Does your song pass the 60 second test?

Casey Combest: Everyone, welcome to the Blue Sky Studios podcast. I'm so glad you are listening today. We have a wonderful guest here, Melissa Boswell Townsend. Melissa, thanks so much for being with me today.

Melissa Boswell Townsend: Well, thank you for inviting me!

Casey Combest: Absolutely. Absolutely. And please forgive my, uh, sinuses. I, I sound like a really mellow Barry White today. I apologize. It is cold and flu season and I have been a victim. So, Melissa, tell us a little bit about yourself and what Boswell Media does.

Melissa Boswell Townsend: Absolutely. I am the owner and general manager here at Boswell Media. We have radio stations, so we operate three FM stations that cover Central Mississippi. My grandfather actually started our company 60 years ago, so we just celebrated our 60th anniversary of broadcasting for the Boswell family. So that's pretty cool.

Casey Combest: Absolutely. Absolutely. And, and take us back kind of to the origins. I would love to hear how he got into radio and how that's evolved over the years.

Melissa Boswell Townsend: Absolutely. The first radio station in CCOs, where we're headquartered was put on the air in 1947 as an AM station. A man named S Bay Hackle put it on the air. My grandfather worked for Mr. Bay Hackle.

Casey Combest: What? Sorrys Bay. What a name. Like-

Melissa Boswell Townsend: uh, so he owned the, or was part owner of the Charlotte Hornets. Is it the North Carolina? Okay. So he became like a crazy, um, you know, media mongol, if you will, but he was from Kosciusko and he put his first station on the air here, and it was actually located downtown on the square. And my grandfather bought it in 1962 and then in the seventies put an FM station on. That in the early nineties moved to Jackson and sold it. And, but long story short, between my grandfather, my father and I, we've been running our broadcast company for a little over 60 years now.

Casey Combest: That's awesome. And so what, tell, uh, our listeners those stations and uh, the genre of music that, that they play,

Melissa Boswell Townsend: Absolutely. We have Kicks 96 which is a country, like a mainstream country station. We don't play the really, really hot stuff. We might play like one hot thing an hour, but we got a lot of the, the good, you know, early two thousands, nineties, eighties, just like some of the greatest music. And I love it.

Casey Combest: You're talking my language now, Melissa.

Melissa Boswell Townsend: Oh yeah. So I love, I mean, I just love that stuff. I mean, I listen to it all the time. And then we have an adult contemporary station, Breezy 101. And an oldie station Cruising 98.

Casey Combest: That's awesome. That's awesome. So Melissa, I've got to stop right here cause I know our listeners are thinking this. Uh, what role does radio still play in an average artist's life? So if they're not, you know, John Mayer's great, but he's not listening to this podcast more than likely, right? For the average artist, how does radio play a role in their career?

Melissa Boswell Townsend: It has really changed over the years because back, you know, 20 or 30 years ago, in order for anybody to hear your music, you had to be on the radio and I was having a conversation with a fellow producer, Marty Gamble the other day, and we were talking about when he founded Alan Jackson and Brian White, he would call my dad or, and even Marty Stewart, and he would call my dad and I was like, Hey, these artists are great. Please play your their songs on your station. And we, we did, of course.

And, you know, all those artists became somebody, which was really, really cool. I was actually in the studio the first time Brian White ever sang on the radio. No way. It was. On our station code 105 at the time, kicking code 105. But as far as still playing a role, it's like you value have arrived when your music is, you know, actually playing on the radio because anybody that's technologically inept in some way can figure out how to get 'em on all these streaming platforms.

But that's not the case in radio. So that's what makes us so different. It has to, you know, it has to go down like a pipeline and people really have to see this as a quality product, not just any music is gonna be played on the radio. So that's the difference I would think, within just how radio is still such a popular vehicle to get your music out there because it's a trusted vehicle. If somebody hears a song on the radio, they're thinking, okay, there's a reason it's playing here and not just on the . Streaming platform.

Casey Combest: Yeah, that makes a lot of sense. Now, one of the things, uh, we hear a lot is the word syndication. What does that mean, and can you explain that for our listeners?

Melissa Boswell Townsend: So syndication means like one show played on multiple radio stations, like you know, John Boyne Billy, or those like morning shows, syndicated shows. We operate a broadcast company that it's all localized. So all the content is generated from this building and through the communities that we serve.

