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Actually I just noticed you used the phrase "wait until it is in heavy play". Over here, commercial stations will put a new record on the playlist and play the shit out of it a good month or six weeks or more before it is released. The idea being I guess to get enough momentum behind it to get it as close to #1 in the week of release as possible, from which point it drops down thereafter. I don't really know as I don't follow the ins and outs of the charts, bit old for that now.
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