Executive of the Week
Country radio is a notoriously tough nut to crack: Song campaigns can often last a year or more, and the journey to the top can be arduous — only to maybe taste a week or two at the summit. So when a song sticks atop the chart for a month or more, it’s worth noting.
That’s what’s happened with Koe Wetzel and Jessie Murph’s “High Road,” which this week spends its fifth week atop the Country Airplay chart — making it one of just six songs by artists with their first Country Airplay entries to spend five or more weeks atop the tally, and the first time two debutantes shared the honor. That’s a significant achievement on its own for RECORDS Nashville, the country imprint of Barry Weiss’ Columbia Records-affiliated label. But “High Road” reached the top immediately after a one-week No. 1 for George Birge with “Cowboy Songs,” another hit by the same label, giving RECORDS Nashville a run of six straight weeks atop the Country Airplay chart — and earning executive vp of promotion and commercial strategy Josh Easler the title of Billboard’s Executive of the Week.
Here, Easler talks about the success of “High Road,” the difficulty of running two chart-topping radio campaigns simultaneously and how the Country Airplay format has evolved during the course of his quarter-century in the music business. “It’s been wild to watch the format diversify in sounds over the last 25 years, and especially in the last decade,” Easler says. “The radio side of things has changed so much it’s hard to even know where to start there.”
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This week, Koe Wetzel and Jessie Murph’s “High Road” spent its fifth consecutive week at No. 1 on Country Airplay. What key decisions did you make to help make that happen?
The first key decision that led to “High Road” being a five-week No. 1 goes back to the summer when we agreed on a partnership with Columbia Records to be the promotion arm for this song at country radio. We are grateful that Ron Perry, Peter Gray and the leadership team at Columbia came together with Barry Weiss and trusted us to take this song to country radio. Another key decision was the timing for the record to peak. We knew that if we could get into No. 1 ahead of the holidays, we would likely have a multiweek run at the top due to how few playlist changes happen over the holidays. It worked out perfectly.
The run for “High Road” came immediately after another RECORDS Nashville release, George Birge’s “Cowboy Songs,” spent a week atop the chart, giving RECORDS six straight weeks at No. 1. How significant of an achievement is that for the label?
Having the songs go back-to-back was a very significant achievement for the label, especially because it was the first Billboard No. 1 for all of the artists. It’s certainly the greatest airplay achievement for RECORDS Nashville so far. No. 1 airplay singles are difficult, so having back-to-back No. 1s is really special.
How difficult is it to run concurrent radio campaigns at country radio for different artists like that?
Great question. Part of what made concurrent singles doable was how different the artists and songs are. Although George Birge and Koe Wetzel are both from Texas, they are very different, both sonically and where they are in their careers. Koe was already a headliner when this project came out. His footprint in the musical landscape was already significant, and this No. 1 is another chapter in a robust story. George, on the other hand, is emerging as one of the most consistent hitmakers at country radio after the success of “Mind On You” in 2023 and “Cowboy Songs” in 2024.
Overall, only six songs by artists with their first Country Airplay entry have spent five or more weeks at the top. Why is that such a difficult feat, and what goes into keeping a song atop that chart for so long?
Getting to No. 1 is difficult; staying there for five weeks is very difficult and only happens if the song is a true bonafide smash hit record. Power rotations at radio are sacred. If a record spends multiple weeks at No. 1 it means the stations are leaving it in power for a long time, and that only happens for big hit records. What makes staying there so difficult is how hot the country format is right now. There were multiple monster records last year in our format. We were fortunate to have the timing we did, and it’s a testament to country radio supporting one of the biggest hits of the year.
How has the Country Airplay format changed over the course of your career?
I started professionally in the country format in the late ‘90s. I’m a child of the ‘80s and grew up on the music. I loved it, but it was very “one lane” at the time. It’s been wild to watch the format diversify in sounds over the last 25 years, and especially in the last decade. The radio side of things has changed so much it’s hard to even know where to start there. The biggest change in my opinion is how we have fewer and fewer gatekeepers with each passing year. Radio, understandably, has consolidated and programmers oversee multiple radio stations.
Over the past few years, the country genre has seemed to explode in popularity in pop culture and globally. What do you think is behind that, and do you see it continuing?
It’s so exciting to see what is happening to country music right now. The range of sounds and artistry is phenomenal. I do think this trend will continue for a few reasons. One is country radio is becoming more diverse. It’s great to see country radio leaning into more and more music that is coming at them from all kinds of different places. It’s no secret that country consumers are historically late adopters to newer trends, and the consumer behavior is catching up to modern music discovery outside of radio as well.
The country consumer is getting younger as well. If you haven’t seen a good club show recently from an emerging act, I highly recommend it. We are about to release an album by a newcomer, Ty Myers (The Select on Jan. 24), and it’s going to explode. He’s already selling out significant venues and the audience is very young — it’s incredible. Lastly, the quality of music being made in the core country lane and “fringe” lanes is excellent. There is so much talent out there right now, and with a plethora of ways to discover music, I don’t see this trend slowing down anytime soon. The circle will remain unbroken.
Last year, studio and production house OBB Media teamed up with iHeart to produce the annual Jingle Ball TV Special, the annual holiday event that airs on ABC each year as a two-hour broadcast. Featuring performances from some of the top artists in the business, the special is culled from the two live Jingle Ball holiday concerts held in New York and Los Angeles. Last year’s special, which aired Dec. 21, 2023, on ABC, landed as the No. 1 TV program among adults aged 18-49 and No. 2 overall on the night that it aired, with 9.5 million people tuning in — a 500% increase over the year prior. That marked the highest total viewers for the special since 2013.
This year, OBB and iHeart teamed up once again for Jingle Ball, which aired Wednesday (Dec. 18) on ABC and is now available to stream on Hulu. Featuring performances by the likes of Shaboozey, Benson Boone and Gracie Abrams, the special aimed to not only be a showcase for performances but an engaging presentation that went beyond just a filmed concert into “an experience and a show,” OBB Media founder/CEO Michael D. Ratner tells Billboard.
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Jingle Ball isn’t OBB’s only foray into the music world. This year alone, the OBB’s live division (the company also houses TV, film, music video, studio and branded content wings) produced a concert film for The Kid LAROI, the Hulu live special on the iHeart Music Festival, and, most recently, Sabrina Carpenter’s A Nonsense Christmas Netflix special, which highlighted the breakout star’s holiday fruitcake EP (which subsequently landed in the top 10 of the Billboard 200) as well as performances by Carpenter, Chappell Roan, Tyla, Shania Twain and more. And all that helps make Ratner Billboard’s Executive of the Week.
