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Brand Not Bland …
April 4, 2023
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Branding is the #1 difference between being a faceless voice and an up-and-coming air personality. This statement holds true regardless of the time of day a radio talent works on air. While many people may view Morning Drive as the pinnacle of opportunity, the truth is that every airshift provides a chance to build your brand and become an influencer. If your goal is to succeed in the future, never underestimate the power of the microphone and the opportunities it gives you to connect with your audience.
From Personal Experience ...
I was working evenings alongside a 10p-2am air talent who was a better self-promoter than air personality. Despite this, advertisers thought he was the messiah of the airwaves. He even managed to secure the support of a local Anheuser-Busch distributor for a TV dance show pilot. Just about every member of the air staff couldn't figure out how he had pulled that off.On A Clear Day...
A couple of years later in a moment of clarity, it dawned on me what he did. The man had branded himself and this was long before social media existed. He showed up at local hot spots, volunteered for every station activity, and campaigned like he was running for office. Realizing this changed my approach to radio, and I incorporated his tactics into everything I did.I Used What I Learned ...
In Chicago I got myself a guest spot with the host of a Friday night horror show, sent out my own press releases of my non-station public appearances, became a charity celebrity auctioneer, and did a terrible magic act for kids' birthday parties. I even spent my own money to have my last name added to my first name on the front and back of my station jacket.Don't Go Rogue ...
I'm not suggesting that you ignore your Program Director's instructions or neglect your duties in helping the station achieve its rating goals. I'm suggesting that you use your work to generate additional revenue by leveraging your skills and experiences. You have the potential to create new opportunities and income streams. So, don't overlook the potential for creating a profitable byproduct of your work behind the microphone.None Of This Is New ...
Before branding became the in-thing, many radio personalities around this country used their on-air status to create additional sources of revenue. For example, back in the 80s Steve Dahl in Chicago and Jeff Foxx in New York led bands as opening acts for local venues. In various cities some air personalities have promoted concerts on their own radio stations by purchasing advertising.More Examples ...
WWPR/New York Breakfast Club's Charlamagne Tha God added Comedy Central to his resume, fellow Breakfast clubber DJ Envy hosts car shows, and their fellow air talent and syndicated midday host Angela Yee owns a juice bar in Brooklyn. V103/Atlanta afternoon Drive's Greg Street has the Greg Street Celebrity Car & Bike Show. I once worked with an air personality who landed a side gig as a taxi driver and took the opportunity to rent his cab out to other drivers.Be Above Board ...
As long as what you do is not in conflict with the station or the company that owns it, you can get a lot done for yourself. In addition, it’s important to keep your employer informed about what you are doing. I know, it's your thing, but everything you do reflects on the company you work for. Let me put it another way, the FCC (Federal Communications Commission) has guidelines involving payola/plugola and the FTC (Federal Trade Commission) has rules for online advertising and marketing.But They Won't Let Me ...
Stop your whining about what your boss will or won't let you do. Learn what the lines are that you can color within. Then look for ways to color outside the box just enough so as not to tick off your Program Director. No matter what format you're in, there're ways within the program directives to set yourself apart. Yes, terrestrial radio is competing with more platforms for listeners. But at the same time, radio has itself on more platforms, which is just more exposure for you, your brand, influence, and potential financial opportunities outside your radio job. -
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