The Music & State of Alternative 2024

[macattack]

Figured it was time to make a another catch-all thread for the 2024 calendar year, especially as Alternative has new gains, new issues, and a new paradigm.

Last year was a year veterans dominated the format. Linkin Park (with a song cut from Meteora) and Foo Fighters got their first #1s in about a decade. Blink-182 returned to the summit not once but twice as well. Paramore made it to the summit for the first time in their history. A few new voices did manage to break through, however, as folk-rock artist Noah Kahan scored a #1 with "Dial Drunk" and alternative metal band Bad Omens rode a TikTok-assisted wave to hitting #1 with "Just Pretend" before the end of the year. We also saw some genuine new artists like The Last Dinner Party, The Moss, and Sleep Token create some buzz with their offerings as well.

From a business perspective, however, this has been more of a mixed bag for Alternative. Several stations in the Midwest continued to perform strongly, such as KPNT in St. Louis, WLUM in Milwaukee, WXDX in Pittsburgh, and KVIL in Dallas. KITS returned to the Alternative format in San Francisco under classic moniker "Live 105" and kicked off with a shot in the arm, eventually getting some of the best ratings in its history. Las Vegas' KXTE also flipped back to Alternative, but this time with a heavy Active lean, and also achieved strong ratings. The legendary 99X also returned to Atlanta with a gold-heavy presentation.

However, many other stations in the country continued to struggle, and another legacy station, WWCD aka CD 92.9, will fold at the end of January after being on life support for the past year and change. It's clear that while veteran artists are helping stabilize the format in many markets, it hasn't been the cure-all for every Alternative. Time will tell if the veteran-heavy approach continues to work well, or if it's just a harbinger of coming disaster.

Anyway, just like I did last year, here's the first few singles for Alternative this year. Fitting the theme, they're all veterans except for one.

 

[radiorobert]

Based on the lack of replies I'd guess most don't want to keep the Alternative debate going.

But I will chime in with a general assessment that those Midwest cities still have a white, Millennial/Gen X audience that is able to sustain the format when its done right. Often time though Active Rock stations can cover a lot of this and not be straight Alternative. It seems though that the population of the market has to be either 1.) highly concentrated with the above mentioned demo if its a smaller market or 2.) be a larger market with the raw numbers to get ad agencies interested.

 

[macattack]

Based on the lack of replies I'd guess most don't want to keep the Alternative debate going.

But I will chime in with a general assessment that those Midwest cities still have a white, Millennial/Gen X audience that is able to sustain the format when its done right. Often time though Active Rock stations can cover a lot of this and not be straight Alternative. It seems though that the population of the market has to be either 1.) highly concentrated with the above mentioned demo if its a smaller market or 2.) be a larger market with the raw numbers to get ad agencies interested.

Midwest and Southern Alternatives in general seem to be doing pretty well, so you’re likely onto something. Most of them have shifted to a rock-centric version of Alternative (if not outright Active-leaning), and I think listeners are responding positively to this.

I’ve also noticed a shift in the gold tracks in recent months at most Midwest/Southern Alternatives. The early 90’s, outside of the most iconic tracks, are finally leaving. The golds seem to center on 1996-2013 now. Don’t get me wrong, “Smells Like Teen Spirit”, “Creep”, “Disarm”, and songs of similar iconic status remain, but the more mid-tier early 90’s is gone.

On the flip side, the mid and late 10’s are few and far between at most Midwestern and Southern Alts, including the hits. The coastal Alts are friendlier to this time in contrast, but the coastals are also friendlier to the early 90’s still, you still hear quite a bit of mid-tier early 90’s gold in their rotations.

Seems the minor schism between regions now extend to the gold tracks and not just the currents.

 

[macattack]

As a postscript to what I wrote above, I think what plays into why blink-182's "One More Time" has been so resilient at the top is because it's a song that works for both what the "heartland" Alts and the coastal Alts are looking for. It's more poppy and gentle which the coastal Alts tend to prefer, but it's acoustic and rock-leaning sound attracts the heartland. It's a nostalgic song by a beloved veteran band with its original lineup as well, which helps its case in general. "One More Time" also crossed to Hot Adult Contemporary where it was #15 last I checked.

There are three current challengers for the #1 in Cannons' "Loving You", Sum 41's "Landmines", and Cold War Kids' "Run Away With Me", and despite their varying sounds and origins, they are all getting pushed by the heartland Alts much harder than by the coasts. That's not to say the songs are devoid of coastal support (KROQ is pushing "Landmines" hard for example), but the three songs have much stronger support in the Midwest and South than they do at the coasts. "One More Time" has finally weakened enough to be passed for the #1 by one of the three, it'll be interesting to see which one accomplishes it (my money is on Sum 41).