Here, Ratner discusses OBB’s work on Jingle Ball, the Carpenter special and what film and TV content can do for an artist’s career. “There’s a lot of clutter in the market,” Ratner says, “and content can be an incredibly powerful differentiator in helping artists pop, especially as the creation of content has become completely democratized.”
This week, OBB and iHeart worked to produce the annual Jingle Ball TV special, which aired Dec. 18 and is now streaming. What key decision did you make to help make that happen?
Audiences don’t just want a concert, they want an experience and a show. OBB partnered with iHeartRadio to make sure that the two-hour special is dynamic, funny, tells a story, brings you closer to the artist and, most importantly, delivers great music.
What stood out to you the most about working on this year’s event?
I really think this year’s show represented the next wave of incredible talent stepping into the spotlight — from Gracie Abrams to Tate McRae, Shaboozey, The Kid LAROI and Benson Boone, it was a really exciting group. Also, filming live in arenas is always invigorating, and it was exciting to film the L.A. show in the brand-new Intuit Dome.
You guys also worked on Jingle Ball last year, which was the No. 1 rated TV program among adults (18-49) and No. 2 overall on the night when it aired. What did you learn from working on it last year that you were able to apply to this year, and how did you do things differently?
Last year we saw social media engagement for the show spike about 10 times more than the prior year, so we leaned into that even further this year, focusing on cutting more social clips to engage individual fanbases and help build a community-watching experience. Also with the Thanksgiving break falling a week later this year, our turnaround time to deliver the special after the L.A. and New York shows was shrunk to four days — and it’s already a quick turnaround — so we were even more efficient and streamlined on the backend to navigate editorial, artist approvals and delivery.
You guys also produced Sabrina Carpenter’s A Nonsense Christmas special on Netflix. How did that come together, and what was that like behind the scenes?
We’re constantly trying to push the boundaries and think about innovative ways to collaborate with exceptional talent. We — and specifically Simone Spira, who is a production and development executive here — had the idea internally at OBB to do a holiday variety music special with Sabrina, as we all loved the fruitcake EP and knew she could carry her own, given her authentic love of the holidays and that she could dance, sing, act and do it all. This all proved to be true as the show is everywhere — it’s dominating the internet, Sabrina surprised fans at the NYC premiere which was awesome, she was on Colbert, and it even made the SNL Weekend Update, which was a personal favorite moment for me, as I grew up watching SNL all the time.
How important can a TV special be for an artist’s career?
Incredibly important. But it’s not just the TV special — content that brings you closer to your fans and your community is an essential companion piece to the music. Whether it’s a TV special, thoughtful social content, or anything in between, content is going to continue to be a larger piece of an artist’s strategy. There’s a lot of clutter in the market and content can be an incredibly powerful differentiator in helping artists pop, especially as the creation of content has become completely democratized.
How important is music to what OBB Media does?
OBB is a storytelling company and we love making projects that are culturally relevant. Musicians have always been and continue to be key tastemakers and culture creators, so music is a key fixture in everything we do.
What’s next for you guys?
We have a VR special coming out on Meta Quest on Dec. 27 starring Charli XCX and Troye Sivan, which we filmed at the Forum during the SWEAT Tour. We love working on music projects in all of these different formats and mediums, and I think it’s a testament to how music is the throughline no matter how technology, viewing patterns and audience behaviors evolve. We’re also filming more of our Billions Club series with Spotify, and we’re excited for some major episodes with incredible artists that are coming soon. Looking ahead to 2025, we have some really big stuff coming that we can’t talk about quite yet, but stay tuned.
When Ella Langley’s “You Look Like You Love Me” featuring Riley Green hit No. 1 on Billboard’s Country Airplay chart dated Dec. 14, it became the first song by a woman in 2024 to top the tally.
It also achieved the feat in 20 weeks, which is a veritable sprint given how long it can take songs to reach the summit on the slow-moving chart. But there was no denying the sexy track’s catchiness and uniqueness with its spoken-word verses and the chemistry between Langley and Green.
Langley, who is signed to SAWGOD/Columbia Records out of New York and Green, who is signed to Big Machine Label Group’s Nashville Harbor Records & Entertainment imprint, were already on tour together when the idea for the flirty duet came about. Langley and her co-writer, Aaron Raitiere, had written the song as a solo track, but “Ella and Aaron were wondering what it would be like with the male perspective,” says Ryan Dokke, senior vp of Nashville Harbor Records & Entertainment. “She asked [Riley] if he’d be up for writing a verse or two and it turned out to be something pretty special. They debuted it on tour together.” The song is also featured on Langley’s debut album, hungover, which came out in August.
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The song, which the pair performed during the CMA Awards, snagged the Country Music Association Awards trophy for vocal event of the year over such powerhouse contenders as Post Malone and Morgan Wallen’s “I Had Some Help” and Zach Bryan and Kacey Musgraves’ “I Remember Everything.” That recognition helped propel the song from 7-1 on the Country Airplay chart and earned Dokke the title of Billboard’s Executive of the Week.
Here, Dokke, whose team worked the song to country radio, talks about the steps that led to the song’s chart-topping success and what it means for rising stars Langley and Green.
Langley is signed to SAWGOD/Columbia and Green is signed to Big Machine Label Group’s Nashville Harbor. How did you work with Columbia in taking the song to country radio since Langley is the lead artist on the track?
Ella and I first met in 2021, and I knew immediately that I wanted to work with her in some capacity. When the potential opportunity to work with Columbia came into view, [BMLG founder/CEO] Scott Borchetta and [Nashville Harbor president/CEO] Jimmy Harnen immediately jumped in to land the plane. For me, I think having that relationship with Ella and her team as well as having Riley on the track made it easy for our team to dive in and get to work. [Columbia Records executive vp/head of promotion] Peter Gray and the entire Columbia team were fantastic partners. They placed complete confidence in our ability to move the song up the charts and cheered on the Nashville Harbor team the whole way!
The track jumped 7-1 on Country Airplay last Friday: the six-spot leap ties for the third-greatest to the top in the chart’s nearly 35-year history. What specific steps did you take to accomplish such a leap?
Ella and Riley delivering a BIG HIT song was certainly the biggest factor in its success at radio! Our promotion team at Nashville Harbor Records & Entertainment (Andrew Thoen, Liz Santana, Stella Prado) worked really closely with our country radio partners. There were several viral moments along the way that helped the song have more opportunities., The buzz around the CMA Awards win and performance was certainly important, but one of the biggest factors in making this historic leap was Ella herself, putting in the work – especially in the final stretch. She picked up the phone and was on the air talking with stations well into the eleventh hour.
You mention the CMA Awards performance/win and the tour. What other moments helped build momentum?
