When I walked into WRIF as program director well more than three decades ago, it was both an exhilarating and a terrifying experience at the same time. Having grown up in Detroit, RIFF was my favorite radio station. So having the chance to program it at the ripe old age of 30 was both a privilege and a harrowing experience.
At the time, the station was 10 years old, and was rapidly becoming something of a market institution. FM radio had become the dominant band, and in most rating books, WRIF was the perennial leader. And to amp up the pressure, I was sitting in the captain’s chair, following legendary PDs like Lee Abrams, Larry Berger, Tom Bender and others. While we didn’t think in terms of stations as brands back then, I knew very well what was at stake. WRIF was an important radio station, and I was bound and determined not to screw it up – and in fact, leave it in better shape than when I showed up to program it.
And that concept of station brands hit me the other day when I read a story in The Guardian about rock brands and rock bands. Written by Michael Hann, the premise is that in the world of rock, brands outlive bands in the minds of fans. As band members come and go – and in an increasing number of cases, dying – the institution lives on. Rock fans are less concerned about the specifics of who’s playing bass guitar or who’s on vocals. As long as the rock brand is intact, concert-goers will pay to see the newest incarnation of Journey, AC/DC, the Eagles, the Who, and many others.
In all cases, these bands have lost key members, and yet, their fandom is unmoved, continuing to shell out big bucks on concerts, merch, and of course, music.
As Hann postulates, if the music remains solid, the logo is familiar, and the connection with fans is intact, just about any rock band can endure even with different personnel. But a key point is that these legacy band/brands have also maintained a sense of community – a gathering among a tribe of people whose common thread is their love for the music.
As he concludes, “the brand is bigger than the band.”
And so, it makes you wonder if the same isn’t true in radio – especially rock radio. You look at some of the stations that have lasted for 30 years, 40 years – and more – and most have survived DJ turbulence of one kind of another. Shows and personalities have come and gone, but somehow it’s the station brand that knits it all together.
That’s been the case for WRIF. It has been blessed with spectacularly great morning shows through the years – J.J. & The Morning Crew, Drew & Mike, and now Dave & Chuck the Freak. They have little in common with each other, aside from their daypart and their great talent. And yet, they are part of the narrative of a radio station that’s been rocking the Motor City for going on a half century. The shows have all been true to the brand – and like the logos of AC/DC, the Who, and the Stones – the WRIF logo is an enduring symbol of a radio tradition in The D that has spanned generations, passed down from parents (and grandparents) to their kids. I love doing focus groups for stations like WRIF and have a thirtysomething say to me, “I’ve been listening to the station my entire life.”
And there’s a group of wildly successful rock stations that can make the same claim, even though DJs have come and gone. KISW, WMMR, KUPD, KSHE, WDVE, KSHE, and a handful of others have proved the power of their iconic local brands transcend the coming and goings of DJ transitions. That’s not to say there haven’t been tough years during their long histories. Including WRIF, these stations have had their peaks and their valleys. But their powerful brands transcend ownership changes, morning show defections, PD misfires, and other setbacks that might have deep-sixed lesser brands. In short, they’ve earned their mettle.
That’s not to say DJs, programmers, and others don’t matter in this equation. They’re the ones who built those amazing reputations and are stewards for the stations they’ve served. The power of the brand transcends and outlives us all.
Like Axl Rose replacing Brian Johnson, Vince Gill filling in for Glenn Frey, and Zak Starkey sitting behind the drum kit for Keith Moon, the talent better be there. And like a great radio station that stands for more than just a playlist and slogan, the connection with fans goes to the core of band/station success and survival.
Mick Jagger must have figured this out in the summer of ’69 when Brian Jones drowned in that swimming pool – and somehow the Stones endured…and endured…and endured.
Now whether the Allman Brothers Band can marshal on without a living Allman brother is a good question. But I wouldn’t count them out.
When the summer tours go into full force in the coming weeks, you’ll be seeing a lot of rock brands that don’t look exactly like their original lineups. And their core fans won’t care.
For radio stations – especially those legendary rock stations – that would appear to be the case, too.
It’s always about the brand.
Thanks to KSLX’s David Moore for the tip on this story.
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Thanks, Clark.
I was dragged to Journey several years ago, but I will say they pulled it off. And I would think replacing a legendary lead singer would be the most challenging slot to fill! And just last month at Bon Jovi I didn’t hear much talk about a missing Sambora.
Exactly. Who would have thought Journey fans would buy into the band without Steve Perry? Sure they miss him, but it still sounds like Journey. Thanks, Bill.
Watch out for Gene Simmons on that picture!
Thanks, Jeff. You’re right. He’ll come after me next.
A few years back I was in the car with my 14 yr. old daughter and I had WMMR playing. A promo being read by Pierre Robert was on when it popped into my head to ask her, “Do you have a DJ?” I got a typical teenage “What are you talking about?” response, followed by a “No, not really”. I explained that I’ve been hearing Pierre’s voice in my car for nearly 30 years and wondered if her generation had a radio DJ. She did not indulge my curiosity any further. I think it’s a shame they don’t. I’ve loved having many of our Philly DJs long-term,
Pierre would be a great choice, Kevin. Maybe after she becomes a twentysomething and gets tired of making her own playlists? Thanks for chiming in on the topic.
Late to the party on this post, but its a great one. A great radio brand I know well that has stood the test of time is WLUP. “The Loop” in Chicago.
Here’s a brand that withstood lots of variations of rock, from its beginnings as a female-friendly AOR, to the hard-rockin’ Abrams days, then a rock/talk hybrid, an alternative-leaning rock and now classic rock. And I may have forgotten a format shift somewhere in its history.
The station recently celebrated its 40th anniversary. and is still using essentially the same iconic logo established 38 years ago.
I know there’s lots of examples of other great brands. WGN is still WGN in Chicago.
What makes me sad is the brands that are no longer with us. WNEW and KMET are two that come to mind. I’ll be kind and suggest that perhaps the stars were not aligned properly for those two stations. But they were two heritage stations and had great brands. Perhaps those in charge didn’t see it.
Thanks Fred!
I certainly didn’t list them all, Dan (although the list isn’t that long). I went for stations that have survived for decades – staying in format all the way – and also are at or near the top of their markets. I wish there were more, but it is always great to celebrate the iconic brands that defied the critic and overcome many obstacles along the way. Thanks for the comment.
After thoughts: KMET. A brand so iconic that we have another radio station in LA doing KMET weekends; with props to The Sound/LA Dave Beasing for recognizing KMET’s brand and heritage.
Good observation & also that Dave was “sound” enough to hire heritage jocks who symbolize those great rock brands of the past.