Can L.A. Support a true dance station

[Hamp]

Dance seems to be heating back up and gaining some attention lately and I think it could certainly garner a niche audience in
where exactly is this happening?

In the larger markets. Trends come and go in circles. In the early part of the 2000's, House/dance took a back seat to Hip-Hop. Now the House/Dance trend is starting to come back again. I know in Chicago two of the most rotated songs on B-96 are dance oriented. That may not be a HUGE number, BUT a few years back (as recently as 2005) there were NONE!!!! So is starting off slowly, but surely. A lot of your rhythmic stations that seemed to have nothing but Hip-Hop on their playlists, are now starting to revert back to other genres of music, INCLUDING DANCE!!!!

 

[davideduardo]

David, I too was under the impression that KIIS was beating Power 106 in its target demo. That's what I had read from someone over at KIIS in either a recent article or forum.

No, at this time KIIS is behind Power in 18-34. The two are always quite close, so the issue is that both are doing very, very well in that demo, and are among the top 5 billers in the market, too. There are several stations with a 5 share such as KLAX, KLVE, KBUE, KROQ, KXOL and KSCA. Together, these 8 stations (including KIIS and KPWR) have nearly 60% of the audience in that demo so all do very well.

The high number of Hispanic stations is more a reflection of the median age of market Hispanics, and the fact that nearly 55% of the 18-34 population of LA is Hispanic.

Neither is going to change, as they have extremely successful formats. Keep in mind... as I'm sure you know... that radio is not like an election where there is one winner. If you are in the top 15 to 20 stations in LA, you will be very profitable and successful.

 

[CHRles]

Thanks for your reply David, much appreciated

 

[HotRadioPD]

With all the buzz about Dance being a possibility in Los Angeles, this is definately a platform to debate it.

KCRW has a nice following for its eclectic programming targeting Underground and Dance music during the evening. I have not heard a station or format to reflect the diversity of a Dance format such as the platform KCRW projects.

For example: San Francisco/KNGY - Energy 92.7 has made an attempt but fail. The station sticks to a strict base of Techno and Melodic playlist. If given the idea and open mind to expand its options, it could excel and succeed.

Balance is key. And a station that proclaims a Dance format can easily persuade listeners from others such as KISS-FM. I don't know how many of you get out to dance venues often, but most are frequented by young adults with spending power. With dedication to research and detail without doubt and uncertainty, you'll find a path to conclude that maybe this is an option for a group stuck in their ways. Hey, many broadcasters are broke because they fail to try. And the reflection of the execution is usually done poorly.

Some here discussing the issue may applaud the future but many I'm reading are reflecting too much in the past. What might have been was then. What could possibly be is right now. Open your mind and remain optimistic.

 

[donpay]

No.

Get over it.

 

[failsafe]

Is KBIG 104 er............My104 still playing ' THUMP RADIO '? I haven't listened for so long. That was / is a good show. Used to hear it during my nightshift job.

 

[henry]

No.

Get over it.

You do mean, "No .... [dance couldn't last on a Mt. Wilson stick]," right? ;D

Let's face it. 103.1's destiny is dance! MARS? Groove? KDL? So many attempts on the same signal? I'm sure someone will try dance on 103.1 at least 2-3 more times over the next 20 years.

 

[donpay]

No.

 

[TonySantiago]

Greetings from New York!

Thanks for inviting me over DXMeister! And just in time too! So I'll say my answer.....

YES and I WON'T get over it (sorry, not my job.) But the YES answer can't just stand there without giving an explanation regarding my thoughts on Los Angeles and dance music on the radio there. And to that, I'm admittedly hesitant with the term "true dance".

I have visited Los Angeles and have heard Mars and Groove Radio on 103.1. And while I do feel that Swedish Egil is very knowledgable in terms of dance music, the sounds that came out of there may have been WAY ahead of its time. Granted, for a core fan such as myself, I LOVED what he did there. But then again, there are more casual fans than core and while Mars & Groove certainly had a cutting edge sound to it...the casual fans still were lost in the loop of things.

For a "rhythmic" station (note that I am NOT saying pure dance here) to work for Los Angeles, it has to be a current leaning version of what KPWR (Power 106) was back in the 80's.....to compare it to today, like Pulse 87 is now in New York http://www.pulse87.com, with the currents, but also with that regional flair of dance music that can perhaps only be "L.A." and cater well to that audience. I didn't state "true" with this because unfortunately, dance music as a whole isn't a strong enough genre in this country to maintain it's own presence without any other genre thrown in there.....YET! So to that, you have to mix in some pop-remixes, some R&B, a small miniscule "dose" of hip-hop (the fun loving, party stuff..aka Flo Rida, not the gangsta elements). But at least have 70 percent of the format with current dance...and a classic/recurrent thrown here and there.

You do have the Chicano population, gay population, many transplants to the region from other areas that would be into it. It can sound as good as Groove Radio but in the process not alienate the casual fan from the core. And you have to get to the Latinos. THAT is what will make a rhythmic station in the Los Angeles/Orange County area work.

 

[ofthevoice]

I've found this to be one of the most interesting discussion boards! Everyone has been posting some great thoughts! I think Tony hit it on the nose when he said: ..."but also with that regional flair of dance music that can perhaps only be "L.A." and cater well to that audience.." (That's what actually needs to happen in ALL terrestrial (sorry, bad speller..) radio formats. Catering to it's specific area). Course, we all know that will never happen....Can you just imagine, some creativity in corporate radio?! Yeah, right!

 

[Kabrich]

David, I too was under the impression that KIIS was beating Power 106 in its target demo. That's what I had read from someone over at KIIS in either a recent article or forum.

In the last full book, Fall 2007, KIIS was #1 and Power was #3.

If you take the last 4 full books (all of 2007) both KIIS and Power are tied at a 6.9 share - which is a tie for #2 to #1 KSCA-FM with a 7.3, but clearly trailing off towards the end of the year.

However, its somewhat futile to look at interim books before weighting is applied in a market like LA.

 

[Big E]

When did the term "DANCE", come into play anyway? This is just a term used by a few in the biz to describe a specific type of music, and not a station format per say. For example, wouldnt country music be considered DANCE? Go a to Country Western bar, and see if they're standing with a thumb up their @55 on the dance floor...NO, they're dancing. Oldies, AC, Rythmic, Urban, CHR, Rock, all play music you can dance to. Maybe we should be more specific with the term Dance. House/Techno/Electropop/Funk/Trance would be more appropriate, dont you think?