There were several moments that created a lot of chatter: The performance [opening for Morgan Wallen] at Hyde Park in London, which drew the UK’s biggest country crowd in history, and even when they popped up at Loser’s Bar & Grill in Nashville with Jamey Johnson over the summer. Seeing the passion for this song following those performances was what drove the demand for it at radio and it just continued to grow from there. They performed it on the TODAY Show, The Tonight Show with Jimmy Fallon and the CMA Awards and each time we saw the numbers spike.
“You Look Like You Love Me” is the first song performed/co-performed by a woman to reach No. 1 on Billboard’s Country Airplay chart in 2024. Langley ends the longest break – 51 weeks – between women (including groups with prominent female vocals) topping the chart since a record 61-week shutout in 2003-04. What does that say about the difficulty women are still facing?
Honestly, I was surprised that Ella was the first of the year. With women like Carly Pearce, Lainey Wilson, Carrie Underwood, Kelsea Ballerini, Megan Moroney – who just won the CMA Awards’ best new artist and of course, Miranda Lambert who are all making and releasing culture shaping music and are filling arenas – it put me on my heels for a second. I’m optimistic that we’ll see more opportunities in the coming year. Just too much great music for there not to be.
This song includes spoken verses. Did you face any resistance at radio since that is more a throwback to the ‘60s and ‘70s? Did you think about releasing a version without the spoken-word parts?
The song started with such red- hot heat and had such undeniable passion from fans on the internet and it was immediately streaming so well, the spoken verses were never really an issue.
Green also has a top 15 hit with “Damn Good Day to Leave.” How are these two songs setting him up to take him to the next level in his career?
Riley is in such a great place and there is so much demand right now. It all comes down to building a connection with fans. These songs might connect to two different audiences, and he wins with both. He is wrapping his biggest year yet and already we can see 2025 being even bigger – with a red- hot album, sold out tours in the U.S. and the U.K., a rabid internet following, and the respect of his peers – Riley Green’s time is definitely here!
Will you have any continued involvement in Langley’s country radio work or was that a one-off because of Green?
I think right now we are still celebrating a BIG WIN. That question will answer itself in time. Regardless, the Nashville Harbor team is proud to have been a part of Ella’s introduction to Country radio and we will continue to be huge fans of Ella and her music. She’ll also be on tour with Riley next year, so we’ll be close by cheering her on either way.
Following the release of the anticipated sequel film, Moana 2, which in its opening week earned $225 million at the U.S. and Canada box office, the movie’s soundtrack proved to be just as big a hit, debuting in the top 10 of three Billboard album charts.
Featuring the voices of returning actors Auliʻi Cravalho (Moana) and Dwayne Johnson (Maui), Moana 2 also debuted a new musical pair in composing duo Barlow & Bear (Abigail Barlow and Emily Bear). Together, the two made history as the youngest and only all-women songwriting duo to create a full soundtrack for a Disney animated film. (Barlow & Bear stepped in for Lin-Manuel Miranda, who helmed the music for 2016’s original Moana.)
“They were brought on for their immense talent as musicians and storytellers,” says Tom MacDougall, president of Walt Disney Music and Billboard‘s Executive of the Week, who also A&R’d the soundtrack. “Where being younger did come into play revealed itself in their ability to understand the feelings Moana was having as a young woman trying to achieve great things and channeling that experience into the story.” (Moana 2 picks up three years after the original film left off; this time, Moana receives an unexpected call from her ancestors that brings her back to the ocean.)
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The celebratory opening week for Moana 2 is just the beginning of a busy year’s end for Disney, as MacDougall’s next soundtrack is already on its way. On Dec. 20, Mufasa: The Lion King will arrive along with its original soundtrack by Miranda.
And while MacDougall says “we simply release films when they’re ready,” he does believe there’s something special about the end of a year. “I do think [this period] represents a time of reflection, joy and family,” he says. “I can see how those emotions can get you in the mood to see characters sing.”
Moana 2 debuted in the top 10 on three of Billboard’s album charts (No. 2 on Kid Albums, No. 10 on Soundtracks and No. 10 on World Albums). What key decisions did you make to help make that happen?
Our partners at the Disney Music Group and studio marketing know the “first responders” to our soundtracks live in these key categories and they look to service them early with sneak peeks, exclusives and lyric videos. As the films broaden out — like Frozen and Encanto — we look to capture all audiences on as many charts as we can, including the top song and album charts.
The first Moana soundtrack topped both the Kid Albums and Soundtracks charts for 54 and 62 nonconsecutive weeks, respectively. How are you and the team aiming for similar longevity with Moana 2?
We are always humbled by any charting, and don’t expect the past to point to future success but we do go to great lengths to find the core emotional situations that, dare I say, demand that these characters sing. My experience is that when we hit that mark — which I think we did with Moana 2 — success can follow.
What challenges did you and the team face in following up a musical smash like Moana?
Sequels to musicals are tricky as you need new adventures, obstacles and desires to sing about or it won’t feel like an evolution for the characters. With Moana being older and wiser, she has taken on more responsibilities to her community and her family which provided fertile ground for her to sing. And, of course, our demigod Maui is always finding reasons to sing, and Dwayne [Johnson] really pushed himself creatively to find yet another plateau for his talents as a vocalist for the new song “Can I Get A Chee Hoo?”
In addition to Moana 2, Mufasa: The Lion King arrives on Dec. 20. For any sequel or franchise continuation, when it comes to the music, what is the secret to balancing familiar sounds with new?
I think the secret to a musical sequel is to make sure you’re offering something new for the characters, the story and the music, but [that] doesn’t abandon what’s come before. Barlow & Bear represented the new on Moana 2, and [composers] Opetaia Foa’i and Mark Mancina were the foundation of what came before that brought the warm familiar feeling audiences come to expect from the world of Moana.
For you, what’s the signal that the team has a hit on its hands?
Honestly, we don’t consider any film soundtrack to be a hit until the audience has spoken. There is often a slow period of absorption that seems to happen with music that doesn’t follow the near instantaneous assessment of box office success, so sometimes we just have to wait. With Moana 2 audiences have told us they want to spend a lot of time in that world, so I don’t think we’ll have to wait long to consider the soundtrack a hit.
How “far” do you see the Moana movies in particular going — are there any current plans “beyond” this sequel?
Having now worked on both films for over a decade of my career, I’m looking forward to just enjoying this moment of success and be grateful audiences have responded to these films in this unprecedented way. Can I get a chee hoo?
Merely existing in the world in the past few weeks would be enough for most people to know that the film adaptation of the beloved Broadway play Wicked is arriving in theaters today (Nov. 22).
Starring Ariana Grande, Cynthia Erivo and Jonathan Bailey, the musical film is one of the most anticipated releases of the year, with first-week box office projections of $100 million and a marketing campaign that includes everything from billboards to merchandise to late-night TV appearances and even its own category on Jeopardy! earlier this week.
