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Thursday, January 20, 2011

First Listen: Your Office Companion

Your Office Companion Logo Last November, Tom Leykis launched the online station ''Your Office Companion.'' Initially meant to target those listeners who had been displaced by holiday music on their AC and Hot AC stations, Your Office Companion was a 180-degree turn from New Normal Music, the ’00s-and-now Alternative station, which itself had already represented a departure from the former syndicated talk host’s online offerings.

In less than two months, however, Leykis and New Normal's Art Webb have morphed Your Office Companion into a hybrid of Adult Top 40 and the biggest “indie rock” songs from New Normal Music. Leykis calls it “a music mix you can’t hear on American radio,” although it’s one that has been ready to happen ever since “Grey’s Anatomy” and other TV exposure helped reveal how much “indie rock” was actually mainstream AC music with a slightly different pedigree.

Leykis says that the ’70s/’80s songs that were “staples of AC radio… hardly printed for us at all. Even the early ’90s tracks got very little response in the voting on our Website” compared to Katy Perry, Lady Gaga, Taylor Swift, John Mayer, "and a variety of indie pop songs we tried on a lark [from artists such as] Phoenix, Free Energy, MGMT, OKGo, and Phantom Planet."

“We are now targeting women 12-34 with Hot AC and Indie Pop product. And our gold library features everything from Coldplay and All-American Rejects to Tori Amos and Fiona Apple to Spice Girls and C&C Music Factory… Listenership and Web activity is up substantially. Listeners are more engaged.

“We now emphasize the listener’s role in determining how often songs play and what stays or goes. Kelly Clarkson’s ‘Already Gone’ was the first song to go. OneRepublic’s ‘Secrets’ currently has the most positive votes along with Katy Perry’s 'Firework.'"

Leykis is promoting the new station through Facebook ads (as well as Facebook and Twitter feeds). “In the original incarnation, there was a big Midwestern component. Geographically, we are now more evenly distributed with a high concentration in my home base, Los Angeles/Orange County,” he says.

Powers on the station play every three hours with a top spin of 57 times per week. Here’s Your Office Companion at 10:30 a.m. on Jan. 16 as heard by 25+:

Snap, “Rhythm Is A Dancer”
The Script, “For The First Time”
Pink, “Glitter In The Air”
She & Him, “Thieves”
Nelly, “Just A Dream”
Shins, “New Slang”
Christina Perri, “Jar Of Hearts”
Alanis Morissette, “Ironic”
Rihanna, “What’s My Name”
Regina Spektor, “Samson”
Sick Puppies, “Maybe”
MGMT, “Kids”
Diddy Dirty Money, “Coming Home”

And here’s a station-supplied hour of YOC at 7 a.m. on Jan. 17:

Avril Lavigne, “What The Hell”
Vampire Weekend, “Oxford Comma”
Pipettes, “I Vibe U”
Sick Puppies, “Maybe”
Rilo Kiley, “Portions For Foxes”
Linkin Park, “Waiting For The End”
Gwen Stefani, “Rich Girl”
My Chemical Romance, “Sing”
Wilco, “You Never Know”
Christina Perri, “Jar Of Hearts”
Coconut Records, “West Coast”
Sara Bareilles, “Uncharted”
Train, “Marry Me”
Black-Eyed Peas, “The Time (Dirty Bit)”
Belle And Sebastian f/Carey Mulligan, “Write About Love”

About the Writer

Display Sean Ross, one of the radio and music industry’s most widely respected writers and programming analysts, is the author of the newsletter Ross On Radio, an extension of his long-running column of the same name.

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David Dickinson
Commented February 21, 2011 at 8:55PM:

How far removed is this format from the BOB formats that didn't last? Do you think this formula (with some small adjustments) can work with other formats?

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