Cougars Take a Bite of Fresh Sound

Cougar Radio is reborn this semester. With a new slogan, new logo and new attitude, Cougar Radio is becoming something that students can sink their teeth into.

“College radio has always had the ability to change the music industry if done the right way. Mimicking top 40 and popular stations serves as a waste of time and doesn’t teach students about the music industry at all,” said Dan Kimbrough, associate professor of communications and Cougar Radio faculty advisor.

Cougar Radio will begin corresponding with College Music Journal (CMJ), allowing the music Cougar Radio DJs play to influence what is heard on mainstream radio in a few months. The CMJ rating system determines mainstream air waves by allowing students the first listen -- the more times a song is played on a CMJ affiliate, the higher its rating. Professional stations will then pick up the songs that are played.

“The college progressive format allows for students to actually dictate what will be heard on top market stations in the next six months by experimenting with independent music and unheard artists,” Kimbrough said. He remembers seeing Alicia Keys’ name for the very first time on a 1998 Christmas compilation album at his college radio station. He said his station manager didn’t like Keys’ song “Little Drummer Girl” and refused to play it. But through national collegiate radio support, the now Grammy-winning R&B artist became a household name.

This is part of the “music before it is new” approach that Cougar Radio has adopted. The old format of the station allowed DJs to play whatever they wished, but they now play from a library of incoming music -- underground or unknown bands and big name artists’ albums before they go out in stores. They will also play older hits and “college classics.”

Cougar Radio is establishing relations with local sponsors for give-aways and student deals – Quizno’s Subs is the latest company to provide coupons and discounts for MU students.

According to Kimbrough, all of these changes are helping to make Cougar Radio into a true college radio station, rather than just an online jukebox. Kimbrough hopes to turn the station into a starting point for less known artists to get airtime.

Students involved in at the station are also finding benefits of the new format.

“For people to understand the inner workings of it, one must take a hands on approach especially if it is something you want to pursue. It is not one of those things that you can just put songs on and let it go,” said junior and returning DJ Meaghan Rivet. “You have to let personality show through your voice because the audience cannot actually see you.”

Programming has also becoming much more regular compared to earlier years. The station previously was mostly automatic, but this year students can expect original shows Monday through Friday from 12 p.m. until 8 p.m.

“The goal is to make it so there is a solid 40-60 hours a week of programming. To give it a fresh feel. People are there, you can call in to chat,” said Kimbrough.

Next semester Cougar Radio will be broadcasting from their new station in the Student Union, making give-aways and contests easier for students to get involved. The Student Union is currently scheduled to open in the spring semester. Besides a new location Cougar Radio also has plans for a station-sponsored CD, which will feature local bands and a “battle of the bands.”