But it’s impossible to separate the spectacle that is Wicked from its songs, and there has also been intense interest in both how the music is incorporated into the film and the construction of its soundtrack, given the original cast recording from 2003 won a Grammy Award in 2005 for best musical show album. And that’s something that NBC Universal president of music Mike Knobloch knew to take extra seriously. “The original cast recording is iconic, so priority number one was to not mess it up,” Knobloch tells Billboard. “It has also been a great opportunity to make a soundtrack for a beloved musical that will only be the second Wicked album in two decades. But while our primary mission was to make the film, we didn’t want the soundtrack to simply be a ‘copied and pasted’ byproduct.”
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To make that happen, Knobloch and original Wicked composer Stephen Schwartz, along with the filmmakers, producers and the rest of their music team, got to work more than two years ago to make sure they struck the right notes. And as the film and its soundtrack finally make their way into the world today, Knobloch earns the title of Billboard’s Executive of the Week.
Here, Knobloch discusses the work that went into helping Wicked come to life, as well as the marketing campaign behind the project and the state of musical films these days. “Wicked is the perfect example of how it all comes down to just making an excellent movie, whether characters on the screen are singing or not,” he says. “It’s got an engaging story, it’s timely and relevant — eerily so for something written 24 years ago — has performances that take your breath away, it’s visually stunning, exhilarating, innovative and multidimensional in a way that makes the state of the musical movie feel pretty epic right now to me.”
This week, the new film Wicked opened wide in theaters, and the official film soundtrack was released, featuring Ariana Grande, Cynthia Erivo and more. What role did you play in helping make this project come to life?
There’s no handbook for how to take an existing stage musical and adapt it for the screen, especially with the film’s scope and scale and lack of constraints compared to the stage, and how cherished these songs are to so many. I worked closely with the filmmakers, Jon Chu and Marc Platt, and composer Stephen Schwartz from the very beginning, starting with the critical task of putting together the right team of best-in-class creative and technical personnel so we could be equipped to make something really special. And then I pretty much assumed the role of the “music team coach” through every stage of production all the way through the delivery of the soundtrack.
When did the work for it first start, what challenges did you face and how did you overcome that?
We started in earnest very early in pre-production more than two years ago, and we had a lot to figure out, starting with the production methodology — how to go about equipping the production for live singing, developing the instrumental tracks, adapting the structure of the music to the requirements of the film and so on. We had to start with demos and record in phases in order to put Schwartz’s brilliant music up on the screen. This allowed the music to have the flexibility to follow the actors’ performances, which provided them a great deal of creative freedom.
We consistently found ourselves in uncharted territory, so we put a lot of emphasis on the “how to” from the jump so that we could drive the process as efficiently as possible — and especially make sure the cast and crew had what they needed well in advance of each day of filming. We did some atypical things, like building a bespoke recording studio tailored to our unique needs and routines, for example. The music team was entrusted with this huge responsibility to work closely together and realize the music of Wicked at a level that’s never been done before. It just required an intense level of teamwork and collaboration at every step.
There is a beloved recording made by the Broadway cast that won a Grammy in 2005 for best musical show album. How did you approach making the soundtrack different, or expand upon it, given that original material?
The original cast recording is iconic, so priority number one was to not mess it up. It has also been a great opportunity to make a soundtrack for a beloved musical that will only be the second Wicked album in two decades. But while our primary mission was to make the film, we didn’t want the soundtrack to simply be a “copied and pasted” byproduct. Stephen Schwartz worked extremely closely with executive music producer Stephen Oremus — who has also been the music director of the stage play since its beginning — producer and mixer Greg Wells, and the rest of the music team to make sure the album would be a standalone and complete aural experience.
So without the dialog — except for some snippets for narrative context — and the rest of the sound from the film, a great deal of time and effort went into balancing the vocals with all the orchestral and other instrumental elements and editing the songs together into a cohesive structure. A lot of care went into capturing cast vocals throughout filming that would be production-quality for the soundtrack so that it would reflect their true performances from the movie. This new soundtrack isn’t really meant to be compared to the Broadway recording since it’s a different medium, obviously — but everyone was extremely careful to be faithful to and respectful of what people know and love about the music of Wicked, as well.
How difficult is it to adapt a Broadway production to film, and how did you navigate that from a music point of view?
With genuinely brilliant talent like Ariana, Cynthia, Jonathan Bailey and the rest of the cast, combined with Jon Chu’s imaginative direction, the “adaptation” of the music really gets to be led by their amazing performances. There are orchestration choices, instrumentation and dynamics that differentiate what these songs sound like on stage versus onscreen. Of course, Wicked is a break-out-into-song musical, but something it does very well is to transition in and out of songs without having any of those obvious flags that make you think, “Oh, she’s about to sing something now.” It’s all very fluid and organic, and the musical “bed” was subsequently built to support the performances on the screen. John Powell coming in to score the movie with Stephen Schwartz was also a big part of differentiating the style, scope and scale of the storytelling on the screen. Their score is what glues it all together and makes it feel cinematic.
Wicked has benefited already from an extensive marketing campaign. What role did you play in that, and how have you seen that pay off?
Wicked, the film and the campaign, is just the biggest thing we’ve ever done. Accordingly, we needed a soundtrack partner that could rise to that level and bring an appropriate amount of supplementary marketing muscle to the campaign. We’ve had a great deal of soundtrack success with Republic Records over the years. For Wicked, we had the fortuitous advantage with Republic in that they are also the label to which Cynthia and Ariana are both signed. Our combined teams — along with Verve Records — have been working together since the beginning and our shared mandate was to swing for the fences and treat this soundtrack like an A-list artist record. That has really framed what we’ve done at every step to put together an impactful global campaign filled with “first-ever” initiatives and top-tier programs with partners.
Also, Ariana and Cynthia have been in the war room and a critical part of creative and strategic decisions alike. So it’s just been much different than a typical movie soundtrack of songs and/or score in terms of the level of anticipation, fandom and demand. That said, we are not leaving anything on the table with this global marketing campaign. It’s been a really special, once-in-a-lifetime, lightning-in-a-bottle experience and an honor to be part of it.
How do you feel about the state of the musical movie in general right now?
I feel great about it. Audiences show up for quality films of all genres and, as you may have noticed from our campaign, nobody is trying to disguise the fact that this is a break-out-into-song musical — but that isn’t singularly what defines it. Wicked is the perfect example of how it all comes down to just making an excellent movie, whether characters on the screen are singing or not. It’s got an engaging story, it’s timely and relevant — eerily so for something written 24 years ago — has performances that take your breath away, it’s visually stunning, exhilarating, innovative and multidimensional in way that makes the state of the musical movie feel pretty epic right now to me.
What other projects do you have on the horizon?
