Mike Stern works closely with Jacobs Media personalities and morning shows, melding the fundamentals of great radio with the new digital tools. In today’s post, he harkens back to a recent conversation about what makes content go viral and writes a post that will probably bring a smile to Bob Rivers’ face. For me, he stirred up memories and the continued realization that just about everything’s on YouTube. See what you think. – FJ
Recently, I found myself wistfully thinking back to when I was growing up in Detroit and the big rock morning show in town was J.J. and the Morning Crew on WRIF.
The show was hosted by Jim “JJ” Johnson and George Baier, a talented voice actor who supplied “the crew” — a variety of character voices like Dick the Bruiser (a parody of a well-known local wrestler) and George Swell and Al Foul-Line (their version of the Detroit Tiger’s TV announcers George Kell and Al Kaline). There were a ton more characters that I’ve forgotten over the years but I’m sure Fred would remember vividly since he was programming the station at the time.
What got me thinking about the old show was a combination of things. There were Steve Goldstein’s and Fred’s blog posts about the power of going viral. And then a couple of great parody songs appeared: below, Jimmy Fallon and Bruce Springsteen’s take on Governor Chris Christie’s Bridgegate Scandal (which has more than 3 million YouTube views) and this version of Lorde’s “Royals” by Molly Dworsky.
>EMAIL RECIPIENTS: CLICK HERE TO WATCH BRUCE SPRINGSTEEN AND JIMMY FALLON<
What sparked the connection is that one of the best parts of the J.J. and The Morning Crew was The Bruiser Band which did parody songs featuring Baier’s gravel-voiced Dick the Bruiser as the lead singer. Some were locally topical like when the legendary Stroh’s Brewery in downtown Detroit closed and others were just about partying, like when Gary Numan’s “Cars” became an ode to drinking called “Bars.”
From a promotional standpoint, the Bruiser Band became a hit on the bar and club circuit, even opening up for the occasional national act at venues like Pine Knob. Add in merchandising, and you end up with your own self-promotion machine – that’s totally proprietary.
I remember how wildly popular those parodies were and it got me thinking about how much bigger J.J. and the Morning Crew might have been with social media to propel their characters and parodies, beyond the listening audience to friends, family, and followers. During those day, “viral” meant a reason to visit your doctor. Today, these songs would have blown up online, being shared by thousands of Detroit listeners, reaching people around the world.
Unfortunately today, too many morning shows just want to get on the air and talk. Prep involves picking topics to spend the morning discussing amongst themselves. But imagine what it would do for the ratings if hosts actually went back to the days of producing parody songs and bits that could be shared so easily by listeners? It certainly played a big role in Jimmy Fallon taking over The Tonight Show. I have to imagine it would work for radio, too, especially if these songs had a video component.
Of course, I know some people are rolling their eyes and muttering about how much work that takes, and how busy they already are. I get that, but will argue that producing a great parody is a far better use of your time than reading another prep sheet full of “Weird News” stories. And it doesn’t have to happen every day. Create one, funny, sharable piece of content each month and you’ll start to build a reputation.
It took time, but The Bruiser Band sold a lot of singles, albums, and earned the right to charge for their appearances throughout Metro Detroit in the early ‘80s.
It also doesn’t have to be a solo undertaking. Find that hungry local band who would love to get airtime even if it’s playing your parody songs. Or there may be someone at the station with that special talent. At WRIF, it was then APD Mark Pasman who pulled the band together, featuring the promotion director, Tom Daldin, on drums, and night guy Steve Kostan on rhythm guitar.
If you need writing help, almost every town has a local improv theater. Enlist them in return for crediting their efforts. It doesn’t matter how you get it done, what matters is that you get it on the air and onto your social assets.
So often we talk about creating purple cows or zigging when everyone else is zagging. Why not be the show that becomes famous for producing great parodies and other share-worthy content in your market? Who knows, maybe 30 years later some future radio nerd like me will still remember the words to your songs the way I still remember the Bruiser Band’s “Fat Cat Strut.”
