Selena Gomez [Hands To Myself]
Formal promotional attention has not yet shifted from Selena Gomez’ “Same Old Love,” which is currently #3 on Mediabase’s pop radio airplay chart and inside the Top 20 of the rhythmic and hot adult contemporary listings.
Interscope’s team has, however, begun planting the seeds for the follow-up campaign.
Last week, Selena Gomez’ “Hands To Myself” was showcased in a Victoria’s Secret lip-syncing video. A clip that simultaneously served as a video teaser and a Beats Pill+ commercial emerged. Gomez’ performance of “Hands To Myself” aired during CBS’ Victoria’s Secret Fashion Show broadcast.
Wednesday, Interscope provided more indication that “Hands To Myself” is in line for a formal radio push — it added the song to its promotional Top 40/pop playlist.
While inclusion on the playlist does not unequivocally confirm a radio campaign (it is not as definitive as a confirmed add date), it does provide a window into the Interscope radio team’s current mindset. The team views “Hands To Myself” as the follow-up to “Same Old Love.”
“Hands To Myself” has already begun to gain traction at pop radio. Over the past two weeks, it has been added by seven Mediabase-monitored pop stations, including Los Angeles’ 102.7 KIIS. It ranked as the Mediabase pop panel’s 70th-most-played song during the December 6-12 tracking week.
With “Same Old Love” still gaining and Mediabase’s add board closed until the first week of January, an official impact and promotional blitz will not happen immediately. One should, however, expect to see “Hands To Myself” receive a formal radio push in very early 2016.