Following Twisters and The Wild Robot and Wicked, we have a diverse portfolio of projects in the pipeline: Our specialty shingle Focus Features is releasing Nosferatu and is also in production on a biopic that’s the true story of a Neil Diamond impersonator. We’re in production on another Super Mario Bros film as well as a Shrek reboot, and we’ve also got another Jurassic World film coming next year, a live-action How To Train Your Dragon to name just a few. And of course, Wicked Part Two!
Over the past decade-plus, few artists have become as much of a creative, cultural and economic force in the entertainment industry at large as Tyler, the Creator. Emerging from the hip-hop-meets-everything collective Odd Future, he has continued to innovate and expand the boundaries of his career each year, whether it be in fashion, festivals or with the type of music he puts out into the world — with plenty of recognition, and accolades, coming his way as a result.
But these past two weeks have topped even that. With the release of his latest album, CHROMAKOPIA — which dropped on Oct. 28, a Monday, bucking the industry norm of Friday — Tyler earned the biggest debut week of his career, with 299,500 equivalent album units earned — even more impressive given that it was achieved in just four days of the tracking week. Now, he’s landed a second straight week atop the Billboard 200, with another 160,000 equivalent album units — his first time spending back-to-back weeks at No. 1 on the albums chart in his career. And that success helps Columbia Records’ vp of marketing Victoria White-Mason earn the title of Billboard’s Executive of the Week.
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Here, White-Mason discusses the strategy that went into the release — including the much-discussed Monday debut — and how Tyler has been able to grow himself as an artist and a businessman so effectively through the years. “It’s clear that Tyler is truly an artist in every sense of the word, and he extends his taste level and ingenuity into all the verticals he touches,” White-Mason says. “Whether it’s fashion, business or film, he’s going to bring perspective that is shaped by curiosity and an enduring sense of wonder.”
This week, Tyler, the Creator’s CHROMAKOPIA spent its second week at No. 1 on the Billboard 200 after debuting at the spot last week, making it his third chart-topping album. What key decision did you make to help make that happen?
My job as marketing lead was to amplify, scale and make tangible the world of CHROMAKOPIA, which started with the CHROMAKOPIA trucking activation that launched alongside the album announcement. We knew that these shipping containers would be a centerpiece of the overall creative and it sparked the idea to utilize them as moving billboards originating in Tyler, Texas, with pitstops in multiple markets.
The activation was an ambitious endeavor made possible by an immense amount of collaboration across our teams — from complex routing and logistics to daily social touchpoints alongside the truck’s movements and planning experiential elements for fans along the way. The payoff was clear almost immediately upon launch, as the trucks became a movement builder for us.
Most notably, Tyler initially released the album on a Monday, instead of the industry standard Friday, meaning he missed out on three days of the chart week in his debut week. How did that affect your rollout strategy? And how important was the first day in your planning?
With a career-best debut, the numbers indicate that Tyler didn’t miss out on much! His intention for a Monday release was for listeners to start their week with CHROMAKOPIA, on their commute to work or school. By encouraging you to listen as a part of your natural routine at the start of the week, the hope is that you become an active listener in the process.
Of course, shortening the release week is not a natural instinctive idea in today’s market, but it is hard to overstate how remarkable a job Tyler did to create that awareness through visual trailers, touring announcements, live events and more.
At 299,500 equivalent album units, the first week was the biggest of Tyler’s career and the sixth-biggest debut of the year so far. How did you set this up differently from his other projects?
Tyler has always been a first-rate world builder, constantly innovating and transforming, and consistently besting himself in the process. With CHROMAKOPIA, I think we have an album and a campaign that feels almost cumulative in nature. It’s bursting with vulnerability, maturation, peak creative prowess and a pristine level of cohesiveness throughout it all.
CHROMAKOPIA’s success is not an anomaly, it’s the result of all the foundational work he’s done to get to this point. That said, we had a perfect storm of a tapped-in, fully engaged artist, an equally tapped-in and engaged fan base, and an overwhelming desire from fans to be fed.
With 66,000 vinyl sales in its first week, the album was also the third-biggest hip-hop vinyl album since Luminate began tracking sales in 1991. How did vinyl — and physical product in general, given his six CD boxed sets — play a role in this album campaign?
There’s an obvious and immense demand for physical product for this artist and we were fortunate to be able to make it available immediately thanks to the tireless efforts of our Commerce and Release Planning teams. The partnership between Golf Wang, Ceremony of Roses and Columbia Records is as strong as ever. We took all our learned experience to date from his previous releases and strategized the best way to make the strongest impact. Tyler’s standard of exceptional quality and creative cohesiveness were pivotal in helping to create the demand.
How has Tyler’s career grown and developed outside of just the recorded music to the point where you guys were able to set these benchmarks in just four days of release?
Tyler, the Creator is a genius and a generational talent. I don’t say this lightly, or with the slightest bit of hyperbole, and I think it’s starting to be recognized en masse. His ability to envision and, more importantly, manifest the worlds and characters that live inside his mind is truly unparalleled. It’s clear that Tyler is truly an artist in every sense of the word, and he extends his taste level and ingenuity into all the verticals he touches. Whether it’s fashion, business, or film, he’s going to bring perspective that is shaped by curiosity and an enduring sense of wonder.
The album has already spent a second week at No. 1 now. How do you keep the momentum going from here?
Before I had the opportunity to work with Tyler, I came across an interview he did where he talked about the importance of promoting your work. He told aspiring artists to be proud of the work they made and to never stop being a passionate advocate for your art. Tyler’s conviction and candor always stuck with me and now, years later, it is truly inspiring to witness his commitment to his craft firsthand.
CHROMAKOPIA’s momentum will continue to be sustained by that commitment. Look at Tyler’s activity in the 11 days since release and you’ll see that he is promoting the work authentically through his connection to his fans. What he’s encouraging is an ongoing conversation around the feelings that this music evokes and the connection that it helps create. On top of that, you have a massive world tour that will continue to expand the world of CHROMAKOPIA.
This week, one of hip-hop’s rising stars hit a new milestone in his career: With the release of his latest album, LYFESTYLE, Yeat landed his first-ever No. 1 on the Billboard 200 with 89,000 equivalent album units, following up on the No. 2 debut of his last album, 2093, back in February.
It’s a big achievement for Yeat, who has seen his career steadily project upward, reaching the top 10 of the Billboard 200 with each of the five albums he’s released since he began working with Field Trip Recordings in 2022. This one also came with another big milestone: In its first week, LYFESTYLE, released in conjunction with Capitol, sold 60,000 units, outstripping the entire sales volume of his prior catalog to date so far (35,000) due to a combination of vinyl albums, his first-ever CD release and exclusive songs on various digital variants. And the success of the album earns Field Trip founder/CEO Zack Bia the title of Billboard’s Executive of the Week.
