DavidKaye said:
The modern rock format is 20 years ago. Justin Bieber wasn't even born yet. What made KITS work with the modern rock format was several things: (1) a mass audience, (2) support of the music by club DJs, (3) the hip factor.
Today's KITS is KSOL, KMEL and KMKY (Radio Disney). Don't look now, but KSOL is the #1 music station after KOIT.
DavidKaye said:
Hip hop is today's modern rock.
What's your beef with modern rock that you can't handle it being a viable format? Just because Alternative isn't the #1-rated music format in San Francisco doesn't mean that it's dead everywhere. Houston's Alternative station is top 5 6+, San Diego has two Alternative stations that bring in over a 5-share combined 6+, and L.A. has two Alternative stations that have almost a 7-share combined 6+. And I guarantee you that KROQ has a much better brand recognition than KSOL.
The music is still hip, and if it wasn't, it wouldn't be used in such mass-appeal ways other than radio: Neon Trees' "Animal" is the music used in a several-month-long TV ad campaign for Las Vegas, and the song is so successful at Alternative and in these ads that they're finally crossing it to Top 40. Muse's "Uprising" has been used in tons of TV and movie ads, including ABC-TV's "V" and that new "Knight and Day" movie with Tom Cruise. The soundtrack to what will undoubtedly be one of the biggest movies of the year ("Twilight: Eclipse") is filled with modern rock artists like Metric, The Bravery, Muse, The Black Keys, Vampire Weekend, Band of Horses and The Dead Weather.
You also need to expand your definition of what the format can include. From its inception, Alternative became an inclusive format rather than an exclusive one -- where else could you hear modern rock from Pearl Jam alongside electronica from The Chemical Brothers or swing music by Big Bad Voodoo Daddy? When the format first got started, hip-hop was included on several Alternative stations' playlists, with artists like De La Soul getting a fair amount of airplay. That definition continues today, where the format plays everything from punk (Against Me and Rise Against) to reggae (Dirty Heads -- currently #1) to singer-songwriter material (Jack Johnson) to bluegrass (Edward Sharpe & The Magnetic Zeros) to hard rock (Disturbed).