This week, Maggie Rogers’ lead single “That’s Where I Am” took over as the No. 1 song on Billboard’s Adult Alternative Airplay chart, the third time Rogers has reached the pinnacle of that format, following 2019’s “Light On” and 2020’s “Love You For a Long Time.” It’s also her sixth entry on that chart in her career, giving her a strong track record as she gears up for her second album, Surrender, due out at the end of July.
It’s a strong start for Rogers, whose debut album, 2019’s Heard It In a Past Life, debuted at No. 2 on the Billboard 200 and led her to a nomination for best new artist at the Grammys. And with her second single, the fiery “Want Want,” entering the Alternative Airplay chart this week as well, Capitol Music Group executive vp and president of promotion Greg Marella earns the title of Billboard’s Executive of the Week.
Here, Marella discusses Rogers’ success at radio and how it plays into this second album rollout, a highly-anticipated follow-up to her critically-acclaimed debut. “The music and timing feel right and she will bring a really passionate fan base to radio once they embrace this song,” he says. “This has been one of the best artist development stories and now it’s time to expand into these formats.”
Maggie Rogers’ “That’s Where I Am” reached No. 1 on the Adult Alternative Airplay chart this week, her third No. 1 at the format. What key decision did you make to help make that happen?
I have to start by giving credit to Dan Connelly, who runs our AAA and now alternative campaigns, He’s been leading these campaigns along with the rest of the promotion team. To answer your question, the AAA format has embraced and supported Maggie every step of the way, so we’ve really made a point to lean into where she’s been welcomed over the last several years. It’s been a very natural and organic fit for her music.
Her second single from this project, “Want Want,” just debuted on Alternative Airplay. Do you plan to promote her songs to additional formats as well?
We went into this current campaign with a very ambitious mindset for Maggie’s music. It’s time for us to expand her audience reach into alternative and, ultimately, pop. The music and timing feel right and she will bring a really passionate fan base to radio once they embrace this song. This has been one of the best artist development stories and now it’s time to expand into these formats.
How important is radio airplay to an artist like Maggie, particularly in the lead up to her second album?
Radio is always incredibly important for every artist. It’s what gets you to the next level, it puts you in front of millions of more people, it’s a tipping point if the timing is right. There are 340 million people in America, you have to get your music exposed everywhere.
She’s now had six top 20 hits at Adult Alternative in her career. Why does her music fit so well at that format in particular?
It’s not just the music, it’s also Maggie as a person and as an artist along with the music that makes it all work for the format. It’s just felt really organic. The format has played a huge role in building her career along with press, touring and, most importantly, Maggie has always stayed true to her self and to her music. I think the AAA format recognizes that.