Nashville is trying to skew younger these days. It seems record sales are down, particularly with listeners younger than 35.
The Country Music Association Awards were held in New York a couple of weeks ago as part of this push. It was actually just the centerpiece of the week-long "Country Takes NYC" event, billed as a five-borough celebration of country music. How's that for a mash-up?
All week in the Big Apple, pop-oriented stars like Keith Urban were held up as what country music really sounds like. I'm afraid that in this attempt to skew, country is going to skewer itself by adding more lacquer to an already overly glossy sound.
Instead, they ought to try a little realism. Labels should let artists be a little more raw, rely less on formulaic production and find more artists who sing their own songs (instead of ones churned out by Music Row-bot songwriters).
I'm not talking about dumping the gloss. It works, and it's here to stay.
Shania Twain sells loads of records because — for reasons beyond me — people like her songs. 
But there are artists right under Nashville's nose who could make a demographic difference. A lot of them sing the "red dirt" music I wrote about two weeks ago but are ignored by Music Row. Dierks Bentley and Gretchen Wilson are great examples of two no-B.S. acts who've hit the mainstream. They're the kinds of acts Nashville should push more of if it wants younger fans.
People in their 20s and 30s see right through media gloss and dig what's real. What is real? Depends, but in general it's music doesn't seem trite or contrived I guess that is why Shania sells
True story: I have a few friends in their mid-20s who listen to (mostly) one Springfield radio station. They're big fans of old-time blues, underground hip-hop and indie rock. Their station of choice? BASS Country, the "classic country" station that plays Willie, Waylon and Dolly.
The underlying connection in all those forms of music is honesty. The songs and artists seem real. It's nothing more than that, and it's what Generation X and Generation Y, or whatever letter we're on now, wants to hear.
All this is long-term but here's an easier place to start: "Monday Night Football." Each week Hank Williams Jr. and Tim McGraw are on national TV doing their industry a disservice singing corny music. Hank Jr. (whom I like — no, really) sings the intro, "Are You Ready For Some Football?" (which I hate). At halftime, McGraw sings stilted lyrics about NFL highlights to the tune of his song, "I Like It, I Love It."
Tim, I want no more of it. You hear me? None. Nada.
Contact columnist Michael Brothers at 836-1210 or at mbrothers@News-Leader.com. I say let's fill his email!!!!
http://www.news-leader.com/apps/pbc...STS04/512010330
Will they ever stop spinning???
-Chris