Hi, I’m Shayne Hollinger. Being a Program Director and/or Music director isn’t just about finding songs you personally enjoy. It’s about understanding your audience, protecting the sound of your station, and making sure listeners stay engaged every time they turn the dial. That’s why I recently made a Facebook post about something that sparked quite a debate: the importance of production and mastering quality in the music submitted to 95.9 The Ranch.
Some people took issue with my stance that songs need to sound professionally produced before they ever hit the airwaves. A few even said it’s “not my job” to decide whether a song is good or not. But the reality is, that is absolutely part of the job.
As Program Director and Music Director, my responsibility is to curate music that not only represents Texas, Red Dirt, and Americana music well, but also resonates with Ranch listeners. The audience trusts us to deliver songs that sound great alongside the artists they already know and love. That doesn’t happen by accident.
A great song starts with strong songwriting, no question. Lyrics matter. Authenticity matters. Emotion matters. But none of that changes the fact that sound quality matters too. If a song comes in with muddy vocals, uneven levels, harsh frequencies, or no mastering at all, listeners notice immediately — even if they can’t explain technically what sounds off. In today’s world, audiences are used to hearing polished audio everywhere they go, whether it’s on streaming platforms, satellite radio, or FM radio.
Radio is competitive. Every station is fighting for attention. If listeners hear a poorly mixed or unfinished song sandwiched between professionally produced tracks, there’s a good chance they tune out. That’s not good for the station, and honestly, it’s not good for the artist either.
Investing in production doesn’t mean losing authenticity. It means presenting your music in the best possible way. A well-produced song allows the listener to focus on the emotion, the message, and the performance — instead of being distracted by technical flaws. The artists who are finding success in the Texas music scene understand this. They’re investing not only in writing great songs, but also in making sure those songs sound competitive.
That doesn’t mean every recording needs a massive Nashville budget. Some incredible records are made independently and on tight budgets. But there’s still a standard. A song should sound finished before it’s serviced to radio.
At the end of the day, my goal isn’t to tear artists down. It’s the opposite. I want artists to succeed. I want great Texas music to thrive. But part of helping the scene grow is being honest about what it takes to compete in today’s music landscape.
The Ranch has built trust with its listeners over many years. People tune in because they know they’re going to hear music that connects with them and sounds great coming through the speakers. Protecting that standard is part of my job — and always will be.
