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Ross on Radio

by Sean Ross / rossonradio@radio-info.com / 973.763.1306

Issue 086 Vol. 1 / Tuesday, April 27th 2010

 

Which Throwbacks Will Gen-X Keep? Throw Back?

New Radicals sleeve

Since Entercom’s
KBZC (The '90s Buzz) Sacramento, Calif., became the first major station to adapt a ‘90s-based format last Memorial Day, I’ve gotten a call with each new launch from a well-respected industry friend, dubious about the format’s prospects. There are too many types of music that don’t go together, he says; it’s a weekend special, not a format. And with new launches of “Gen X Radio” having become a weekly occurrence, my friend and I are on the phone a lot.

The criticisms of the ‘90s format are, in many ways, the criticisms of every gold-based format since the first all-‘70s station signed on in 1993; (a time at which you could have barely conjured two hours of legitimate ‘90s pop hits, much less an entire station). And the mortality rate of all-‘70s, all-‘80s, or Jammin’ Oldies stations tends to embolden the critics. It’s pretty safe to say that, regardless of the ultimate legitimacy of the ‘90s format, not every station switching in to the format these days is going to exist in 3-5 years.

But the years have borne out that every generation wants the music they grew up with. The issue with new gold-based formats always turns out to be the delivery system. Even when the stations don’t persevere, much of the music does prove to be durable.

And here’s how it typically happens:

It always starts with sheer willpower—PDs who are quite aware of what songs currently test, but think the timing is right to start bringing back the rest of the hit music from those years. The music that tested well for a sustained period at the outset of the ‘70s format was almost entirely Classic Rock. The ‘90s music that currently endures at other formats is mostly Alternative and a handful of Hip-Hop titles. The often-rhythmic oh-wow songs that PDs have been waiting to play on the radio again since their childhood generally don’t test. One of the reasons that Clear Channel’s version of Gen X got quicker traction at WLGX Louisville than KBZC did may have been because it allowed itself to bring in some ringers—playing some proven hits from the late ‘80s (particularly the hair band era) and the early ‘00s.

All-‘90s PDs have started like their previous counterparts did, by going heavy on “oh wow” records and tempo-driven jock faves. “I Wonder What She’s Doing Tonight” by Boyce & Hart was a staple of Oldies in its early days on FM. “Jump Into The Fire” by Nilsson was on most Classic Rock stations in that format’s first few years. When the all-‘80s stations came along, it was “Missionary Man” by the Eurythmics that you heard everywhere. And in the early days of Bob- and Jack-FM in America, it was “Smoke From A Distant Fire” by Sanford Townsend Band and “Lick It Up” by Kiss, and a dozen others that weren’t safe but became part of the “safe list” anyway.

Now, at the ‘90s stations monitored thus far by Nielsen BDS, the most played songs also include nuggets like New Radicals’ “You Get What You Give” and Gin Blossoms’ “Follow You Down” that aren’t reliable testers elsewhere. (The lean is still to the rock side, with more enduring hits like Stone Temple Pilots’ “Interstate Love Song,” Black Crowes’ “Hard To Handle,” and Sublime’s “Santeria” in there, too.) The rhythmic “oh-wows” come further down: Mark Morrison’s “Return of the Mack,” DJ Jazzy Jeff & Fresh Prince’s “Summertime,” Wreckx-N-Effect’s “Rump Shaker.” (Even proven ‘90s rhythm hits like “Killing Me Softly” and “Hypnotize” are further down on the list.) Then you get to the truly lost songs: Nelson’s “(Can’t Live Without Your) Love & Affection” or Sophie B. Hawkins’ “Damn, I Wish I Was Your Lover.”

Most of the tempo stiffs will select themselves out at some point. But some songs that don’t test will take hold over the next decade—long after some of the Gen X converts are gone—and they won’t be the ones you’d expect. Few would have predicted at the time that “Don’t Bring Me Down” by Electric Light Orchestra would still be in Classic Rock and Greatest Hits libraries, but “Turn To Stone” wouldn’t. Or that “Magic” by Pilot would test anywhere. Or that disco would get three years on the radio as a current style, but a decade as a significant part of AC and Greatest Hits libraries.

