Is Gorilla Zoe Getting “Lost” on Traditional Radio?

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On the net, there’s no doubt that rapper Gorilla Zoe’s “Lost” is a smash.

The song has been played more than 40 million times on MySpace, and has clocked more than 2.5 million downloads on P2P.  BigChampagne, tracking the action, ranks “Lost” at number 22 on its Urban TopSwaps chart, a quick move from 37.  The song is the 6th-quickest mover this week, according to the data.

That represents phenomenal growth, yet “Lost” has only a handful of traditional radio spins.  So why isn’t Urban radio all over this record?  The song, an introspective ballad that cuts against the grain of overflowing Cristal and flossy bravado, is a bit unusual for the format.  Whatever the reason, programmers are stopping short of top 25 or even top 50 rotation.

But format-friendly or not, fans are now boosting the song – with or without traditional radio involvement.  Whether “Lost” fits the current definition of Urban “stationality” appears a major issue for Urban PDs, though radio stations risk becoming late-movers on a song with major mass appeal.

Story by analyst John Robinson.