It is simple..... dance music is limited. There is really no such thing as a dance format. Because you have to include Pop, top 40, CHR, hip hop, and rap in the "format". So, what is a stand-alone dance format, Tony?
"There is really no such thing as a dance format". If I had a dollar for all the years I hear something like this, I'd be a trillionaire (man I wish that was the case because I would buy up a couple of radio stations, make them dance and prove you naysayers ALL WRONG!
Okay, I'll entertain this. Right now you are hearing a lot of the crossover from mainstream artists (mainly rhythmic such as Rihanna, Flo Rida, Pitbull, etc.) as they are collaborating with dance music DJ's/producers such as David Guetta, Benny Benassi, Calvin Harris just to name a few. In that sense, though core fans may differ from this thinking, dance music has become part of the mainstream.
NOW, from our point of view, we have a lot of artists that are branded as dance such as Sylvia Tosun, Kim Sozzi, Lucas Prata, Wynter Gordon, Jes (it's okay if you don't know some of these names) that are very popular with those that follow dance (aka: the Pulse 87 FM audience). Yet while their material has strong radio potential, with the exception of Brett on Z88.9 no one is covering this. Yes you would need some of the commercial mainstream influence on such a station. HOWEVER, you also add in these and other artists along with certain tracks that may be instrumental in nature but has strong appeal to the dance community (such as Avicii's "Levels"). Hip-hop (and we're talking the Hot 97 brand) won't fly for this. Put a dance/rhythmic station like this in New York and it will be in the Top 5. If it wasn't for the low dial location and weak antenna, Pulse 87 would have been in the top 5.
Limited? FAR FROM IT. I've mentioned vocal singers. But THIS TIME AROUND, we also have a strong EDM culture consisting of DJ's that are "rockstars" of sorts such as Tiesto, Armin Van Buuren, Paul Van Dyk, Laidback Luke, Afrojack, etc. With STRONG turnouts at events such as Electric Zoo, their productions can go into this format as well. Then you have "dubstep" which is INSANELY popular amongst the college crowd yet has its own issues within the dance community. Do you incorporate dubstep tracks into the format? Or do you give a specialty show to it. The bigger question is...would you make this station stay on the current, or do you flash it back to older sounds (such as freestyle...which is what Pulse 87 did).
The format name would be "dance/rhythmic CHR". None of the hip-hop aspect of CHR, none of the alternative rock (with the exception of Coldplay since Fedde LeGrand, another big DJ/producer, did a remixed version of "Paradise" that is HUGE right now).
I can keep going and going on this.
Better yet, I will be on DriveFX in the Hudson Valley tomorrow (Tuesday, Feb. 21st @ 7PM on 94.1/95.7 - use Tune In Radio for your phone). Tune in if you want to know more.http://www.foxradio.net/drivefx/