Dan Vallie, National Radio Talent System - "Young talent goes after it and wants it as bad as we did when we were getting in."

The National Radio Talent System helps cultivate the future of our industry by encouraging college students to pursue a career in radio. As you talk with young people, what themes consistently emerge about their interest in radio?

Dan: In many ways, it has not changed from when I got into the business, so the answers include, they love music, they have their favorite radio stations and favorite air talent. Doesn’t that sound familiar?

And many today want to pursue sports broadcasting, and some want to do news and talk radio, opportunities that were not there as much as when I started.

Just earlier today I got an email from a student who was in one of the Radio Talent Institutes this past summer and graduated this year. He wanted me to listen to his most recent air check. He got his first job this summer and is working in the promotions department. He is passionate about being on the air and that is his goal, he loves being in the radio station environment, loves the music and in this case its country radio. I am very impressed with his attitude, passion, determination and his early love for the business.

Many broadcasters don’t believe it happens today, but young talent goes after it and wants it as bad as we did when we were getting in. Often, they just don’t know how to connect with a radio station when they are in the entry level stage, and they slip through the cracks. With the Radio Talent Institutes, we work to keep that from happening. The industry wants and needs young talent and the Radio Talent Institutes we deliver on these college campuses have become that campus to career connection. 

Today too, many of the students are naturally attracted to social media and the digital aspects of the industry that didn’t exist in the past including podcasting and videography.  Some of the same opportunities that exist in other industries, but when they are exposed to, and realize they could do the kind of work they want to do and can do it in this fun industry, many would rather apply their skills to a radio career that some other industry.  Not all want to be on the air, but want to find a way to work in the industry.

Having been a guest lecturer in the program myself and seeing several of your alumni win a Ria’s Rising Star Scholarship to the Worldwide Radio Summit, the talent of these aspiring radio professionals is impressive. These students are infinitely talented and are running towards radio, not away from other career paths, wouldn’t you say?

Dan: It is true. As you pointed out, it is evident in seeing them win the Ria’s Rising Star Scholarships. They are highly represented in the Radio Show Convention Student Scholars each year and almost anywhere you see young talent. About 70% of the students from the Institutes start their careers in radio or a related field.

Many are proactively seeking how to get into radio, but there are also a lot of students in college who are trying to decide what they should do or want to do when they graduate. Many of those students have never been introduced to the possibility of a career in radio whether it’s on air in music radio, sports, news, or in sales, or social media, or digital, promotions, etc. Once they are exposed to the industry and the people in the industry many then jump at the chance to find a way to start their career.  

I am not over stating it when I say that for many, these ten days of the Radio Talent Institutes impacts not only their careers, it impacts their life.

Each Radio Talent Institute requires current industry professionals give back by teaching the curriculum. Who benefits more, the teachers or the students?

Dan: I’m impressed that you asked this question. One of the things I didn’t anticipate when we started the National Radio Talent System was how much of an impact it has on the broadcast pros who come to speak at the Institutes.  They are impressed to see so many young, eager talented people in the room who have decided or are seriously considering a career in radio. The students are engaged in each session. The broadcasters are excited, proud and motivated by what they experience.  As it is often in life, the person, in this case the broadcaster comes to help, to contribute, to teach, to give back, and they do, but often they feel they are the one that benefits most by the experience.

We all get so busy in the day to day of what we do, we sometimes forget how much we love what we do. When the broadcasters come to speak, they obviously prepare for their session and in doing so, along with interfacing with the students, it causes them to realize all over again how much they love what they do. It’s invigorating to the broadcasters and they are energized and often renewed by the experience as well.

But in regard to who benefits most, it’s the students. It is ten intense days and the amount of knowledge, experience and wisdom they gain in those ten days is almost overwhelming. It is so much it is hard to process it all. They learn tangibles they need to know about the industry but also all the intangibles they pick up in these ten days from the interfacing with professionals and the glimpse they get into the culture of the industry.

That of course leads to the industry benefitting, I guess that is who actually benefits most because stations are hiring these young talents today and these same young talents will be the leaders in the industry in the future.

I should also point out that while we say “students” it is not just for students who are still in college, though that is the majority. We also encourage and accept recent graduates from college who have not gotten that first job yet, and we encourage interns at stations and young part timers who have not yet gotten a fulltime job in the industry yet. So I encourage stations to get their interns and part timers to apply to the institute. They can apply right now for next summer, so stations can tell them to go to https://www.nationalradiotalentsystem.com/ and apply now for the summer of 2020. The general application deadline is January 31 and we only accept a maximum of 25 students in each Institute.

Anyone interested in applying can click on the National Radio Talent System website map to any of the Institutes in the country, it will take them to that Institute page and to the apply page. Actually I would appreciate it if the stations would make their interns and part timers aware now and encourage them to apply because those are young people who are already showing interest in a broadcasting career. And if someone at the station encourages them and shows that much interest in them, it’s even more likely they will apply.

As you help aspiring broadcasters find their career path, what do you think seasoned veterans sometimes overlook about radio?

