In out last article, we talked about radio making the move to television because that’s where the people are.
The idea got such a tremendous response from all over the industry that it got us thinking. Why not a music trade paper on TV as well?
If you think about it, it makes all the sense in the world.
The reason so many people look back fondly on the sixties’ music scene, whether they know it or not, is because
there was a well-oiled music business establishment with its own unique infrastructure that included, the record labels,
radio and television, magazines, live concerts, and retail. Everything worked together with one primary mission: Get
new music to the fans and sell records. And it worked. Now, that infrastructure has collapsed to everyone’s dismay and no
one has taken the lead in putting things back together. A music magazine on television would be the perfect answer.
It’s pretty clear that the greatest challenge for the 21st century music business is to once again get new music in
front of the people. Unfortunately, the so-called music video channels that got off to such a great start in the 1980’s, somehow
lost their way. The record labels began to crumble and videos became too expensive for them to produce. That was when
having an ‘attitude’ and being ‘cool’ became more important than the music and the emphasis shifted to Reality Shows and
wet t-shirt contests. Nothing against wet t-shirts.
The great thing about turning a famous trade paper like Cashbox into a television show is that it would have instant
credibility. The name ‘Cashbox’ with its vast history is already known by both industry people and the fans. And the magazine
website, already up and running, would be the perfect model for the show. With a one-hour weekly show moderated by a
host and a team of reporters, a fan could hear the hottest new singles, get news and information about the charts from every
genre, watch a featured celebrity interview, hear reviews of new albums, get the latest concert information, and find out
the ‘picks of the week.’ You might be able to see an artist or a band come on to sing their latest song or affiliate radio stations
across the country checking in with news about what’s happening in their markets. We can even see a segment on ‘This Date
in Music History.’ Fans young and old would love it.
CASHBOX ON TV COULD EASILY BE MORE IMPORTANT THAN ALL THE HARD COPY MAGAZINES, TRADE PAPERS, AND TIP SHEETS PUT TOGETHER.
If the Music Business hopes to be as important as it once was to the general public it needs to create a new establishment,
a centralized authority that determines ‘what’s a hit.’ And not just by how many spins a record gets but by how much the fans dig
the record and by real sales figures. There has to be someone directing traffic and a weekly music magazine on TV could lead the
way for the whole industry. Cashbox on TV could easily be more important than all the hard copy magazines, trade papers, and tip
sheets put together. The fans can also participate by interacting through emails, polling, voting for their favorite songs, and
commenting on the various features. And if done properly, will vote with their credit cards by downloading music from an
extensive Cashbox on-line database.
MUSIC HAS ALWAYS BEEN THE MOST PERSONAL OF THE ARTS.
Music has been and always will be the most personal of the arts and a thriving music business is necessary for the
health of the whole culture. The electronic age has brought with it many great innovations but it has also depersonalized music.
There was something immediate and tangible about holding a record album in your hand, reading the liner notes,
savoring the photography or cover art. It’s hard to get a grip on things in cyberspace. A music news and entertainment
show would help change all that.
WE NEED A MUSIC MAGAZINE THAT COMES TO LIFE EACH WEEK.
We have channels and whole networks devoted to just about everything: sports, movies, cooking, home
improvement…you name it. But contemporary radio and music television, over the last twenty years,
have actually driven away huge numbers of loyal listeners and viewers. We think a music magazine that
comes to life each week could go a long way to getting them back.
The only thing is what would you call such a show?
How about THIS WEEK IN CASHBOX? Sounds good to us.
