“I think people were longing for simpler times and a nostalgic escape,” says one radio programmer.
The “Blinding Lights” of the Weeknd re-emit at maximum power in BillboardThe Pop Songs radio playlist, bringing the record back to # 1.
The song returns to the top of the list dated July 4 (which features on a panel of more than 160 main stations) after eight weeks at number 2. No song had spent more than four weeks outside the summit before reviewing the coveted rank in the survey’s three-decade history.
“Blinding Lights”, released on XO / Republic Records, previously topped Pop Songs for three weeks, on the charts April 18-25, May 2. Her total reign period, therefore, spans 12 weeks, the third longest on the archive list. Another Republic release, Post Malone’s “Circles,” established the brand by ruling over a 15-week period (10 at number 1) in November-February.
It also reflects the extended luminosity of “Blinding Lights”: between its third (May 2) and fourth (July 4) at number 1 on Pop Songs, three songs took turns at the top: “My Oh My” by Camila Cabello, with DaBaby; “Say Say” by Doja Cat; and Justin Bieber’s “Intentions” with Quavo.
What’s behind the rare staying power of “Blinding Lights”?
Amid the COVID-19 pandemic, “I think people have been waiting for simpler times and a nostalgic escape,” reflects Will Calder, director of branding and programming for Cox Media Group Pop Songs reporters WPOI Tampa and WPYO Orlando. . “‘Blinding Lights’ is 2020’s answer to [a-ha’s 1985 Billboard Hot 100 No. 1] “Face me.” It stands out because it is different, but also familiar. And, most importantly, it makes you feel good. “
The vibe of the ’80s song is a favorite of The Weeknd, as he put it Billboard after registering his first of four weeks in the Hot 100 (dated April 4), “I have always admired the time before my birth. You can listen from my first mixtape[2011’s[2011’s[2011’s[2011’sBalloon house]that the 80s – Siouxsie & the Banshees, Cocteau Twins – play such an important role in my sound. Sometimes it helps me create a new sound and sometimes it’s just obvious. I’m glad the world likes it now. “
Along with the sound of the song, Republic Executive VP of Promotion Gary Spangler notes, “Every measurable metric is through the roof, not just domestically but globally.”
It could also help “Blinding Lights” and other established successes, according to industry sources, that budgets for radio station audience research have been challenged amid the coronavirus. Faced with less measurable data, programmers may choose to stick with what’s been working rather than risk newer, untested titles. Additionally, less established acts are unable to tour or make in-person visits to the station at this time, further reducing their paths to greater familiarity.
Brian Kelly, vice president of operations for Entercom Milwaukee, which includes Pop Songs panelist WXSS, and the company’s 40-format national captain, shares that “Blinding Lights” actually took a remarkable time to gain traction, as it didn’t beat Pop Songs until their 17th week on the chart. (The Weeknd was also competing with himself to play, as the concurrent single “Heartless” from his latest album, After hours, rose to number 5 in March).
“At first, it didn’t seem to investigate, and some other important indicators just weren’t there,” Kelly recalls. “But the format definitely needed tempo, and this was the most upbeat song we’ve heard in a long time. And, I think a lot of programmers fell in love with their ’80s production style. I mean, come on, you can play this during any scene of Beverly Hills Cop and it would fit perfectly!
Kelly calls The Weeknd “one of the format’s most important lead artists. This is a song we were looking for and thank God it was finally accomplished and stays for a while.”
