‘Everlasting Love’: A turning point for SiriusXM?
My wife and friends no doubt are tired of hearing me bemoan the horrifying makeover that XM Satellite Radio received at the hands of Sirius Satellite Radio one day last November, as the “merged” companies sprung a combined lineup on unsuspecting subscribers to both services. It was bad enough that the joint company almost immediately reneged on promises of offering a la carte programming packages. Instead, subscribers to both services got essentially the same lineup, with a good deal of XM’s more eclectic and deeper-digging channels dumped in favor of their lesser Sirius counterparts.
For me, an XM subscriber since 2002, it was a real kick in the throat. Gone were XM’s beloved troika of alt-rock stations — Fred, Lucy and Ethel — replaced instead by Sirius stations so heavy on repetition that I heard U2′s “I Will Follow” twice within 20 minutes on First Wave — on the very morning of the switch, no less. Things didn’t get much better. While Fred was a revelatory mix of ’80s college rock, mixing semi-popular hits with lesser-known album cuts, rare B-sides and criminally overlooked bands like the House of Love and the Godfathers, Sirius’ First Wave, on first blush, was pretty much all well-known singles, all the time — over and over again. You can only stand hearing Depeche Mode’s “People are People” so many times in one day.
Last month, I was on the brink of canceling the subscriptions to our two XM radios. When I called in, I was offered a free month on each to stay. So I decided to give it a bit more time. Then I dropped a note to SiriusXM vice president Jon Zellner, expressing my dismay over the merged lineup, and particularly the Fred/First Wave switch, since that station was one of the main reasons I pay for satellite radio.
Much to my surprise, Zellner responded within about a half hour, specifically addressing my complaints, and offering assurances that Sirius was dumping more songs into its playlists — presumably to pacify irritated XM subscribers. But he also made some very salient points about the nature of satellite radio:
“Something you may not know is the fact that XM subscribers like yourself who signed up in 2002 were even different than more recent XM converts who didn’t seek us out…they just bought a car but fell in love with the service. Fred was one of those channels that attracted very knowledgeable early alt fans like yourself but for every one of you, there were others who thought the music on Fred was just too weird. You may have noticed that Fred became more and more familiar in recent years and that was by design to cater to XM’s growing audience.”
Interesting point. The original premise of satellite radio was that it would offer an untold number of niche stations, unspooling so many different musical threads that it would pull in a sufficient number of listeners to make the service profitable — which, of course, is the Long Tail theory. That, however, didn’t work with satellite radio, which has never turned a profit. As Zellner writes, XM has spent the years since its launch in 2001 making itself less niche-based. Sirius always was modeled more on the repetition-heavy FM format, and relies more on overly chatty DJs; now the combined service continues to emphasize familiarity over discovery.
Still, it remains better than FM radio. And just as Zellner promised, the playlists on the Sirius stations are getting noticeably deeper, even if there’s still a bit too much repeptition. But gone are the days when I would listen to First Wave for a stretch and hear nothing but single after single, many of which were so mainstream they should be played on the ’80s “hits” channel, not the alternative station.
And then, driving home from work one night last week, I actually heard something completely unexpected on First Wave: a b-side. It was U2′s cover of “Everlasting Love,” a ’60s chestnut the band recorded for the flip side of “All I Want is You” in 1989.
Now that’s progress. First Wave’s still no Fred, but if the station’s programmers are starting to recognize that college-rock stations in the ’80s didn’t just play strings of radio hits by Duran Duran and the Police, then maybe they’re getting somewhere. Growing up in San Diego, for example, I vividly remember 91X playing — in pretty heavy rotation — b-sides like “Dangerous” (Depeche Mode’s “Personal Jesus”) or “Harold and Joe” (The Cure’s “Never Enough”).
I’m not confident satellite radio’s going to last, given both the plight of the carmakers in this troubled economy and the almost certain rise of mobile Web radio. But it seems like SiriusXM is listening to its customers (the company also recently reinstated some of the channels it dumped in November), and for now, that’s enough to keep me on board.

