When Warner Music Nashville released Cody Johnson‘s collaboration with Carrie Underwood, excited programmers took note, giving the ballad enough first-week spins that it debuted at No. 21 on the Country Airplay chart dated Oct. 12.
Parmalee took note, too, but the band was far less enthusiastic. Guitarist Josh McSwain texted lead singer Matt Thomas about what seemed a potential threat. Johnson’s single, “I’m Gonna Love You,” had almost exactly the same title and lyrical hook as “Gonna Love You,” a Parmalee ballad that had reached the top 10 on that same chart, just 11 slots ahead of Johnson and Underwood. Thomas was mildly stressed about it until he was able to give it a listen.
“I think I would have been a lot more concerned if we weren’t moving up in the top 10 and the song’s researching and doing well,” Thomas says. “If we’d have heard it was coming out right before ours dropped, then it’d be like, ‘Shit.’”
There’s no legal issue at play — songwriters live by the general rule that titles can’t be copyrighted — but the programming ramifications are significant. Country broadcasters make an effort to keep the sound of their stations changing, while staying within the perceived boundaries of the format. Playing the same title back-to-back is the opposite of variety. Programmers have periodically faced the issue for years, though many outside of radio may not have contemplated it before.
One harsh scenario from 1982 illustrates the potential consequences. The music scheduling software at WKHK New York inserted a Dolly Parton & Willie Nelson duet, “Everything’s Beautiful (In Its Own Way),” next to Ray Stevens‘ “Everything Is Beautiful.” The programmer eyed the comparable titles and ran a line through Stevens’ single, costing it a spin.
“That is heartbreaking right there,” Thomas says.
That scenario is a bit different, though, than Parmalee’s situation. The Parton/Nelson single was current in ’82, while Stevens’ record was 12 years old. A gold title losing a single spin wouldn’t hurt anyone’s chart position and was unlikely to make much difference in Stevens’ royalties as a songwriter. In fact, programmers generally make an effort to keep their current singles’ spins at their assigned rotation, even if similarities in individual singles create separation hurdles.
“A great example, maybe more so than title separation, is artist separation,” WWWF Farmingdale, N.Y., PD Patrick Shea says. “When you’ve got 14 Morgan Wallen songs and 14 Post Malone songs, how do you make them work? You don’t want to lose spins, because they’re all good and they’re all researching really well, so you juggle to the very best of your ability to make sure that those songs are all getting heard.”
The issue arises more often than one might expect. Jelly Roll‘s”I Am Not Okay” is sharing space on many current playlists with Megan Moroney‘s “Am I Okay?” Meanwhile, Johnson’s “Dirt Cheap” and Justin Moore‘s “This Is My Dirt,” two songs with plots and sentiments that were even more similar than their titles, rose through the chart at the same time. KUZZ Bakersfield, Calif., had both of those titles among the seven singles that were simultaneously in heavy rotation.
“If those are the two of the seven best songs we can play,” KUZZ PD Brent Michaels says, “we’re going to do it, even though thematically — and even sonically, a little bit — they’re sort of the same.”
Labels pay attention to those kinds of details, particularly if the titles emerge from the same firm. Triple Tigers issued a Jordan Fletcher focus track, “Fall in the Summer,” to digital service providers in July, just two months after releasing Scotty McCreery‘s “Fall of Summer” to radio. Executives considered the problem, then shrugged it off.
“How many times has the song ‘Gone’ been written by how many different artists?” Fletcher asks rhetorically. “Or ‘Wasted Time?’ Or, you know, ‘Love Me Tomorrow’? How many times have those names been rewritten and connected with different people in different ways, and nobody gave it a second thought?”
Likewise, Warner Music Nashville released Tyler Braden‘s “Devil You Know” while it was already working Ashley McBryde‘s “Devil I Know” earlier this year. It wasn’t the original game plan — consumption spurred WMN to send Braden’s “Devil” to radio — but programming partners didn’t protest the move.
“If I’m being honest, that shocked me,” Team WMN vp of radio Anna Cage says. “I myself thought that there might be an issue there. But at the end of the day, they’re two completely different songs. Obviously, one’s a female vocal, one’s a male vocal, even though they have the same anecdotal ‘Devil You Know,”Devil I Know.’”
It might create some branding issues, she allows, if consumers search for the song by title online and don’t know the artist’s name. It’s not a concern with Braden and McBryde.
“It wouldn’t take long for them to realize, ‘This isn’t the one I was looking for,’ ” she says.
Programmers are prepared to manually create separation if the titles appear in the same window. Shea would want them in separate quarter-hours, though with the two “Gonna Love You” singles, their tempo already solves that problem: His rotations only allow one ballad per 15-minute sweep. Michaels has even less of an issue — both songs are among the 11 titles KUZZ has in medium rotation, and they play in order. One is slotted at No. 1 in that tier, while the other is entered at No. 6; they automatically appear about four hours apart.
“Right away, we tried to separate those,” Michaels says, “so they didn’t come up too close to one another.”
So even though those repetitive titles get noticed on Music Row and in station music meetings, they may not be the obstacle one might expect.
“I don’t think it’s a radio programming problem,” Shea says. “I think it’s a radio nerd problem because I don’t think your average listener is going to notice anything at all.”
Still, one music nerd understood the conundrum in a heartbeat. Asked about “I’m Gonna Love You” mirroring the Parmalee title, Johnson was immediately sympathetic.
“That was not intentional,” he says. “If you know those guys, tell ’em, ‘My bad.’”
Subscribe to Billboard Country Update, the industry’s must-have source for news, charts, analysis and features. Sign up for free delivery every weekend.
