MPR hipsters rejoice, The Current will be more obscure

Categories: Media is dead
MPRTheCurrent.jpg 

Good news today for those whining hipsters who just don't think Minnesota Public Radio's music station, The Current, is hip enough. Brian Lambert lifted our spirits with a piece profiling the station's new boss, Jim McGuinn. 

McGuinn comes from WXPN in Philidelphia. Steve Nelson is moving to the program director spot for MPR news. Lambert says he was Philly magazine's "DJ of the Year" in '07, creating and operating member-supported Y100Rocks.com for three years. 

His main ideas for the station? Diversify the station's offerings. In a time when everyone has their own personal playlist in their pocket, McGuinn says you need to find ways to offer listeners something they don't already know about. Bring on the hipster dance party and count us in. We've been waiting for this moment.
More from MSP mag:
I told McGuinn that the one rap The Current takes most is that it may be a bit too enamored with sensitive singer songwriters, and there are some people -- even incipient MPR members -- who'd like a bit more up tempo, maybe even, you know, louder stuff from time to time. Give me my Lucinda Williams. Give me my latest Dylan bootleg cut, but also give me whoever the latest variation on Queens of the Stone Age is. 
He begged off on that complaint, but said, "What I like about The Current is that the cement is still wet. You know what I mean?" I did. 
After giving him fair warning about working in the Culoture of Bill Kling, I assured him that MPR was an impressive operation and that when you look at all the dull, lunk-headed junk hyped by commercial stations as "hot" and "hip" with no eye at all to what the next decade will bring, MPR at least has a strategy to turn today's Current listeners into dues-paying KNOW members in relatively short order. 
Whether it'll happen as direct-line as that, I wouldn't bet. But it's a better strategy for the future than feeding your Top 40 audience the same six artists five times a day or your "classic" listeners the music they (vaguely) remember getting to second base with.
It's a longer piece. Read the rest here.
My Voice Nation Help
0 comments
Sort: Newest | Oldest

Now Trending

From the Vault

 

Loading...