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All In A Day’s Work ...
February 22, 2022
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Many air personalities are trying to understand their place in terrestrial radio. The new landscape is the result of a melding of pop culture and technology. Simply put, there are more platforms for listeners to choose from for music, entertainment, and information.
I Get It …
Terrestrial radio is still relevant despite the generalists who start sentences with, "Well everybody is now into, blah blah." It's never everybody. Many air personalities are worried about their fate. I talked to a gentleman with concerns about his job.Air Talent: I keep seeing that what I do is going to go away.
Coach: Relax, don't buy into it. The role for an air personality is redefined depending on who's running the show at corporate, pardon the pun. But that's no different than when a new PD used to come in and wanted all the air personalities to do things his or her way.
Air Talent: I see all this stuff going on and I'm just worried.
Coach: It's understandable. I get it, but your skill set is still important to radio.
Air Talent: But around here we're having more meetings about stuff that has nothing to do with being on the air.
Coach: That's where you're wrong, everything you do is related to what you do on the air. Nothing is separate. Blogging, on-air interviews, and podcasting are a part of being an air personality these days. It's not just on-the-air anymore. You've got to readjust your thinking.
Air Talent: With everything I'm hearing and reading, I'm feeling like what I do won't be enough anymore.
Coach: Talented talkers are the difference maker for terrestrial radio. And the same holds true for any audio platform. That's why you see other platforms dabbling in adding live personalities. The biggest issue has always been air talents who blather on. You don't have to shut up but tighten up. And if you have to read a station liner, think of it as a movie script and use your skill set and personality to make it believable. And believable these days is what is referred to as authentic.
Talent: A movie script. I never thought of it that way. But who’s listening?
Coach: Thousands and thousands of people. But the only thing you should be worrying about is what's coming out of your mouth over the air.
Talent: They want me to start doing a podcast featuring an artist every week. Shouldn't I get paid more for adding that to all the stuff I already do?
Coach: The responsibilities of an air talent has never been an a la carte thing. Like I mentioned, you're required to do more things than being on air. There's just more stuff to do today. Terrestrial radio is trying to incorporate the use of every platform their listeners use for audio entertainment.
Talent: Yeah, but all this extra stuff is not being on the air.
Coach: I'll say it again, adjust your thinking. The role of an air personality has expanded from just being on air, doing production, and personal appearances.
Air Talent: But we get paid for personal appearances.
Coach: Yes, but I bet you also do nonpaid interaction at schools, non-profit gatherings, and station events. In addition, when it comes to paid appearances, a station could include that as part of your workday. Even though air personalities don't do 8 hours a day on the air, salary calculations are based on 8-hour days. The same assigned duties hold true for those in contractual situations unless stipulated otherwise.
Air Talent: Things are just so different now.
Coach: Air talents have been saying that for years. But that's radio, just do your work. And if it's too much for you, go work at another station or change your profession. But in either case you'll find that your new employer is going though changes in today's climate too.
Air Talent: You make it all sound so easy.
Coach: Getting out of your own way is easy. Think about it, what you're doing for the station is expanding your personal brand. Adjust and use radio as a springboard for other revenue streams. This thought process applies to anyone on air and any shift. The list of air personality entrepreneurs has been ongoing--past and present. Don't take my word for it, Google these names; Dick Clark, Chuck Scruggs, Willard Scott, Frankie Crocker, Howard Stern, Angela Yee, Charlamagne, Steve Dahl, DJ Envy, Wendy Williams, Tammi Mac, Sly Stone (Sylvester Stewart), and Sunny Anderson. I know you know some of these names, but I want you to look at their bios.
Air Talent: There's so much going on.
Coach: I know, but I want you to realize that you're just as capable of doing more as those on that list I asked you to Google.
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