Wowzurz, what is happening to the Reggaeton format?

[Radiogeek500]

Just last year this was touted as "the format" that was going big.

But now, it looks like it's fizzling. La Kallie in Miami and Vegas have been altered or completly dropped, KXOL ratings are down and the CC ones aren't looking up.

So what is going on? Was Reggaeton a fad format or is there still potential?<P ID="signature">______________
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[moniyjoy]

> Just last year this was touted as "the format" that was
> going big.
>
> But now, it looks like it's fizzling. La Kallie in Miami and
> Vegas have been altered or completly dropped, KXOL ratings
> are down and the CC ones aren't looking up.
>
> So what is going on? Was Reggaeton a fad format or is there
> still potential?
>
I think the reggaeton format was "killed" by having all these stations flip to that format. There isn't enough material to run a station on reggaeton only for to long. You could only take so much of the same beat. I think the only place it could survive is in Puerto Rico. Reggaeton should be kept under tropical format, just to reinforce the format. But reggaeton as a music genre is not dead at all.

 

[wxctintern]

The two major Spanish Station in Hartford - LaMega 910 and LaPurtoriquemisma AM 1120 are playing regaeeton less and less. (Too bad. I like it. It's the only reason a person like me who doesn't speak or understands Spanish listens to those 2 Spanish Stations). The 2 hip-hop stations in Hartford CBS's Hot 93.7 and CC's Power 104 still mix regaeeton in with the hip-hop and r&b and HOT 93.7 still has a 2 hour regaeeton block on Sunday Nights. And one of Daddy Yankee's newer releases is getting air play on CC's two CHR station in CT - Kiss 95.7 and KC-101.3 Thats in addition to getting airplay on 910, 1120, HOT, and Power.

 

[davideduardo]

> Just last year this was touted as "the format" that was
> going big.
>
> But now, it looks like it's fizzling. La Kallie in Miami and
> Vegas have been altered or completly dropped, KXOL ratings
> are down and the CC ones aren't looking up.
>
> So what is going on? Was Reggaeton a fad format or is there
> still potential?

It has plenty of potential. The ones that are right for thier markets are doing well. KXOL is doing fine, but they had a bit of binge listening at the start. Kalle in Chicago has double its previous format numbers. Kalle in Fresno has the highest numbers ever on its frequency.

Miami is an old market, and buys are nearly all 35+. This made classic salsa better than the salsa and reggaeton on Kalle there. And in a couple of other markets the strategic position made a 25-44 station more attractive than an 18-34 one.

In Puerto Rico, the new Reggaetón 94 is now the #1 music station there, and reggaetón stations are growing all over Latin America.

Like any newer genre, it will take time.
>

 

[gibby]

> I think the reggaeton format was "killed" by having all
> these stations flip to that format. There isn't enough
> material to run a station on reggaeton only for to long.
> You could only take so much of the same beat. I think the
> only place it could survive is in Puerto Rico. Reggaeton
> should be kept under tropical format, just to reinforce the
> format. But reggaeton as a music genre is not dead at all.

I'm interested in seeing how the format evolves in the states. I don't know if keeping reggaetón under the tropical format
will do anything for it's long-term success. It has long since made it's
connection with english-language hip hop. In fact, many of the artists in the genre are outfitted like many of the mainstream hip hop artists. And stylistically, the genre appeals perfectly to those who are bilingual and enjoy hip hop.

 

[moniyjoy]

Im not saying to only have it on the tropical format. I think Clear Channels Idea of the Hurban Format was good. Like you say the format appeals to Bilingual hispanics. Mixing Hip Hop, Latin CHR, and Reggaeton is a good idea. I just don't think reggaeton could hold on its own for a long time. I've listened to Kalle in NY and I could only listen to a couple of hours before the playlist repeats itself. I guess that works in NY but it hasn't worked in other markets.

 

[davideduardo]

> >
> I think the reggaeton format was "killed" by having all
> these stations flip to that format. There isn't enough
> material to run a station on reggaeton only for to long.
> You could only take so much of the same beat. I think the
> only place it could survive is in Puerto Rico. Reggaeton
> should be kept under tropical format, just to reinforce the
> format. But reggaeton as a music genre is not dead at all.
>

The issue is that tropical listeners today, most of whom are over 35, like very little reggaetón and the reggaetón listeners like very little tropical. These are separate demos.

Keep in mind that we have raggaetón based fomrats from Santiago, Chile to Bogotá as well as all through Central America. There is plenty of music, and plenty of variety for the reggaetón partisan. Only people who do not like raggaetón find variety lacking.

There is currently more reggaetón being released in the US than in balada, pop or tropical. And in some markets, 8 of the top 10 selling Latin CDs are reggaetón... including markets like Chicago and San Francisco.

 

[gibby]

> The issue is that tropical listeners today, most of whom are
> over 35, like very little reggaetón and the reggaetón
> listeners like very little tropical. These are separate
> demos.

