With old songs made new hits by ‘The Batman’ and ‘Stranger Things,’ the big sync chart bump is officially back. But why had it mostly been gone for the last 30 years?
Ross points to a different TV bump as the moment that kicked off the late-’80s era of oldies being brought back as new hits — albeit with a song that sounded older than it actually was. “At This Moment” was a ’60s soul-style ballad originally released by Billy Vera and the Beaters in 1981, when it became a very minor chart hit, peaking at No. 79 on the Hot 100.
UB40’s cover of Neil Diamond’s “Red Red Wine” reached No. 34 on the Hot 100 in 1984, but after the Guy Zapoleon-programmed KZZP Phoenix started to pick the song up again, it shot all the way to No. 1 in 1988. The next year, PD Brian Phillips’ stations in Minnesota and Milwaukee brought back Sheriff’s “When I’m With You,” which fizzled at No. 61 back in 1983, and it also spread widely enough for the song to top the chart. Even Benny Mardones’ “Into the Night,” a No.
CHR didn’t stay down for long, but by the time the format regained its strength in the late ’90s — during what would end up being the last great commercial boom period of the pre-digital era in the music business — the room for “bringback” hits had disappeared. “When top 40 came back in 1997, there was so much excitement about new music,” Ross says. “There wasn’t really the impetus to go back and look for old music.
What’s more, with the fragmentation of the monoculture over the course of the early 21st century, there were fewer opportunities for movies and shows to experience such a pronounced immediate impact: Even a sync as major as Elton John’s “Tiny Dancer” in couldn’t really succeed on the Hot 100 without radio’s help, because was more of a cult success than a commercial one, and only 12 million people watched the finale when it originally aired, with HBO subscriptions still being at a relative...
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