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More To It Than Just Talking …
November 2, 2021
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Too many Owners, VPs, GMs, and Market Managers are under the illusion that all radio people are created equal. Over the years radio naysayers have continuously told us that there are no more personalities on the radio. I always hear, "Air personalities are just reading liner cards and aren't allowed to talk anymore.” But the number of words spoken should never be used as a measurement for personality on the radio or any audio platform.
In No Time …
It's about what someone has to say, and how they use their voice to say it, that makes them a personality. Think about it. You can go to party and have a brief conversation with somebody and within a sentence or two, know whether they’re fun or not. That person just showed their personality. Radio is no different.It’s How You Say It…
An unknown Broadway actor might only have a few lines in a play every night, but how they say those lines could make the difference in a review. Those brief moments can have theater-goers walking away with a lasting impression. The same thing applies to radio personalities. Let me say it in a different way: it's not how much an air personality says that makes them special. It's how they say it.Just Enough…
There are those who say air personalities aren't necessary; that it's just about the music, but an air talent can use their voice & words in a certain way with a song that can make the musical journey so much better for listeners. Radio is made up of two things: incredible music and incredible personalities. The key is finding the right balance between playing the music, and "how much and what" an air talent says. Whenever a programmer can reach that sweet spot, the results can be a game changer for a station. Great air talents are trained and nurtured, it's a process.Matter Of time ...
By streamlining air staffs and eliminating the "difficult but creative" types, radio has suffered. The challenge now is to transform the existing mindset from complacency to entertainment, and reintroduce the creative process that nurtures air talent. The past is the present and it's the future.A Guy Can Dream …
I am hoping that at some point radio will go where it has boldly gone before. Somebody with the knowledge and energy will mass produce air personalities. Once one person does it, every sector of audio media will want their own. That's how it works in our business and our country.Somebody Will Do It …
The funny thing is that it might not happen first in terrestrial radio. It’ll probably happen at one of the music services or apps. Apple Music Radio 1 and Apple Music Hits stations already broadcast live and use celebrity air hosts at various points. It's just a matter of time before that's switched to regular souped up air personalities.My Wish List For Improving Music Station Air Personalities …
- Train more personalities by using local radio production room staging areas
- Rehire qualified programmers to train and work with talent
- Reinstate the creative production director position
- Refocus on the importance of music information & fun
- Restructure station clusters for individual station thought (competition breeds creativity)
- Discontinue the practice of one person programming multiple formats
- Get more stations up to speed using other platforms as an extension of personality radio
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