Is Red Rag Top Driving Controversy?
 

Billboard Country Monitor
Sept. 27 2002

Tim McGraw began his career as a radio hit maker with the lyrical controversy "Indian Outlaw." Eight years later, another more sober McGraw song is again sparking controversy.

The lyrics of "Red Rag Top," the first single from McGraw's upcoming album, due Nov. 26, deal with an abortion and it's emotional aftermath. While most PDs support the song and say the listener reaction has been positive, other report complaint calls, and a handful have pulled the song or refused to play it altogether.

Written by Jason White, "Red Rag Top" begins as a coming-of-age song about the relationship between an 18-year-old girl and the 20-year-old narrator. But in the second verse, the woman is pregnant, and the narrator sings, "Life was fast and the world was cruel/ We were young and wild/ So we did what we did and we tried to forget/ and we swore up and down there would be no regrets."

In the song's final verse, the couple has long broken up, and the narrator sings, "You do what you do and you pay for your sins/ And there's no such thing as what might have been/ That's a waste of time/ Drive you out of your mind."

WSM-FM (Live 95) Nashville pulled the song after a handful of spins because of listener complaints about the lyrics. PD Kevin O'Neal, who says he was "just being safe" has since reversed that decision. "I think the song is reality," he adds. "We are not in the censor business."

But at least one PD says he is "unlikely" to ever play the song again. WCOS Columbia, S.C., OM/PD Ron Brooks said his station "played 'Red Rag Top' on a Friday afternoon and took calls for about 45 minutes. We did not say what the song was about; (we) just asked the audience to listen closely and give us their opinion. Approximately half of the calls were strongly against the song due to the characters' choice of abortion. Many folks also felt that that song did not reflect nearly enough remorse over the decision, regardless of their personal stance on abortion.

"Abortion is the most diverse issue in our nation, and it is a very hot topic in this part of the country," Brooks adds. But I also think that this is a topic with no upside right now" It's frustrating to me to go in to the fall (ratings) book anticipating new music from one of our current superstars and we get something this dangerous. Our superstars can get away with a lot, but there are also limits. The country audience in Columbia expects WCOS to be a radio station where they don't have to worry about their kids being exposed to what they would consider dangerous content."

Such controversy doesn't appear to have held the record back on the Country Airplay chart. It debuted at No. 34 two weeks ago, rising to 22 this issue.

Carson James, VP of promotion and media at Curb Records, says he has heard very little negative feedback from radio. "It's about three things: pain, loss and regret," he says of the song. "It's country personified."

James says it was a joint decision between McGraw and Curb to launch the album with "Red Rag Top," calling it the "standout single that both Tim......and (the label chairman) Mike Curb recognized (as) an obvious choice."

SET-UP IS EVERYTHING

Still, concern about potential complaints lad many stations to set up that song's on-air debut carefully. "I played it on the morning show and set it up as a controversial song and asked for listener input beyond "I like it" or "I don't like it," KFKF Kansas City PD/ morning co-host Dave Carter says. I didn't get one complaint. To the contrary, I got comments like, "This is real life, and country is about real life."

WGAR Cleveland PD Meg Stevens says, "We have a web site that we put surveys on, and I've asked if the song should be played, without referring why, and it's overwhelmingly positive. Tim's one of our listeners favorites."

"We are playing the song because it is Tim McGraw, and he is a core artist," KBQI Albuquerque, N.M., Sammy Cruise says. "I was concerned about audience reaction at first. I asked for listeners' thoughts when I played it the first time. I told them that some folks are calling it a controversial song. I didn't say what it was and encouraged them to call in. I took about 50 calls, and only about one didn't like it because of the abortion issue. She said that folks might take is as Tim saying it's OK to get an abortion if you aren't ready to have a child when you are that young. The rest of the listeners said that the topic was a real-life situation. They didn't seem to mind. Some love it." But Cruise also notes, "I haven't received one request for it at all, at least (not) on my afternoon show."

"We love "Red Rag Top," KMPS Seattle OM/PD Becky Brenner says. "Listeners have really connected with the pain expressed by the boy/man in the song. (Jocks) Tony Thomas and Ichabod (Cain) did a great job setting this up as a song about the regrets we have about some of the decision we make. I think anyone who is against abortion will see the line, 'you pay for your sins,' as being against abortion. Anyone who is pro-abortion feels like the song supports the 'you have a choice' aspect
of the controversy."

A number of stations Airplay monitor spoke with agreed with WKDF Nashville OM/PD Dave Kelly, who says, "The requests are steady. We have had a complaint or two, but not enough to make (MD) Eddie (Foxx) and I consider taking it off the air."

