Morpheux said:reelyreal said:I wouldn't call it "hijacking" by CHR. The whole concept of Top 40/CHR is that you play the hits.. you play what people want to hear. It always goes in phases. Rock will be huge for a few years, and CHR will play rock. Hip Hop's big for a few years, CHR plays hip hop. Turbopop/dance has been big for a couple of years, so CHR's been playing it. That's the beauty of CHR... it's always changing. Tastes change, and CHR is nimble enough to move with it.
That's exactly my point about Dance...it is in demand currently and has given top 40 big numbers. It is not a niche format as some might want to keep repeating.
Sadly, the music simply being currently in demand doesn't prove your case, and I wouldn't say that Dance alone is responsible for Top 40's big numbers right now.
Dance is a niche format, and the fact that Top 40 has built some Dance material into its repertoire for now doesn't mean that Dance is sustainable as a standalone format for long periods of time. Stations that have attempted all-Dance in the past have flipped out of the format within a couple of years because there just wasn't enough commercially acceptable material to play, nor was there advertiser support for the small yet vocal audience who were devoted to those stations. It's too narrow a lane for stations to maintain over long periods of time and thrive.
Yes, stations might attempt to go all-Dance and capitalize on the music's popularity at the moment. But in the long-term, that's not a good strategy since it takes time to build up an audience and a brand and gain awareness in the market, and any station that goes into a non-mass-appeal format will have to pour time and money into a short-term effort that they're going to have to blow up and invest in all over again in a couple of years. Top 40 is a flexible format that can incorporate aspects of other formats into it like Dance, Rock, Rhythmic, etc., without going 100% full-on in any direction, but it's a cycle, and eventually the compass will swing in a new direction. Read Guy Zapoleon's stuff on the 10-year cycle that Top 40 goes through regularly and has done so since the inception of the format in decades ago.