I’m always a little surprised when I dive into the JacoBLOG archives to dig out a #TBT post I hope you’ll find interesting. This one is from exactly six years ago, and it is loaded with people very much in the news here in 2023. It’s always interesting to see how things play out in radio.
This post has it all. There’s the recently retired John DeBella (and soon to be inducted in the Radio Hall of Fame), and the soon-to-be-retired(?) Alice Cooper (and 2011 inductee in the Rock Hall of Fame) whose nighttime syndicated show is now up in the air due to a change in his syndication company’s ownership. There’s Taylor Swift – always a celebrity with something to talk about. In this case, it was the highly publicized groping trial – lawsuits and countersuits with a Denver DJ.
But the new wrinkle was something I came up with that summer that might still resonate today. It’s the LX – or Listener Experience – a term I made up to emphasize the importance of how radio can shine the light on its audiences. There are a lot of things about today’s throwback post that are dated. But respecting the audience – whether you’re in commercial, public, or Christian radio – and making your contests, promotions, merch, and experiences focused on the listener is always smart business. – FJ
August 2017
The often symbiotic but sometimes awkward relationship between radio and records took a crazy turn earlier this month as superstar Taylor Swift and ex-DJ David Mueller sued – and counter-sued – one another in what became a high-profile trial.
As we discussed in a blog post earlier in the month, at least America was talking about radio – even if it wasn’t in the context that most broadcasters would prefer.
In fact, the proceedings were so controversial that sketch artist, Jeff Kandyba, took loads of criticism from angry Swifties upset by his 
rendering of their favorite artist. He explained that “A person like Taylor Swift, who is very pretty — has perfectly proportioned dimensions on the face — is actually much harder [to sketch].” So, there you go.
But in the end, the case was really all about what became the most (in)famous meet & greet in the history of these often chaotic backstage events. For KYGO, it certainly was not a win. And that led me to think about the value of these behind-the-ropes klatches between artists and radio people.
Record labels and artist managers have long used these events as perks for programmers (and other station personnel) to feel good about adding an artist’s records and supporting the concert tour. Obviously, in the case of Mueller vs. Swift (and Swift vs. Mueller), something went terribly wrong in Denver back in 2013.
In thinking about why artists do meet & greets in the first place, and what radio truly gets out of them, perhaps a reset is necessary. These events are obviously perfunctory but necessary for the artist and the band. But isn’t the real value about pleasing fans, rather than making a couple of PDs, MDs, and their spouses happy?
And in the case of radio, how much more valuable would a meet & greet be if you made it a policy to give them away to truly deserving fans who genuinely love and revere the artist?
I was thinking about the Taylor Swift backstage legal fiasco when the photo posted at the beginning of today’s post showed up in my inbox. It’s WMGK’s morning vet John DeBella, hanging out with Classic Rock legend Alice Cooper. (John assures me there was absolutely no groping going on.)
When you read the email, it’s clear WMGK is spot on with its Alice Cooper backstage meet & greet giveaway – a chance for one member of their audience to enjoy a true “bucket list” experience. And it’s a way for the station to celebrate its Philadelphia fan base – something that competitors like Spotify, Pandora, and SiriusXM aren’t likely to pull off locally.
And what does it really cost the station? Most veteran radio people are likely tired of the backstage rigmarole anyway. It’s already been a long day, the encores are over, and then you stand around with a handful of other radio people, waiting your turn for what is often an awkward two minute brush with fame and yet another photo op for the trades.
But fan-focused promotions turn the experience around. And thanks to email database surveys, it isn’t difficult to identify small groups of core fans who idolize an artist, whether your station is famous for Alice Cooper, Cage the Elephant, Jason Aldean, Lil Wayne, or Skillet.
It’s about putting the audience first – yes, ahead of DJs and PDs. When your strategy is built on the listener experience – let’s call it the LX – good things happen. Stations that are focused on the LX are the ones best prepared to fight today’s competitive battles, as well as the ones that will come later as digital media use grows and intensifies.
In programming, music, promotion, and even sales, meetings, when you make it about the listener, good things can happen for your station and your brand.
It’s not about making David Mueller happy. It’s about the listener experience.
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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