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Star 94 Becomes "The 90s to Now"

R

RoddyFreeman

When Star 94 recently dropped "without the rap" from "Today's hits without the rap," it sounded like something told them it was generating negative reaction, possibly a focus group. Falling back to "Today's hits" suggested those words would stay only until they came up with something more permanent. I also wondered whether "Today's hits" sounded completely credible on Star.

Well, Star 94's new positioner is "The 90s to now." I don't know whether this means any change in the music since a small amount of 90s were being played. Most likely it indicates more of a head-on attack on B98.5, which has been winning pretty significantly. And does the new line imply that Star 94 is the younger, hipper station?

I guess it's a better line than saying, "Star 94. We're B98.5 without the 80s."
 
Yes, this sounds like a straight-ahead attack on B98.5, which has improved over the last 12 months. I'm actually a little surprised they went with "90s to Now" since it positions them very closely to B, but it's a good slogan that's used on many Hot ACs including KBIG/LA, WMTX/Tampa and KIOI/San Fran. It's certainly more distinctive than "Today's Hits." It doesn't sound like the proportion of 90s music in the logs has actually changed, just a few different titles and the acknowledgement of 90s music in the imaging. Of course, Star recently got some major mileage from 90s music via the Big 90s Weekend.

Another notable change this week - some new recurrents and golds cycling in, including a few rhythmic-flavored ones like "Party Rock Anthem," "DJ Got Us Fallin' In Love" and "Yeah." Since moving to HAC, Star has generally avoided these songs like the plague, and I've wondered whether that was hurting them. I think some sonic diversity will do them good, and I also think they could churn through their currents a little faster. Not *fast*, but faster. The clocks, in my opinion, are perfect for the format.

I've also noticed former Q100 middayer Brittany doing weekends, and she's a very welcome addition. The Jingle Jam imaging also sounds excellent.
 
Look at the artists featured in this year's JingleJam lineup. With the exception of Colbie Caillat, they're all from the 90s.
 
I'm happy that Star 94 is adding a bit of rhythmic-flavored music, as The Music Man has pointed out. Hot AC is a very recurrent format and also a conservative one. But I felt Star's playlist was just too conservative and boring. B98.5's was more exciting. I also agree with The Music Man that Star 94 keeps their powers far too long. It seemed like Mumford & Sons dominated the station for months and months. Now that's happening with the Lumineers, Phillip Phillips and others.

And like The Music Man, I think Brittany has been sounding really good. Aside from the music, I think Star's weak spot is 7-10PM. When (Music Director) Michael Chase was allowed to be himself on the air, he was a very good jock. But on his voice-tracked evening shows, he has a "walking-on-eggshells" delivery that I don't think sounds good. I thought he was temporary in the slot, but he has started giving his name.
 
Star has added Checka Cee for weekends, replacing Dan Kemp. Marino, Checka and Brittany are the new weekend staff. They all sound very good.
 
They are going for a younger audience (with a 90's+ mix), older folks who enjoyed it and others who were on their bikes and skate boards back then.
 
Now if they would just add Rick Dees Weekly Top 40 back to their weekend lineup, everything would be just right. I noticed these days he is on more hot AC stations nationwide than CHRs. I know his affiliates are fewer now than they were in the 80s/90s but it would be nice to have him back on Atlanta radio.
 
Honestly a terrible format. The music of the 90s, sans very early 90s, was very boring and that, at least to me, has continued up till now.
 
In addition to more rhythmic sounding material, Star has also added more 90s songs from Smashing Pumpkins, Sublime, Third Eye Blind, D.H.T., and more. It seems like at least one, if not two 1990s songs are playing per hour. Definitely B98.5 without the 80s. (By the way, B really has improved over the past year. They added Avicii's "Wake Me Up" today. :)
 
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