FEATURE:
Wham!, Bam?!, No Thank You, Ma’am!
PHOTO CREDIT: Sound On/Pexels
Wave Trough: Are Radio Stations’ Playlists Still Too Tribal, Homogenised and Limited?
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IT was funny…
PHOTO CREDIT: Brett Sayles/Pexels
tuning into BBC Radio 6 Music recently. I do most days, though there was a song played that garnered a lot of reaction. Chris Hawkins played Wham!’s 1984 song, Everything She Wants. From their Make It Big album of the same year, it is an extraordinary song! You hear this across various radio stations - though it was interesting the reaction that song garnered from the BBC Radio 6 Music audience. A few were sniffy. That same sort of reaction came: “We saved 6 Music for this?!”. For context, BBC Radio 6 Music was threatened with closure years ago. It was saved. One of its distinct characteristics if that it is very broad when it comes to music. In term of time period and genre, it is one of the most diverse and flexile in the country. That said, when a song comes on that might be seen as ‘a bit BBC Radio 2’, that does rub people up the strong way. It seems commercial Pop and stuff that seems a little uncool and for the middle-aged/older listeners is given short shrift. Even though BBC Radio 6 Music is leading the way with its inclusiveness, that reaction to Wham! was interesting. Most listeners loved hearing the song – for a station that does not play that song much. It got me thinking whether radio stations are too restrictive and tribal. Too focused hitting a demographic as opposed given the listener a broad church.
Even BBC Radio 6 Music seems not to play a range of artists who would seem very much them. The likes of Charli XCX, Dua Lipa and Rina Sawayama, perhaps more favoured by BBC Radio 1, are not really included on the playlist of BBC Radio 6 Music – and yet, these artists very much would captivate and appeal to the 6 audience. It is the same with all stations. I can appreciate any genre/period-specific stations would have a tight remit and rigid playlist. BBC Radio 2 caters for a more middle-aged demographic, as does Greatest Hits Radio. BBC Radio 1 has always been for a younger audience (teens and those in their twenties). Even though they have been accused of ageism in the past regarding featuring younger artists, they are starting to address this. Most of the Pop stations like Kiss and Capital seem, again, for a younger audience. None is exclusive for a particular demographic, yet the playlist and vibe does seem to unconsciously suggest that. It is occasions when BBC Radio 6 Music play an ‘unexpected’ song that raises questions around radio stations’ targets and sounds. Why would anyone of any age balk against a great song?! Who care who wrote it and what genre it is?! I have always thought Dua Lipa might broaden to BBC Radio 6 Music – though she is very rarely played. There are acts that are played on BBC Radio 1 that could be on 2; those on 2 that could be on 6; some on 6 that should be on all. I am focusing mainly on the BBC stations, yet it is an issue with every station.
Of course, it would be unwieldly and impossible for any station to include all types of music. They need to forge their own identity and sound. This does usually come at the cost of risk or surprise. Most major radio stations struggle to affect gender balance in terms of their playlists. I also think there is too much predictability across most. This implied snobby attitude from some listeners. That certain artists and genres are inappropriate for that station. Every station is entitled to have their limits and boundaries. BBC Radio 6 Music is not going to start playing a load of Ed Sheeran or Rita Ora. BBC Radio 2 is probably not going to spin IDLES or Sleaford Mods much. There are definite occasions when certain artists are better suited to particular stations. Even so, there is still enough space for all stations to be a bit more adventurous with what they play! That seeming shock when Wham! shows up on BBC Radio 6 Music, for example! It is nice that there is a lot of love for the song/artist you were not expecting to hear. That alone raises the question regarding tribalism and a relative lack of diversity. I guess it can be a hard balance. No matter what you play or omit, there are going to be people who complain. I think, rather than playing it to perceptions of what an age group or audience would like to listen to, it is about having that at the core but throwing in more surprises and left turns. More and more, people will become used to it. I feel audiences are still quite stubborn, resistant and tribal when it comes to their tastes and preferences. So many people are missing out on great artists and songs that really should be on the playlist of their favourite station!
