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A “Fresh New Music Mix” for the 1980s: Broadcasting Multiculturalism on Crossover Radio

Published online by Cambridge University Press:  23 February 2021

AMY CODDINGTON
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Abstract

This article examines the racial politics of radio programming in the United States by focusing on the development of a new radio format in the late 1980s. This new format, which the radio industry referred to as Crossover, attracted a coalition audience of Black, white, and Latinx listeners by playing up-tempo dance, R&B, and pop music. In so doing, this format challenged the segregated structure of the radio industry, acknowledging the presence and tastes of Latinx audiences and commodifying young multicultural audiences. The success of this format influenced programming on Top 40 radio stations, bringing the sounds of multicultural publics into the US popular music mainstream. Among these sounds was hip hop, which Crossover programmers embraced for its ability to appeal across diverse audiences; these stations helped facilitate the growth of this burgeoning genre. But like many forms of liberal multiculturalism in the 1980s and 1990s, the racial politics of these stations were complex, as they decentered individual minority groups’ interests in the name of colorblindness and inclusion.

Type
Research Article
Information
Journal of the Society for American Music , Volume 15 , Issue 1 , February 2021 , pp. 30 - 59
Copyright
Copyright © The Author(s), 2021. Published by Cambridge University Press on behalf of the Society for American Music.

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Footnotes

I would like to thank Craig Comen, Stephanie Gunst, Victor Szabo, and Brian Wright for their feedback on earlier versions of this article, as well as the many others whose questions and comments at conferences over the past few years have helped shape this work. In addition, this article has benefited from the insightful feedback of the editor and the anonymous reviewers of this journal, and from the hard work of Oliver Kendall, Meredith King, and Lorelle Sang, my brilliant undergraduate research assistants at Amherst College.

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