Ashley McBryde - "The Devil I Know"

[recordyear]

Artist: Ashley McBryde
Single: The Devil I Know
Album: The Devil I Know
Label: Warner Music Nashville
Impact Date: 26th February, 2024 (immediate airplay)
Writers: Ashley McBryde, Bobby Pinson, Jeremy Stover

Next radio single according to Country Aircheck year-end special.

[.indulgecountry]

This is a good song and I'd love nothing more than to be proven wrong, but I feel like this will perform similarly to "Martha Divine" and "Radioland" at country radio. It just gives off a similar vibe to those, and with "Light" sputtering out shy of hitting the top 20, she doesn't exactly have great momentum. I still maintain that the smash hit of the record was "Women Ain't Whiskey," but I do feel the title cut or "Made for This" were probably her only other viable options for radio at all on the record anyway. Guess we shall see.

[🌺CountryLineDancer]

Yeah this is a risky choice. As Indulge pointed out, I was definitely hoping for "Women Ain't Whiskey" as well, not just because that's my fav from the record, but also it is the most radio friendly choice if she has a chance to score another minor hit from this era. 

[zdm1998]

If "Light on in the Kitchen" missed out on the top 20, despite being very inoffensive, I echo this will perform like "Martha Devine" and sadly end out the era for her.

[someguy]

I love this one. I understand people's reservations about this after "Martha Divine" and "Radioland" (two fantastic songs that deserved so much better than they got). This and "Made For This" sound like the hits on the album to me, so I'm glad they're going with this. Though "Single At The Same Time" and "Women Ain't Whiskey" also deserve to become big hits too.

[zdm1998]

Honestly, hope they reconsider sending this out as a single. I keep having her song “Single at the Same Time” on repeat and I’d rather them risk that one that could actually do something airplay wise, than this one, where I pretty much know what radio is going to do with it (a la “Martha Devine”)

[diamondinmypocket]

Would love to see SATST get a shot at radio. Ashley is such a star and this is a great record. Hope they can get one that really goes the distance at radio!

[zdm1998]

I really am wondering if they are re-evaluating as we haven't gotten an adds date for this song yet, given we are well into Q1, and still haven't gotten any info.

[raylatch98]

Feb 7, 2024 9:53:02 GMT -5 zdm1998 said:

I really am wondering if they are re-evaluating as we haven't gotten an adds date for this song yet, given we are well into Q1, and still haven't gotten any info.

Eh, I am not sure, the add date could still be March so I don't think we're out of the woods yet.

I will say in general Q1 has been very quiet for new releases to radio. 

[recordyear]

Re-confirmed to be the radio single. Impact date still TBA.

[cousingerard]

Feb 23, 2024 21:10:58 GMT -5 recordyear said:

Re-confirmed to be the radio single. Impact date still TBA.

"Going for immediate airplay"

[zdm1998]

I just don't get the reasoning sending out a single like this where we all pretty much know where it is going to peak. What do her or the label achieve by 40-50 peak, or lower, like "Martha Divine" achieved, and like this one will probably get.

[someguy]

Feb 24, 2024 6:33:14 GMT -5 zdm1998 said:

I just don't get the reasoning sending out a single like this where we all pretty much know where it is going to peak. What do her or the label achieve by 40-50 peak, or lower, like "Martha Divine" achieved, and like this one will probably get.

I have high hopes for this one. We shall see though.

[raylatch98]

I'm more confused on why they are sending this to radio now as it's been a while now since "Light On In The Kitchen" peaked, this song is probably not going to do well anyway, but the label is not doing any favors by waiting for this one to go to radio when there were a fair amount of add dates Warner could have stuck this on. 

[someguy]

Glad this is going to radio though. Hope this still becomes a huge hit.

[sabre14]

Feb 24, 2024 6:44:50 GMT -5 raylatch98 said:

I'm more confused on why they are sending this to radio now as it's been a while now since "Light On In The Kitchen" peaked, this song is probably not going to do well anyway, but the label is not doing any favors by waiting for this one to go to radio when there were a fair amount of add dates Warner could have stuck this on. 

Label resources are a big reason in determining ship and impact dates.

Ashley's with the WAR team. That promotion team currently has four singles at radio ("Glory Days", "Love You Again", "Bigger Houses", "I Remember Everything"; at the end of its run). Typically, you never like to have more than 3-4 singles worked for each imprint at any given time. Sometimes things overlap with given chart runs, but the plan was always to have this ship in February and impact before April. Getting a single out in January, given Dan + Shay's "Bigger Houses" impact and push, would likely not have resulted in better results than waiting two months.

[raylatch98]

I am curious to see if this gets a proper add date in the future or if it is only going to be "Going for Immediate Airplay" instead, as if it's the latter I am already pessimistic about this since only got 4 adds this past week, but if it is given a proper add date, I am going to feel a lot more optimistic. 

[recordyear]

Fourth most added with 10 adds and 15 total historic adds this week.

[raylatch98]

Mar 4, 2024 18:13:22 GMT -5 recordyear said:

Fourth most added with 10 adds and 15 total historic adds this week.

This is just not a great single choice, I am hoping it keeps the steady adds, but if this is the most adds it is getting, well than this is DOA

[zdm1998]

We already knew how this was going to go. Wouldn’t be surprised if it misses the Mediabase top 50 all together.

[raylatch98]

Mar 4, 2024 18:39:07 GMT -5 zdm1998 said:

We already knew how this was going to go. Wouldn’t be surprised if it misses the Mediabase top 50 all together.

Not to mention the Billboard Top 60.

[.indulgecountry]

Waiting this long since "Light" peaked only to have this just quietly go for "immediate adds" was incredibly dumb. Like even if this got a proper adds date and push, I was expecting it to replicate the "Radioland" and "Martha Divine" performances, but this is just like... making sure that it flops.

She'll never be a radio darling or anything, but the way her label/team has handled her thus far seems especially strange.

[someguy]

I think this could’ve done something if it was released right when the last single peaked, but this strategy has been very bizarre. Not sure why it’s all of a sudden gone for immediate adds when they literally had months to figure out their strategy.