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(AUDIO) Radio Stuff Podcast – Episode 1
Listen to the inaugural “Radio Stuff” podcast with Deb Slater (@deb_slater and www.debslater.com) and me. This first podcast we listen to how different radio sources treated the Cleveland story about the three women found after years in captivity; WTAM, Fox News Radio, NPR, Rush Limbuagh, BBC, and Radio Australia. We also talk about Paula White who got drunk before her final Friday night shift at BBC Radio Stoke. We listen to News Talk 980 CJME (Regina, Canada) and host John Himpe’s thoughts on a would-be seriel killer allowed to watch Dexter. We listen to radio station imaging from 100.3 The Sound in LA and 99.3 The Vine in Wine Country. We talked to XL 1010 Jacksonville’s Chad Scott about a new sports radio chat on twitter #srchat, and we debate the decency of a Fresh N Easy commercial. There’s a lot here! Enjoy. Let us know what you like, what you want more of, and what you could do without. And please send contributions, tips, audio, insights to both of us at radiostuffpodcast@gmail.com
What Radio Can Learn From Bruce Springsteen
Bruce Springsteen was the keynote speaker this year at South by Southwest in Austin, Texas. For fifty ”drive-way moment” minutes (three quarter-hours), The Boss was a talk show host, guiding us through the history of his music experience with very little music or singing, but instead with his story, his memories, his personal experience, his reactions, observations and his passion.
He was addressing young musicians, but the lessons transcend to radio.
ADVICE FOR RADIO HOSTS (the quotes are direct from Bruce Springsteen)
Be a catalyst of conversation. Your show is a, “Joyous argument starter and a subject of long, booze-filled nights of debate”
Stop complaining and start creating content. Who cares about how people get your show – radio – live stream – internet – mp3 – facebook – twitter? “The Genesis and power of creativity is consistent over the years. The elements don’t matter. Purity of human experience and expression is not confined to guitars, tubes, turn tables or microchips. There is no right way or pure way. Just do it.”
Be Authentic. “We live in a post-authentic world. Today authenticity is a house of mirrors. It’s all about just what you’re bringing when the lights go down. It’s your teachers, influences, personal history and at the end of day it’s the power and purpose of your (show) that still matters.”
Fake it until you make it. Go to small markets, or host a podcast, an internet radio show, or offer to do weekends and overnights. “I had nights and nights and nights (1,000 nights) of bar playing. Learn how to bring it live and bring it night after night after night. Your audience will remember you. Your ticket is your handshake. These skills gave me a huge ace up my sleep. When we finally went on the road, we scorched the earth.”
It’s amazing how Springsteen can appreciate where he came from, where he’s been, those who blazed a trail, is still self-deprecating about how he steals/borrows from everyone/every genre and remains self-aware enough to recognize he’s getting old, the game is changing, culture is evolving and in order to be relevant he needs to find a new way. This seems like a good model for radio.
His influences should be and can be your influence as well.
Animals “Gotta Get Outta This Place” – “Youngsters, listen up this is how successful theft is accomplished.This is every song I’ve ever written. I found their cruelty so freeing.They were brave, they challenged you, and made you brave.”
Gifford interpretation: Be brave. Don’t be afraid to borrow from those before you.
Bob Dillon – “The first thing he asked was ‘how does it feel?’…’to be on your own’ – parents couldn’t understand incredible changes happening in our world.’Without a home’… he gave us the words to understand our hearts. He stood back and in took in the stakes we were playing for and laid them out in front of us.”
Gifford interpretation: As a talk host, tell us how you feel, explore how others feel, give us the words to understand our hearts.
Country Music. This music is “stoic recognition of everyday reality and the small and big things that allow you to put a foot in front of the other get through it. It was reflective, it was funny, it was soulful. It was rarely politically angry, it was rarely politically critical.”
Gifford interpretation: Country music is what successful talk radio hosts are doing today.
Hank Williams “Why does my bucket have a hole in it?” – Hank help launch the “search for identity and became an essential part of my nature. I was not downtown, bohemian or hipster. Just an average guy, with a slightly above average gift and if I worked my ass off on it – and country was about the truth emanating out of your sweat.”
Gifford interpretation: Use your curiosities in life to fuel your show.
Woodie Guthrie: “Somewhere over the horizon there was something…he tried to answer the question why the bucket has a hole in it.”
Gifford interpretation: Search for answers to big questions. Give listeners hope.
Bruce Springsteen’s parting shot should be used by all creative people as a mantra and guiding light:
“Rumble, young musicians rumble. Open your ears and open your hearts. Don’t take yourself too seriously. And take yourself as serious as death itself. Don’t worry. Worry your ass off. Have iron clad confidence. But, doubt – it keeps you awake and alert. Believe you are the baddest ass in town…and “you suck!” It keeps you honest. Be able to keep two completely contradictory ideas alive and well inside of your heart and head at the same time. If it doesn’t drive you crazy, it will make you strong. And stay hard, stay hungry and stay alive. And when you walk on stage tonight to bring the noise, treat it like it’s all we have and then remember, it’s only rock n roll.”
