An ongoing conversation in radio – and a very good one – is the debate about whether/how FM music stations will continue to be viable in a growing universe of seemingly infinite music choices. Every month, a new music service of one kind or another comes on the scene, giving consumers even more options to personalize and customize.
Now there’s that argument that many pure-play services aren’t “radio.” And while it’s true that collections of songs and playlists lack DJs, localism, and even commercials, more and more commercial music stations are sadly missing many of these elements, too.
The crux of the conversation is that the options and the definitions of “radio” are expanding, a topic that came up repeatedly at our DASH conference last month. More and more, “audio” is at the center of the conversation, and it is becoming increasingly irrelevant – especially to younger consumers – where it’s sourced.
In much the same way that Millennials have no idea where their video choices emanate from – networks, cable channels, premium channels, YouTube – the same is increasingly happening in the growing audio marketplace, accentuated by “center stacks” in cars and trucks that make it easy to preset everything from 98Rock, to Pearl Jam Radio on Sirius, to your boyfriend’s phone number, to your iPod, to your Pandora White Stripes custom channel, to Z100 on iHeartRadio. Where these come from, no one really cares.
In this expanded landscape of audio choice, broadcast radio’s music stations will be challenged to effectively compete, much less stand out. And as we know so well, commercial loads will not be reduced enough to make a true difference in being competitive and creating a cleaner music listening environment.
So what’s the end game? How can broadcast music stations compete with smartphones in dashboards and on computers and tablets in a world with Spotify, iTunes Radio, Pandora, and everything else being thrown at consumers? And do consumers listen to broadcast radio now in the hope of expecting a customized music experience? What are their expectations of broadcast music stations and is there a need that FM music stations can effectively fill?
As many broadcasters argue, FM music radio is a different product than aggregated playlists without DJs, local context, or any semblance of community service. If that’s the case, what IS radio’s mission in this expanded audiotainment marketplace? And specifically, what can FM music stations bring to the table that can truly set them apart from the digital onslaught of multiple choices?
In making that list of unique aspects of FM radio, you might start with curation. And also fan connection. And perhaps that local vibe that you just feel when your team wins the big game, a mayor’s race ignites passion, and that new mall opens in town. How well radio presents and contextualizes these special characteristics varies greatly by company, cluster, station, and market.
But the one I’d like to focus on in this post is experiences you can’t get anywhere else. Even with 12 minutes of commercials an hour and tight playlists, broadcast radio has the ability to connect listeners with their music and the people who make it. And the great news is that some of the digital tool kits of today facilitate this difference-maker for FM music radio.
For some listeners, it may be as simple as the station tour. We see this at Listener Advisory Board groups where the highlight of the evening is the chance to visit the station, hang out with the jock (assuming the station isn’t voicetracking), and get a real taste for what a station is like on the inside.
When listeners pick up their prizes, a favorite Jacobs Media “value added” is to give them a quick “nickel tour” around the station – it gives the listener more attention and it’s a chance to show off the station, the studio, the jocks, and the hard-working employees.
But that’s an “old school” way of showing off radio. And it’s a one-off event.
Looking at the challenge in a way that can be “scaled,” today’s digital tool kit allows stations the chance to connect listeners in ways that weren’t possible just a few months ago.
We have talked about and been enamored with a neat and free feature that Google introduced not that long ago – the Google Hangouts.
What’s Google Hangouts? It’s a free online video conference tool where you can feature a celebrity (or anyone for that matter), who can video chat with up to nine participants – in this case, your listeners and fans from your database. Moderated by one of your personalities, these video chats are where your fans can exclusively talk to artists and celebrities in real time. The artist or celebrity doesn’t need to be in your station or even in your town but can participate in a Hangout from wherever he/she has access to a well-equipped computer and a high quality Internet connection.
Of course, what is free is seldom easy, but the reward of creating amazing experiences for fans – around your brand – outweighs the hassles. Earlier this month with the help of PD Jerry Tarrants (J.T.) of WCSX, we were able to put one together with none other than Ted Nugent and a group of his ravenous fans.
The result exceeded our wildest dreams. The part you may have heard about was how the Hangout with Ted went viral because of a question J.T. asked him about his Presidential aspirations. And for a radio station in Detroit, Michigan, where else are they going to earn prominent coverage everywhere from the Huffington Post to the Daily Kos?
Not for doing Twofer Tuesday or three hours of commercial free music after the morning show. Those tactics are not part of the why of your brand. Creating great experiences and new and innovative things for listeners is what your brand can and must do in this competitive environment.
Here’s a strong segment where Nugent talks about a song that only a core fan might know about – and of course, his answer is fascinating.
>EMAIL RECIPIENTS: CLICK HERE TO WATCH TED NUGENT/WCSX VIDEO<
And then there’s the question that turned this WCSX Hangout into a news story. It is not safe for work:
>EMAIL RECIPIENTS: CLICK HERE FOR TED NUGENT PRESIDENCY QUESTION VIDEO<
Google Hangouts make sense on so many levels. The artist (celebrity, sports star) can stay home (as Ted did), the station provides an exclusive opportunity to its audience they cannot get anywhere else, the Hangout lives on the station website and can be shared any way and everywhere you like, and as we learned, word of mouth can be very powerful.
