Our newest consultant and personality coach, Mike Stern, thinks a lot about what makes a great DJ or morning show. Recently, he ran across a great web article written by sci-fi author Charlie Jane Anders: “10 Essential Elements of a Great Escapist Hero.”
And you know what? Many of these traits apply to being a breakthrough, amazing DJ. As I’m readying my “Connected Car” presentation with Valerie Shuman for the Morning Show Boot Camp’s 25th anniversary, I’m thinking a lot about why some jocks find a way to connect with audiences while others struggle.
Anders’ article about sci-fi characters and heroes is actually very telling about the characteristics of air personalities that engage people and make them emote. OK, not all of her elements work for the average radio DJ, but I’ll bet that most of them will resonate with you whether you’re a personality or someone who coaches them.
Here’s my list:
- Being unique in some way. Yes, this is essential for super heroes as well as DJs, whether in the morning or any daypart. Listeners need that angle or that hook in order to remember a personality, so that special characteristic is critical. Sure, DJs can’t fly nor do they have X-ray vision. But standing apart from the other shows is a key component to succeeding in a market whether it’s L.A. or Little Rock.
- Compassion – It works for superheroes. In this case, helping others, especially those who are most vulnerable. Some of the most shocking of the shock jocks benefitted from reaching out to local communities in times of need. If you remember Imus’ all-day fundraiser for Sudden Infant Death Syndrome or the late Henry the Bull Del Toro’s many community and charity stunts, these activities had a way of mitigating the bad days, the offensive comments, or the controversies.
- A Sense of Enjoyment – Being a great escapist hero is fun. So is being a high-powered morning host. Anger is becoming less appealing with every passing year, whether it’s talking heads yelling at each other on TV or talk show hosts on either side of the spectrum, screaming about whatever is heinous or unfair in the news. Remember that it’s fun to be on the radio.
- Beliefs. That Are Tested. You have to stand for something, whether you’re an action figure or a morning team. What are your “isms,” your beliefs, your philosophies? The audience should know where you come down on most issues. It’s easier to follow a show when you know what it believes in.
- A Goal, or Mission. As Anders writes, “a hero who doesn’t have a goal is, by definition, just going to be reactive.” And that can make an escapist hero and a personality boring. It’s important to have an agenda and a purpose whether you’re saving people in burning buildings or making great radio.
- A Line He or She Won’t Cross (But Might Dance Along). This is an interesting quality, and it’s something that some of the best radio personalities possess. Maybe it was all a bit clearer pre-Janet Jackson/Justin Timberlake, but knowing how far a personality will go – without totally selling out – is a reason why people buy into the essence of the show in the first place. Howard Stern was better than anyone at walking that fine line.
- A Fascinating Sidekick or Posse. This one’s a no-doubter. Whether it’s Tonto, Cato, or Robin on the one hand or Little Tommy, Chuck the Freak, or Robin Quivers on the other, a great cast can add diversity, and bring out the best in a show. It’s those side characters that make it interesting.
And after thinking about Charlie’s list, one more attribute comes to mind that is often shared by great superheroes as well as great DJs – not wasting words. Batman, Superman, Captain Kirk, and Harry Potter didn’t run off on long rants (at least not very often). They were people of action who found ways to express themselves with their deeds and qualities.
I’m not getting all PPM on you’re here, but great personalities also find ways to be funny, compelling, informative, while being mindful of attention spans and the demands and pressures that listeners are under.
No personality ever becomes an icon by “shutting up and playing the hits,” but others have failed in recent years because they did not have the ability to organize and prepare their shows and their thought processes. Having a plan of action or attack goes to the heart of being successful in the super hero business as well as the radio industry.
And then making it look easy – without breaking a sweat – the icing on the cake.
That’s what makes a true escapist hero and a riveting, entertaining personality.
So put on those tights and that cape and make great radio!
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Big fan of taking an unrelated subject and bringing it into your industry – relating sci-fi superheroes to monirng show hosts is a very creative…kind of jealous, I wish I had thought of it ;). 3, 5 and 6 are my personal favorites…oh and your post-note about economy of words, very true. -Brian
Brian, thanks for the kind words. In radio, we can learn a great deal from other wings of the pop culture museum – in this case, escapist heroes and action figures. Appreciate you reading our blog.
‘Wings of the pop culture museum’ – great line I’m using that at some point, but I’ll give you credit. Keep it up, love your work. – Brian