So nothing that we have is syndicated. We are a member of a network that provides us our music library. And so like I, you know, we have a mainstream country station and our music library comes from a network called local radio networks. And, but as far as new syndication, we do not do that because it's so important for us when radio to be local. And that's why for Mississippi Songwriter of the Year evolved because we wanted to keep our, the roots we have here. Mississippi is just incredible and keep growing 'em and producing the artist.

Casey Combest: Absolutely, and we're gonna talk a little bit later in the show about Mississippi Songwriter of the Year. I'm anxious to hear and explore that a little bit and how that impacts Mississippians. So let me just ask the question that a lot of people are probably thinking, we've kind of naturally moved there. How do we get on radio as a local artist?

Melissa Boswell Townsend: That is a great question and almost kind of hard for me to answer because so. Artists will send, they send you stuff and you know, with I've learned, I mean, some things you get are great and some things you're not. But staying connected with your local radio station and becoming entrusted by the station because our standards are high and we don't just allow anything on there, but, and like kind of moving into where Mississippi songwriter the year comes in, that's one thing that we started doing in order to get these artists on the radio.

And when you are in that competition and you win, you know, we send your music out to as many radio stations as we can. And so that is kind of a little bit of a interesting question because it's kind of, if it's an independent station, like independent broadcasters, like we are, we can choose what we want to do, but so many broadcast companies and radio stations are now owned by large entities and it's not . As easy.

Casey Combest: And how much does, uh, the role of having a good story play to radio?

Melissa Boswell Townsend: Oh, that is what radio is, is storytelling and it's like almost performing the magic. We're, we're the people behind the curtain, you know, making it all look good and sound good. And so it is, it is a very, because we- radio is playing is the mind thing. We're is, you know, audio only, which is what's so cool because you can take a video or watching anything that you have a visual image and an audio image and close your eyes. And if the story's still that good, that visual image never goes away. And so that's what radio does. It is new, says it's very creative and the storytelling is just what's, we do all that with even all our advertising that we do. You know, we make sure it, you're seeing and you're smelling and tasting or whatever. We're trying to like sell the product that we're trying to sell, so...

Casey Combest: I think that's a, a good segue into the next thing, and it's more, maybe more of a point if you wanna add to it, but a lot of times I've, I've heard people become, artists become frustrated, like they just won't play my music. And I think at the end of the day, it's important for artists to remember where you're coming from, Melissa, that you guys have to pay the bills. And you do that through advertising. So if your song isn't good enough, if your, uh, song is just not a good fit genre wise, for the audience listening, if they're gonna bounce off that radio station, Melissa and her team can't pay the bills to keep the lights on. And so keep that in mind as you're making music, as you're pitching your music to different people. Anything to add to that, Melissa? I think that sometimes is forgotten a little bit.

Melissa Boswell Townsend: Well, I get a lot of emails. An email's not good enough.

Casey Combest: What do you mean? Unpack that a little bit more.

Melissa Boswell Townsend: Okay. Sending me an email. I get emails all the time from all, here's a new song from so-and-so artists. Here's a new song from so-and-so artists. What people are gonna want listen to is people's names. They recognize, so have you been a part of your, the radio station, are they, do they know who you are? Another thing like, and I know a lot of songwriters, a lot of songwriters, and if some of 'em sending stuff, I'm gonna stop and listen to their stuff.

But then there's a lot of people that I'm not going to, just because you sent me an email does not mean it's gonna get listened to. More than likely, if I've never heard of you, you won't, it won't get listened to. But if you've contacted the radio station and wanted to talk to one of my jocks, or you came in here, we have people come in all the time and play live on the air, which is super, super cool. We love doing it and we're always welcoming people, but make sure if you're contacting a country radio station and you're sending them your music, that your music is in that line, that is in that format. If this it's country, you know, if you send me a rap song, I'm not playing it on my country station.

And a lot of people just send 'em out to radio stations without doing your research of what that station is or who those people are. So you have to do your research. You have to know who you're talking to, know who the decision person is, know who the production managers are, and that can actually take it and move it from an email to on air.

