The Repeating CHR Music Cycle BIRTH /REBIRTH - the Music Is Fresh and New

3 4 R &R October 9,1992 CHR CONTEMPORARY HIT RADIO

JOEL DENVER Defining The Cycles

Here's a more detailed explanation of the three main phases of CHR, according to Guy Zapoleon. The Repeating CHR Music Cycle BIRTH /REBIRTH - The music is fresh and new. It generally is at the top of a new musical trend, which is also the most mass -appeal in nature. A Guy Zapoleon's theory on the format's problems perfect balance exists between the three basic music styles: rock, pop. and R &B. If you've heard the theory that CHR's current prob- be able to hold its own even in the current doldrums period." lems are cyclical, then you've probably overheard Guy EXTREMES - The trendy, active core tires of the sound of this new He goes on to detail how to make Zapoleon - KHMX /Houston PD, Nationwide Group PD, music trend and accepts increasingly extreme music, CHR embraces the best of the doldrums and how these extremes like an addict moving from marijuana to cocaine to her- and soon -to-be consultant - holding forth at a recent din- best to prepare for the coming ner or convention. Herewith, his theory in detail. oin. Eventually all cume from other formats disappears, leaving only the birth cycle. "We must be visionary active core. While Zapoleon's CHR cycle con enough to center our efforts around cept has been around for a couple CHR's 15-24 base. This doldrums DOLDRUMS - CHR realizes its mistake. It's lost all of the money demos of years, his latest version is the period can be cut short if CHR gets by being too extreme, so it overcompensates. It then refuses to play any- most detailed explanation yet for back to the basics: great talent, thing but the most traditional -sounding music. During this period the au- CHR's sagging ratings. However, great marketing great /promotion, dience is also more traditional in its tastes, but still craves some exciting Zapoleon offers good reasons for production values, and - of course new music. And the cycle repeats. optimism in the near future. - a balanced current music mix. The State We're In "I agree with [Top 40 program- mer /consultant] Paul Drew when "CHR is a format based on play- he said, `Top 40 is the ultimate moving through the python.' The ing today's hit music, and that en- strong ratings - including 25 -34 variety format' playing the most teen population is on the rise from compasses the best of all styles of adults who will flock to hear the popular music of the time from all now through the turn of the cen- music: rock, pop, and R&B," says fantastic new crop of music corn- genres of music. tury. These young adults will Zapoleon. "To understand the cur- em- ing in the next birth /rebirth cycle. "Many of the baby boomers' ba- brace the ultimate variety format, rent state of CHR, one must com- The CHRs that try to be something bies are now reaching their early CHR. prehend the state of the contem- they're not will soon be out of teen years. There will be another "The CHRs that don't porary music scene." overdo business - replaced by the next Guy Zapoleon population explosion - a new `pig their emphasis on adults will enjoy Zapoleon believes that where we generation of CHRs that enjoy rat- are now is as predictable as where ings success when the next cycle we'll be at a certain point in the begins." future. "The contemporary music scene reflects a repeating nine to 10 Charting The First Four Cycles year rock & roll cycle that has After careful study, Guy Zapoleon has identified by names of artists and fads repeated since 1956. We are near- - - the This ing the end of the fourth such cycle. four cycles we've been through since Top 40's inception. doldrums "The beginning of each cycle period can be cut starts with birth, such as when a Cycle 1 short if CHR gets revolutionary new artist or trend hits the music scene. During the BIRTH EXTREMES DOLDRUMS back to the basics: second phase [extremes], the 1956 Pop /Rock /R &B 1960 Dance 1961 Chicken Rock great talent, great music moves to Rock or R&B ex- Elvis /Chuck Berry /Drifters Chubby Checker/ The Bobbys (Vinton /Rydell/Vee) tremes. And during the final phase Little Eva /Dee Dee Sharp Country Crossovers marketing /promotion, [doldrums], the pendulum swings J. Cash /Skeeter Davis great production to the opposite extreme, which is Cycle 2 values, and - of dominated by inoffensive pab- lum." (See "Cycles 1 -4" and "De- course -a REBIRTH EXTREMES DOLDRUMS fining The Cycles ") 1964 Pop /Rock/R &B 1969 Acid Rock 1971 Soft Rock balanced current Beatles /Stones /Motown Hendrix /Cream /Zeppelin Helen Reddy /James Taylor music mix. m Country Crossovers John Denver /Anne Murray CHR fares worst Cycle 3 during the doldrums Ignoring History REBIRTH EXTREMES DOLDRUMS Why don't we learn from past phase, which is 1974 Pop /Rock/R &B 1978 Disco 1980 AC history? Zapoleon maintains, "We Fleetwood MaclEaglesl Chic /Donna Summer Barry Manilow /Neil Diamond/ where we keep thinking things will change, Stevie Wonder Barbra Streisand are currently. and we always forget the basics. Country Crossovers Then someone like [Hot Hits con- Urban Cowboy /Kenny Rogers/ sultant] Mike Joseph or [Boss Eddie Rabbitt Radio inventor and current KRTH/ Cycle 4 Los Angeles consultant] Bill Drake In The Doldrums will come along and talk to the Having examined CHR history, REBIRTH EXTREMES DOLDRUMS listeners, find out what they want, says Zapoleon, "We see that the 1982-83 Pop Rock R&B MTV 1989 Rap Funk 1991 Soft Rock Crossovers and present it in an uncomplicated format is at its peak at the birth /re- Eurythmics/Culture Club/ Hammer /Public Enemy/ by Adult Artists manner. birth of a new cycle because of the B. SpringsteenlJ. Mellencampl Bell Biv Devoe Elton John/Billy Joel/ "When the format heads into the creativity spawned by a fantastic M. Jackson/Madonna Gloria Estefan extremes period you need vision- new artist. This ushers in an ava- Country Crossover ary people. We look at the charts lanche of great music of all types. Garth Brooks /Billy Ray Cyrus and say, `These extreme titles are CHR fares worst during the dol- popular,' without detecting the drums phase, which is where we undercurrent of dissatisfaction are currently." Zapoleon adds, "By examining the state of current music in CHR, you can see we're in the doldrums phase. from the non-actives, whom I'll Acknowledging that each time Were swinging toward the opposite extreme from a heavy rap/funk -dominated music scene to one where we play call `Joe & Jane Average Listener.' CHR completes a cycle the com- non -irritating, non -exciting, safe music as a mainstay. They get tired of a steady diet of petitive environment also changes, The doldrums is when CHR has always had an identity crisis and picked up on music styles that don't normally extremes and can't identify with Zapoleon says, "We are living in an cross over, like country, new age, and jazz. This happens because the audience is thirsting for anything different them, because they really want increasingly niched programming and exciting instead of the same sounds over and over again. variety. world. There will "During this time, adult formats particularly AC, Country, and Rock formats explode as CHR borrows from continue to be - - "So when CHR finally detects the more and more niches: AC, their music. In the past and now again CHR has always overreacted and eliminated too much R &B or rock Hot - - negatives, it overreacts, like Heavy Metal, New which, along with pop, are the key elements of the format. This is all in an effort to attract 25 -54 adults. During this Rock, and a what's happening now as every- of period CHR usually plays more and more oldies, which will send the 15 -24 base to MTV, the Box, and radio for- slew Urban crossover formats. body says, `Rap is out.' Just like With shrinking ratings for all formats like New Rock and youth -based rock or Urban stations. No wonder the CHR numbers continue to crumble." mats in every market, CHR should Continued on Page 36