Advertisement
Saturday, November 5, 2011

Fresh Listen: WXXL (XL106.7) Orlando, Fla.

WXXL Ever wished you could sit in on the music meeting at WXXL (XL106.7) Orlando, Fla.? Tune in the station Sunday nights at 6 p.m. for "Sunday Night New." You'll be doing the same thing as PD Michael Bryan, who is driving around Central Florida at that hour trying to get a sense of what APD/MD Jana's song candidates would sound like on the air.

Apparently, Bryan occasionally hears something he likes. In recent years, XL106.7 has emerged as one of the key stations for any pop/rock record that makes it to the small number of slots that the more rhythmic-leaning, "Turbo-Pop" driven larger-market CHRs allow for that sound. It's had a role in Adele, Hot Chelle Rae, Onerepublic, Kings of Leon, and Lady Antebellum hits, among others.

And in the October PPM, XL106.7 not only returned to the No. 1 spot in the market, held recently by Christian CHR WPOZ (Z88.3), but also posted its best overall shares since the last CHR boom—the one in fall '99. XL was first 18-34, 18-49, and 25-54 and in the corresponding female demos.

October was "Pinktober" on XL106.7, with the station receiving pictures from hundreds of businesses who participated in its "turn the city pink" day for breast cancer awareness. XL was also branding Clear Channel's national $1,000 10-times-a-day cash contest around Katy Perry. Bryan also points to his recently revamped morning team—veteran host Johnny Magic, longtime co-host Brian Grimes, recently added TV anchor Laura Diaz, and former "Kane Show" member Claire Scatter.

Next month, XL will stage not one but three holiday shows at Orlando's House of Blues. "XLent Xmas" artists are LMFAO, Avril Lavigne, The Fray, Jason Derulo, Onerepublic, Cobra Starship, Gavin Degraw, Patrick Stump, Andy Grammer, Karmin, Outasight, The Cab and Skylar Grey. Promos feature an iPhone 4S user telling Siri, "Find me a Christmas party that doesn't suck."

Bryan has been able to maintain XL106.7's pop/rock sound at a time when both the availability of product and the presence of even-more-rhythmic-leaning second CHRs in many markets has been pushing the format in the other direction. While he emphasizes that "I'm conservative when I need to be conservative," Bryan also says he's always trying to "surprise the audience. When everyone else is banging LMFAO, which we definitely play, a new Fray sounds fresh."

And here's a Fresh Listen to XL106.7 at 11 a.m. on Nov. 3:

Katy Perry, "California Gurls"
Gavin DeGraw, "Not Over You" (the :00 song)
David Guetta f/Usher, "Without You"
Onerepublic, "Secrets"
Lady Antebellum, "Just A Kiss" (kicks off music at :20)
Jason Derulo, "It Girl"
Maroon 5 f/Christina Aguilera, "Moves Like Jagger"
Rihanna, "Pon De Replay"
LMFAO, "Party Rock Anthem"
Gym Class Heroes f/Adam Levine, "Stereo Hearts"
Jessie J, "Domino"
Coldplay, "Paradise"
Martin Solveig & Dragonette, "Hello"
Hot Chelle Rae, "Tonight, Tonight"
Adele, "Someone Like You" (the :00 song)

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.

Comments

0 Comments So Far

Wanna join the discussion?

You must login or register in order to post comments.

Advertisement
Advertisement