Casey Combest: Yeah. That's such great advice. Melissa. Thank you so much. I know that there are people clapping right now listening to this podcast. That was incredible advice. You know, context is, is certainly everything. So over the years, I know you've heard some bad pitches and some good pitches, if you don't mind, without naming the artist, do do any memorable bad pitches come to mind and specifically what they did wrong, and if it's funny, even better. And then I'm gonna ask you the flip side in a second.

Melissa Boswell Townsend: Yes. As we get submissions for new songs, you know, especially in the spring when we open up our application process for Mississippi Songwriter of the Year, and it's funny because whoever opens the email first and listens to the song, we can almost tell what their reaction. And we have had some very racy stuff sent to us. We've had stuff that you really couldn't understand what they were saying, and you know, Just because it's, your idea is not necessarily a good idea for everybody, but I don't want to ever like not encourage the creative process, but it does need to fit in the line of what we're, you know, you're trying to accomplish as an artist. So we, we have had everything you can ever imagine.

Casey Combest: I, I don't know why, but for some reason people enjoy. I would call it abusing , the, uh, police guy voicemail. So a lot of times people leave us voicemails of performances and stuff, and I'm like, not the format. Not the format. Not the format. Like, come on, think about what you're doing. People are, people are funny.

Melissa Boswell Townsend: Well, one thing that we're really gonna start trying to do more and in our initiative is, Try to teach people the, the songwriting and how, what's the word I'm looking for? You know, the elements that you must have in order for a song to be heard. Because what's so interesting is when somebody is judging your song, you only have about 60 seconds. All the other stuff that comes after 60 seconds if it's heard is because your first 60 seconds sold it. But if your first 60 seconds is not gonna sell it, whatever else, don't push your good stuff in last and don't have the 60 second instrumental, you know, intro because the first 60 seconds is vital.

Casey Combest: So, so on that, I know there's so much of a good song or songwriting that's just in intangible. It's hard to describe, but there are threads that just make a song stand out. Uh, any tips for songwriters like to make that first 60 seconds matter?

Melissa Boswell Townsend: Well, and I'm not a songwriter, but I've been around a lot and I listen to what they say and it's like you have to have a hook. You've gotta get into what the song is about. And so many people want to, you know, like I said, they'll do like a whole instrumental intro, but you, you're really gonna have only that 60 seconds. So you've gotta hook 'em within 60 seconds. And that's, you know, if you're in, in writing, it is about 150 words. That's, you can get a lot in 60 seconds. But that's just vital to just get that hook going. I mean, if the, you've named the song, well Yell ELs and John earlier. If you name the song that, and you don't mention a Yellow Brick Road until the last 30 seconds of the song, they're confused. .

Casey Combest: That's right. Yeah. Yeah. And I feel like it's kind of a two-fold hook. Like a lot oftentimes when we're in the studio, when the artists we're searching for that melodic hook. But I think it's also, especially when you're dealing with Americana or country, it's the story hook too. Like, give me a reason in that first verse to keep listening because I want to hear the moment unfold, or the story or this person's journey, or whatever it is, unfold a little bit. So yeah, that's great advice, Melissa. Wonderful, wonderful advice. So, Melissa, we've been teasing it, the whole episode, uh, this Mississippi Songwriter of the Year. Tell our listeners a little bit about how that, uh, competition originated and what you guys do with it.

Melissa Boswell Townsend: Well, we began that in 2017 with the hopes of taking. All the creative songwriters and everybody and throughout the state and keeping that rich history that we have in Mississippi, and it's called a Mississippi Songwriter of the Year because you have to be from Mississippi. And we started that. My dad actually went on a trip to Muscle Shoals and started talking 'em to some pretty accomplished songwriters and musicians up there. And just realized, you know, when it's all said and done, the songwriter is really the hero, even though they may not be the person performing the song, but they always own that song as long as they have the royalties for it.

And so every good song only... it's not because of the performer, it's because of the songwriter. So we started Mississippi Songwriter of the Year and have met some absolutely incredible artists. Love seeing, watching their journeys and doing things for them. So we're getting ready to open our applications for 2023 March 1st.

Casey Combest: Nice! Is perfect timing. It is it? And what are some of the incentives for an artist to be a part of this? So I mean, I, I think it's great to have that moniker of like, I'm the Mississippi Songwriter of the Year, but yeah. Are there some prizes or some incentives that come along with that?