The bonus is that for stations that have segmented their email database by artist preference, the potential to include uber fans in the Hangout can amplify the experience. Imagine a listener who is a Moody Blues super P1 who has a chance to participate in a Justin Hayward Hangout. Again, whether we’re talking John Mayer or John Fogarty, these amazing events can truly set stations apart – and answer that all-important “why” question.
But here’s the catch – and there always is one: Don’t try this at home.
We’ve learned that the details, logistics, and things-that-can-go-wrong-and-will factor is very high for Hangouts in ways you can’t even imagine. Lori Lewis, our digital/social specialist, has figured them out and can put them together from anywhere. But the time, effort, patience, and energy necessary to do them successfully is immense.
Radio has to diverge from its “the way we’ve always done it” mentality and find new and different ways to deliver value to its fans. Just being free, ubiquitous, and part of people’s everyday routines will no longer cut it in this digital landscape.
But being open to and embracing the new tools, mixed in with personalities, a local mindset, and a fan base that is just waiting for radio to start doing cool things again is where we have to be.
And by the way, spoken word stations can plug into Google Hangouts, too. Imagine giving listeners the chance to “hang out” with the Governor or even one of your talk personalities. For sports radio, it’s an opportunity to get up close and personal with the local coach or star athlete from the past weekend.
For all of broadcast radio, it’s time to start doing “oh wow” things again. People will talk. And share. And remember why they started listening to you in the first place.
For more information on Google Hangouts, contact Lori@Jacobsmedia.com.
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
Smart idea.
Thanks, Steve. Radio CAN do this.
I agree that its a nice touch for those who are in on it but, at nine participants per hangout, it seems that you’d need a lot more of them than is practical to reach any kind of critical mass. I don’t really understand how the political question grew into a national event, but I’m more relieved than I can possibly express that when Ted totes his gun to his trophy case that he’s no longer committing a felony. And I like his GHWB haircut/camo look.
As for music radio on broadcast, I’m not sure I see the future there that you do. The localism that could save it is on the way out – not in. Radio execs continually talk about radio’s localism while systematically gutting it. Local references sent via intranets with phonetic spellings don’t create excitement or spontaneity and could easily be replicated by the pure play streamers.
I think the 40+ crowd will stay with broadcast music radio for life – but Gen Y and younger grew up with so much more – and the “so much mores” continue to evolve while broadcast radio’s evolution seems to be focused on cost cutting. It’s worthy of note that Apple introduced two new phones this year – the 5S which blew past the most optimistic analyst forecasts and the less expensive 5C (essentially a repackaged 5) that was so disappointing they cut way back on production. People – especially younger ones, like and expect innovation. They aren’t getting it from music radio.
Am I the only one who is amazed that not one broadcaster has tested and marketed a really hyper local younger music format – one that really pulled out all the stops just to see what would happen? Doesn’t radio have to try something if it expects to be close to as relevant in 5 years as it is now?
Bob, Google Hangouts aren’t scalable, but neither are contests where there are a handful of winners. But on a certain level, they work. Consistently bringing stars on the laptops, desktops, and tablets of your audience on an exclusive basis is just one ingredient of a multi-dimensional recipe. I concur with you that there’s much work to be done on the local end, starting with recommitting to it.
As for the hyper local music format, you’d think that in clusters where there always seems to be one out-and-out loser that someone would step out and try something like this. Last week in the Sands Report, they talked about how an all-new Alternative format might work. Some people felt that while interesting, it would not be “sustainable.” Christmas music isn’t sustainable but it sure works pretty well for a couple of months.
Radio needs to stop shooting down some of the best ideas out there. Of course, they’re not going to work. But we will not survive and thrive in this landscape if we don’t have the stones to throw the ball down the field.
Thanks for taking the time, Bob.
Artist hangouts are a fine idea that certainly can help engage listeners in a deeper way. But I don’t think having just the occasional artist hangout is enough, unless the overall engagement of the station is consistent as well. Engaged air staff who are responsive to listeners give the audience the sense that the station is their’s, not something that’s just blasted at them. When stations are willing to take playlist risks, take real requests and respond to local events listeners take notice.
Commercial radio has quit engaging with listeners, and audiences see through half-hearted attempts. They might show up for the spectacle of a Nugent hangout, but will they stick around?
I was just at a community station that opened its doors for a whole-afternoon party DJ’d live on air by staff and listenters — 45 DJs all spinning 45 RPM records. The place was packed. Now, that’s engagement. What lessons can commercial rock radio learn from that?
Paul, you won’t get an argument from me about the need for a long-term commitment to engagement. Hangouts aren’t supposed to be a band aid, but a tool that can supplement solid engagement activities.
And I love that “45s” promotion.
Yes.
Innovate!