I'm confused. On paper, the new Oasis doesn't make sense. Yet in the January ratings, it jumped all the way to #3, ahead of Sunny and Mix, two AC stations that People Meters are supposed to favor, since they get played in stores, offices and other workplaces where visitors and employees will be forced to listen.
First, the music goes back to the 60s. I heard the Supremes, the Four Tops and Jackson 5 in the last hour, as well as the Emotions "Best of My Love" from the 70s. Didn't they have to blow up Smooth Jazz because it skews too old? So you replace it with a format that plays 60s and 70s songs but doesn't play currents? Sunny plays very few 70s songs these days and I'm not sure if they play any 60s anymore. And I don't think Mix plays anything pre-1980. And they play a percentage of current and post-2000 hits.
Second, I'm hearing VERY soft songs mixed in too. Again, Soft AC stations try not to play any really soft songs, even if they were hits, for fear younger demos will get bored. Many Soft ACs have just about eliminated Norah Jones, even if she sold a kazillion CDs. They'd rather image themselves as being soft, but really be only a bit softer than a Hot AC.
Third, the Las Vegas African-American population is quite small. True, Hispanic females like rhythmic music. But do they want a diet of NOTHING but black artists? Some of the songs are cross-overs, having hit the Top 40. But some of the songs sound to me like they only charted on Urban stations. I'm not hearing any white artists who have a rhythmic feel, such as Madonna or Hall & Oates.
Fourth, the DJ never talks on top of the music. Songs fade out to the end, many songs play in a row without the DJ being heard. Again, doesn't that presentation skew old?
Hey, it's hard to argue with success. But who is this station aimed at? And why is it playing so much OLD music? And why in mostly white and Latino Las Vegas is all the music by black artsts?
Gregg
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