Many others have not fielded any complaints at all. "We love the song at KILT and KIKK," says Darren Davis, group PD for the two Houston stations, "We've had two complaints, and our two stations are the national spin leaders for the song. Tim just keeps the hits coming."

"So far, no complaints at all on this record," KEEY (K102) Minneapolis OM Gregg Swedberg says. "We had major complaints with Tim's "Indian Outlaw" and had to pull that one, but this had been nothing but positive so far."

The Lyrics Whiz By

The lack of complaints has surprised some PD's, who still expect some when listeners eventually figure out the song's subject matter. Those PDs include WYYD Roanoke, VA's Chris O'Kelley, who says, "I figured in my area I would get something like what is going on [elsewhere,] but I haven't, and I am surprised."

WQDR Raleigh, N.C., PD Lisa McKay just began playing "Red Rag Top" and says that thus far she has received "only requests. I'm sure when listeners actually figure out the story, they will complain. (in my) very pro-life (region)."

KZLA Los Angeles OM.R.J. Curtis says, "People are used to Tim's voice, (and) they melody is hum able. At first, they'll get caught up in all that and not hear the lyrical content the first few listens. Remember, it takes a bunch of listens for people to really absorb songs. The 'sound' of the song belies the potentially controversial content. That content does not match the listener's expectation of what a Tim McGraw song usually is.

"I think the deepest song prior to this from Tim was 'One of These Days,' "Curtis continues, "Bottom line here for us. The jury isn't in yet, and we'll wait and see. But I think you have to play a Tim McGraw song when it comes out and let the listeners tell you their opinion. So far here, it's not an issue."

COUNTRY IS REAL LIFE

Several PDs, like KMLE Phoenix's Jeff Garrison, note that "country songs have always been about real life. 'Red Rag Top' is another great song about life. Listener response in Phoenix is positive.

WYRK Buffalo, N.Y., PD John Paul agrees. "Listener response over the phone has been positive. We haven't gotten any negative calls, and I don't intend on making a big deal over the lyrics. Country music is about real life, and those lyrics are pretty real. It's a great song."

That's how McGraw's manager, Scott Siman of rpm management, sees it. "Tim, when he heard the song, recognized that it was a real song, about real issues and things people have to deal with," he says. "He views it as truly a slice of life."

Siman says neither he nor McGraw expected a controversy, but they both "hoped it would be a song people talked about." Siman was surprised when someone told him that the single should have come with a warning label. He wonders, "What would you put on there? 'Contains a great country song by a great singer'?"

Siman also believes it's exactly the kind of song the format needs. "There came a time in our format where we tried to get lyrically, politically correct, and that was part of the reason we had a very down (cycle) in country music," he says. "As a format, one of the ways we will grow is (by) getting back to some of those songs that are tougher, harder, and not just 'true blue, I love you.' There should be no song in country radio that is not lyrically permissible."

HANDLING COMPLAINTS

So how are PDs who do get complaints handling them? Stevens told listeners that "if there was an overwhelming demand not to play the song, we wouldn't, and that that was not happening. The song won't work in some places. That's what our job is as programmers, to know about our local community." She also thinks listeners are missing the aspects of the song that are "completely about regret."

WYAY (Eagle 106.7) Atlanta PD Steve Mitchell fielded a complaint "from a father who was riding in the car with his son and asked what they meant about not keeping the child. To anyone who would complain, I would simply say, 'Next time, listen to the whole song.'"

WESC/WSSL Greenville, S.C., OM Bruce Logan also fielded one complaint "from a very nice, polite man who said he couldn't believe his favorite radio station was playing a song 'promoting abortion.'" Logan pointed out the "you pay for your songs' lyric" but seemed to connect more when he told the listener, "This song was no more promoting abortion than "Ol Red" was promoting prison break."

VERSE ON ABORTION RAISES CAUTION FLAG FOR "RED RAG TOP"

Reaction to McGraw's lyrics is cause for concern
 

Radio and Records
Sept. 27th 2002

"She Thinks His Name Was John." "The Thunder Rolls." "Goodbye Earl." "The Pill." These songs pushed the lyrical envelope. Some were banned by Country radio before becoming huge hits, but they were all about real life and real people; they made listeners think. Now, Tim McGraw's "Red Rag Top" can be added to that list.

For those unfamiliar with the song, a portion of its lyrics are reprinted on these pages. The songs' apparent reference to abortion has caused quite a stir in some markets and nary a peep of protest in others. And some skittish programmers aren't' playing the song - at least not yet.