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
Thanks for the recognition. Those were the days when radio originated locally and at WRIF, most of the air staff had Detroit in their DNA so time wasn’t wasted (apart from consultants) wondering what was ‘hot’ or what was trending elsewhere.
I find it analogous to the brewing industry. At one time every city had several breweries unique to their city. By the late 80s mergers and acquisitions meant what we knew as ‘beer’ was made by 3 or 4 national breweries. Radio has seemed to go that route. It’s become homogenized by national playlists, copycat morning shows, and unimaginative (safe) programming. You could be in your car listening to a radio station and not know whether you were in Detroit, Baltimore, or San Diego.
Lately there has been a trend toward ‘craft-brewing’. Whether or not radio swings back to that mentality remains to be seen.
To be sure, morning shows that do little more than replay stuff that’s already on Youtube, weigh members of their sales staff as their “Biggest Loser” bit, and bring the news babe in to read ‘weird news’ while they yuk it up will be left in the dust should local creativity return to the mix.
Still, nice to be cited in an article about Jimmy Fallon.
-George Baier
Always nice to hear from you, George – the voice AND brains of The Bruiser. Your craft beer analogy is a good one (and congrats on using alcohol as a teaching tool), and suggests there’s more power in local/regional than the industry recognizes. A sense of place is important, and that was one of the things that made WRIF a fun station to work at – and listen to – during those years. You knew where you were when you listened. Your legacy lives on and as we continue to run across current WRIF (and WCSX) fans who make it a point to show me their DREAD cards. Thanks again, George.
I was a J.J. & The Morning Crew intern in the winter of 1993, which seems like forever ago because it was.
At the time WRIF had the only Rock-n-Roll morning show in Detroit and it was very unique since Jim and George wrote the show with continuing story lines that went day to day. Now everything is done by a staff or shared from one station to another that is owned by Conhugeco’s many stations across the country.
I remember when George and Jim wrote “Miracle on Ice” during the show while writing and performing the live show for the day. As an 18 year old kid who listened to the show from W4 and is now in the same studio as Jim & George is was very intimidating.
In the early 90’s I moved to Atlanta to work for a Cable News Network (like how I did that) and George called me at work to ask me to help with a bit. Crazy! but unfortunately since I was also live on the air I couldn’t do it.
One of my great thrills as programmer of WRIF back in the day was the privilege of working alongside talents like Jim, George, KC, Arthur, Karen, Steve, Carl, as well as the crew of programming and marketing talent like Mark Pasman, Mike Mayer, and Julie Finkel. There was most definitely a lot of content being created for an audience that truly appreciate it. Thanks, Jeff.
I was a huge fan of JJ and the Morning Crew. There ability to create the storyline/skits on the radio was incredible. A listener could visualize the comedy taking place.
I am reminded of during the Iran Hostage Crisis, when the Bruiser was planning to do to Iran and free the hostages.
I would love to have recordings of those “made for radio mini series’s”
The takeoff on Shogun (Shotgun), also comes to mind.
Funny, Mike – I was there for much of their run, but you referring to Jim and George as storytellers is a way of thinking about their show that I just didn’t consider – back then, at least. But as you suggest, their bits and skits were VERY visual and their characters were very much alive. Thanks so much for the reminder.
Fred,
Thanks for taking the time to reply to my comments.
Radio has evolved into a form of entertainment that has very little personality. At my office we would gather around a radio to listen to “Meat the Bruiser”. We loved it!
Once George moved to Northern Michigan, Drew & Mike did a good job of replacing the Morning Crew. Mike Clark, unfortunately has passed away, and Drew has Podcast’s. Interesting, but not the same.
It is no wonder that Sirius/XM is so prevelant. Although I feel their product could use some improvement.
Congratulations on being inducted into the National Radio Hall of Fame.
As you might sense, I am a big radio fan. I enjoyed the personalities just as much as the music.
Mr 2 sons grew up listening to radio personalities and are almost as passionate as I.
Take care!
Mike O’Connor
Appreciate the kind words. Detroit radio has a long, rich history of great talent in the airwaves.