Morpheux said:
Dance on HD radio would only be a short term solution for the five people who own them in NYC. In the era of PPM, this will never produced anything substantial that can prove the Dance format is viable.
There is a demand for current Dance music that stretches beyond the club goers and the core fans.It's just a preference for uptempo music derived from Electronica sounds. There is a huge difference between a Katy Perry uptempo track and something from Swedish House Mafia.Unfortunately,most radio consultants don't understand the difference.They group both artists together solely base on the bpm of their tracks. ???
A day parted station might just work best at this time with a focus on the city itself.More dance hits from the mid 90's through the 2000's during the day. Then become more edgier after 5pm. The question will be is this something the pure dance crowd can live with?
As far as advertising goes,which is the bottom line, I would not over think this if I was in sales. The same people who listen to dance are listening to other stations currently! They tend to be single and with more disposable income than their married counterparts. No need to reinvent the wheel. Just go sell it!!
That's mainly why I suggested HD....as a short term solution and as potential proof. Will it get people to buy HD radios? Highly not. But just the fact that it's out there and with smartphones, people COULD tune in. Of course having something on the standard dial would be the plus. As much as you can try to "sell" this to me and other dance fans Morpheux, the current sound of 'KTU does not cut it for us. It works well for the demos they serve but it isn't what a younger, club going audience would want.
But you hit it on the head (and I did say this to MarcR....and STILL waiting on a comeback on that one based on that Sacramento PD) that there are those that
DON'T go to clubs and are
NOT core fans that still would love to hear something by the Swedish House Mafia, Benny Benassi, Maniacalm, etc. There are people that just love uptempo music!
Regarding the day parts, the one argument I had with 'KTU in the past (back in the '96 - '06 days) was the fact that they could have played a bit more current music during the lunch time and drive times instead of keeping it on the older side. What you suggested with the late 90's and up along with current dance interspersed in there could work out. Playing something thats current rhythmic (Pitbull, Chris Brown, T-Pain, Rihanna) would work too since you do want to get an audience that may not be as core but could go with something that they can relate to.. I think the crowd can live with that versus the 234,155,165th run of "I Will Survive" with "Shake Your Booty" next.
With freestyle, there would be a drop of that music because the older sounds (and despite what one may hear as the contrary, I am
NOT a hater of the genre but I gotta call it) has been oversaturated. Not saying a station like this should NEVER play freestyle, but perhaps once every 2 or 3 hours instead of 2 every hour. The station's focus should remain current with few recurrents in there.
The advertising aspect.....
NAILED IT! And yes, let's go further on it. Younger crowd, not married, disposable income used for items such as music, beauty, fitness, computer gadgets, cell phones, cars, travel and are HIGH on the social markets (Facebook, Twitter) whereas you can reach out that way.
Morpheux, you know I would want this station on the standard FM, but until that can become a reality if corporate can open their eyes to really know what the music and audience is about, we need something to represent a New York sound of dance and if it has to be HD for now, so be it. Nothing against "Pride Radio" but it's not really indicative of the New York dance music audience, gay or straight.
