Minnesota Public Radio: 89.3 the Current
Quality music for a diverse audience
I listen to The Current on a regular basis. When I am in my car, I find myself listening to the radio more than CD’s because of how diverse the music library is. When I am listening to a CD I am often thinking of what song or news I am missing on the current. To rid myself of the possible disappointment I choose to listen always to the current. Before 2005 I would have been shocked at my decision to listen to the radio instead of a Modest Mouse album or Radiohead album; however this was before the inception of 89.3. I was annoyed to the point of disgust at the main stream radio stations that my friends obsessed over. I didn’t like the repetitiveness and quite frankly the songs that played on those stations.
The Current is public radio, funded and sponsored by the surrounding communities unlike advertised sponsored stations. There are three short member drives in order to keep the radio on the air. They entice the listeners to donate by offering gifts and explaining why the current needs to stay on the air. That alone would be enough enticement for me to donate some money to fund my favorite radio station. Why not, it has a hilarious morning show, unlike the mainstream counterparts, it has a huge music library playing songs that mainstream radio wants to play but can’t because they have guidelines. Also, the station provides news, witty d.js such as Mary Lucia and shines a light on local artists and local live music.
After thinking about this and trying to understand why The Current is so different then most radio stations I have came to a conclusion. I think that the people in charge of directing the Current have the right intentions and the other stations, mainly those owned by clear channel have the wrong intentions. Most of the mainstream stations have a strict playlist that they have to adhere to which smashes any trace of originality or innovation. Also, most Clear Channel Communication stations are in the industry to generate as much money as possible so therefore they are not afraid to jeopardize quality. C.C.C stations are hyper commercialized, and regimented to the point where the listeners find it convenient that they can travel across the country and still listen to their favorite classic rock delivered by the same sounding D.J. Really the money hungry executives totally got rid of the real reason for a Disc Jockey because most of the time they don’t even switch out disc, it is being done from a far off location by someone who could be paid from a record company. Conversely public radio acts more in line with what radio used to be like, democratic, enjoyed by a varied audience, and authentic. So if the root of the problem with quality versus mainstream music stations is determined by intentions and intentions are governed by money and profit, what does this mean for the future of radio? I feel that the Current is a radio station that needs to stay on the air and continue to gain more listeners and a broader fan base. It needs to become a role model displaying quality music, journalism and authenticity. Without 89.3 the current, the corporate giant C.C.C would gain more momentum for what it is striving to become, the dominating force in radio.
Jordan Langer