Update: Tuesday morning, Def Jam announced that Kanye West’s “Fade” will impact pop radio on September 20.
Sources say the single will also impact the urban and rhythmic formats that day. Those formats have, at least thus far, been warmer to tracks from West’s “Life Of Pablo.”
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During the early part of the summer, Def Jam’s radio promotions team indicated plans to push Kanye West’s “Fade” at the pop format.
The label noted that the song was receiving early action on some major market stations, and it even announced a formal July 12 impact date.
The desired pop success never really materialized, however, and the song was ultimately removed from the label’s pop radio roster.
Thanks to the hype generated by its risque music video, which stars Teyana Taylor, Def Jam is recommitting to a pop radio campaign.
Tuesday morning, the label re-added “Fade” to its pop radio roster. It also announced a September 20 adds date.