Dan: Let me first mention something else that we “seasoned veterans” overlook.  We take it for granted, but it’s very common that these college students don’t know who to contact when looking for an entry level job in the industry, or what the person doing the hiring is looking for, and they don’t know all the various opportunities. Many don’t even know they need an air check in order to apply for an on air position, until they go through the Institute, because most universities don’t teach how to do an air check or what it is.

There’s a disconnect between the industry and young talent. The industry worries that there is no young talent coming into the industry or if there are they don’t know where to find them. Most of the young talent who want to get into the industry, don’t know how to pursue the opportunities. And often if they do know who to contact, that person can be hard to reach or simply too busy to take the time to follow up with an inexperienced or entry level talent.  That is understandable to us, but frustrating to young people trying to get in, and they slip through the cracks and end up in some other industry.

It is easier said than done, but each of us needs to realize that, and take time with people who want to be in radio. In addition, they are so green, they need nurturing along, both to help develop their talent and their understanding of the business. But that again is one of the benefits of the Radio Talent Institutes that I did not realize in advance. After a student completes the Institute, they need the opportunity, and if a student has committed both time and funds to be in the Institute, it is an indication that this person probably has the drive and the passion, and if given the chance, odds are good they will perform and succeed in the industry.

Specifically to your question of “What do you think seasoned veterans sometimes overlook about radio?” We sometimes overlook why we got in the business, why we are still in the business and why we love the business. It really is a great industry, and we know it, it’s just in that with the busyness of the day, the pressures and stress, we don’t think about it a lot. We just have to get the job done. Then it takes something like teaching a session at the Institutes and talking about the business and what we do, to help us realize and remember how we really do like what we do and don’t want to do anything else.

Also some broadcasters talk about how the business has changed implying it is not as much fun as it used to be. And I say look around at all the other industries. Business has changed in every industry, its’ not just radio. We needed to change to continue to thrive as an industry. We did change and it’s still changing. And in most cases it’s better today than ever. I have loved every year I have been in the business, and I think the industry is more exciting today than it has been since I have been in radio.

Some talk about the old days and vinyl records and cart machines and how “we use to do things” but I should remind everyone that when any of us got in the business, we got in for the way radio was at that time. Whether it was the 1950’s when rock and roll radio began, or the 60’s, 70’s, 80s, 90s or whenever.

We got in for the way it was at the time, and when I got in I didn’t care what radio was like in the 60’s I cared about and wanted to be in radio for the way it was at that time. The same is true with young talent today, except maybe from an historical perspective, they don’t care what radio was like ten or twenty years ago, they care about what radio is like today and want to be in the business because of how radio is TODAY.   They love it and think it’s fun and it’s what they want to do. They love radio for the way it is…today, and how it’s going to be tomorrow.      

As you look at radio, how would you describe the secret sauce that continues to attract and retain talent?

Dan: It’s the magic of radio, it’s still there. It’s the business, it’s the people. One of the requirements of the students in the application process is to write a two page essay on why they want to be in the business. They say things that many “old timers” don’t think happens anymore. They will talk about how radio is a one to one medium, how they loved a morning show and listened on the way to school, of course they talk about the music, many mention specific air talent, and the same is true with those interested in news and sports broadcasting. They have their favorite broadcasters and favorite stations.   Many say they want to make a difference, they want to inform and entertain. Many of their essays mention they want to serve the public and keep the community informed.

But one of the things each of us has to do is to focus on the positives of working in radio, and there are many which is why we are all still in it.  We need to stop talking about all the negatives that can come up or talking about the good old days implying it is not as good today, and we need to consciously create environments in our stations that makes it a fun atmosphere.

The hallways and physical stations should reflect what we do on the air. Every station has a “company culture” whether they consciously created it or not. That culture should be positive, professional, fun and with a sense of pride in what we do. One of my pet peeves is when the conversations turn to “radio is surviving”, and while that in itself is impressive with all the media choices the consumer and the advertiser have today, we should not be talking about just surviving, we should talk about things we can do to, not just survive, but thrive as an industry as we go deeper into this 21st century.

The culture, the people inside the station, makes a difference on young talent coming in as well as the talent already in the building. And by talent, I mean air talent, sales talent, promotions talent, digital talent, etc.   

What advice do you find being given most often to aspiring radio professionals?

Dan: Earlier I mentioned the intangibles; often it’s in that area. In the ten days of the Institutes the students have sessions in almost every aspect of the business so they learn how and about voice work, the basics of doing a music radio show, sports play by play, writing and delivering news, how to sell and they get certified as Radio Marketing Professionals by the RAB, and learn in all the sessions.

But the most common takeaways probably come from the speakers talking about how to get in and have long term success, about a positive attitude, being honest and having integrity, a strong work ethic, doing things others won’t do, perseverance and being coachable. And interestingly while these things come up as a common thread over the ten days, one broadcaster doesn’t know another broadcaster mentioned it as well.  It really is amazing that these things develop as themes. It says a lot about what it takes to be successful in work and life, and a lot about the broadcasters who lead the sessions.    

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