{"id":5845,"date":"2023-09-28T12:55:16","date_gmt":"2023-09-28T02:55:16","guid":{"rendered":"https:\/\/bprworld.com\/?p=5845"},"modified":"2023-09-28T12:55:16","modified_gmt":"2023-09-28T02:55:16","slug":"music-variety-the-top-5-myths","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/music-variety-the-top-5-myths\/","title":{"rendered":"Music Variety: The Top 5 Myths"},"content":{"rendered":"

By David Kidd, BPR<\/em><\/p>\n

\"\"<\/p>\n

Listeners of music stations usually place Music Variety amongst their most desired programming priorities.<\/p>\n

The problem is that inexperienced programmers, and sometimes those with plenty of experience who should know better, often misinterpret what the audience is saying by simply adding more songs into the mix, broadening the universe both in titles and music genres.<\/p>\n

The end-result is a weaker music position that lacks focus.<\/p>\n

Top Five Variety Myths<\/p>\n

    \n
  1. More songs equals better variety. Wrong<\/li>\n
  2. Adding songs from genres outside my strategic centre will improve music variety. Wrong<\/li>\n
  3. Increasing the number of songs will improve variety and reduce repetition. Wrong<\/li>\n
  4. More songs will increase TSL. Wrong<\/li>\n
  5. Adding songs from eras outside my strategic centre will improve music variety. Wrong<\/li>\n<\/ol>\n

    Adding more songs, songs from eras or genres that are not part of your overall strategy will have the opposite effect\u2026..they will dilute not only Music Variety perceptions but, worst of all, negatively impact your Best Music position\u2026and ultimately, TSL and possibly cume.<\/p>\n

    Why?<\/p>\n

    Because when listeners speak of wanting \u201cmusic variety\u201d they\u2019re actually saying they want a \u201cvariety of the songs they love\u201d. Usually when programmers increase the size of the universe they do so with songs that have weaker test scores, are more unfamiliar or do not \u201cfit\u201d the format. That is, songs the audience doesn\u2019t \u201clove\u201d.<\/p>\n

    BPR\u2019s research conducted in markets around the world shows that the stations with the tightest universes often have the best variety scores.<\/p>\n

    Why?<\/p>\n

    Because they only play the killer songs and their strict adherence to the station\u2019s music policy ensures a powerful execution of the strategy.<\/p>\n

    Take K-Earth, Los Angeles as an example. The #1 Cume and #1 Share in the #2 market in the US. K-Earth has a playlist tighter than many Hot AC stations. K-Earth is laser focussed and the ratings don\u2019t lie. Remember, #1 cume in the #2 market in the US.<\/p>\n

    You can hear Michael Jackson\u2019s \u201cBillie Jean\u201d….three times between 6am and 6pm on K-EARTH. Police \u201cEvery Breath You Take\u201d two or three times. The chances of the same listener hearing either song on K-Earth more than once in the same day is minimal. Every song the station plays defines the brand promise of \u201cGreatest Hits\u201d. Every song has a MASSIVE fave score. The audience LOVES them.<\/p>\n

    If your variety scores are not what they should be, examine your logs\u2026..look for clumping of genres, too many songs with similar tempo scheduled together etc.<\/p>\n

    Are your listeners complaining that they\u2019re hearing the same songs over and over? Maybe they\u2019re right. Check your horizontal and daypart rotations – are the same songs being played at the same times? Don\u2019t forget listeners are very habitual with their listening patterns.<\/p>\n

    Depending on your format, make sure you have multiple clocks to achieve better music variety. Altering the category position from day to day and hour to hour decreases the chances of these habitual listeners hearing the same songs.<\/p>\n

    \u00a0<\/strong><\/p>\n

    Conclusion<\/strong><\/p>\n

    Perception is reality. Best Music and Music Variety are crucial perceptual \u201chills\u201d to own for a music station.<\/p>\n

    Formulate a strategy for your music position, execute that strategy flawlessly and sell it to your listeners. Best Music and Music Variety must be key elements of both the strategy and execution.<\/p>\n

    As with everything about your radio station\u2019s programming, owning the Music Variety position is a strategic exercise.<\/p>\n

    I\u2019ll leave you with my favourite quote from Sun Tzu\u2026\u2026<\/p>\n

    \u201cStrategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.\u201d<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

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