Here, Bia — who has also served as Drake’s tour DJ for the past two years — discusses Yeat’s commercial glow-up since they began working together, what sets this project apart and why they leaned into a sales strategy for the first time with this new album. “Ultimately, it will actually just be the next stepping stone of an achievement that allows us to jump into even bigger live show experiences and wide-reaching ventures outside of just the music,” Bia says.
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This week, Yeat scored his first career No. 1 album on the Billboard 200 with LYFESTYLE. What key decisions did you make to help make that happen?
My main role is always just to help bring his vision to life. Making sure that all the elements between the music, the visuals, the live show and the world-building as a whole are synergetic. Creating unique eras for each project that his fans can bask in.
Over the course of his career, each of his albums has debuted higher than the previous one, with February’s release 2093 coming in at No. 2 prior to this new chart-topper. How have you worked to build his career steadily through the years?
The goal is always to elevate with every album. Learn from previous rollouts and apply and adjust to the next one. He’s so prolific and puts out music at such a high velocity it’s just about continuing to go bigger with every release but in a way that stays true to the core audience. Our goal has always been to just add to the burning core fan base and with every release this group just gets bigger and stronger.
What sets this project apart from the rest of Yeat’s catalog, and how does it help you build from here?
This project I think comes at a time where after a meteoric rise he finally decided to lean back into the “lifestyle.” Reaping the rewards of his hard work, and I think the fun he’s having translates into the music. This project is braggadocious and polished and sets him apart and into a next category after reaching No. 1. Ultimately, it will actually just be the next stepping stone of an achievement that allows us to jump into even bigger live show experiences and wide-reaching ventures outside of just the music.
With 60,000 units, this week was Yeat’s biggest sales week of his career and outsold the entirety of the rest of his catalog to date. What was your approach to the sales aspect of this? And why go down the CD road for the first time?
I think the demand was always there, we just didn’t always cater to it. We are so precious with the music oftentimes we didn’t even have the time to make physical product on such short timelines. After putting out a massive project top of the year, there wasn’t a rush necessarily to force this one out. We could finally take our time to build product around it and lean into giving people actual things to collect: large-format vinyl to listen to and hang in their collection, or collaborative merch with designers he’s admired. Also rewarding people for buying into it, exclusive songs and different offerings that only were available to people who really paid attention and wanted to collect them.
What is your approach to digital marketing? And how have you been able to leverage TikTok for Yeat’s singles?
Yeat is so prolific in music making but is reclusive as a human in general. The rest of the internet can do the documenting and interacting for him. We never try to spark anything on TikTok out of the blue; all we can do is let the people pick. It’s very democratic in that sense, whatever song they champion then we can go lean into [it] and try to spread it wider.
How has the music industry evolved over the course of your career?
To echo the answer from the previous question, I believe that every era of social media has been intrinsically tied to the popular music of that era. Whether the music blew up on the platform of that time or it was big culturally and then translated back to that platform. I think in my time we’ve seen the most digitally-native fandoms yet, so learning to balance both living online but then translating it to live experiences and vice versa, real-life moments that then live online. I think in a time of virality we’ve swam the opposite way and tried to just stay true to chipping away piece by piece at growing something. But granted, this is the time of the quickest evolution in music history. When else has it been possible to make a song on your phone, upload it that night, and go viral the next day?
I would like to thank everyone on our team that works tirelessly and selflessly towards this common goal of uplifting a truly amazing artist. I know this is just a little small recognition that I received but I appreciate it and want to share my gratitude to everyone on our internal team and to [Capitol chairman/CEO] Tom March and the entire Capitol Records family. Also, new BNYX music soon.
Following his 2023’s breakthrough album, Whitsitt Chapel, Jelly Roll has become a country superstar widely embraced for the former rapper’s confessional, salvation-seeking songs and his larger-than-life personality, as well as his redemption arc as a former convict.
As he began promoting and releasing songs from his follow up release, Oct. 11’s Beautifully Broken, Jelly Roll also made it very clear on social media that debuting at No. 1 on the Billboard 200 would be the realization of a dream. That dream came true this week, when the set entered atop the chart with 161,000 equivalent album units earned in the U.S. for the week ending Oct. 17, according to Luminate — the artist’s best week ever by units and the third-largest week, by units, for any country album in 2024.
The work began more than a year ago, as Jelly Roll began writing and recording songs for the new album. He worked closely with Katie Kerkhover, vp of A&R for Nashville-based BMG/BBR Music Group (which released the album in conjunction with Republic), whose own background as a musician helped inform her work with Jelly Roll. And her contributions to Beautifully Broken help earn Kerkhover the title of Billboard’s Executive of the Week.
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Here, Kerkhover discusses the making of the album from the “vision” Jelly Roll took into its creation, his sense of purpose in recording every song and the intention behind picking his duet partners from several different genres, as well as the non-stop promotion efforts that brought it over the line.
Beautifully Broken debuted at No. 1, something that Jelly Roll made clear was his goal. What decisions did you make in the making of the album that you felt would increase its chances for a No. 1 debut?
Jelly has a very strong vision for the impact he wants to make with his music. It has a purpose. Every song he writes has a purpose. Making sure his heart and the gravity of his messages was the constant that was guiding everyone was critical in making the album. Encouraging those involved, who have their fingerprints on it with him, to bring that emotion out of their own contributions was vital. Making sure the production and mixes were mirroring Jelly’s emotions. He was creating until the absolute last moments, so having trust in each other when we were counting the hours on the final touches was also extremely important. Don’t forget, he was finishing this album while he was in the middle of tour.
This album was a joint project with Republic. What was the division of duties in terms of the A&R?
Jelly started working on this album in 2023. He had already defined a solid foundation and clear direction, so when Republic joined the team, we all knew what we were aiming at. There wasn’t so much a division of duties as more of how we work together to add the most value to Jelly. What strengths do we have separately and together to elevate his vision and hit his goals.
Was there a mission statement from the moment you started recording tracks for what Jelly Roll wanted the album to be?
There wasn’t any more of a mission statement than what you hear him continuously say, “I make real music, for real people, with real problems.” When we started to go through songs in 2023, we listened to every song he had written and focused on the ones with the strongest impact. Did we feel something? One of the things I admire most about Jelly is he always comes back to the purpose and to the why. “Why am I cutting this song? What purpose is it filling on the album and in the lives of others?”
Jelly Roll duets with a number of artists, country and otherwise, on Beautifully Broken, including Halsey, Keith Urban and Wiz Khalifa. How were his duet partners chosen and how does the diversity of the artists broaden the album’s appeal?
