Maddie & Tae - "Heart They Didn't Break"

[recordyear]

Artist: Maddie & Tae
Single: Heart They Didn't Break
Album: TBA
Label: Mercury Nashville
Impact Date: 18th September, 2023 (Country Aircheck weekly)
Writers: Anna Vaus, Benjy Davis, Ryan Beaver

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New song released today. Written by Anna Vaus, Benjy Davis and Ryan Beaver. Produced by Corey Crowder.

[bigfan101]

LOVE THIS.

And TAE VERSE?! 👏🏻👏🏻👏🏻

[zdm1998]

UMG it’s time to try for another single. And this is the one that needs to be sent. Perfection.

[jab820]

This is unbelievable. DFABH 2.0. I almost thought Tae was another featured artist. One of their strongest releases!

[austin]

I love that Tae got a verse!! I was not expecting that.

This is an amazing song! I hope it sees radio. I think it could be huge.

[recordyear]

Confirmed as a radio single.

http://instagram.com/p/Cw0L-nPu9Ys

[.indulgecountry]

Long overdue! I do think this is an absolutely EXCELLENT song and a great choice for radio, but I can't help but feel it's a bit odd that this is their new single considering it's a fairly similar concept to their last major hit (with the exception being that the girl whose heart was broken is seeking solace from her bestie instead of her momma). I hope that doesn't hinder its chances at all, though DFABH was several years ago now, so it admittedly shouldn't matter much. It's disappointing that they got such a huge smash and then all of that hype was completely squandered as soon as it peaked, but I'm optimistic they'll strike big again.

[austin]

I think this is a big hit and their best song since DFABH but I do agree I wonder how well it can do with their lack of momentum. Not sending out “Bathroom Floor” the week after DFABH peaked for their last record of subpar material was such a bummer.

(I also think “I Don’t Need to Know” was #1 worthy from the same album).

[recordyear]

Got one add this week already.

[zdm1998]

Wish they’d have pushed this when it first dropped, but I’m happy it’s getting released at all.

Don’t know how it will do since they don’t have momentum, but this is a stellar song.

[er1c612]

Really happy this is going to radio. Been on my playlist for months, one of my favorites at the moment.

[wonderstruck]

Found a video of them singing it.

[recordyear]

Updated the first post with impact date added (September 18th).

[jab820]

I am so thrilled they're finally pushing another song from them at radio. They've been so mismanaged.

[recordyear]

Sept 6, 2023 20:19:11 GMT -5 jab820 said:

I am so thrilled they're finally pushing another song from them at radio. They've been so mismanaged.

They might have been mismanaged, but I think the pregnancies derailed some plans.

[dwindeezy]

I’ve always wondered why UMG never pushed them harder to radio- they’ve always been on the stronger end of streaming for female country artists, DSP’s love them and they have a clear open market and lane. Have a feeling the label delayed this single to radio a bit as their recent track releases crossed 5 million streams by 2 months and this one has about half at the same point. Rooting for them and this.

Edit: this is on Hot Country now to expect to see its streams rise significantly lol

[recordyear]

3rd most added with 28 adds and 29 total historic adds this week.

[.indulgecountry]

Rather underwhelming adds date considering how long its been since they last tried something at country radio. Still hopeful it'll do something for them and I knew it would likely be in for a year-long chart climb, but I expected a bit better.

[raylatch98]

Unfortunately this song was never able to take off at all, or even chart on Billboard. It had some potential early in the year when it had a big audience station playing it (KKGO) but it never picked up any adds in the new year and eventually that station started to stop playing it. 

Now this week it does look like this song is done, as it has lost almost 60 spins since Friday according to its leaders on AllAccess (it was at 183 on zfriday and is now at 124). 

Sad this couldn't even do enough to chart. Curious to see if they try anything else with radio as its been a long while since "Die From A Broken Heart", and they have absolutely no momentum with radio at all, if there was any left before this release. 

[zdm1998]

They might just be better on focusing on streaming with them. Unless they have a song that is showing signs of undeniably smashing.

Sad because they have so much talent, and they do have a pretty solid fanbase, see their streaming numbers.

[nuggie99]

This was good, as was "Every Night and Every Morning" Curious.

[.indulgecountry]

Feb 14, 2024 10:38:53 GMT -5 zdm1998 said:

They might just be better on focusing on streaming with them. Unless they have a song that is showing signs of undeniably smashing.

Sad because they have so much talent, and they do have a pretty solid fanbase, see their streaming numbers.

It's sad that they've been on top twice now on 2 different labels, and both times the bag was completely fumbled out from under them. Maddie & Tae deserve way better. They should be racking up hits at country radio. It's tragic how much quality music with such smash potential has been wasted over the years from these girls. This song was just such a poor choice for a relaunch single and they waited waaaaay too long to even try something else from them at radio. Such a mess.

[Elusive Chanteuse]

It’s a bit disappointing, but I will say that they fumbled the bag with “Every Night and Every Morning” imo. That one sounded like a gigantic smash to me, and clicked with me way more than this one did…While I like this one and think it’s really good too, I never understood why the former wasn’t pushed at all.

[zdm1998]

Yeah I echo that "Every Night and Every Morning" felt like a smash. I feel like HTDB would've done better had it followed that one.

[g8erboi]

I mean, "Every Night Every Morning" has nearly 60M streams on Spotify alone, and this current single has almost 15M… so while radio has been giving them the silent treatment, they still get really good playlisting and streaming support, and these are the metrics that *actually* matter in 2024.

Let’s do a little case study. "Cab in A Solo" (stellar song) is on the cusp of the top 10 on radio, and will likely eventually hit the top of the airplay charts. By the time it goes recurrent, it will probably have amassed around 10M streams only. Which song will be more remembered? While a radio number one looks good on paper and warrants bragging rights, it’s just not an accurate indicator of a song’s success as we get deeper into the 2020s.

While radio has some degree of importance, it’s clearly falling off (I wouldn’t be surprised if country radio’s maximum weekly audience drops to like 15-20M in a few years). I think if the label continues investing in solid streaming support for Maddie & Tae, they will be fine.