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Alt-Pop Xover

BABY YOU CAN DRIVE MY CAR: Gotye’s smash, which has hit #1 at Top 40, is the second Alternative record to cross to Pop so far in 2012, following Fun.’s recent chart-topper, and after Foster the People kicked open the door a year ago. While the conventional wisdom is that the Alt-Pop crossover phenomenon is cyclical in nature, the current iteration of the trend may really have legs, fueled in part by timely exposure via TV commercials, a gambit that has to be considered an integral part of modern-day promotion campaigns. Fun. broke off of a Chevy Sonic spot that debuted during the Super Bowl, while M83—now Top 5 Alternative and threatening to break wide open thanks to a Victoria’s Secret campaign—and Neon Trees, currently being seen and heard in a spot for the Buick Verano, could be the next records to cross in a big way. (4/18a)

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