Music Radio Should Be More Like Talk Radio
Will commercial music radio fail or just marginalize itself out of relevance? I have this conversation on a constant basis working in the music industry in Nashville. Every time is comes up it people say almost the same thing, "Its consolidation... the demographic doesn't buy music..etc" I disagree in part.
It is the consolidation because of the tight playlists, taking control out of the DJ's hands. Why would you make an effort to tune-in when you can listen to the radio at any time of the day and get the same top 20 songs. The second aspect of consolidation is money where:
Radio is nothing at all to do with the music it plays, or the talk it offers. It has nothing to do with the fillers placed between the commercials. It has everything to do with only one thing: the revenue. It always has. The problem is in perception; of how to receive the revenue. In any industry, when the focus changes from what makes the revenue to simply collecting the revenue then what makes the revenue looses out and the revenue itself stops.
Source: TheConservativeVoice.com
Talk radio has succeeded because people tune in not just for a point of view but for the personality attached along with the passion in what they are doing. I don't make a effort to tune in for a 5 minute drive down the street, I turn my iPod on RF transmitter, then the radio and then pick my music or hit shuffle. All that for a 5 minute drive because there's nothing that draws me to music radio.
Now one part of the solution for music radio is put the DJ back in control. Have them live and die by the ratings they have. Give them the flexibility to play the hits but let them craft the time they are on the air so its theirs. In turn people are going to tune in just for his/her show because of the music and personality.
Second stop flipping formats on a whim, this builds no loyalty with consumers. Growing up in Milwaukee I remember listening to 93QFM my whole life. 30 some years of standard rock switched (linked but no site working, its jazz station btw) over night, no asking us just doing it. It made me angry to be honest. No more loyalty for me. Anyway build audience by gaining loyalty getting the listener involved with the station. Even if your going to change format ask them if they don't want to change ask them how to fix the perceived problems.
Remember there isn't a magic fix but many little changes for what I would call making music radio relevant again.
Further Reading:
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Technorati Tags: music, consolidation, radio
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