When Kygo takes the stage at Ultra Music Festival later this month in Miami, it’s a sure thing he’ll play “Firestone,” his 2014 single featuring vocalist Conrad Sewell. The track has topped 87 million plays on Spotify and now, three months after it came out, “Firestone” has an official music video. But even as fans around the world have propelled the much-buzzed about Norwegian producer to new acclaim, the US, and US radio in particular, has been slow to respond.
While electronic music and EDM used to be musica non grata at American radio, it’s now 2015 and a range of dance artists from Robin Schulz to Alesso can now be heard regularly from coast to coast on mainstream terrestrial stations. Programmers reluctant to add “Firestone” to their rotation might look at the success Schulz’s remix of Mr. Probz’s “Waves” has had, or even Clean Bandit’s “Rather Be.” Both of those records were hits overseas before they crashed the stateside charts and provide a softer, more listenable offering than the hard-pounding of artists like Zedd (whose track with Selena Gomez, “I Want You To Know,” hit No. 1 on Billboard‘s Hot Dance/Electronic Songs chart last week).
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The reason why “Firestone” hasn’t set blaze to the airwaves may have to do with a strategic move by Kygo’s label, Ultra (owned by Sony Music), looking to formally launch his stateside profile during festival season, when the producer is said to have locked in several high-profile headlining gigs in addition to those already announced including Ultra and Coachella.
If given the slightest nudge in the US, Kygo’s first global hit is likely to take off. Almost since its release in December, “Firestone” has bounced around the Top 20 of Spotify’s global chart. For the week ending Sunday, March 8, the track lands at No. 11 with upwards of 7.7 million streams. Only a million of those come from the US, where the tune ended the week at No. 60. While streaming isn’t everything, for Kygo’s key demographic, it’s the main thing as the producer seeks to establish himself as more than just the face of a house music subgenre best heard when surrounded by palm trees.
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On Tour:
March 27-29: Ultra Music Festival – Miami, FL
April 12: Coachella – Indio, CA
April 12: Coachella – Indio, CA
May 22-24: CounterPoint Music and Arts Festival – Kingston Downs, GA
June 18-21: Firefly Festival – Dover, DE
