In its most recent promotional e-mail blast, Columbia’s US radio team confirmed that Little Mix’s “Secret Love Song (featuring Jason Derulo)” has been receiving early pop airplay support from Radio Disney, Baltimore’s Mix 106.5, Las Vegas’ 104.3 NOW, and Santa Rosa’s Y 100.9.
While not listed in the most recent blast, Birmingham’s 103.7 The Q has also been playing the song in recent weeks.
Over the past seven days, an additional three Mediabase-monitored pop stations initiated airplay.
Burlington’s 95 Triple X played the song 15 times between April 12 and April 18. Tyler’s The Breeze played the song 13 times within that window, while Wilkes-Barre’s 98.5 KRZ contributed 7 spins.
As for the previously confirmed five supporters: Mix 106.5 increased its seven-day airplay from 9 spins to 17 spins, but 104.3 NOW (26 to 21), Radio Disney (21 to 18), The Q (17 to 14) and Y 100.9 (8 to 7) all provided reduced airplay.
The song’s presence at US pop radio has made for an interesting story to follow. Touting early interest from some major market stations, Columbia first noted that a formal pop push would be “coming soon” in an e-mail blast on February 15.
More than two months have passed, and Columbia’s promotional material still says the formal push is “coming soon.” The song remains without an officially advertised US impact date.
The ladies of Little Mix have meanwhile shifted their own attention to an updated version of “Hair,” which features Sean Paul and is the group’s new international single.
The release of the Sean Paul version also attracted mainstream media attention in the US, further contributing to confusion about the group’s American presence — and further cutting into potential excitement over “Secret Love Song.”
Headline Planet will continue to share any updates that emerge regarding the US radio strategy for Little Mix.