Watch Springsteen’s keynote address here. It’s worth it.
Know Your Demo
Talk show hosts, news anchors, editors, producers, production staff, and programmers need to always know and remember who is consuming the content they are creating. What is your target demo? What news, events, and entertainment were influential and formative in their lives?
If you focus your programming towards a 40-year-old woman or man remember that they were 18 in 1989. That was the same year George Bush Sr. became President, Ted Bundy was executed in Florida, and the Exxon-Valdez spilled 240,000 barrels of oil in Alaska’s Prince William Sound. That was the year Microsoft released its first version of “Office” and Fox debuted a little cartoon show called “The Simpsons.” At the movies, When Harry Met Sally was released along with Back to the Future II, Driving Miss Daisy, Parenthood, and The Little Mermaid. On the radio, these high school seniors were listening to Bobby Brown‘s “My Prerogative,” Paul Abdul’s “Straight Up,” Mike and the Mechanics “The Living Years,” and Madonna’s “Like a Prayer.”
Yet, listen to some news-talk and music radio stations trying to cater to these listeners and the references are still off. I still hear mentions of the Mary Tyler Moore, The Odd Couple and Abbott & Costello. Mary Tyler Moore’s Show was off the air in 1977. It was formative for women who are now in their late 50′s and early 60′s. The Odd Couple came out in 1968. Which means you’re targeting a 61-year-old. Bud Abbott was born in 1897. 114 years ago. Hello radio, it’s time for everyone to update our reference points.
Try this exercise. Let me know how it goes.
“Life is good” – A Radio Threat or Opportunity?
The Life is good Company – known for t-shirts and hats that spread the power of optimism – is extending its brand through radio. Unfortunately, Life is good is not buying radio advertising, but instead creating its’ own radio station.
Life is good radio can be found on the Life is good homepage (www.lifeisgood.com) and heard in Life is good company-owned retail locations. The programming will be eclectic, stemming from a variety of genres and era and specifically selected to reflect the company’s positive outlook. Users will also be able to download tracks from the Life is good playlist directly from Amazon and iTunes.
So why can’t your radio station create a unique stream of content exclusively for one of your advertisers reflecting the advertisers brand and values? It can. Think of the promotional opportunities, the in-store exposure, and the client satisfaction.
Why is Life is good doing this?
“Our mission has always been to spread the power of optimism,” said Bert Jacobs, Chief Executive Optimist of Life is good. “Nothing does that like great music. Life is good Radio is another way for us to bring good people together.”
The company also discovered it had a huge following of music lovers who were willing to rally behind a cause when it held a two-day, live music festival last summer; it brought 25,000 fans together in Boston with acts like Jason Mraz, Ben Harper and Ziggy Marley and raised over $724,000 for The Life is good Kids Foundation. Organizers are already planning the 2011 Life is good festival, where live performances will be recorded and played exclusively on Life is good radio.
So I ask again, do you see Life is good radio as a threat or an opportunity?
Playing the Music Hits on Sports Radio
Listen to the entire LarryGifford.com podcast with Rita Wilde here
Programmers are quick to parrot the music radio philosophy of “play the hits” when it comes to choosing topics each day, but that doesn’t extend to the bumper music being played into and out of breaks. Classic rock thrives in the PPM world and caters directly to M25-54, yet sports talk stations seem to have abandoned it.
Rita Wilde
“I don’t hear anything that’s really compelling to be honest.” That’s Rita Wilde talking about sports radio’s use of music. For 26 years, as a jock and programmer she really did play the hits at the legendary KLOS-FM in Los Angeles. “I love sports talk radio. I love sports. I’m a P1 of the format. From a classic rock standpoint, I’m not hearing that incorporated at all. I hear people just trying to be cool playing rap and hip-hop. That doesn’t necessarily connect with who they’re trying to reach.”
Wilde cautions sports talkers to not become a classic rock bumper station. You still have to be current by incorporating new acts or mass appeal acts like Black Eyed Peas and Bruno Mars.
So what’s the best way to figure out what to play? Wilde suggests you consult a classic rock station in your cluster if you have one. But there are other ways.
“One thing that I always remember: The music you like when you’re 18 years old will resonate with you for the rest of your life.” Wilde continues, “Classic rock is incorporating 80s and songs from 20 years ago like Nirvana’s Nevermind (released in September 1991) and Pearl Jam’s Ten (released in August 1991). Those people are 20 years older now, so if they were 18 then, their 38 now and right smack in your demo.”
Wilde also suggests you watch crowds at sporting events and see how they react to the music. She thinks hockey is the best at really getting the crowd rockin’. She emphasizes that the music you choose should be familiar – stuff everyone knows. Why?
“The biggest complaints I’d hear from jocks when I’d take them to a concert was, ‘well, they just played all the hits,’ but what’s interesting to note is that when they played the newer stuff off the album people would head to the bathroom.”
Bottom line: Playing the hits is a great philosophy for sports talk radio; just don’t forget its origins or you risk losing your listeners to a potty break.
Rita Wilde is currently looking for something in ”jock and roll” – working in the sports or rock formats. She can be contacted at ritawilde@verizon.net
