In a surprising move, global superstar Beyoncé has ventured into the country music genre with the release of her single 'Texas Hold 'Em.' However, it remains uncertain whether the song will receive love from the country radio format. Radio programmers, still reeling from the shock of her Super Bowl surprise release, have yet to devise a promotional plan for the track. While Beyoncé's foray into country music has become a hot topic of discussion, radio professionals are hesitating to embrace the music that has captured the nation's attention.
The debate over whether country radio will accept or ignore Beyoncé's new music ignited a social media frenzy when an Oklahoma station responded coldly to a fan's request for the new release. The station's email stated, 'We do not play Beyoncé on KYKC as we are a country music station.' This tweet quickly went viral, prompting a defensive response from KYKC's Facebook account later that day, announcing that the station would indeed play 'Texas Hold 'Em.' However, this isolated incident does not indicate how the song will fare on a national scale.
It is worth noting that the Oklahoma station is not a major market station and is owned by a Native tribe, rather than a major radio conglomerate. Therefore, its actions may not accurately reflect the stance of larger chains. Nevertheless, Beyoncé's move into country music has raised questions regarding the genre's historical resistance to embracing Black female artists. If she fails to receive significant airplay on country radio, will it be chalked up to entrenched racism or simply a consequence of country radio's cautious nature and reliance on powerful record companies for guidance?
As of now, there has been no official word from Sony Music Nashville, the label representing Beyoncé, regarding plans to promote the song at country radio. Major radio chains such as iHeart and Cumulus have also remained tight-lipped on the matter. A few reporting country stations played the song once on Monday, most likely during their morning news segments, but without any push from the record label. This delayed response is not unique, as previously, notable country music songs have taken time to gain traction on radio despite their viral success.
Brian Mansfield, editor of the radio tipsheet Country Insider, suggests that a decision about promoting the song to radio may have already been made, but only a select few individuals within Beyoncé's team are privy to this information. The only station that has consistently played the song outside of a news context is KBAY in San Francisco, which tends to have a more progressive music selection. Other than that, country radio stations seem to be taking a cautious approach, waiting for signals from Nashville and the record label.
Bo Matthews, program director and operations manager at KBAY, expresses enthusiasm for playing the song, citing the excitement surrounding Beyoncé's unexpected venture into country music. Matthews believes that country radio should be open to welcoming diverse artists, just as the genre continues to attract artists from various genres. He points out that country is currently the hottest format, capable of accommodating different styles and embracing new voices.
The unexpected nature of Beyoncé's country music debut has sparked both excitement and confusion in the industry. While she previously released a country song, 'Daddy Lessons,' on her album 'Lemonade' in 2016, her decision to release an entire album, 'Act II,' in this genre is unprecedented. There are few precedents to compare, with one being Ray Charles' groundbreaking crossover album in 1962. However, Beyoncé's intentions are not solely to cross over to country but rather to expand her musical realm.
Regardless of the reception Beyoncé ultimately receives, the response to her new songs and forthcoming album will be viewed through multiple lenses. Race, in particular, cannot be overlooked, as the country music genre has historically struggled to embrace Black women as successful artists. The outcome of Beyoncé's venture into country music represents an opportunity to reshape historical patterns or, conversely, to reinforce the lack of success experienced by previous Black female artists in the genre.
With Beyoncé's undeniable star power and her ability to captivate audiences globally, traditional rules may not apply to her country music endeavor. Perhaps this bold move will lead to an engaging discourse on the role of diversity and inclusion within the country music industry. Only time will tell how Beyoncé's country music journey unfolds and whether it will chart a path towards progress and change.
