For years, audiences have expectd radio stations to have a distinct and consistent musical personality. When they turn on Station X knowing that it plays classic rock, hoping to hear their favourite AC/DC song, the last thing they want to hear is a track by Ke$ha. If you promise to play a certain format of music, well, then, you'd better always deliver.
Or at least that's been the conventional widom. Take a look at this article by Sean Ross in Billboard:
The recent ROR [Ross on Radio] column on the possibility of “A World Beyond Formats”prompted an email from AC WIKY Evansville, Ind., PD Mark Elliott. He wrote, “I believe the format trap was built and encouraged by the record industry.” He then added, “Weren’t stations reporting, or not reporting, because their playlist met some sort of criteria set by the record folks? At one time there were 12 charts on the R&R back page . . . Listeners don’t know ‘new country’ from ‘fresh country,’ but we in the radio biz make a great big deal about it . . . the challenge is to serve them, not some random format definition.”
There’s some truth there, especially in Elliott’s last statement. There’s also a lot of complexity in the creation and defining of format charts. Having been a part of the chart process for many years, I’ve often found myself having contentious discussions with both labels and radio stations. Those arguments were often punctuated by the other person calming down just long enough to say, “I don’t envy you having to make these decisions,” before heating up again.
New charts, like new formats, are driven by the emergence of music that doesn’t fully fit in another format. Even rhythmic top 40, the format at the center of the most chart controversy through the years, began with dance music that was acknowledged—but never fully embraced—by R&B radio, then exploded when it had its own stations. By the time rhythmic stations went more R&B, or even recently more pop, there were separate label departments and careers built around it, and staffers who didn’t want stations to move, even though it has led to a less rigid set of musical criteria for reporters.
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