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“I’m hoping that polkas don’t become the next genre to pop …” What was expected and accepted a year ago is different than today. So, when those expectations grow and change, so must we. “As with any pop-driven format, you have to be in tune with listeners’ expectations. I.e., the title of Robin Thicke’s “Blurred Lines,” which topped Adult Top 40 for six weeks last year, serves as a metaphor for the mix of genres that the format’s programmers now find more acceptable. Kelly echoes that the adult top 40 format has accepted more rhythmic hits of late. But, there is an amazing energy to this song that comes from emotional lyrics that connect.” “Slower songs can often struggle in a format where energy is tops. “I’ll admit I was skeptical at first about the song,” says WVMX Columbus, Ohio, assistant PD/MD Joe Kelly. While “All of Me” has ruled two other radio charts, Adult R&B (for seven weeks in February/March) and Mainstream Top 40 (for three weeks running), its ascent to the Adult Top 40 summit was less widely envisioned. I believed, from that very first listen, that it would immediately resonate with women.” When ‘All of Me’ played, I knew it was a very special song. “The first time I heard it was last summer when John came to the Columbia offices and played his new album for us. The song’s quality, however, reassured him of its potential. Pete Cosenza, Columbia Records senior vp of promotion, adult formats, says that he had high hopes for “All of Me” at adult top 40 radio despite the format’s trademark inclination for tempo and guitars. “There’s the Pharrell factor, which can’t be denied. (Some stations are also playing an uptempo Tiesto remix of “All of Me.”) “The music cycle we’re in allows this,” theorizes KHMX Houston program director Bob Neumann. Helping aid Legend’s coronation is a recent invasion of R&B-flavored hits at the format from the likes of Justin Timberlake and, via multiple smashes, Pharrell Williams. “It doesn’t matter what format John Legend was previously known for.” “I think it comes down to a song-by-song basis every time, and this particular song is just that special,” says KLLC San Francisco MD Jayn.
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It isn’t too far away from what they already like, but still different enough to stand out.” “Yes, is R&B, but our audience doesn’t shy away from slow, piano-driven songs. “The track has a singer-songwriter feel to it,” says Matt Sparker, music director at Adult Top 40 reporter KQKQ Omaha, Neb.