The format isn’t known for chasing viral trends of the moment, but many programmers are embracing the out-of-nowhere hit, while others are more hesitant.
“From a radio standpoint, that kind of thing is not really what we do best. I’ve never been big on the following-the-trend thing,” Deaton says. “We’ve always played songs we’ve believed in, too, and I’m not necessarily sure I believe in this song. I’m not necessarily sure it’s better than what I’m playing. Whose place do I take in the playlist?”
But some stations, big and small, have been comfortable with Anthony’s organic, do-it-yourself stardom, adding “Rich Men” to playlists within weeks of its release. Several stations owned by radio chain Audacy, including KMLE Country 107.9 in Phoenix and 100.7 The Wolf in Seattle, have given the track more than 25 spins apiece since it first aired Aug. 14. Stations owned by iHeartMedia and Cumulus have jumped on it less frequently, according to Mediabase.
, vp country for broadcast chain Cumulus, said in a statement: “Americans are looking for answers to problems they encounter every day. While this song doesn’t offer solutions to those problems, it does verbalize the issues and has given listeners an opportunity to hear about their frustrations in a collective situation. Most of them can say, yeah, that’s how I feel, and they become part of a bigger movement to help them have a voice.
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