“The world’s most famous and popular language is music.” – “Gangnam Style” artist – PSY
What happened to the Event Record?
In the wake of the tragic California wildfires, reality star Heidi Montag lost the home she shared with her husband, Spencer Platt. Following the event, the couple took to social media to ask for donations by buying Heidi’s music.
Following the plea, several of Heidi’s decades-old records charted in the Top 15 in digital sales, including her 2010 hit, “Superficial.” As of this writing, two of her songs, “Superficial” and “I’ll Do It,” both 15 years old, remain in the Top 10.
Does this (and the marginal records) qualify as an Event worthy of airplay and content? It depends on who you ask. While sharp programmers will pick up on the vibe of a record, more often than not, it’s your audience who picks up the vibe.
So – what IS an – Event Record?
A song that drifts into the Social Conscious through an occurrence either purposefully or by happenstance. At times, Event Records fade quickly without long-term play. Others remain a part of our musical DNA.
Generally – Event Records fall into three categories:
New Release
In the digital age, it’s hard to comprehend.
There was a time when a HUGE record was on the eve of distribution – with much expectation – that radio would race to air it first.
In radio’s 1980s—our ‘golden years’—record reps were so anxious that a station would receive a song ‘early’—or before the competition—that they would resort to extreme delivery measures.
In the late 1980s, Phoenix, a brutal three-way Top 40 battle brewed between market leaders KZZP, upstart KOY-FM, and Rhythmic KKFR.
When Tone-Loc’s follow-up to “Wild Thing” was due for delivery, the Island Record rep hid the 12” Acetate of “Funky Cold Medina” in the bushes outside the stations. He then called the respective Music Directors simultaneously with the information so everyone had a fair shot at being ‘first.’
Examples of – Event Records:
Michael Jackson – “Thriller”
The lead single—” The Girl Is Mine” (a duet with Paul McCartney)—was released two months ahead of the album. The anticipation was so great that when the album dropped in late November, ratings-hungry programmers aired several cuts upon its arrival.
At almost 80 million copies sold, “Thriller” is the best-selling album ever. “Thriller” spawned a record-setting seven charting singles over 18 months.
A Michael Jackson record release was such a huge event that 1995’s “You Are Not Alone” became the first song to debut at #1 on the Billboard Hot 100.
Michael Jackson was – an Event.
Garth Brooks – “Ropin’ The Wind”
After the monumental success of “No Fences,” Ropin’ The Wind became the first Country album to top BOTH The Billboard Hot 100 and The Top Country Charts in over a decade.
Country programmers knew that in the 1990s, a Garth Brooks album release meant ratings success. The pressure to get a Garth Brooks album on the radio was so great that an album was released every year from 1989 through 1993.
Although regarded as a monumental swing-and-miss, Garth Brooks’s 1999 Chris Gaines project remained a huge Event for Country radio, eventually fading into obscurity.
Garth Brooks was – an Event
Adele – “Hello”
Adele was white-hot a decade back. Her single – “Hello,” – was so anticipated she teased all of us with THIS :30 taunt on Prime TV.
“Hello” by Adele rapidly became the fastest song to reach one million downloads in a week and the fastest to one billion views on YouTube. Adel would go on to break streaming records, as her 2021 “Easy on Me” set Spotify’s single-day streaming record.
Adele was – an Event.
Film – TV Show
Ghost – 1990
The Righteous Brothers took the “Unchained Melody” remake to #4 in 1965. It then became a film fabric touchstone in the Demi Moore—Patrick Swayze pottery scene in 1990’s “Ghost.” It would re-chart and peak at #13 on the Billboard Hot 100.
Wayne’s World – 1992
Queen’s “Bohemian Rhapsody” is an anomaly – a song without a chorus. The original 1975 release was the lead single from “Night At The Opera” – peaking at #9. The most expensive single ever produced ran up the charts after being featured in the memorable head-banging scene in Wayne’s World. It reached #2 on the Billboard Hot 100 17 years after its first release and remains a large part of film fame.
Stranger Things – 2022
Initially released in May 1985, Kate’ Bush’s “Running Up That Hill” stalled at #30 in the U.S. However, the track experienced a meteoric revival – reaching #3 on the Billboard Hot 100 and topping charts worldwide nearly four decades later after the Upside Down chase scene in “Stranger Things.”
Keep an eye on big movie releases for Event Records.
Marvel revived 1974’s “Hooked on a Feeling” from Swedish group Blue Swede in “Guardians Of The Galaxy,” and Led Zeppelin’s 1970’s “The Immigrant Song” gained a new audience in “Thor—Ragnarok.”
Social Media Driven
PSY – Gangnam Style – 2012
PYS’s tune became an Event Record solely on social media. On December 21st, 2012, the music video became the first video on YouTube to reach 1 billion views.
Katy Perry – Super Bowl Halftime Show – 2015
This performance remains the most-watched halftime show of all time, with over 118.5 million viewers. After, her steaming sales grew by over 200%, and streams on Spotify, Apple Music, and YouTube were in the millions. The ‘Left Shark’ meme became one of the most viewed of all time.
Fleetwood Mac – Dreams – Skateboard Video – 2020
When skateboarding, Nathan Apodaca took to TikTok sipping Ocean Spray Cranberry Juice; it meant great things for him personally and for Fleetwood Mac. “Dreams” saw a 374% increase in streams, and the song re-charted all the way to #21 – 40 years after its initial release.
The flame DOES fade on once-event artists.
In 1982, a Duran Duran single release would be a record and airplay earthquake. Last fall, they released a cover of ELO’s “Evil Women.” While the song was creeping up the charts, the world collectively yawned.
Keep your ear to the ground for the NEXT event record.
Feature it one – or several – days and create content dialogue around the Event Record.
TIP: When streaming or binging shows, keep Shazam close. You’ll never know what song nugget might make its way into your listener’s psyche.
There was a Big Event yesterday in Washington, D.C.
I wonder what THAT event did to digital streams for Carrie Underwood, Lee Greenwood, and Kid Rock.
Check THAT – HERE.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
