Recommendations of the Editorial team
Taylor Swift is used to breaking records — but it’s been a while since one of her singles took country radio by storm. Or, as Swift herself wrote in a note that appeared in Monday’s issue of the industry magazine Country Aircheck: “Man, it’s been a long time.”
This week, Swift’s “I Knew It, I Knew You” from the “Toy Story 5” soundtrack became the first woman in history to close the panel on Impact: Every single country radio station reporting to Mediabase included the song in its very first week. That’s a feat even the old Taylor couldn’t accomplish at the height of her country popularity. Coincidentally or not – it’s Swift we’re talking about – the comeback comes just before the 20th anniversary of her debut single “Tim McGraw” on June 19, the same day “Toy Story 5” hits theaters.
While Swift’s songs appear frequently in the “Recurrent” rotation, it’s been well over a decade since a newly released single — not a “Taylor’s Version” — gained this much traction on country radio. That’s not because Swift hasn’t tried: She sent several songs, including “No Body No Crime” and “Betty,” to country radio stations, but none of them really clicked with program executives. Her last number one on the country airplay charts was the 2013 duet with Tim McGraw, “Highway Don’t Care.”
Why now?
So where did the sudden momentum come from? There’s a lot of country momentum building around Swift right now. In addition to the Tim McGraw anniversary, Swift was recently inducted into the Songwriters Hall of Fame and is eligible for induction into the prestigious Country Music Hall of Fame this year as a Modern Era Artist. She’s getting married this summer – which may have put programming bosses in a festive mood – and given the success of Ella Langley’s “Choosin’ Texas,” they may also be a little nostalgic for the woman who once set the records Langley is currently breaking.
RJ Curtis, executive director of Country Radio Broadcasters, Inc., believes stations are excited because they crave Swift’s lighter songs – those that aren’t as personal or lyrically complex as her more recent works.
“My impression is that it’s closer to what got her on the dance floor in the first place,” Curtis tells Rolling Stone. “Most importantly, straightforward storytelling coupled with a strong melody and a catchy hook that immediately sounds familiar and evokes a sense of nostalgia. I’ve been saying for a while that if the song is right, country radio will support her again and welcome her with open arms – and it looks like she’s delivered in a big way.”
Swift and Mayer on the airwaves
In another Swiftian coincidence — most likely not her own doing — she shares the country airwaves this week with John Mayer, the presumed antagonist of her song “Dear John.” Mayer can be heard as a feature on Lainey Wilson’s new single “Phone, Keys, Wallet.” Swift, Mayer, country radio… man, that was a really long time ago.