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Adapt & Grow ...
August 22, 2017
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Trying to stay fresh and relevant is a constant struggle. It's all about hitting the internal reset button. I know some people are more challenged than others when it comes to change. Keep in mind the saying, "Everything that doesn't evolve, becomes extinct."
Dealing With Change...
When I was growing up, my mother had a way of getting me to try new things to eat. She would always point out there were several ways to prepare a food. For example, I didn't like cole slaw, but as part of our agreement, I tried three different versions. Sure enough, I enjoyed the creamy version. In general, my mom would apply the same approach to all things around me ... open to change, adapt and grow. It's probably why I'm such a big believer in staying ahead of the curve.
Air Personalities ...
The game of radio is connecting the dots between life and radio, learning how to transition between the two and communicate on and off the air in an entertaining and efficient manner. There is a delicate balance for the recipe of on-air success.
Using New and Old Media To Stay Tuned-In...
The modern-day entertainment centers are smartphones and tablets; these are the most important communication devices in the world. However, I always remind personalities to go to a bookstore or library at least once a week.
The digital world and social media are wonderful. However, holding a book, magazine, or newspaper in your hands is a form of escapism; it allows your brain to slow down enough to absorb and think. It is amazing how many new ideas will pop into your head while reading a printed publication. Technology has given us devices that allow multi-tasking, but this practice lets our brains get distracted from the pleasure of singular thought. Reading information online could be compared with slamming down a burger while driving as opposed to sitting down and enjoying a meal; alerts constantly popping up. Savoring the printed word can help us pinpoint a personality's quest for topical artist or music information. Remember, it takes a lot of work to be brief on the air.
Be The Listener...
Regardless of the format or target audience, listeners like to see themselves as hip and knowledgeable. For air personalities, every day you wake up it's a chance to research and make sure you are relevant to your audience. I am talking about the kind of research that comes from getting out of the bubble. In addition to reading, having non-radio friends and acquaintances are important to staying in touch with the world around.
Everything Is Branding...
I once had the opportunity to observe former Arnold Worldwide Global Creative Officer Jim Elliott give a presentation on brand building; he stressed staying fresh and building the brand.
He said, "Great work builds a business. It is born from a brilliant human insight. An undeniable and extremely relevant human truth. The result of which becomes something totally new and unique. An idea and work that is increasingly brave. Work that takes the industry to the next level. Work that disrupts breaks established patterns to help us see things in a different way. It stops people in their tracks. It moves people. It motivates people. It changes their behavior. It gets people talking. It inspires, captivates, fascinates and activates. It finds its way into the cultural conversation. It informs and defines culture. It is destined to become famous. Oh, and it works. It builds business and transforms human behavior, big time."
"There's a shift from talking at the world to making people talk. Today's consumer can either be a watchdog, a critic, a brand or product-killer, or ambassador/evangelist. Don't think of it as an ad; think of it as a story engine. How do we get Carson Daly and Jimmy Fallon talking about something that was done on the radio?"
Final Thoughts...
What Elliott said applies to every aspect of a radio station and the job of an air personality. Stay on top of your art and remain a student of the air game. At the end of the day, it's all about the music, the overall presentation, and the directives of programming.
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