The Hot AC Recipe For Success

While Hot AC has always been partly a coalition format, it’s really taken that idea to the extreme over the last few years. Case in point: with the exception of Josh Kelley, every Top 10 Hot AC single this week was borrowed from another format. It begs the question: who do we have to call our own? When I watch CMT, I see hot young artists coming up that look contemporary, and (aside from a fiddle) SOUND contemporary, yet they’re being marketed as Country artists, instead of in the traditional pop format: Hot AC.

Today it’s not just CHR that’s breaking new artists, either: Triple A is taking chances on new music, playing many songs weeks before Hot AC even takes notice. If you’re a programmer relying on national charts to program your Hot AC, you’re going to have a very boring sounding station.

So how will the format pull itself out of the doldrums and become vital again?

Musically, programmers need to be more proactive with their playlists. Don’t wait for national research to tell you when to back off the latest Rob Thomas single! You know it’s burning, your listeners are telling you it’s already crispy – so pull it out of heavy rotation a few weeks earlier than you normally would. Better to jump on the single early and play it while it’s still fresh, than stick with it too long. We can afford to be much fresher than Mainstream AC!

Consider a new music feature during the traditionally less-important evening daypart. Secondarily brand yourself as “the place for new music.” Tie into local venues and get Hot AC artists to perform either in-studio or on-location. Record these performances, and give your listeners an alternate-take on a hit you’re already playing. It keeps the station fresh, and adds that all important “hip factor” we so desperately need.

Let your personalities do more than just liners. If your staff can only read your call letters and slogan, find a new staff! You can still play 11 songs an hour, even with a great relatable by your midday person.

Get rid of the same old boring promotions! Are you still giving away cars by seeing which key starts it? Are you doing the same boring cash contest all day long? Think about what your listeners really want, and give it to them in a creative way. Radio is theater! Paint an interesting audio picture, and you’ll keep people listening longer.

And finally, there’s no substitute for community involvement. Once you give back to the community and make friends with business people and local service organizations, you’ll have NTR opportunities that lend themselves to interesting, creative giveaways.

The recipe for Hot AC success? Being more than a jukebox, allowing personality to seep into your dayparts, being creative with promotions, and giving back to the community. I speak from experience when I say this recipe has made the award-winning B101.5 (WBQB-FM) the #1 Hot AC station in Northern Virginia. It takes commitment, and a quality team, but the end result is worth it.