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- THE - LASTWORD WORD THE LAST Singin' the Singin' the Top 40 blues Top 40 blues 00 ne of my final tasks before wrapping Jovi at #10. Pretty awe-inspiring, huh? listening/buying public. Including some ne of my final tasks before wrapping Jovi at #10. Pretty awe-inspiring, huh? listening/buying public. Including some up another issue is typing in the latest That's just the tip of the iceberg. Such of their CDs on a CD jukebox (not 45s, of their CDs on a CD jukebox (not 45s, up another issue typingand in the latest That'sgenres just the tip of the iceberg. Billboard charts forissingles CDs. We goofy as rap and heavy metalSuch have, since most of these artists don ' t have Billboard charts for singles and CDs. We make this information available to make this information available to jukebox operators, who might be injukebox operators, who might be interested in which songs/discs are garnerterested in which songs/discs are garnering the most attention from radio, retail ing the most attention from radio, retail stores, and one-stops. stores, and one-stops. More often than not, I complete this More often than not, I complete this task without paying particular attention to task without paying particular attention to the artists and song titles. After all, the the artistsisand song titles. After all,this the process essentially rote; copying inprocess is essentially rote; copying this information requires almost zero brainformation almost zero brainpower. (I requires know, I know . " That's all the I know. "That's all the know, (I power. brainpower you ever have, Caire,' ' you brainpower you ever have, Caire," you snicker.) snicker.) Anyway, as I was finishing up the Anyway,charts, as I was finishing the February I decided to takeup a closer February charts, I decided to take a closer look at America's favorites. My God, look at America's favorites. My God, what's happened? Commercial radio was what's happened? Commercial radio was once the domain of The Beatles , once the domain of The Beatles, Creedence Clearwater Revival, Simon Creedence Clearwater Revival, Simon and Garfunkel , Elton John, Stevie and Garfunkel, that Elton John, Stevie Wonder-artists could be playful yet Wonder-artists that could be playful yet serious and socially conscious when serious and socially conscious when necessary . In short, quality music had a necessary. In short, place within Top 40quality pop. music had a place within Top 40 pop. What do we have in today 's Top 10? What do we have in today's Top 10? Let's see, there's "Rhythm Nation" by Let's there's "Rhythm Nation" by Janetsee, Jackson at #4 , " Pump Up The Jam" Janet Jackson at #4, "Pump Up The Jam" by Technotronic at #7 , "Just Like Jesse by Technotronic at #7, "Just Like Jesse James" by Miss Tatooed Butt herself, James" by Miss Tatooed Butt herself, Cher, at #8 , and "Living In Sin" by Bon Cher, at #8, and "Living In Sin" by Bon 120 PLAY METER/February 1990 120 PLAY METER/February 1990 and heavy metal have, since most of these artists don't have genres as rap goofy inexplicably , representation on the many or any high-placing singles) would inexplicably, representation theA many any high-placing singles) would charts. How about (c)rap like "on Bust be aorsmart move for operators with charts. How about (c)rap like "Bust A be a smart move for operators with Move" or, my favorite, "Me So Hor- upscale or college-age locations. Move" or, my favorite, "Me So Hor- upscale or college-age locations. ny"? There's also heavy metal bombast As Rowe International' s Michael ny"? There's also heavy metal bombast As Rowe International's Michael from Tesla with "Love Song" (can you Reinert pointed out to operators at an from Tesla with "Love Song" (can you Reinert pointed out to operators at an believe that emotion from a heavy metal AMOA '89 seminar, "Consider believe that emotion from a heavy metal AMOA '89 seminar, "Consider band?) and Alice Cooper's hum-along yourselves ' mini radio stations' that you band?) and Alice Cooper's hum-along yourselves 'mini radio stations' that you ditty , "Poison." serve as programmers for . Act as an ditty, "Poison." as programmers for. Act as with an Jukebox operators need to keep in mind serve educator for your locations. Work Jukebox operators need to keep in mind educator for your locations. Work with that it's the age group composed of them to bring out new artists that they may to bring out new artists that they may that it's the age group composed of them teenagers-a powerful record-buying not have considered befor~ . " considered before." have not teenagers-a record-buying The buzzword, then, is "balance." block-whichpowerful pushes these records to this then, is "balance." buzzword, The block-which pushes these records to this level of popularity. As I said before, we Make some concessions to what's Make some concessions to what's level of popularity. As I said before, we present Billboard information to popular on commercial radio, but balance present Billboard information to popular on commercial radio, but balance operators as a gauge of what's hot on the it with artists that appeal to the nonof what's hot on the it with artists that appeal to the nona gauge as operators pop chart. It's simply more information to conformist segment of jukebox players. segmentof of synthesized jukebox players. to conformist informationThis more simply It's chart. pop drums Balance a barrage help make purchasing decisions. help make purchasing decisions. This Balance a barrage of synthesized drums doesn't necessarily mean that they should with a host of acoustic guitars. Balance doesn't necessarily mean that they should with a host of acoustic guitars. Balance rush out and buy these 45s and CDs for guttural yelping that passes for singing rush out and buy these 45s and CDs for guttural yelping that passes for singing their jukeboxes (unless the location's with discernible lyrics that mean discernible lyrics that mean their jukeboxes (unless theage). location's with something. A balanced jukebox diet patrons are barely of legal patrons are barely legal age). A balanced means a healthy jukebox jukebox operator. diet D Operators needofto make themselves something. themselves means a healthy jukebox operator. make to need Operators more aware of artists popular with ''the more aware of artists popular with "the college crowd." I don ' t mean avantcollege crowd." I don't mean avantgarde groups like Depeche Mode or nogarde groups like Depeche Mode or notaste wonders like The Dead Kennedys. taste wonders The like Dead Kennedys. I'm referringlike to acts R.E.M., Fine I'm referring to acts like R.E.M., Fine Young Cannibals, UB40, Living Colour, Christopher Caire Young Cannibals, UB40, Living Colour, The Cure, etc. These bands have a strong Christopher Caire The Cure, etc. These bands have a strong News Editor following among the more well-informed News Editor following among the more well-informed Christopher Caire