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An emerging segment of the music industry is also one that springs from the oldest form of American sound ... Native American music. Earthsongs, a radio program broadcast by the Koahnic Broadcast Corporation (KBC), has its roots in tradition but an emphasis on today—recognizing the talent of contemporary Native singers, songwriters and musicians.
In 1999, Anchorage-based KBC struggled to keep its news and music programming—including Earthsongs—on a dozen radio stations around the country. "Mainstream radio stations often reject our programming without even listening to it," said KBC marketing manager Cassandra Shumate. "They think it's just flutes and chanting—but contemporary Native music is so much more."
A year later, with a grant from the Allen Foundation for Music, KBC has won prestigious awards and is carried on over 30 stations. Foundation funds are bolstering marketing efforts, strategic partnerships, and new technologies to bring KBC audiences they once only dreamed of.
Greg McVicar, Earthsongs' program host, adds, "New technology, like live streaming simulcasts and Web site channels, will allow us to bypass those stations who won't carry us and go right to the listeners. We're actually realizing our vision of alternative networks."
KBC envisions their Web site becoming the ultimate portal for Native music, arts and culture. As KBC contemplates a more entrepreneurial future, McVicar says, "Foundation support has given KBC a sense of freedom to think ambitiously and take risks. It has brought us to new partnerships and technology—and those are things that will ultimately breach barriers for our people."
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