There are two main points in answer to this question. The first is that if Yechi is acceptable as a song, it is also acceptable as an announcement. Secondly, in the Sichos of Beis Nissan 5748 and Parshas Toldos 5752, the Rebbe specifically chooses the term announcement when discussing Yechi HaMelech.
In order to better understand Yechi as an announcement, it is necessary to clarify the facts.
Yechi was first sung in front of the Rebbe by the farbrengen of Tazria-Metzora 5751. Although the Rebbe did not encourage the singing, he did not discourage it. On the 15th of Iyar, 5751, the Rebbe actually encouraged the singing. There is a video which shows the Rebbe leaving Shul after Ma’ariv while the Chassidim are singing Yechi HaMelech and the Rebbe is encouraging the singing with his holy hand.
The first time that Yechi became a permanent Avoda was Simchas Torah, 5753. During Hakafos, the Rebbe was sitting on the porch with the Sefer Torah in his holy hand. At the seventh Hakafa, Yechi Adoneinu Moreinu VeRabbeinu Melech HaMoshiach LeOlam Vaed was announced four times with no reaction from the Rebbe. The Rebbe then nodded with his holy head, stronger and stronger, encouraging it to be said again and again. People began to shout louder and louder and eventually it evolved into singing.
We see that the first time the Rebbe gave his encouragement for Yechi to be sung in his presence on a regular basis, which was the opening of this new era, was when Yechi HaMelech was announced on Simchas Torah 5753.
Next Question »
Isn't the Rebbe against slogans?
« Previous Question
Wasn't Yechi a one-time thing?