Celebrities have amazing power.
Everyone knows them, they are household words, and they have the ability to surprise, amaze, and enchant – often just by showing up.
However, too often, much of what we read, see, and hear about celebrities is shocking. Pop culture rollercoasters along from Lindsay Lohan to Justin Bieber to Tiger Woods. We form opinions – right or wrong – about whether these people are intrinsically good or bad with just the limited amount of information we read or see. Our expectations continue to drop lower and lower even though a brush with fame is always interesting and exciting.
On the radio side of the ledger, stars have a similar ability to make a major impact on fans, whether at an event, by acknowledging someone on Facebook, hanging around to sign autographs, or replying to an email.
Some celebrities just get it. Neil Diamond is one of those guys.
On Saturday, I was watching my local MLB game when the network broke away to Fenway Park and the Red Sox/Royals game. In the eighth inning, pop star Neil Diamond led the crowd in the Red Sox’s unofficial national anthem, “Sweet Caroline.”
But here’s the thing that maybe you don’t know…
It was Diamond’s idea. The team never contacted him. He took it upon himself to give the city an indelible treat by flying to Boston to sing his hit in front of a packed house (and on national television). According to the Los Angeles Times, Diamond reached out to the team just 40 minutes before the first pitch to let them know he was in town.
He didn’t have to do it. He wasn’t paid to do it. He didn’t have a rider or even a contract.
But true star that he is, Diamond sensed that he could create a true moment – a good memory that would become part of the Boston Marathon bombing legend and lore. When parents tell their kids about this past week, and millions more will claim to have witnessesed it in Fenway Park that afternoon, a relatively small investment in time and money has taken on inestimable value.
This is social media – a star acknowledging a city and its fans by taking the time to personally show up and do something special, authentic, and meaningful for them at a time when they needed it the most. He didn’t plug his upcoming concert special or his new album. This wasn’t the time for that. Instead, he connected with Bostonians in a way that totally matched and met their emotional needs. He was in the moment.
As President Obama noted on Friday night, “All in all, it’s been a tough week, but we’ve seen the character of our country once more.” Diamond didn’t make it all better, but in an environment of media missteps and misinformation, he gave Boston a celebrity drive-by they’ll never forget.
Perhaps not on the same scale, but radio DJs and personalities have this same ability to connect with fans locally, especially during times when communities, towns, and fans have an acute need.
It is about timing and seizing the moment, but also very much about caring enough to make a special effort.
Whether you’re from Boston or just another American who followed last week’s tragic events, you will smile a little wider the next time you hear Diamond sing “Sweet Caroline” on the radio or hearing the crowd chant it at a sporting event.
And you’ll have an even stronger belief that he is one classy guy who didn’t exploit a moment, didn’t hype it, and made it real.
It’s even more special because no one asked him to fly to Fenway, grab a mic, and sing his anthem.
He just did it.
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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Thanks for mentioning this, Fred. This story stood out during a weekend of other events that also obviously stood out. Boston needed a smile and we got one from an unlikely source. The Red Sox also did a tremendous job of recognizing the victims and first responders at that game. It brought the region together, for sure.
Thanks, Ken. A difficult, challenging week for all of you in Boston from both a personal and professional standpoint. As a guy who programs two music stations, it is every bit as stressful. Congratulations to your team and everyone in Boston media for providing coverage and tireless effort to keep people informed. This will go down as one of the most important weeks in your careers. The Neil Diamond event had to be a fun, even cathartic way to end it. Thanks for the perspective.
…and on TOP of if all, Fred…he’s a tried & true New Yorker! And an added note of huge props to Ken West and the entire Greater Media Boston team! I’m proud to be a part of that amazing group!
You’re right, JC. NYC did itself proud during this incident, playing “Sweet Caroline” at a Yankee game. And thanks for the Greater Media Boston shout-out, too. A great group of broadcasters.