The allusion to abortion is not the only controversy being generated by this McGraw single. Some programmers also question the manner in which the record label distributed the song and its' perceived failure to raise a red flag regarding the lyrical content.

Programmers have taken issue with the fact that the song was made available to stations for download at 6am local time on its release date. Many told their morning show producers to download it and get it on the air as soon as possible; it was, after all, brand-new music from one of country's superstars. As a result, in many instances the song hit the air before being previewed by anyone at the station.

A Local Decision

The decision whether to play "Red Rag Top" is base don each market's audience - perhaps more so than for any other record in recent memory. That comes through loud and clear - and quickly - when you have the national perspective of a group programmer and consultant.

Regarding his stations' decision to lay the track, Regent communications VP/Programming Bob Moody says, "There appears to be a very real geographic aspect to this song. I have a station down South - KMDL/Lafayette, LA - that is in an area that is 80%-90% Catholic. The station is right down the road from Tim McGraw's house, and it has been involved with lost of promotions with him.

"KMDL want to support his career, but, at the same time, 80%-90% of its listeners view abortion as a mortal sin. So, as of now, it's not playing the record. It's too early to tell if it ever will.

"WGNA/Albany, NY already has it in medium rotation and hasn't gotten any complaints. Dothan, AL is home to a lot of Baptists and Methodists, and the first time WDJR played it, [OM/morning personality] Jerry Broadway received a call from a woman who screamed at him.

"It is absolutely a local decision. I've been telling my programmers, 'You live there and know how abortion plays out in your market; you know the religious boundaries of the market and how liberal or conservative it is. I'm depending on you to tell me if it's appropriate for your market.' Thus far, most have been reluctant to play it."

Getting Comfortable And Connecting

Despite receiving a rash of complaints after first airing the song, WKIS/Miami PD Bob Barnett added "Red Rag Top" last week, but he offers this caveat; "I'm officially adding it with the mind-set that we can stop playing it if the situation gets ugly. Just because you add a song doesn't mean you can't drop it later."

Barnett says that he was very surprised by the complaints from his listeners, adding, "I would have expected the song's lyrics to be far less of an issue in a liberal, hip city like Miami."

The most fascinating aspect of Barnett's decision to add the record is his well-thought-out reasoning on this very emotional subject. "I hope that, after hearing the song a number of times, people will begin to understand the concept of the songs as a whole and that they will judge the entire song - not a single verse, " he says.

"It's troubling that people get inflamed by their early assumptions, which is why I want listeners to get comfortable with the song and hear the verse in the entire context of the songs --how it is meant to be heard.

"'The Thunder Rolls' didn't glorify violence, as some of the real complainers claimed. Singing about a subject doesn't glorify it. But it is part of real life as portrayed in a four-minute song. We can't pretend that the dark sides of life don't exist.

"The card I'm playing here is that of the people who have been touched by abortion. There are probably more of them in the world who have regrets similar to those expressed in the song - those who are not proud, but sad and remorseful - than people who have a cavalier attitude about it.

"People get strength from knowing they're not alone in certain situations, that they're not the only ones feeling a particular way, and they get that support and strength from music."

Riding The Line

Barnett continues, "I also want to make sure that the decisions I make about it aren't based on my own prejudices or fears of how pro-life advocates might respond. Then, if I begin to get negative research or massive complaints, I will know they come from people who understand the song, and I can reconsider its role on the station.

"We've had other songs - 'Goodbye Earl,' 'Sin Wagon' and 'The Thunder Rolls' - that rode that line but went on to become big hits as people began to understand the message within the entire song. All those songs received initial negative responses from some parts of the audience, but, ultimately, they turned out to be well-received, well-testing songs in this format.

"Of course, there are other songs like those that didn't make it. But I am starting out with the broad assumption that, because McGraw is one of this format's biggest stars, this song could go on to become a huge hit. While one of the verses may not be in synch with the expectations of pro-life advocates, the overall message of the song is. I'm actually optimistic that we won't continue to get the kind of feedback we first received."

Moody isn't quite as optimistic as Barnett. "This is a no-win situation for radio," he says. "Abortion is one of those subjects that split 50-50 - no matter what; you're going to make half of your audience unhappy with you. I'm most angry with the label and Tim for putting us in this position to start with. There had to be other songs on the album they could have put out."

Red Flag For 'Red Rag Top'?

Moody is keeping close tabs on the song, noting that stations that don't add it can still gauge reaction to it. "Now that it's in the top 30, it will be getting airplay on the countdowns and other weekend shows, " he says. "Plus, I understand it's been added by After Midnite. That's a way for stations to get some audience response without actually adding the record."

