All American Middle Class White Boy-Thomas Rhett (LP Cut)(Valory)

Since I can’t bring myself to play his new single in anyplace but the locker room or fishing camp, and since the kid is clearly a talent who’s a crowd pleaser, this here is The One. It’s a totally original way of identifying with the social group. He identifies himself as a stone-Country male without actually saying it is so many words. He grew up in the ‘burbs like dang near all our listeners actually did. Not only don’t live on no red dirt road, he hadda’ go ten miles just to get into the mud. Ain’t a poor boy, ain’t a rich boy, but is right there in the middle. He lived in a little town, then a big town. Played ball, not all the great, but was sufficiently manly about it when he did. This is a party record without bein’ about a party. It’s a flag wavin’ record without any specific statement about it. He says all this stuff concisely in less than three minutes. It kicks in with a heavy beat and don’t let up. This here is a masterful piece of work; strong hook, big fun.


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I am one of the pioneers of the Hot Country format that swept across radio in the late 80's. In the early 80’s, I began advising his clients to make two significant formatting moves: 1) Increase the tempo. 2) Play more Currents. What seemed radical at the time, immediately producing ratings winners. My report about the formatting tactics I was using "Repositioning Country Radio" was published in ‘91. It was purchased by more than 200 radio programmers and served as a basic game plan for the Hot Country movement. Today, most radio markets have at least one station positioning itself as “Hot” Country. However, I no longer advise using the slogan anymore. As the format continues to evolve rapidly, new strategies are needed to maintain market share. First announcing job in '64; first PD position at age 18. I served as PD, air talent and station manager in twelve diverse markets prior to starting my consulting business in 1981. At the end of the 90's, I began transitioning from consulting to full-time business development of my music scheduling software company. Conceived and developed the first for the Macintosh computer, introduced in 1987; and Music1™, the first scheduler for Windows, introduced in 1994. The Mac-based scheduler was retired in the early 90s. The innovative Music 1 scheduler is now installed in broadcast and webcast stations around the world. Author of The Programming Operations Manual, radio's only step by step "how to" programming and formatting guide. The $99 book has been purchased by over 3000 broadcasters in the U. S. and around the world. I've often written about the technical, strategic and philosophical aspects of radio programing. My articles have appeared in all major trade publications. Experienced in all standard radio research methodologies; focus group, one-on-one interviews, questionnaires, call-out, etc. From jingles to TV production, billboard and bumper sticker design, telemarketing to direct mail, I've been involved in every aspect of radio programming and marketing.