s what it’s all about,” said Eddie Ybarra from WBFM in Sheboygan, WI. “In the end, no one can really complain because it’s teaching positives. It’s needed (on country radio).”

On his small station in Sheboygan, Ybarra has been spinning the track daily and getting good reviews.

“In our market, they complain if they don’t like something. And not a single complaint,” said Ybarra.

“I just think a lot of PD’s out there are leaning towards the top-40 side of radio. They’re a little scared, but I have no problem with it.”

Small Town Freedom

Arnie Andrews from WCOW in Sparta/La Crosse, WI, echoed Ybarra’s sentiments.

“I understand how people can be a little shocked by that lyric, but at the same time I think country music has always been built on realness and real lyrics and Jamey definitely delivered that with ‘High Cost of Living’,” said Andrews.

WCOW hasn’t added the song yet, but initial spins have gotten positive feedback.

Andrews does admit, though, that he may have a little more leeway because he works for a smaller market station.

“I’m free to have flexibility with my playlist and to add songs like that,” he said. “We’re not as corporate as some of the other markets, and I think our listeners will be the first to tell you that they enjoy the variety of our playlist vs. the same ten or fifteen songs over and over.”

Ybarra agrees.

“In the bigger cities, you’ve got more media, so they try to edit themselves a little more (because they appeal to a wider audience),” said Ybarra.

And even in the bigger markets, Andrews thinks Johnson’s edgier material can be successful.

“Underneath the surface of country fans that come and go, I think the hardcore audience is going to like it,” said Andrews. “I think they’re going to respect the realness and the appreciation that life isn’t always ‘fast cars and freedom’ so to speak. It is about some of these things, and that’s the kind of artist Jamey is.”

Big City Point of View

Tony Thomas from KMPS in Seattle had similar praise for Johnson and his music.

“I think the key thing that Jamey offers is the real sense of authenticity and grit in the format right now, and that clearly connects with people,” said Thomas.

KMPS recently did add “High Cost of Living, and is giving it about 15 spins per week.

“A couple of people commented about the strong aspect of the message, but a much larger number of people texted us saying how much the song spoke to them, how much it meant to them, and how much they embraced the idea that it’s a song about redemption and a warning to not go where the guy in the song has gone,” said Thomas.

As a large market station, Thomas does have a certain amount of freedom, he says–as long as what he plays succeeds.

“The only expectation that we have for ourselves is that we’re putting forth the best music we can that we think the largest number of our listeners is going to be interested in,” said Thomas. “We try to be the listener’s advocate. We try to find the strongest stuff we can have on the air and sometimes it’s the things you would expect and sometimes it’s not.”

Fair enough. But will Johnson’s music open up the door for more traditional, edgy artists?

“Jamey has had a long, interesting path to get to where he is today. He clearly has incredible songwriting skill, as well as his ability to be a performer. If there’s someone else out there who has a comparable amount of skill and talent, the chance will be there for him,” said Thomas.

Overall, Thomas emphasizes the importance of a great song, regardless of the artist and regardless of the amount of edge or fluff to the sound.

“I don’t think listeners have an agenda when they turn the radio on, of ‘I want to hear new acts’, or of ‘I want to hear acts I know’,” said Thomas. “They want to hear songs they like, and that can come from any direction. But it’s got to be something that’s worth that person’s time to listen to.”

“High Cost” Takes On Intended Meaning

It’s easy to get caught up in the controversial lyrics of “High Cost,” and simply view it at it as a cool song that pushes the limits and boundaries of modern country music. But beyond the surface, the song is meant to issue a warning against the dangers of drugs.

No town in America understands that better than Pikeville, Kentucky.

Pikeville has a stable economy and job market, but drug abuse has littered the town, causing an increase in crime and violence.

WDHR’s Randy Jones thinks “High Cost of Living” is just the kind of song his town needs.

“I’m not sure how controversial it is in my mind, particularly in the area I live,” said Jones. “I think this song will touch a lot of people—not only the ones that are involved in it, but the ones that are affected by it. A song like that is timely and I think it belongs on radio.”

Jones said he has started spinning the song in low rotation, and has gotten nothing but positive feedback.

All photos by Pierce Greenberg for The9513.com.