The collaborators were chosen by who Jelly felt the song would resonate with. Who would be the best person to add their talent and continue to elevate the song? As far as the broader appeal, Jelly is a huge music lover and that’s why you see so much diversity in his collaborators on this album. I think it’s only natural that the appeal is broadened because he creates without boundaries and, ultimately, the human factor is what connects all of us. Fun fact: he also knows more about the history of songs, artists and genres than anyone I’ve met, so his well of potential collaborators runs deep.
“I’m Not Okay” tackles mental health and is a Hot 100 hit for Jelly Roll. How has that song brought him a new audience?
We all have times we struggle and are not okay. The message of this song transcends genres and resonates deeply with listeners. Jelly has the courage to share his personal struggles through candid lyrics, revealing a vulnerability that really enables him to connect with a broader audience, including those who may not have been familiar with his earlier work.
There are several different configurations of Beautifully Broken, ranging from 14 to 28 tracks. How was the sequencing for each project decided to convey a cohesive work no matter what variation fans were buying?
We selected the initial 14 as the first collection for vinyl because he was still writing. The sequencing is tied together by the overarching message that Beautifully Broken is a reflection on his experiences with mental health and addiction, and the idea that winning comes from losing. The road to atonement has no shortcuts and there will be highs and lows along the way. It all began once he selected “Winning Streak” to be the opening track of the album.
Beautifully Broken achieves the third largest week for a country album in 2024, behind Beyoncé and Post Malone. What does that mean to Stoney Creek/BBR?
Jelly’s success speaks volumes about the incredible connection he shares with his audience. His fan base is broad and deeply passionate, showing up in full force for every project. This relationship helps fuel our growth as a team, pushing us to innovate and strategically add resources that make sense. Our collaboration with Republic on this project is one example.
But the real driving force behind this achievement is Jelly himself. The sheer amount of work he poured into creating and promoting this album is nothing short of mind blowing. For two months leading up to its release, Jelly didn’t have a single free minute. Every ounce of his energy was devoted to making this album the best it could be, and the results speak for themselves. His work ethic, paired with the passion of his fans, made this project a true success.
You come from a publishing background. How did that help you approach picking songs for this album?
I’ve had a long and extensive career as a touring musician, having played violin since the age of four. Before I turned 20, I was performing hundreds of shows a year with Nashville artists like Sara Evans and Billy Currington, playing at the biggest country festivals and stadiums.
What I set out to do was take my real-life musical experience and transform it into a tool to help songwriters and artists master their craft. A great example of that is from late 2020 when I joined BMG as a publishing A&R. One of the first things I did was bring in the incredibly talented songwriter/producer Austin Niveral, just as the label was signing Jelly Roll. I immediately saw the potential for the two to collaborate, [then-BMG Nashville president] Jon Loba recognized my strengths and ultimately appointed me to lead A&R for the label side. As we know, Jelly and Austin would go on to write the massive hit “Need A Favor” from Whitsitt Chapel, and they continued their partnership with Beautifully Broken, setting the tone for the album with “Winning Streak.”
When “Ain’t No Love in Oklahoma” reached No. 1 on Billboard’s Country Airplay chart, it became Luke Combs’ 18th chart-topper on the tally. But this one was different from its 17 predecessors for the Sony Music Nashville artist. “Oklahoma” was the lead-off single from Atlantic Records’ Twisters soundtrack and his first hit spawned from a movie. Also, as the song spends its second week atop the chart, it brings Combs’ cumulative weeks spent at No. 1 on Country Airplay to 53, making him only the sixth artist in history to have spent more than a year at the summit.
Every one of those 18 No. 1s has been promoted to country radio by Sony Music Nashville senior vp of promotion Lauren Thomas, who oversees promotion for SMN’s RCA and Columbia imprints. And that feat earns the radio veteran, who joined SMN in 2009, the title of Billboard’s Executive of the Week.
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Here, Thomas explains how Sony Nashville and Atlantic worked together to promote both the song and the movie, how Combs’ previous No. 1, his remake of Tracy Chapman’s “Fast Car,” paved the way for a broader audience and how Combs integrated the song into his sold-out summer stadium tour. “Honestly, [‘Oklahoma’] is a Luke Combs song through and through and perfect for the live stage,” Thomas tells Billboard. “Luke did the perfect job of writing something for this massive film and soundtrack and making sure it was original to him as well.”
“Ain’t No Love in Oklahoma” is No. 1 for the second straight week on Billboard’s Country Airplay chart. What key decisions did you make to help that happen? We are fortunate to have a hit song along with an incredible track record with Luke at country radio. The team’s relationships paired with communication with our partners on our goals — and ultimately their support — drove this one home.
“Ain’t No Love in Oklahoma” is from the Twisters soundtrack, which Atlantic released. How did you and Atlantic work together to take “Oklahoma” to country radio, while also promoting the film? Working with Kevin [Weaver, Atlantic Records president, West Coast] and his team from the beginning was exciting. From the beginning, their team wanted to make some noise. With the teases of the trailer directly [to] moviegoers inside the theaters to the massive music video with Luke and all the film footage, we were given the ball to make this Luke’s next No. 1 single and their team trusted us to do so.
The song leans more into rock than Combs’ songs usually do. Did you receive any initial pushback from radio? Luke has a solid track record and his sound covers a wide range. Tempo from a superstar like Luke was embraced fairly quickly and given a real opportunity with immediate airplay from a world premiere across all chains.
Though written specifically for the soundtrack, what about the song do you think appealed to Combs’ existing fan base and did you work it as if it were a standard Combs’ single release or were there different elements that came into play because of the film?
Honestly, it’s a Luke Combs song through and through and perfect for the live stage. If you’ve never seen a Luke show before, it fits perfectly into his set. Whether a ballad or something more hard-hitting, they love Luke and are here for him and I think Luke did the perfect job of writing something for this massive film and soundtrack and making sure it was original to him as well.
How did you tie in with the success of the movie to help promote the song?
It was all Luke. Luke was on his massive sold out stadium tour at the time of the movie so there was an easy tie-in to have Luke talk about the song as well as what it was like to shoot the music video for such a big blockbuster — which, as Luke explained, was a very different process from a standard music video shoot, most notably having debris flying at him during filming. That, and of course the weekend the movie came out Luke invited Glen Powell and some of the cast up on stage for his shotgunning beer moments.
“Ain’t No Love in Oklahoma” is Combs’ 18th No. 1 on Billboard’s Country Airplay chart. What has been the strategy when taking him to radio in terms of picking singles and working with him and his manager, Chris Kappy? It is very much collaborative with Kappy, Sophia [Sansone] and our respective teams. Luke definitively knows his audience and speaks into the decisions we make — he leans in and always has with both his fans and our partners. It’s wild to think about the days of driving Luke around in a rental car to radio station shows and visits and now Kappy, Sophia and I get on bi-weekly calls to talk through things like multiple sold-out stadium dates. Wild.
