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Mason’s Observations on New Music and When Listeners Respond

Mason Kelterby Mason Kelter
0

BTS SwimThe Top 20 most-requested songs on Liveline are tabulated from 600-1,000 calls, texts and messages received Monday-Saturday nights each week.  This data has always reliably delivered vital information in determining what songs are “hot or not,” especially compared to radio airplay and streaming charts. When we began sharing that information with the industry 18 months ago, we wanted to show the differences between streaming, airplay, and actual audience reaction.

Researchers have known for decades that average listeners take much longer to even become aware of new music than the diehard core fans of a particular artist who quickly propel songs to #1 on Spotify or use them in TikTok videos. Within a few weeks of release, response starts to balance out between fans and regular listeners who genuinely just like the song. For instance, “Stateside” by PinkPantheress & Zara Larsson was #1 on TikTok US, Spotify and all over TikTok globally more than a month before it reached the airplay Top 20 here.

This week, three new songs entered the Liveline Top 20, all with completely different stories and timelines. “SWIM” by BTS came out March 20 and debuted #1 on Spotify. BTS has one of the largest and most aggressive fanbases, but we received no requests for the song for the first weeks, as you might expect, despite almost every Top 40 station adding the song right away. It’s #8 in airplay on the format this week. The requests haven’t caught up with airplay and streaming, but we are starting to see a reaction.

We saw a reaction right away for Olivia Rodridgo’s “Drop Dead,” a heavily anticipated return by a core artist that added to her already impressive catalog and list of number-ones. It was released April 16, which is the same day we started getting requests for it on Liveline. You didn’t see it on our Top 20 last week because it only had one day of tabulations, plus the average listener didn’t even know it was out. Now it’s had a full week of exposure and was #16 in requests.  If her track record proves consistent it will take a big leap next week. It’s already #14 on Top 40 and #18 on Hot AC.

Dexter Moonrocks Freakin OutA seemingly unfamiliar addition to our Top 20 this week is actually the oldest of the three mentioned, but currently #1 on Shazam in America and #13 on Alternative radio: “Freakin’ Out” by Dexter and the Moonrocks. Not since Maneskin’s “Beggin’” became a hit in 2021 has there been a true rock hit. More than a decade earlier, Daughtry, Kings of Leon, Shinedown, Nickelback and All-American Rejects all topped the charts in a time now regarded as the golden age of modern pop music (2008-2012). “Freakin’ Out” was released March 11 and we received our first request for it on April 2. Last week, it peaked on Spotify at #22—it would be #15 without first-week Noah Kahan album cuts. It has received zero spins on Top 40 or Hot AC as of Wednesday morning, and Liveline has not played it yet.

A song that had initial reaction but then tapered off for us was Noah Kahan’s “The Great Divide.” Now, the album of the same name, released April 24, has exploded. All 17 tracks currently occupy the Spotify Top 35, with “Doors” being the biggest streamer so far at #2. When “The Great Divide” first came out, it wasn’t hard to predict that Pop radio would under-appreciate it just like they did with “Dial Drunk” and “Stick Season” his two biggest songs which we still get requests for. Kahan literally sells out 40-50,000 seat stadiums nationwide, some for multiple nights! While it’s typical for streams to rebound in an album release week, it’s significant here that the excitement spread to our phones as well.

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Mason's Observations is a presentation of RCRQ Inc. in partnership with Ross On Radio. RadioInsight is not responsible for the contents of this column.

Mason Kelter is host of the nationally syndicated LIVELINE radio show.. For more info about Mason visit LivelineRadio.com or contact Scott Meyers.

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Mason Kelter

Mason Kelter

Mason Kelter fell in love with radio at age 11, discovering “Open House Party” on his local station. His professional radio career began in Appleton, Wisconsin at age 16. Five years ago at age 18, Mason moved to Boston looking for bigger opportunities in radio. In May 2020, Covid-era radio RIFs created the need for a powerful Pop night show. Following the same format and fun of the legendary Open House Party which ruled weekend airwaves for 30 years in almost every major market, he and his friend, mentor, and life-long idol John Garabedian created Liveline. It’s now delivered LIVE nationwide every weeknight to 70+ stations from Massachusetts to Maui. 
Mason is endearing, a natural entertainer who finds joy in talking to his listeners, playing the biggest hits and creating a fun, loose and welcoming environment where everyone has a voice. Designed to replace the boring wasteland of canned voicetracks and regurgitated morning shows, Liveline features dozens of listener calls every night from real people all over America, contests and prizes hourly, hot production and real live beat mixing. Mason is an in-demo host who lives the Top 40 lifestyle but delivers broad demo appeal with quick wit, broad knowledge of music history and special ability to turn every phone call into a mini-story.

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