Even anthems like “I Will Survive” and “Get Down Tonight” needed a few years on the radio before they started testing again. A truly lost song like Pilot’s one American hit needs longer than that for an audience to even remember what it is. Having ‘90s pop and rhythm back on the radio then becomes the first step to letting the audience figure out which ones they’re glad to have back. Some PDs will use research to triage; others, as is typically the case, will use each other’s “safe lists.”
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WLGX (Gen X Radio) Louisville logo

This seemed like a good time to check in with Clear Channel’s first entrant into the ‘90s-based format, WLGX (Gen X Radio) Louisville, which has spurred sister stations in Tulsa, Okla., and Tallahassee, Fla., since launching last summer. In the fall, WLGX was up 3.8-4.3 and fourth in the market 12-plus. (Citadel, meanwhile, has launched similarly positioned stations in Baton Rouge, La., Memphis, Harrisburg, and Salt Lake City.)

WLGX is now hosted in mornings by Matthew Blades, based out of KMXP (Mix 96.9) Phoenix. Blades was doing about 4-5 very brief breaks an hour – divided almost evenly between short bits and PPM-style “coming up in eight minutes” teasers for those bits. As you might expect, there were also ongoing references to this being Kentucky Derby Week.

Here’s Gen X Radio at 6:15 a.m. yesterday:

  • Coolio, “Fantastic Voyage”
  • Green Day, “When I Come Around”
  • Spice Girls, “Wannabe” (staged as a “Lost Hit”)
  • Toad The Wet Sprocket, “All I Want”
  • Neneh Cherry, “Buffalo Stance”
  • Incubus, “Drive”
  • Technotronic, “Move This”
  • Dave Matthews Band, “Ants Marching”
  • Michael Jackson, “Do You Remember” (Lost Hit)
  • Collective Soul, “December”
  • Paperboy, “Ditty”
  • Verve, “ Bitter Sweet Symphony”
  • Cece Peniston, “Finally”
  • Smash Mouth, “Walking On The Sun”

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Rihanna sleeve

Not that Rihanna exactly needed a “comeback” at Mainstream Top 40, but “Rude Boy,” No. 1 at the format this week, is still the sort of success most of us would have wished for her. And it comes after the “Rated R” album’s odd first calling card, “Russian Roulette,” which peaked mid-chart, and the second single, “Hard,” which glanced off the Top 10.

In other words, it’s another case of the real hit from an artist’s project being the third single. And a quick look at the most-played gold at Mainstream AC reveals a long honor roll of third and fourth singles that might not have been the first to become airplay hits, but still turned out to be more enduring at radio than the songs that preceded them: Tom Petty’s “Free Fallin’,” Bryan Adams’ “Heaven” and “Summer Of ‘69” (third and fourth, respectively, from “Reckless”), Fergie’s “Big Girls Don’t Cry,” Michael Jackson’s “Man In The Mirror” and “The Way You Make Me Feel,” and Hootie & the Blowfish’s “I Only Wanna Be With You” among them.

Like the above list, “Rude Boy” is more proof that what’s enduring at radio isn’t always obvious. And proof that the “two and we’re through” mentality, which seemed to take hold as labels looked to cut costs in the mid-‘00s, doesn’t always have the best yield. It’s hard to imagine a label bailing on Rihanna after two singles didn’t yield a clear smash. But an artist further down the food chain might not get the same consideration.

At the other end, Fergie’s success seemed to reactivate the notion that a successful project could go deep; now that she’s back with Black Eyed Peas, they’re currently at single No. 5. Label mate Lady Gaga is either on the seventh single from “The Fame” or the third from “The Fame Monster,” depending on how you count. During the worst of Top 40’s mid-‘00s product slump, “two and we’re through” seemed like a lose-lose situation: labels and radio both needed those hits. At this point, Top 40 may feel like it isn’t struggling for music. I’m guessing the labels still don’t have enough hits to throw anything back.

