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Define Offensive
August 4, 2021
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Last week I got into a “friendly argument” with one of my male colleagues about what’s offensive on a female driven radio station. This colleague was running a promotion for John Mayer’s upcoming “Sob Rock Tour” and the voice guy on the promo mistakenly read it as the “S-O-B’ Rock Tour” (Son of a Bitch). Now, in the voice guy’s defense, as much as I love John, if you aren’t a huge Mayer fan, you are most likely aware that it would be easy to assume it is S-O-B and not Sob, based on his reputation. We’ll call it a Freudian slip. But I digress. After hearing the wrong version of the fully produced promo that even the “national” production guy didn’t catch, my friend sent it to me because he knew I would get a tremendous laugh out of it and that it was definitely going to make the blooper real.
Now, back in the day, when radio was still fun and we weren’t doing everything we could to take the personality out of it, we would have taken the wrong version of the promo and added a few lines to make fun of the voice guy and correct him, turning a bland promo for the millionth concert announcement into a “personality promo.” As I suggested this to my colleague, he immediately said “No Way! I can’t do that in HOT AC Radio.” And I’m like “Why not?” And he said it was too offensive. And I was surprised. I’m like “S-O-B?” And he was 100% positive that it would be too offensive for the station.
Now, understand I have the utmost respect for this very successful Programmer, and it is 100% his job to do what he thinks is right for his brand, but he and I clearly have a difference of opinions when it comes to what is offensive on female driven radio stations. As a successful Hot AC Programmer, I have always said, “Don’t underestimate the cool factor of the Hot AC Demographic.” Sorry guys, but she does not want to be referred to as a “Soccer Mom.” She wants to feel like she’s hip and trendy and even a little edgy. Especially when it comes to a station that is specifically designed for her. It’s important to remember that the demo which HOT AC is designed for continues to age in and out of the format. Those original “Soccer Moms” are now listening to the AC and Classic Hits stations while Millennials (and even some Gen Zs) are moving into the Hot AC format from Top 40. Honestly, I don’t think S-O-B would offend any one in all three of the Adult formats.
Trust me when I tell you I have heard worse on female stations, and I am often offended by what I see on Prime-time television and Twitter etc. It’s hard to think of S-O-B (within the context of humor) as being offensive, when I am hearing talent talk about tampons and being on their cycles (which makes me cringe when I hear it), or pooping, or sex, or bodily fluids… you know, the topics the FCC frowns upon. And what about the condom commercials and erectile disfunction commercials and hysterectomy commercials and adult toy store commercials that we as programmers accept because there is money attached to them (and we don’t really have a choice). And around elections some of the commercials we hear on air are so offensive to certain genders, cultures and races depending on who paid for the advertising. Those are the things that generate actual tune out and legitimate complaints.
Now, I am not suggesting you go out and do what you can to make your station promos offensive. Nor am I saying that my colleague was wrong, and I was right. It’s his rear on the line at the end of the day. What I am saying is that sometimes we overthink things based on “less it more,” the “rules of PPM,” or “perception of what is offensive vs. what actually is (Ask a member of the demo).” What I am saying is, as of late, the whole “woke” thing and “cancel culture” and “Oh my God I’m So offended,” have gone a bit overboard, and it’s taken the fun out of entertainment in general.
Radio has lost so much because of corporate takeover, downsizing, and the pandemic. Can we at least take a minute to breath, allow ourselves to be creative and do everything we can to prevent the loss of our sense of humor all together? Let’s fight the battles that matter and make an actual connection between our brands and potential listeners. The only way to do that, is to make radio fun again. And that means letting our creative juices flow and not being so offended by every thing all the time.
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