FEATURE:
The Age of Reckoning
PHOTO CREDIT: George Milton/Pexels
Why Radio Stations Who Target Younger Audiences Need to Spotlight ‘Older’ Female Artists
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I have said before…
IN THIS PHOTO: Madonna/PHOTO CREDIT: Frazer Harrison/Getty Images
how ridiculous it is that there are radio stations that have age demographics and limits when it comes to their playlists. I can understand how the presenters on a station might be younger or older: so that listeners can identify more readily. Even that seems a bit much. Whilst a station can have younger-sounding music, that does not necessarily mean that the artist is going to be younger. It does seem that there are age barriers and especial ageism against women on some stations. I have said before how BBC Radio 1 has ignored and cast aside some female artists from its playlists because they are over thirty-five. I am not sure if that is a specific case, or there is a limit on how many female artists over the age of thirty-five are on their playlists. I know a station like BBC Radio 1 does not deliberately exclude women over the age of thirty-five. They have Beyoncé on their playlist at the moment – and she is forty-one. That said, it is not often that you get that many female artists over thirty-five/forty. There is still that attraction to younger artists. One might say that is because these are upcoming artists and, because of that, they will be younger. It is good that Nicki Minaj is on the playlist too. There are legends mixing with the new generation. It shows that there is still relevance and a place for female artists.
IN THIS PHOTO: Kylie Minogue
Whilst I would admit that any accusations of widespread ageism can be refuted by looking at weekly playlists, I still think there is not enough flexibility when it comes to certain artists and age. I would like to think that Rita Ora – an artist who reported was taken off BBC Radio 1’s playlist a while ago because of her age -, would be back on the playlists when she releases new music. She is only thirty-two, in fact. With a new album, You & I, out soon, one hopes that a hugely relevant artist is going to be on there. I was surprised that Ellie Goulding, who is on the BBC Radio 1’s A List as a featured act alongside Calvin Harris on Miracle is not there in her own right as a solo artist! It makes me wonder whether stations are reluctant to play certain artists of a particular age (she is thirty-six). Maybe they feel that spots should be given to more rising acts. It does seem to be an issue that afflicts more female artists than male. Goulding’s new album, Higher Than Heaven, is perfect for a station like BBC Radio 1. So too is Caroline Polachek’s Desire, I Want to Turn Into You. Kylie Minogue has a new album out in September called TENSION. A legend and highly influential artist who has inspired so many younger artists, I hope that she makes her way onto BBC Radio 1’s playlist. Same goes for Jessie Ware. Is there still this element of ‘cool’ and ‘relevance’ when it comes to selecting which artists to play? Stations do have a problem with gender balance in general and, for women, there s still this danger that their music will only be played on certain stations once they pass thirty/thirty-five/forty.
I have huge admiration for artists like RAYE, Mimi Webb, and Taylor Swift! Maybe thirty is too young an age to write off many female artists, but you would like to think that thirty-five is not seen as a little ‘past it’ or ‘old’. I do wonder why particular female artists who are producing such brilliant, fresh and exciting music do not appear much on playlists of stations with a younger demographic. I think there is still this assumption that playlists need to have this age cut-off. Giving spotlight to rising artists is vital but, when it comes to legends and older artists who are still so contemporary, there are definitely those being excluded. It does not only apply to female artists, but there is ageism skewed against them. I have chosen BBC Radio 1 (who I love) as an example. I am not going to highlight them as a scapegoat or sole offender. I recently wrote how figures from a report in 2022 showed that there was gender inequality across majors stations. There are small signs of improvement, but there is still a way to go. Not only are women in music having to fight harder than men. Women over thirty-five have such a hard getting onto playlists widely. This idea that, when you get to a certain age, that you can only be played on a particular station is nonsense. I know Madonna is releasing new music later in the year (or next). Would she, someone who has inspired countless artists, be denied access onto stations’ playlists with a ‘younger’ vibe?!
IN THIS PHOTO: Mimi Webb
It has come back to my mind, because I some of the very best albums of the past couple of years have been created by women thirty-five or over. I do think there is still this hang-up and confusion when it comes to what younger audiences really want. For a start, I don’t think stations should really specifically aim for an age demographic. There is particular pressure and scrutiny on women over a certain age – that applies to every sector and side of modern life. If an artist has enormous commercial appeal, then maybe things are a little different. Even if a station targets, say, 18–24-year-olds, it is clear that the music cannot stick to such narrow confines. Even if it does not apply literally with every female artist, it is clear that there are more than a few that are not considered for inclusion because of age. I don’t hold that the reason is more to do with commercial appeal or ‘relevance’. It seems like a subject measure that, in many cases, is not true! Findings soon will show whether major stations have done any better when it comes to gender and balance. Whereas we are not going to see equality across all stations, one hopes things are improved since last year! How about age? It is an irrelevant number that should not apply to musical relevance and significance. As we can hear from some of the music coming out, older female artists are delivering incredible uplifting, fresh, fascinating and original music that needs to be heard by as wide an audience as possible.
It is also true that, if asked, many listeners to ‘younger’ radio stations would welcome a wider spread when it comes to age. There does need to be reform and reconsideration. It keeps circling back to this thing of importance and relevant. Why is it the case that a female artist is perhaps past their best or not commercial enough when they are at a certain stage or age?! Even if the songs they are making are as captivating and cool as anything from an artist in their twenties/early-thirties. I do look through radio playlists regularly, and you still get these patterns. I guess we are never going to prove that stations are removing certain female artists because of their age, but it is clear that there is very little consideration given to women – on particular stations and not all of them – when they are over forty. Let’s hope the new music Kylie Minogue is teasing gets onto the A List at BBC Radio 1. Same goes for the brilliant Rita Ora. I would love to see more Jessie Ware music make it onto playlists. Beyoncé is a rare example of a female artist over forty who is still being played on a mainstream station with a younger demographic. Although I cannot sweep across every station and say that ageism is rife, one cannot naively say that it does not apply at all! Of course there are stations that have age limits and restrictions when it comes to artists featured. There are once-loved artists who are taken off playlists as they are seen as a little out of step or ‘softer’ – that the music they produce now is not as interesting and energetic as the stuff they used to put out! So many listeners are being denied this incredible music by women who have inspired those that are currently on the playlist. Age should not be an issue when it comes to playlist. The only consideration should be the quality of the song and whether the listenership would enjoy it! Whereas the fear of ageism and being seen as irrelevant when you get past thirty-five or forty does apply to some men, unfortunately it is something that applies to…
ALL women.