Combs’ songs have now spent a cumulative 53 weeks at No. 1 on Country Airplay, making him only the sixth artist to have registered more than a year. Is there one thing you and your team have consistently done when taking Combs to radio that has resulted in such a huge number? It really is the perfect marriage of compelling music and communication to partners. Luke has done an incredible job of consistently delivering music that moves people in a variety of ways. The enthusiasm from Luke and his team is contagious and the Columbia promotion team carries that energy into the promotion of his music and the execution of our goals.
He took his cover of Tracy Chapman’s “Fast Car” to No. 1 in 2023 and that song also received some crossover play on pop formats. How did that increase his audience?
The whole collective team — management, marketing, press, promotion, etc. — came together to push this in front of new audiences. It really wasn’t one thing alone. The song and story behind it were everywhere and people who had never heard of Luke Combs now know who he is.
This might be a really silly example, but I have worked every Luke Combs number one. When “Fast Car” came out, it was the first time my dad spoke to me about Luke Combs’ music. He knew who Luke was but this song and story behind why Luke cut it was familiar and clearly spoke to him. In contrast, same story with my little brother. Working with [senior vp of pop promotion] Brady Bedard and the team at Columbia was a dream and opened the door for both Luke and that song to have another moment with audiences at the different formats.
The song also made history for Tracy Chapman and brought us one of the most memorable Grammy performances to date. They both just looked so happy. I will always be honored to have been a small part of that song.
What did you learn from this rollout that you can use with other songs from soundtracks, and do you think the Twisters’ soundtrack success will lead to more country artists having songs on soundtracks?
I think we always have to be open to different ways to promote music and this song helped our team do that. Having an extra bonus of a song being in a film and as the lead from the soundtrack just helps add the exposure of any song no matter the genre.
Country music is about storytelling so I think music supervisors should certainly pay more attention to the genre to help tell the stories of their films and shows. This soundtrack helped bring the genre to the forefront at a time when country music is shining. I can only hope that the music teams at these film companies realize the power a song can have to really amplify their story.
There are a lot of recognizable names on Billboard’s Alternative Airplay chart: Green Day, Jack White and Linkin Park are all in the top 10, to name a few. But this week, one of the most successful bands in the chart’s history spends a second week at No. 1: Cage The Elephant, whose latest single “Rainbow” becomes their 12th leader on the chart, tying Linkin Park and the Foo Fighters for the third-most all time.
That’s a significant milestone for both the band and its label, RCA Records. But RCA’s success atop Alternative Airplay goes deeper, and more unconventional, this week: Myles Smith’s breakout single “Stargazing” reaches No. 2 on the chart, giving the label the top two songs there for the week. And Smith’s achievement is all the more remarkable because the song is his first charting hit in the U.S., a relative rarity for an artist making waves at alternative. And that one-two punch success helps RCA’s senior vp of pop/rock promotion Gary Gorman earn the title of Billboard’s Executive of the Week.
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Here, Gorman explains the strategies that helped RCA hit those marks, the differences between veteran acts and new artists at alternative radio and how the promotions job has changed over the course of his extensive career. “The information and technology we have now vs. 15 years ago is staggering and allows us to be more strategic than ever,” Gorman says. “The bones of this job are, however, still the same. I expect that to continue, as long as music programing at radio is still editorialized.”
This week, Cage The Elephant spent its second week at No. 1 on Alternative Airplay with “Rainbow,” tied with Foo Fighters and Linkin Park for third-most all time, with 12 No. 1s. What key decisions did you make to help make that happen?
Cage The Elephant is a Goldilocks band for the alternative format. Their history of No. 1 songs and alternative chart success coming into the Neon Pill album cycle was undeniable. Not to mention, for my money, they are one of the most consistently ferocious live bands in the space. That being said, multiple No. 1s from any campaign are promised to no one, so a lot of the strategy here lies in the long tail of the promotional campaign and how to outline a comprehensive 24-plus-month plan. Our partners at Q Prime are an incredible asset and invaluable in all collective decisions from the timing, touring, artist participation and information sharing. One of the hardest and most discussed decisions wound up being about which single to lead with. Impacting the darker “Neon Pill” first into the lighter “Rainbow” still rings true for me.
With Myles Smith’s “Stargazing” at No. 2, RCA has both of the top two slots on the chart, with two vastly different songs. What strategy goes into making that happen?
So wildly different — it’s such an exciting moment. Cage is an established band at the format, and it had been many years since new Cage music, so the table was set and the anticipation was high. Myles, on the other hand, was a virtual unknown to alternative radio. As a result, the set up was more “door to door” as we sought early champions. A handful of alternative major-market programmers led the way, early, on the backs of a huge streaming story and we were off to the races. We couldn’t have achieved this level of success on this campaign without the early belief from those first alternative stations. Those folks have all my gratitude.
The upper tier of the Alternative Airplay chart is full of artists who have had careers stretching back 10 years or more — Cage, White, The Offspring, Linkin Park, Green Day — but Myles is a much newer artist, with “Stargazing” being his first charting hit in the U.S. How hard is it to break a new artist on alternative radio these days?
As Public Enemy once said, harder than you think. Alternative radio has always played a wide variety of new musical styles, but ultimately, it’s their gold libraries that hold everything together. One can say many of the most successful new songs at alternative have “connective tissue” sonically to a station’s music library. With the nostalgic feels coming out of the pandemic, heritage artists releasing new music have been a hot ticket item for many programmers, making shots on new artists even tougher. That being said, there certainly have been some brand-new artists with terrific runs at alternative in the last year. Myles Smith has been a triple threat with “Stargazing”: a sonic fit, incredible streaming and early power-worthy research.
On the flip side, why is the format so friendly to artists with long careers, when so much of pop radio is driven by new hits and new artists?
How much time do you have? Alternative radio today has remained true to their explosive origins, continuing to support a larger library of songs and artists dating back to the format’s inception. As a result, these stations tend to have a slightly older audience than pop, along with fewer current tracks in rotation at a given time. As mentioned, the wave of historic artists releasing new music has created quite a dilemma. Given the limited space for current music, it would seem many programmers have opted to lean into the artists they know have worked in the past. The irony, of course, is that we have seen some of the biggest researching songs of the year come from either new or unexpected artists at this format, with Myles Smith being a prime example.
How has radio promotion evolved over the course of your career?
The information and technology we have now vs. 15 years ago is staggering and allows us to be more strategic than ever. The bones of this job are, however, still the same. I expect that to continue, as long as music programing at radio is still editorialized. I learned a long time ago that the one constant in this business is change. Having a crackerjack team here at RCA across all formats, including the promo leadership from Keith Rothschild and Sam Selolwane, allows us to face new challenges and adopt new strategies while remaining focused and unrelenting in the amplification of our artists across the radio platform.