CRS In Action: Production Workshop Encourages Creativity

Country Radio Seminar

“When you treat your creative people with respect, it goes a really long way,” said KELLY DOHERTY of THE IMAGING HOUSE, kicking off a production workshop discussion on FRIDAY, FEBRUARY 15TH during COUNTRY RADIO SEMINAR (CRS) in NASHVILLE. Panelists noted that a crucial part of imaging is thinking outside the box, such as using music from outside your genre. 

REELWORLD/RED HITS Dir. RON TARRANT said, “The power of radio imaging — even a generic radio piece that is going to be playing all the time — [is that] you never know who will be listening.” And not knowing who will hear their work can give production pros the push to release their best work. Before joining REELWORLD, TARRANT worked with SIRIUS/XM personality HOWARD STERN, and established the mentality of never cutting the same work twice. There can be so much more to imaging than you might hear on terrestrial radio, he said, which forces you to adopt a different mindset.

STEVE TAYLOR, US STATIONS Dir./Production, opened his part of the discussion by playing commercials, noting that some radio stations in smaller markets are playing the same types of spots that were done 11 years ago. Although he said advertisers didn’t necessarily mind that, he wants to change the approach of being complacent and give advertisers more value for their dollars. 

As a final note, DOHERTY said market size is irrelevant when finding great talent--sometimes they're just waiting to be found. She cautioned VO and imaging producers not to put all of their eggs in one basket. Don't put off "someday," she said, (e.g. becoming a voice talent, or learning to produce promos). Remember, she said, all it takes is the right person to notice.

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