For years, the request line was radio stations’ first, then most dynamic read on a new record. In recent years, with fewer calls to radio stations and less on-air staff available to respond to them I real time, stations have had to rely on Shazam and streaming info, but without the same assurance that those calls represent a station’s own listeners.
The nationally syndicated night show LiveLine, however, does generate requests. For the last few weeks, the show’s weekly top 10 requested songs have been appearing in the Ross On Radio newsletter. This week, host Mason Kelter shares “Mason’s Observations,” his thoughts on current music through the POV of the show’s audience. At a moment of stagnation on the CHR charts, it’s a potential early detection system for worthwhile possible adds. – Sean Ross
Liveline generates 500+ real listener requests every week through nationwide calls, texts and social media DMs from men and women of all ages. Our phones really ring! Nearly every break is a fresh, live listener phone request, taken that night. Most programmers are shocked to hear how mainstream these listener’s music choices are, not only for songs old and new, but also the difference between what large numbers of listeners request vs. what radio is playing or what is hot on the Spotify charts.
These are our unbiased, raw and unique observations on songs that listeners love, dislike, don’t know, or clamor to hear on the radio. Because we are live, we can get a listener to testify why they love a particular song or artist. This true “frontsell” of the requested songs draws the listener in, continuously promotes the music product, and generates more calls.
These nightly real-time requests, accurately tabulated, allow us to easily identify the songs that are popular with listeners, both before and after radio starts playing them. It is a secret weapon mastered by Open House Party’s John Garabedian, who, using this real data, grew monster hits of unlikely songs throughout his career.
Our role is not music discovery: It’s playing the audience’s favorite and hottest songs. It’s also avoiding the stiffs that get hyped into high chart positions with no audience enthusiasm. Getting ratings is not just what you play, it’s what you don’t play that builds TSL.
Sabrina Carpenter, “Taste”/”Bed Chem”: How many artists in the past decade have had four massive #1 hits in a row? “Taste” has been our #1 request three weeks straight, finally dropping to #2 and making room for “Birds of a Feather.” It has been and out at #1 on Spotify in America since the Short N Sweet album’s release August 27.
Then there’s “Bed Chem,” radio and her fans’ pick for the next single. We were getting requests for all album cuts (rare for any artist—the only other ones that come to mind are Olivia Rodrigo’s “GUTS” and some Chappell Roan stuff) but this one stood out. Consistently Top 15 on Spotify. Early big supporters this week are KMVQ San Francisco (61 spins), WXKS Boston (68 spins), WDCG Raleigh, and WNKS Charlotte.
Chappell Roan, “Pink Pony Club” – #9 requests this week. Radio took a very long time to get on board with “Good Luck, Babe!” and “HOT TO GO!”, both of which were already #1 requests on Liveline over the summer. The latter is finally hitting top 10 on CHR airplay. A handful of PDs have expressed a dislike for Roan’s style and her voice. But WHYA Cape Cod PD Steve McVie says, “I can’t do a gig without getting requests for ‘Pink Pony Club.’ In bars and clubs in the last few months, all three of her songs get the biggest reaction.” “Pony” is only #53 in CHR airplay this week, but the label isn’t working it (yet). It’s still getting more than a dozen spins on some winning medium-market stations. It’s also consistently top 15 on Spotify in the world (with the other two sitting comfortably in the top 10),.
The Weeknd & Playboi Carti, “Timeless” – It’s #16 in requests this week and we’ve never played it (yet). None of our affiliates play it either. Came out September 27. Currently #54 on Top 40 with big supporters KYLD/San Francisco (64 spins), KZZP/Phoenix (35 spins) and WKQI/Detroit (42 spins). Debuted at #1 on Spotify Global (which most songs by major artists do) and has been top 5 ever since. Further proof that many people are not discovering new music on the radio. Already approaching top 10 on Rhythmic. By contrast, we’ve only had two requests for the pop radio single, “Dancing in the Flames” since its release a month ago. That song isn’t even in the top 200 on Spotify.
There are other songs on this week’s CHR top 30 that we’ve never had a single request for: Madison Beer’s “Make You Mine” (being dropped now, but peaked at No. 9), Teddy Swims’ “The Door,” Mark Ambor’s “Belong Together” and most of the top 20 and low 30s, except for “Apple” by Charli XCX which is No. 8 in requests this week.
Buried Treasures of the Week:
The Neighbourhood’s “Sweater Weather” is making its big comeback for the 10th year in a row. Top 20 on Spotify and Liveline every year from October to March. It’s the fall equivalent of Mariah Carey’s 30-year-old Christmas song. (Likewise, Noah Kahan’s “Stick Season” is again representing the transition in listeners’ lives; it was a top 5 request earlier this year for several months.)
Justin Bieber & Ludacris “Baby” is the unlikely winner of our most-requested gold title ever! Released in 2010, it became the most-disliked video in YouTube history, drove away an alloy of 18+-plus audience of CHR and struggled for airplay (peaking at #16). Those 8-15 year-olds are now in their 20s and 30s, and we’ve had at least one request for this song every night in the past 3 years, no joke. One night in July 2023, we had a call for it every hour (two of them in the 4th hour of the show), and none of them had heard it when we played it earlier in the show. I promise, it’s all ages men and women requesting this song now. It’s a Liveline classic.
(@livelineradio)This story first appeared on radioinsight.com