Those "astute" radio programmers playing "Warm" concur that its lyrical content is universal in its appeal, which is key to it connecting with them and their stations' audiences.
"Mary's beautiful voice brings the lyrics to life," says adult pop WEZF Burlington, Vt., program director Jennifer Foxx. The station played "Warm" 18 times last week (Jan. 20-26).
"It breathes the love and compassion that our audience embraces."
KZZO Sacramento PD Chad Rufer points to the familiarity of "Warm," thanks to the success of "Same Love." The station was the first to play "Warm" (Dec. 6) and spun it 23 times last week.
"I think the Macklemore & Ryan Lewis version was very well done," he says. "However, for a radio station like ours that has the moniker, 'Today's best hits without the rap,' playing that song wasn't an option. But, the adult pop audience was certainly exposed to it and its message. That certainly helped jumpstart it for us, with listeners saying, 'Oh, I know that hook'."
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Rufer adds that without Macklemore's more specific lyrics that infuse his rap in the song, "Mary's version is better for us because it takes the stance that the majority of adult females can relate to, about the emotions of falling in love. I think the Macklemore & Ryan Lewis version has more of a political stance than Lambert's.
"Hers is simply a great pop song about falling in love."
Bobby Smith, PD of adult pop WOMX and pop station WJHM Orlando, Fla., echoes that the hit status of "Same" on the latter outlet helped warm up "Warm" for the former. "We had such success with 'Same Love' on [WJHM] that once [WOMX music director Dana Taylor] and I heard the entire version of 'She Keeps Me Warm,' we felt confident that it would already be familiar with the [WOMX] audience." WOMX played "Same" 19 times last week.
"That was the major factor in deciding to play the song. We already liked it in our music meetings, but to feel that it was already familiar with our audience was a bonus to get it started."
Smith, too, feels that the song's message knows no limits.
"It's a love song. Love should, and does trump all biases in the world, right? I hope so."