Radio Redemption: The Story of Wide Cut Country

With its creative curation of music and engaging program hosts, it’s little wonder that CKUA has become one of Alberta’s most popular radio stations. Established in 1927, this station focuses on musical discovery, and showcases “the best creative work from Alberta and beyond.” CKUA connects Albertans through 16 FM frequencies across the province and can even be listened to online. Rich diversity in programming is what has made CKUA stand out for nearly a century as a pioneer in radio broadcasting, but for many years there had been an unwritten rule in programming: anything but country music.

Then along came Allison Brock. 

Before joining CKUA, Brock already had an accomplished history in the music industry. Working to establish marketing strategies, Brock had worked with the likes of Leonard Cohen, Jann Arden, The Rolling Stones, and Our Lady Peace just to name a few. 

As she transitioned away from a marketing role to a becoming a program host with CKUA, Brock noticed the lack of representation of country music. This lack of representation was due to a stigma attached to country music. At a time, country music was considered “low brow” music because it was not considered classical. Brock wished to remedy this void between genres. “At the end of the day, music is music,” says Brock. “If you stay open minded, I think listeners can appreciate all aspects of most genres.”

Brock’s pitch for a program was something different for CKUA. Her programming goal was twofold: spotlight contemporary musicians who are making real country and roots music, as well as those who originated it. This balance in programming allows for the listeners to have a deeper understanding of the genre and foster some appreciation for some of its more nuanced qualities. Two weeks after a demo recording, Wide Cut Country was on the air. 

“I was tapping into an unrepresented genre,” says Brock. “The number one comment I hear from listeners is “I never thought I liked country music until I heard your show.”” Clearly, Brock’s passion for highlighting the hidden sophistication of the country genre resonated with listeners. “What’s old is new again. I wanted to show that there was so much great music that country stations weren’t playing.” Twenty years later, Wide Cut Country remains on CKUA’s airwaves. 

While Brock’s Wide Cut Country has lasted over two decades, it isn’t even CKUA’s longest running show. A number of hosts and programs have also reached the twenty-year mark, and Holger Peterson holds the title of CKUA’s longest running host for over fifty years with his Natch’l Blues program. Based on a shared career longevity between hosts, Brock is clearly in good CKUA company. 

What is the secret behind how hosts like Brock have managed to enjoy such a long lifespan on CKUA’s airwaves? “There’s two things that seal the deal on the magic,” says Brock. “One, the announcer is in control. The announcers have the opportunity to play music that is truly meaningful to them, and that translates and helps turn people on to music. Second, CKUA has one of the largest music pallets on the planet, and it’s all curated by hosts who are passionate about the listener’s experience.”

With over 30 different hosts, CKUA offers listeners a rich musical experience through its diverse programming. Weekday programming consists primarily of host curated segments not bound to a specific genre, while weekend shows are usually built around a specific theme, such as Brock’s Wide Cut Country. 

The station offers a little something for all lovers of music, such as metal with Erin Ross on The Decibel Meter, jazz with Kodi Hutchison on A Time For Jazz, or indigenous music from around the globe with Celeigh Cardinal on Full Circle. Or perhaps you like to start off your mornings with alternative and eclectic sounds from back-to-back morning program hosts Grant Stovel and Baba Singh – two hosts who display the uncanny ability to always have a smile in their voice. 

While Brock’s Wide Cut Country filled a programming void on the station and she wish to support this unrepresented genre, one question remains: why country? 

For Brock, the answer is simple: “Country is nothing more than three chords and the truth.” Driven by a passion and love for classic country and roots sounds, Brock’s program has introduced countless listeners to the hidden depths of country music. While the time of the unwritten rule of “no country” has passed, Brock’s respect for the genre has helped illuminate a humble reverence that can be detected by a keen ear. 

From marketing, to hosting her own radio program, Brock’s experiences in the music business have lead her to many career milestones, and fans of music are all the better for it. “I worked in the music business my whole life,” says Brock, remarking on the joy working on her program brings her. “I wrote in a card to the director that hired me and I said ‘you changed my life.’ “Ultimately, 38 years in the music business has actually been 38 years in service to artists and music – and Wide Cut was one of the greatest vehicles for that service.”

For more information about CKUA, visit www.ckua.com.