Have a great week. Back with more Ross On Radio on Thursday.
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Hughes Cruise

Kat DeLuna performance

Radio One chairman/CEO Cathy Hughes leads the closing celebration of the broadcaster’s five day “One Love Gospel Cruise” which gave listeners the chance to set sail with Shirley Caesar, Donnie McClurkin, Vickie Winan, James Fortune, Regina Belle, Vanessa Bell Armstrong, the Clark Sisters, and numerous others. In the second photo, McClurkin leads a Bible study for listeners.

Your Man In Lima

Josh Turner

WFGF (New Country 92.1 The Frog) Lima, Ohio’s Josh Turner concert raised over $53,000 for St. Jude Children Research Hospital. Pictured, from left, are St. Jude’s Kayla Sechler and Emily Toney, WFGF PD/p.m. driver Dave Crosser, WFGF promotions/middayer Liz Mantel, Turner, and WFGF morning hosts Big D & Bubba.

Sean Ross is Executive Editor of Music and Programming for Radio-Info.com. He is also a consultant to the radio and music industries, and VP of music and programming for Edison Research. He can be reached at 973.763.1306. Stations he has recently worked with in his Edison capacity are asterisked.

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Ross on Radio
April 29

WSTR (Star 94) Atlanta, Top 40
“Meet iCarly” - Miranda Cosgrove

WVEE (V103) Atlanta, Urban
“Soul Session” - Monica

April 30

CHDI (Sonic 102.9) Edmonton, Alb., Alternative
“Sonic Session” - Save The Whale

KRSK (The Buzz) Portland, Ore., Adult Top 40
“Buzz Lounge” - Diane Burch

WQEN (The Q) Birmingham, Ala., Top 40
“Schaeffer Eye Center Crawfish Boil (Day 1)” - Alice In Chains, Akon, Seether, Theory of a Deadman, Fuel

WWQM (Q106) Madison, Wis., Country
“Free Concert Series” - Steel Magnolia, Pat Watters Band

May 1

KDGE (Edge 102.1) Dallas, Alternative
“Edgefest” - Limp Bizkit, Three Days Grace, 30 Seconds To Mars, Deftones, Flyleaf, Switchfoot, 10-Years, Phoenix, Metric, Cage The Elephant, Violent Soho, Crash Kings, Neon Trees, ISHI

KSCF (Sophie 103.7) San Diego, Adult Top 40
“Sophie's Lounge” - Lifehouse

KSON San Diego, Country
“Countryfest East” - Bucky Covington, Love & Theft, The Band Perry

WJRR Orlando, Fla., Active Rock
“Earthday Birthday 17” - Korn, Papa Roach, Chevelle, Five Finger Death Punch, Hell Yeah, Halestorm, Trivium, Soil, Supervillains, 2 Cents, American Bang, Hail the Villain, Stained Angel, Hydrosonic, Soulswitch, Getten Deep

WKYS Washington, D.C., Urban
“Teen Takeover & Catwalk Classic Fashion Show” - Roscoe Dash

WQEN (The Q) Birmingham, Ala., Top 40
“Schaeffer Eye Center Crawfish Boil, Day 2” - Goo Goo Dolls, Train, B-52's, Jason Derulo, Rocket Summer

May 2

Walt Love's Gospel Traxx National., Gospel
“Lupus & Cancer Research Foundation Benefit (Kansas City)” - Doug & Melvin Williams, the Whispers

May 5

KMGV (Mega 97.9) Fresno, Calif., R&B Oldies
“Cinco DeMega” - Tierra, Thee Midnighters, Joe Bataan

WFUV New York, Triple-A
“Annual Gala” - Levon Helm

WKLS (Project 9-6-1) Atlanta, Active Rock
“Project Cinco Party” - Three Days Grace, Seether, Chevelle

WKRQ (Q102) Cincinnati, Adult Top 40
“Party On The River” - Naked Karate Girls

May 6

KHFI (Kiss FM) Austin, Texas, Top 40
“High School Invasion” - Taio Cruz

May 7-8

WSTW Wilmington, Del., Top 40
“Wilmington Flower Market” - Mayday Parade, Iyaz, Cartel, We The Kings

May 8

KNDD (The End) Seattle, Alternative
“Are You On The List?” - Two Door Cinema Club

KTBZ (The Buzz) Houston, Alternative
“Coors Light Live Lounge” - Civil Twilight, Paper Tongues