In general, heartland Alts seem to be the driving force on the format right now, probably because there seems to be more of them than there are coastal Alts at this point. You need the coasts to have a chance at a long-lasting #1, though. For all of the furor "Just Pretend" by Bad Omens got for getting the #1, its strongest backers were universally heartland, the coasts were more reluctant to get behind it despite its TikTok popularity and ultimately it didn't last long at the top.

 

[radiorobert]

I'll follow up with this additional thought. Alternative is now compartmentalized within most musical tastes because it was largely a white format that reflected a Gen X lifestyle among whites in the 90's thru early 00's. With this in mind, there are many areas where even younger whites now, let alone non-whites don't culturally relate and most have been weened on music that has some sort of 'Rhythm and Beat' that's better reflected in EDM/Rhythmic styles of music.

I'm a firm believer in psychographics which includes the study of a persons psychological tendency to be attracted to something. Basically, how people think and why. Psychographics is a media term that I don't hear used at all anymore but used to get used more regularly years ago. And what I see and what the Alternative genre seems to bear out is what I described above. I started noticing it around 2010. Alternative experienced its first real collapse and it coincided with other demographic changes and musical styles becoming more prominent.

This is why you see alot of heartland influence now. Its doing well in even many small cities in the midwest.

 

[macattack]

Format ain't quite dead yet. Michael Marcagi's "Ready To Start" and Djo's "End of Beginning" are both streaming very well and are expected to make dramatic leaps up the radio chart in the next couple of weeks. Obviously, data will dictate their staying power and radio hit status, though "End of Beginning" has already crossed to pop and Hot AC radio.

 

[tall_guy1]

I'll follow up with this additional thought. Alternative is now compartmentalized within most musical tastes because it was largely a white format that reflected a Gen X lifestyle among whites in the 90's thru early 00's. With this in mind, there are many areas where even younger whites now, let alone non-whites don't culturally relate and most have been weened on music that has some sort of 'Rhythm and Beat' that's better reflected in EDM/Rhythmic styles of music.

I'm a firm believer in psychographics which includes the study of a persons psychological tendency to be attracted to something. Basically, how people think and why. Psychographics is a media term that I don't hear used at all anymore but used to get used more regularly years ago. And what I see and what the Alternative genre seems to bear out is what I described above. I started noticing it around 2010. Alternative experienced its first real collapse and it coincided with other demographic changes and musical styles becoming more prominent.

This is why you see alot of heartland influence now. Its doing well in even many small cities in the midwest.

I would also attribute it to the fact that the "indie" atmosphere is gone or has become mainstream, whereas stuff like Eternal Sunshine of the Spotless mind was loved by a small but dedicated audience whereas George W.-esque conservatism was mainstream. Now the center left is the mainstream and MAGA is the "alt" culture.

 

[XMportable]

I listen to an alternative LP station in Phoenix called: KWSS 93.9

 

[dave00]

MAGA is the "alt" culture.

I would have agreed with that in 2016. MAGA was a rejection of the Obama years and mainstream millennial narratives. But it’s basically still stuck in that same schtick from almost ten years ago and lacking momentum now.

 

[dave00]

Most of them have shifted to a rock-centric version of Alternative (if not outright Active-leaning), and I think listeners are responding positively to this.

iHeart’s WXZX in Columbus just pivoted to this approach last week.

Even with CD92.9 gone, 105.7 went down in ratings, so it’s understandable they’d want to make a change.

That said, I think they did it more to protect their heritage CHR (whose currents crossover with alternative’s currents) rather than seeing real demand in progressive Columbus for Disturbed and Godsmack to be played alongside How to Save a Life and Iris. Are other alts going this broad with their gold? Modern AC to Active Rock?

I feel like once you add 2000s active rock hits, the modern AC gold and the late 2000s stomp clap/indie pop just doesn’t fit anymore.

 

[E-Cam]

I feel like once you add 2000s active rock hits, the modern AC gold and the late 2000s stomp clap/indie pop just doesn’t fit anymore.

Personally, I like the idea of something of modern AC mixing with harder-edged rock hits. For example, back in 2002, I favored listening to something like "I Stand Alone" by Godsmack and "No Such Thing" by John Mayer. By the late 2000s, I was no stranger listening to Three Days Grace and System of a Down leading into Kings of Leon and Silversun Pickups. When Imagine Dragons and Twenty One Pilots hit alternative 10 years ago, it didn't stop me from listening to The Pretty Reckless and Bring Me the Horizon. But again, that's my personal preference. I know a lot of people are different with their taste in music.

 

[tall_guy1]

This is pretty funny @macattack . I listened to the Lazlo podcast a week ago where he said at some company gathering he went up to his boss a few years ago and told him to put him on 98.9 and that Yung Gravy was a step too far!