Bingo.

> Keep in mind that we have raggaetón based fomrats from
> Santiago, Chile to Bogotá as well as all through Central
> America. There is plenty of music, and plenty of variety for
> the reggaetón partisan. Only people who do not like
> raggaetón find variety lacking.

Bingo again. You can certainly argue that salsa, merengue, bachata
and certain forms of regional mexican music all have the same beat and the
people who enjoy those forms of music certainly don't seem to be complaining
about it's monotous beats. In fact, ZZ Top, AC/DC and a slew of other
general market artists have been releasing the same record for years.

 

[gibby]

> Im not saying to only have it on the tropical format. I
> think Clear Channels Idea of the Hurban Format was good.
> Like you say the format appeals to Bilingual hispanics.
> Mixing Hip Hop, Latin CHR, and Reggaeton is a good idea. I
> just don't think reggaeton could hold on its own for a long
> time. I've listened to Kalle in NY and I could only listen
> to a couple of hours before the playlist repeats itself. I
> guess that works in NY but it hasn't worked in other
> markets.

"Hurban" is a silly marketing term developed by CC. From what
i've seen, La Kalle in NY is probably more true to the format.
The others program an abudant amount of english-language hip hop.
Two programming philosphies.

I'm interested in knowing if reggaetón's explicitness is hurting
itself with advertisers. I read that Remy Martin recently tapped
Miami hispanic agency La Comunidad to head it's efforts in targeting
Latin Urban males. And a few others are developing strategies to target
this segment.

 

[davideduardo]

> Bingo again. You can certainly argue that salsa, merengue,
> bachata
> and certain forms of regional mexican music all have the
> same beat and the
> people who enjoy those forms of music certainly don't seem
> to be complaining
> about it's monotous beats. In fact, ZZ Top, AC/DC and a
> slew of other
> general market artists have been releasing the same record
> for years.
>

Bingo again. I was not exposed to rock, as I was far out of the country during the 60's and 70's and most of the 80's. So, I put on a classic rock station, and the music all sounds like an amp short-circuiting. It literally sonds like a machine shop that never stops to me... all the same, all irritating.

And that is the way non-reggaetón partisans finde reggaetón. Anyone who thingks that Ivy Queen, Wisin & Yandell, Don Omar, Tego, Mach & Daddy and Jimmy Bad Boy sound alike just is out of demo and does not understand. Some of the music is way too cool!

 

[sfradio]

> > Bingo again. You can certainly argue that salsa,
> merengue,
> > bachata
> > and certain forms of regional mexican music all have the
> > same beat and the
> > people who enjoy those forms of music certainly don't seem
>
> > to be complaining
> > about it's monotous beats. In fact, ZZ Top, AC/DC and a
> > slew of other
> > general market artists have been releasing the same record
>
> > for years.
> >
>
> Bingo again. I was not exposed to rock, as I was far out of
> the country during the 60's and 70's and most of the 80's.
> So, I put on a classic rock station, and the music all
> sounds like an amp short-circuiting. It literally sonds like
> a machine shop that never stops to me... all the same, all
> irritating.
>
> And that is the way non-reggaetón partisans finde reggaetón.
> Anyone who thingks that Ivy Queen, Wisin & Yandell, Don
> Omar, Tego, Mach & Daddy and Jimmy Bad Boy sound alike just
> is out of demo and does not understand. Some of the music is
> way too cool!
>
yeah and most of these people think daddy yankee and N.O.R.E is reggaeton whitch is not<P ID="signature">______________
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[gibby]

> Bingo again. I was not exposed to rock, as I was far out of
> the country during the 60's and 70's and most of the 80's.
> So, I put on a classic rock station, and the music all
> sounds like an amp short-circuiting. It literally sonds like
> a machine shop that never stops to me... all the same, all
> irritating.

And the people who dislike country will likely say that all of
it sounds the same. And that every song is about losing your job,
wife, and home.

> And that is the way non-reggaetón partisans finde reggaetón.
> Anyone who thingks that Ivy Queen, Wisin & Yandell, Don
> Omar, Tego, Mach & Daddy and Jimmy Bad Boy sound alike just
> is out of demo and does not understand. Some of the music is
> way too cool!

It is cool. Calle 13 are my personal favorites. The artists you
mention above are all stylistically and lyrically different from one
another.

 

[planethype_Music]

This past week I was with a A&R of one of the major recording companies and they put out lots and lots of reggaton. He says he doubts the format as a "reggaton only" then a while back a friend of mine, DJ from the San Francisco Bay Area that works on one of the stations out there was telling me that a "industry backlash on Rggearon had started"


To me that says alot.




> Just last year this was touted as "the format" that was
> going big.
>
> But now, it looks like it's fizzling. La Kallie in Miami and
> Vegas have been altered or completly dropped, KXOL ratings
> are down and the CC ones aren't looking up.
>
> So what is going on? Was Reggaeton a fad format or is there
> still potential?
>
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