WPPZ (Praise FM) Philadelphia, Gospel
“Mother's Day Gospel Celebration” - Kirk Franklin, Fred Hammond, Mighty Clouds Of Joy

May 9

WRKS (Kiss-FM) New York, Urban AC
“Mother's Day Concert” - Teena Marie, Whispers

WRNB Philadelphia, Urban AC
“Mother's Day Brunch” - David & Tamela Mann (Meet The Browns), Jean Carne

May 13

KYLD (Wild 94.9) San Francisco, Rhythmic Top 40
“Wild Jam 2010” - Usher, Baby Bash, Iyaz, Ke$ha, B.O.B., Lil Jon, New Boyz

May 14

KHTS (Channel 93.3) San Diego, Top 40
“Summer Kickoff Concert 2010” - Usher, Justin Bieber, Ke$ha, Iyaz, Akon, Jason DeRulo, B.O.B., JLS

KTWV (The Wave) Los Angeles, Smooth Jazz
“Mercedes-Benz WaveFest, 2010” - Chaka Khan, Michael McDonald, Mindi Abair, Poncho Sanchez

May 14-16

WYCD Detroit, Country
“Downtown Hoedown” - Dierks Bentley, Zac Brown Band, Julianne Hough, Uncle Kracker, Darryl Worley, Jaron & the Long Road To Love, Lee Brice, Justin Moore, Randy Houser, Randy Montana, Jarrod Nieman, James Otto, Steve Azar, Colt Ford, Steel Magnolia, Telluride, Stephen Cochran, David Nail, Ashley Allyson, T.J. Kelly, Devin Scillian, McClymonts, Molly Hunt, Hardline Drive, Austin Scott, David Shelby, Annabelle Road, Forbes Bros., Cowboy Allan, Julianne, JoCain, Derringer, Terry Lea

May 15

KIIS (102.7 Kiss FM) Los Angeles, Top 40
“Wango Tango” - Usher, Ludacris, Akon, Justin Bieber, Ke$ha, Adam Lambert, B.O.B., Iyaz

KLOS Los Angeles, Classic Rock
“Bongo @ Morongo 2” - Blue Oyster Cult

May 16

KAZR (Lazer 103) Des Moines, Iowa, Active
“Lazerfest” - Godsmack, Three Days Grace, Papa Roach, Rob Zombie, Seether, Hell Yeah, Five Finger Death Punch, Skillet

May 16-23

"Tom Joyner Morning Show" National, Urban AC
“Fantastic Voyage 2010” - Charlie Wilson & Gap Band, Ronald Isley, Maze f/Frankie Beverly, Doug E. Fresh

May 19

WPGC Washington, D.C., Urban
“Birthday Bash” - Trey Songz, T-Pain, DJ Khaled

May 20

KDWB Minneapolis, Top 40
“Star Party 2010” - Jason DeRulo, Train, Taio Cruz, Ke$ha, B.O.B.

May 21

KHMX (Mix 96.5) Houston, Adult Top 40
“Mix 96.5 Hullaballoo” - Train, Green River Ordinance, Bob Schneider, Jason Castro, Angel Taylor

WKSC (Kiss 103.5) Chicago, Top 40
“Fantabuloso” - Ludacris, Jay Sean, Jason DeRulo, Ke$ha, Kevin Rudolph, Orianthi, Trey Songz, B.O.B.

May 22

KFOG San Francisco, Triple-A
“K-Fog Ka-Boom” - Melissa Etheridge, John Butler Band

WWDC (DC101) Washington, D.C., Alternative
“DC101 Chili Cook-Off” - Stone Temple Pilots, Alice In Chains, Cage The Elephant, Switchfoot, Anberlin, Last Band Standing winner

WBOS Boston, Alternative
“Earthfest” - Collective Soul, Gin Blossoms, Crash Kings, Marcy Playground

WXKS-FM (Kiss 108) Boston, Top 40
“Kiss Concert 2010” - Adam Lambert, Ke$ha, Boys Like Girls, Orianthi, Kris Allen, Jason DeRulo, Kris Allen, New Boyz, Iyaz, The Script

Full station show information available here.

Got an upcoming station concert or artist/listener event? Let us know.

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