On the business side of the "Red Rag Top" issue, Moody says he feels a bit "torpedoed" by the label's release tactics. "I don't think it was right that they didn't give us a heads-up about the lyrical content in advance," he says, "if they had, we would have known what we were dealing with and had the chance to make an initial decision about playing it.

"There are some things - like abortion and religion - that you just don't talk about on the radio. Those are subjects that you know are going to get you in trouble. The Curb folks had to know that this would be a controversial song. They made a lot of enemies by deliberately putting this out without giving us a red flag."

Barnett feels that if country programmers are looking for a scapegoat for unwittingly putting a controversial record on the air, they need look no further than their bathroom mirrors. "Every PD in America knows that one of their responsibilities is to screen the music," he says. "I should never have made the assumption that, since it was Tim McGraw, it was OK to just get it out as soon as possible without worrying about it.

"My morning crew put it on the air the minute it was downloaded. Historically, we felt we could trust that the song would be a Tim McGraw hit because he's been on such a winning streak the last few years.

"It was our mistake, not the label's mistake. They did what they needed to do. There's no law that says stations had to play it at 6am - or at all - if there was doubt as to whether it was right for the station. Each PD or MD is responsible for what gets on the air.

"PDs who made the same mistake I did and gave their morning personality or producer full authority to air the song may regret that decision, but they shouldn't blame the label. It all boils down to the fact that PDs controls a certain degree of their own successes and failures as far as programming is concerned."

Feeling Burned

Barnett admits that he does regret his decision to let the song go on without hearing it first. "In hind-sight, I realized that I would much rather make the decision whether a song is appropriate before I hear it on the air," he says, "That's a lot easier than making that call after the fact."

Will those regrets cause him to change his policies? "Again, its no one's fault buy my own," he says. "However, having been - at least in my own mind - burned, I will never again make a blanket decision to download a song and get it on as soon as possible. For my own peace of mind, I have to know that I'm making the right decisions about the music that goes on WKIS."

Barnett also offers a rather interesting view on whether Curb should have warned programmers about the song's controversial content. "I think they handled it correctly," he says. "If they had put some kind of warning label on it, it would have smelled of hype and of them trying to create a controversy. It would have looked like a big publicity stunt.

"I applaud and respect them for not going down the path of shameless promotion by trying to create an event. This way, they just put it out and let individual programmers make the decision for their own markets. It would have worked out just fine if we had all done what we're supposed to do."

Final Verdict

The final verdict on "Red Rag Top' is, of course, far from in. You can follow programmers' decisions on the song every week in the music pages of R&R and on our website, www.radioandrecords.com. You can also follow the song's daily progress on Media base 24/7. Those three places are where you'll find the real story of what PDs and their audiences think about any song.

Thus far, "Red Rag Top" is one of the fastest-moving songs on the R&R Country chart. It debuted at No.31 and vaulted to No.21 in its second week. As of its second week on the chart, 111 of 151 R&R Country reporters had added the song.

A number of stations have moved it to heavy or medium rotations, including (second-week plays in parentheses) WMZQ/Washington (23); WGNA/Albany, NY (18); WYUU/Tampa (42); WRNS/Greenville, NC (29); WYYD/Roanoke, VA (27); WGTE/Baton Rouge (58); WWQM/Madison (35); WYCD/Detroit (18); KEEY/Minneapolis (27); KPLX/Dallas (45); KILT/Houston (49); KIKK/Houston (66); KTST/ Oklahoma City (40); KCCY/Colorado Springs (32); KUBL/Salt Lake City (28); and KNCI/Sacramento (21).

Among those who have yet to add the record (as of Sept. 20) are WDSY/Pittsburgh; WTQR/Raleigh-Durham; WKHK/Richmond, WITL/Lansing, MI; KSD/St. Louis; KRMD/Shreveport, LA; KHEY/El Paso; WNOE/New Orleans; WGKX/ Memphis; WAMZ/Louisville; KFDI/Wichita; KKBQ/Houston; KVOO/Tulsa; KWNR/Las Vegas; KSON/ San Diego; KWJJ/Portland, OR; KFRG/Riverside; and KRTY/San Jose.

Moody is a bit troubled that there may be repercussions yet to come. He is surprised that national publications or TV networks haven't yet picked up on the controversy, and he has some concerns about what might happen as the song becomes more prominent.

"I wonder if some national anti-abortion organizations might pick up on this and organize against it," he says. "I fear that there's also the potential for a sponsor backlash if the song begins to get negative national publicity."