Take the Risk—It’s About People, Not Just Programming

This isn’t about music. It’s about the people behind the mic—and the risk it takes to evolve.

For years at CMB events, we’ve talked about the future of Christian radio talent. Who’s next? Where will we find them? The truth is, listeners don’t tune in just for songs—they come for connection. To feel seen, encouraged, and part of something bigger. And that connection only happens through your people on the air.

Radio has grown a lot over the past two decades, largely by speaking to a core audience—people in their 30s and 40s. But we’re still programming to the same crowd with the same peers behind the mic. It’s time to take a risk: Hire fresh voices. Reimagine your lineup. Hand programming duties to people who actually live and breathe the music and culture of your future audience.

It might feel risky to give the mic to a 35-year-old TikTok mom with no radio background—but that’s where the world is going. The next generation of talent is already building massive audiences on YouTube, TikTok, and Instagram. They’re authentic, human, and deeply connected with their fans. But they won’t sound like your current air staff—and that’s OK.

One of my closest friends—an incredible radio personality—often says she has to “un-radio” herself to connect on socials or in a podcast. That training doesn’t always translate in a world that values authenticity over polish.

Let’s face it: the next great radio talent isn’t sitting in a bedroom recording mock shows. They’re out there going viral on Reels and building communities online. And if you want them, you might have to stop thinking like a programmer and start thinking like an investor.

Instead of spending millions on more signals, what if you acquired a successful creator’s channel and brought them into your ministry to create full-time? Their audience, their voice, and their storytelling could do more for your reach than another FM stick ever will.

And when you bring in these voices—pay them well. Your personalities (on-air and online) should be the most valued and well-compensated people on your team. They’re the reason people listen. They’re your connection point. Creators today can make six or seven figures online—why would they take a $60k job if you don’t treat them like the asset they are?

Also—support them. Give them the tools, training, time, and team they need. Many of your current hosts are doing everything—hosting, editing, creating video content—with little help and less pay. They’re doing it because they care. But we need to show them their value with more than words.

The biggest risk you can take in 2025?
Invest in people. The ones your audience listens for. The ones who will carry your station into the future.