The Lowdown with Matt Talluto
HisAir: In January you launched a new Christian Rock station Iron-FM. How were you able to persuade Strong Tower Christian Media into moving forward with the idea? … take us through that process?
Matt: After being forced from secular radio during covid which resulted in my family and I getting saved, I stopped listening to the active rock format all together. And having been in the industry for 30 years at that point (on-air, programming, etc.), I realized that Christian radio in terms of music formats, predominantly targets women. Which is great! But, what about the husbands? What about their sons? Where is the Christian format that speaks directly to the blue collar male that most of those women are married to?
So, I prayed. And God answered by putting it on my heart to put in motion what I learned during those years in secular rock. And that’s what I did!
However, I wasn’t familiar with Christian rock bands outside of Stryper and Skillet. Then, it was as if God downloaded the entire library to me. Out of nowhere my Spotify suggestions became more fruitful with what I needed at exactly when I needed it. And after a few months, I had precisely the right amount of songs to supply the rotations I was looking for.
Meanwhile, my friend and former co-worker Keith Holmes expressed interest in what I was building. This lead to him providing my imaging voice/production. The station was complete…but only for me, as I had no money to promote it.
It couldn’t have been 2 or 3 weeks later that our CEO, Tracy Figley, mentioned in a staff meeting that he and the board members were looking for towers in other markets….and….considering the possibility of new formats to bring the Lord’s word to more people. (Huh?) I immediately asked to speak to him and told him about this rock station the Lord put on my heart to build. He then had me pitch it to the board members myself a week later. I began the meeting in prayer and proceeded to share my vision, my history in the rock format, and questioned why men (25-54 / 18-49) aren’t targeted in Christian radio. They responded with a resounding yes, followed by asking “how much capital is needed to begin?”
HisAir: How has the new station been received?
Matt: The response has been huge! With almost no promotion for it, outside of the initial social media campaign, a feature article in Christianity Today, trade announcements, and a couple stage mentions in Columbus/Cincinnati at Winter Jam, we’ve had a couple thousand downloads of the IRON-FM app across the country as well as Europe. All positive from men saying they “finally have a Christian station that speaks to them through the music that THEY love.
HisAir: Christian Rock has never really found a home on radio as of yet, why is that, do you think that can change? IS Iron FM in a away a test?
Matt: Honestly, I can’t answer why it never found a home. But I ABSOLUTELY know that can change, and will…thanks to a broadcast ministry like Strong Tower that doesn’t fear new territory. Because we as Christians are told in Ephesians 5 to “Imitate God, therefore, in everything we do. To follow the example of Christ”. And because Jesus Himself left the temple to bring the word to those outside the church, I’m choosing to follow His lead. To bring the gospel to a demo that is not being completely served. A demo that’s in need of it…especially right now! This isn’t just about rock, Christian rock, or whose guitars are louder. This is about lifting men back up and encouraging them in between the records. To return to our roles as fathers, husbands, and household leaders as described to us in the Bible. And if God has called me to combine the skills I’ve learned in the rock format with His word, then I’m going to be obedient and do just that.
As for IRON-FM being viewed as a test, I guess I can see how some might view it that way. I choose to view it as breaking new ground. Ground that may have been attempted to be broken before. But this time with the right tools.
HisAir: What is being done to get the word out and market the new station?
Matt: Well, interviews like this one helps! (lol) But we have more social media campaigns planned, guesting on Christian podcasts, networking, etc.
HisAir: How will you measure Iron FM’s success?
Matt: At this point, it’s by watching the daily upticks in app downloads and TSL of those that have it. Eventually that will include watching the market share increases when we’re on terrestrial signals. But forget the radio stuff, the real success is heard in the feedback we’re already getting from the men whose faith and lives have seen improvements because the gospel is being conveyed through the music and content heard on IRON-FM. Although, hearing that a nonbeliever accepted Jesus as his Lord and Savior because the programming on IRON-FM moved him, THAT will be success…for God!
HisAir: Are you planning to put Iron FM on an “over the air” signal in the future?
Matt: Yes. Our CEO has his feelers out for a terrestrial tower. But who knows, maybe one day God will arrange for Strong Tower Christian Media to provide IRON-FM to other towers as well.
Matt Talluto is Station Manager, Program Director, and host of The Morning Forge for IRON-FM, a property of Strong Tower Christian Media. He’s programmed and hosted afternoons for rock stations throughout the Midwest since 1993 (Cincinnati, Milwaukee, Grand Rapids, Lansing, Fort Wayne). He also served as rock specialist for Radio Consulting Services from 1/22 – 2/25.
Contact: matt.talluto@ironfmrocks.com or call (937) 424-1640.