There are opportunities for listeners on most stations to get involved. Whether it is a listener-led mix or requests, that is a moment when you can get a more eclectic mix on stations. Many have their own dynamics when it comes to playlists. It is quite complex. So how does a more youth-orientated station choose who goes on the playlist? This recent BBC article featured someone who very much has an explanation and that knowledge:
“One person who knows is Al Smith.
He's a music programmer who's helped to choose the tunes for some of the UK's biggest youth radio stations over the last 10 years.
It's a big responsibility. What you choose - and sometimes, what you don't - will shape the sound of a station.
So how do you decide?
Al tells BBC Newsbeat the most important factor by far is "understanding what the target audience would enjoy".
For Al, that's anything that appeals to young people.
So how do you get into the shoes of an ideal listener?
It used to be the case that major music labels had a lot of power, having direct contact with decision-makers at radio stations and putting forward their artists.
But Al's noticed a shift.
"Music programmers are pretty open-minded as to where a song has come from," he says.
"Stations will promote unsigned artists if there are other factors that are causing that song to do well".
Step in TikTok. Remember Mae Stephens' banger of a heartbreak song If We Ever Broke Up?
Mae was unsigned and putting songs out on the platform when the track went viral. Within a short time, her song was fast-tracked onto the playlists of pop music stations.
As well as being useful tools for artists, TikTok and other social media mean fans have more power than ever.
It's what Al calls the "democratisation of music."
He explains there are now many places where fans can consume music, including music streaming platforms and YouTube.
This means stations are under more pressure to reflect what fans want in their playlists.
But you can't please everyone.
That's something UK radio stations, including BBC Radio 1, have been finding out recently.
You might have noticed a lot of tweets criticising them for leaving Kylie's Padam Padam off their playlists - even though the song almost broke into the UK top 10.
In a statement Radio 1 told Newsbeat it considers tracks for its playlist "based on its musical merit and whether it is right for our target audience".
It said it makes decisions on "a case-by-case basis".
Al agrees that it's all about pleasing your target audience.
"Some stations aim younger and it may be the view that Kylie isn't the right artist for that," he says.
"Unfortunately, you're always going to make somebody unhappy with the decisions you make.
"There's only so many hours in a day to play songs."
'Debating the playlist'
It's not just station listeners that feel passionately about the songs they want to hear.
In fact, Al says debates among playlisters are common too.
"You get a lot of fiery opinion because one person's potential bias is normally outweighed by somebody else's counter-view”.
PHOTO CREDIT: KoolShooters/Pexels
I have no doubt that radio playlists are more complicated than I think. You do need to have a certain cutoff and degree of concision. I still think that there is a lot of crossover that could happen but is not. Some artists I think should be on my favourite stations that get overlooked. Those who get sniffy and critical when certain artists are played. Every station needs to se their boundaries…but are these too tight and uncompromising? At a time when music is at its broadest and diverse, you still have radio stations who play what they play without considering why it would be good to be a little more bold. Our palettes only expand when we step out of that comfort zone. I am not suggesting radio stations need a complete overhaul and include every kind of genre. Instead, as we saw with that Wham! Example on BBC Radio 6 Music recently, most listeners actually react really positively to a song that would not have otherwise been played. Why should a rare treat not be more of a staple?! There are some incredible ‘youth-focused’ artists who would be welcomed by older audiences. I still feel there are age barriers on some stations. That seems outdated and unnecessary in this day and age. Maybe I am missing something. I think that I am losing out as a listener when stations miss out an opportunities to widen their remit. That battle between what listeners want and keeping that station identity distinct and solid might mean things won’t change. It is obvious nearly every station need to include far more women and non-binary artists. This perception and feeling among a lot of listeners that there are ‘guilty pleasures’ and certain artists that do not belong on their station. That prejudice and narrow-mindedness needs to go! Stations should promote good music, no matter who it comes from. Quality, engaging and diverse music is…
ALL that we want.