Melissa Boswell Townsend: Yes. So this year we're changing number of prize package a little bit to kind of tailor it to what we see the the artist that fits with the artist. But when we take the top 15, the top 15 will perform in front of a live panel of judges. On June 24th at Marty Stewart's Congress of Country Music, Ellis Theater in Philadelphia. That's where we're gonna have it. That's brand new, right? Yeah, brand new. Super excited about that. And I think Marty Stewart, I spoke with him while I was looking at the pl uh, at the venue the other day, and he seemed excited about having it there because he's about, you know, Mississippi music and the winner this year will receive a thousand dollars scholarship, if you will, to any studio of their choice to produce any song of their choice. And they will also, we will also take them to Muscle Shoals cause we have a big tie in up there and show them some of the cool stuff that's gone on and Fame Studio at 3614. And they will get to sit down with some accomplished songwriters that have written hints and just kinda have like a.

Like, what can I do to, you know, make this song better or, you know, what is the format of a hit and all that stuff. So we do that kind of thing. And then we spend the next year promoting any events they have going on, you know, trying to get them some gigs with people that we are tied into. Last year our songwriter went down to the Mississippi Songwriters Festival in Ocean Springs and did a, a set down there, which was really cool cause we were close with those guys and then we, he was at the state fair and did some stuff like that. So we just used any connections we have to grow that songwriter.

Casey Combest: That's great, Melissa. And, uh, thank you guys for, for doing what you're doing. I'm gonna try to talk you in, uh, off air to, to keeping everybody away from Muscle Shoals as a producer here in Jackson. No, I'm kidding. I know. There's so much great history.

Melissa Boswell Townsend: Well, and we do the Muscle Shoals things, not because of for the recording, uh, studios or anything, but to show you what kind of history comes from there.

Casey Combest: Yeah, absolutely.

Melissa Boswell Townsend: You know, And you know, the, what you really can accomplish in music. And like I said earlier, I was just talking to you before we started that my husband's a musician and we were discussing it the other day and you know, we're looking into some different things with for him. And there's just so many opportunities out there. But you gotta have to be self-motivated, you have to be driven, and you do have to have a certain level of talent. and sometimes it's hard to tell people like, you know, you're just, you don't have it, but...

Casey Combest: Sure. It happens and hopefully you don't, you don't have to be, cuz that's no fun to have that, that conversation with anyone.

Melissa Boswell Townsend: But I mean, you do have to be aware of what is good.

Casey Combest: Well, and kind of along that lines as we wrap up, Melissa, and we're gonna let you in a moment, just kind of give people a way to reach out to you and find out more about the songwriter of the year competition. But you have seen so many successful artists over the years. You, I mean, growing up in this industry, like that's, that's, that's such a cool advantage. One of my favorite questions I've asked people over the years is, what are the threads that you've seen? Between those successful artists, between those artists who are maybe just as talented as some other people, but they somehow made it, uh, anything stand out to you?

Melissa Boswell Townsend: You know, I'm trying to think because I'm thinking back to like remembering when, you know George Strait and Reba McIntyre, you know, their big venues was Mississippi Coliseum and obviously now we know that that's not even a big, a big venue and just seeing how these artists, but it's persistence. I mean that is the only word that you could use is they, everybody was persistent and I watched my songwriters that have been are Mississippi songwriters in the past and I watched their persistence, and it's like my husband uses this all the time with his guitar sheet and it's hard work beats talent when talent doesn't work hard. And that is so true because they, they want it. In order for, you do have to keep driving and be self-motivated and just, and want it more than the, this person next to you really.

Casey Combest: Yeah. That's great Melissa. Well thank you for your time today. Uh, for our listeners that would like to enter the competition or find out more about Boswell Media, give them a call to action.

Well, you

Melissa Boswell Townsend: can always email me at melissaboswell@boswellmedia.net, m e l i s s a b o s w e l l at boswell media.net, or for more information about Mississippi Songwriter of the Year, you can go to our website, mssongwriteroftheyear.com.

Casey Combest: Awesome. Thank you so much for your time today, Melissa.

Melissa Boswell Townsend: Thank you, Casey. Look forward to talking to you.

Casey Combest: Absolutely, and thank you guys so much for listening to another episode of the Blue Sky Studios podcast. Have a great day everyone.