With audiences off to see the Wizard, and Elphaba and Glinda, radio is capitalizing on the buzz of Wicked by playing two of the franchise’s signature songs.
Wicked, which adapts the stage musical of the same name that premiered in 2003, opened in North American movie theaters Nov. 22 and has since made more than $500 million in ticket sales worldwide.
Meanwhile, the film’s soundtrack has spent its first three weeks at No. 1 on Billboard’s Soundtracks chart. Billed to Wicked stars Cynthia Erivo and Ariana Grande (and various artists), it has earned 321,000 equivalent album units in the U.S. in that span, according to Luminate. The set, on Universal Studios/Verve/VLG/Republic, also crowned the Top Album Sales and Vinyl Albums charts and logged its first three weeks on the Billboard 200 in the top 10.
Notably, when Wicked debuted at No. 2 on the Billboard 200, it claimed the highest arrival in the chart’s 68-year history for a stage-to-big-screen musical soundtrack.
As movie and music fans immerse themselves in Wicked, two of its most beloved songs are scaling Billboard radio charts (dated Dec. 21): Grande’s “Popular” ascends 29-27 on Adult Pop Airplay and 34-29 on Pop Airplay, while Erivo and Grande’s “Defying Gravity” debuts on both rankings at No. 39.
Alongside Wicked’s success, radio’s embrace of the tracks – solely written by Stephen Schwartz – marks the platform’s latest foray into songs from stage and/or movie musicals. In 2022, Encanto’s “We Don’t Talk About Bruno” ruled the Billboard Hot 100 for five weeks and rose to the top 25 on Adult Contemporary, Adult Pop Airplay and Pop Airplay. (In 2023, the intricate earworm won the Grammy for best song written for visual media.)
Plus, “You Will Be Found” from Dear Evan Hansen, the 2017 Tony Award recipient for best musical, spent more than four months in the Adult Contemporary chart’s top 15 from October 2023 through this March, as recorded by Natalie Grant and Cory Asbury.
Historically, however, such songs have been relatively few and far between on radio, despite their built-in familiarity. For every airplay success story, Rent, 1996’s Tony winner for best musical, for instance, did not spin off a pop/adult radio chart hit in its anthem “Seasons of Love.” Conversely, Madonna leveraged her superstar status into play for her version of Evita’s “Don’t Cry for Me Argentina,” written by Andrew Lloyd Webber and Tim Rice. Aided by its club- and radio-ready “Miami Mix,” the song reached the Pop Airplay top 10 in 1997.
(Wicked composer Schwartz is enjoying his latest Billboard chart success in a history that dates back to Godspell and its cast’s 1972 No. 13 Hot 100 hit “Day by Day.”)
In 2024, when radio has numerous sources of research, from traditional callout to social media, certain programmers have pounced on playing “Popular” and “Defying Gravity,” even if the former, especially (and like “We Don’t Talk About Bruno”), is essentially a movie excerpt, with Grande singing in her Wicked character.
“First, it stars one of our core artists, Ariana Grande, who not only sounds great, but gives a phenomenal acting performance,” says Tom Poleman, iHeartMedia chief programming officer. “And, as one of the most anticipated movies of the year, it’s a pop culture moment for our listeners. [Pop] stations, in particular, are about reflecting what our listeners are into, and ‘Popular’ and ‘Defying Gravity’ are two of the biggest songs of the moment.”
iHeartMedia’s Pop Airplay reporter WHTZ (Z100) New York played “Popular” and “Defying Gravity” 20 and 16 times, respectively, Dec. 10-16, according to Mediabase.
“No hesitation,” echoes Alex Tear, SiriusXM and Pandora vice president, music programming, of playing “Popular” and “Defying Gravity.” The former aired 57 times on SiriusXM’s TikTok Radio and 44 times on Hits 1, both of which contribute to the Pop Airplay chart, Dec. 10-16. Plus, Adult Pop Airplay panelist The Pulse gave it 50 plays. “Defying Gravity” drew 39 plays on Hits 1 in the same stretch.
“Our listeners expect Hits 1 to be in, and leading, pop culture moments and movements,” Tear says. “We’ve never been focused on ‘typical.’ We’re focused on our listeners’ passions and keeping pace, in addition to being predictive of their favorites.”
Likewise believing that radio can benefit from, and amplify, the conversation around Wicked, Republic released a 3:33-long edit of “Defying Gravity” two weeks after the original version, running 7:39 and including spoken word sections, arrived on the film’s soundtrack. “Popular” is 4:01 in length, along with a mix trimmed to 2:53, with both edits having been added to the Wicked soundtrack on DSPs.
Through Dec. 12, Grande’s “Popular” has totaled 28.8 million official U.S. streams and 15.2 million in all-format airplay audience. Erivo and Grande’s “Defying Gravity” has tallied 35.5 million streams and 6.8 million in radio reach.
“It’s simple,” Tear muses of Hits 1. “We’re a pop channel that’s front and center with pop culture. Our listeners come to hear the ‘now,’ and nothing could be hotter than Wicked.”
Says Poleman, “It came down to the popularity — no pun intended — of this movie.”
