Yesterday’s blog post began the conversation of how entertainment brands are effectively using platforms like Zoom to pivot their business models. Geojam is one of many companies finding ways to increase fan engagement via video chat and conferencing formats.
So apologies, fans of this mostly-radio blog. Today’s post is loaded with video – and for good reason. Yes, audio may be all the rage, from radio to streaming music to podcasts. But video rules – in all its forms – Netflix, your local network affiliates, YouTube, or TikTok. The amount of video being consumed, especially during COVID, has been nothing short of staggering.
Plus, video content can be displayed on myriad devices – not just on TVs (although they’re flying off the shelves, too). Video viewing on smartphones, laptops, and tablets has exploded, making it possible for all of us to carry around our own personal “video players,” whether we’re on a coffee break, waiting for our carryout order, or sitting in a line to be tested for COVID.
And we’re beginning to see some strong indicators that many radio broadcasters have gotten the memo. Yes, “Happy Hour” promotions and jock meetings are smart uses of Zoom. But the potential is so much greater because the platform has the ability to give fans a richer, deeper experience – with the music and artists they love. (If you run a sports or news station, simply substitute “athlete” or “newsmaker” every time I refer to a rock star in this post.)
The fact is, celebrities in music, sports, politics, and other walks of life are as bored as you and me. After months of sitting around, being unable to tour or use their skills, many are more than willing to spend an hour in front of a laptop mixing it up with adoring fans via Zoom.
Today’s post will give you a look at what’s being done in this emerging sector, and hopefully stimulate you to think about logical extensions of these concepts that can strengthen the connections between music fans and radio audiences – often one and the same.
Let’s start with a homemade project – WDHA’s “Reconnect With Rockers” initiative that took flight during COVID. PD and midday host Terrie Carr 
had the idea of using Zoom to check in with core artists to see how they’re holding up during the pandemic. Now, “RWR” has become her tour de force – a way to bring her loyal DHA audience in touch with their favorite music stars, COVID be damned.
Among her celebrity rockers, Terrie has featured Gavin Rossdale (Bush), Nancy Wilson (Heart), Kenny Wayne Shepherd, Amy Lee (Evanescence), Brent Smith (Shinedown), and coming soon, Wolfgang Van Halen.
Like so many innovations these days, this one came from the cume. Terrie explains:
“A listener sent me an email telling me they felt disconnected from the guests we had in the studio. Then George Thorogood’s manager reached out to me and said, ‘George is bored at home – can he come on and chat?’
All the pieces came together. I reached out to a few friends in music, and it was Joe Satriani who first suggested Zoom. All of a sudden, my inbox got flooded with requests from artists and labels. I decided to line up a bunch, and put out a sales package – which got sold immediately to two sponsors. We thought an initial 12-week run would work, but they requested to renew through the end of the year. We are on episode 45 this week.”
Not bad for a station going through a pandemic, looking for ways to use the available virtual tool kit.
Segue to the Left Coast, and there’s David Fishof, creator of the famous Rock N’ Roll Fantasy Camp brand that’s been around more than a couple decades. This personal experience connects regular folks – the campers – with real-life rock n’ roll celebrities who serve as counselors and guides. David’s camps have featured many of rock n’ roll’s elite – Roger Daltrey, Gene Simmons and Paul Stanley, Alice Cooper, Joe Walsh, and scores of others.
A documentary – “Rock Camp: The Movie” – will be released sometime in the next quarter, and was well-received at the recent Key West Film Festival. Produced by Jeff Rowe and Doug Blush, the doc takes you behind the scenes of these unique experiences. You can watch the 
trailer here.
Similar to past years, David and his cohort, Britt Lightning (guitarist of Vixen) were ready to unveil their camp schedule for this year. But like so many in-person events set for 2020, Rock N’ Roll Fantasy Camp was upended by the pandemic, forcing would-be participants to sit this year out.
Undaunted, David pivoted, creating a “Master Class” concept, featuring some of the biggest rockers in an interactive Zoom format that allows his stars to interact with scores of fans – from the comfort and safety of their own homes. Yes, a great example of “The New Intimacy.”
Like most of you reading this blog, I’ve had my share of backstage experiences – almost always awkward, drawn out, and ultimately disappointing. More often than not, your “face time” with a favorite artist lasts just long enough for you to utter something profound (“I’m a big fan…”) and get your photo taken. It’s just a very forced interactive experience.
These “Master Class” sessions, on the other hand, are so much more personal and comfortable – despite being virtual. The atmosphere is fun, loose, and very eye-to-eye.
In what world have we had a look into Nancy Wilson’s kitchen, Joe Elliott’s home studio, or George Thorogood’s rec room? Virtual conferencing provides a truly unique, behind the scenes perspective fans haven’t had a chance to witness before.
I’ve now sat in on a number of these sessions and they continually deliver – whether I’m a true P1 of the featured artist or I just respect them for their resume and body of work.
In every case, they have amazing stories, surprising moments, and lots of emotions. After all, these musicians are performers – they know how to work a crowd, whether in an arena or on Zoom.
As a jaded radio guy, I find myself drawn into these intimate shows, especially the ways in which these stars and their fans interact with each other. That’s what makes these shows so special, charming, and yes, intimate:
(Click on the photo to watch a clip from the Who’s Roger Daltrey or click here.)
This series of “master classes” is being co-produced with KLOS, and David is the process of lining up other station partners from around the U.S.
Since April, David and Britt have produced more than 140 of these 1-hour shows (most last longer as the rockers enjoy answering fan questions and telling stories). Upcoming shows are listed here.
It is also worth mentioning that both WDHA and KLOS have reaped solid sponsorship dollars for their continuing efforts.
We may be at a turning point with COVID. Yesterday, one of the pharmaceutical executives developing a vaccine referred to this moment as “the beginning of the end of the pandemic.”
Let’s hope so. But not only will it take time for these innovative drug treatments to make the rounds around the U.S. and the world, it won’t change some of these novel ways in which we have been entertaining ourselves throughout this year.
Whether it’s a conference like the Radio Show or CES, all these events will have a virtual component on the other side of COVID. And the great news for radio is that you don’t need to be one of the biggest companies in order to participate in this phenomenon.
“The new intimacy” is open to all – whether you’re a rock n’ roll promoter in L.A. or a program director in North Jersey.
So, what’s your innovation?
Full disclosure: We are working with David Fishof on bringing these “master classes” to radio. And WDHA is a Jacobs Media client.
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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