On any red carpet a celebrity could be asked, “Who are you wearing,” which is answered with the story behind the wardrobe chosen for that event. Sarah Jessica Parker and her Met Gala dresses are usually inspired by an international family trip. Bob Mackie and Cher were very good friends and discussed how he would dress her should she ever be nominated for an Oscar. Together they thought big while discussing past iconic actresses. In 1986 Bob Mackie designed a black strappy costume complete with a feather headdress for Cher that to this day is hard to forget. When I ask radio-media talent who they are currently listening to, I hope to hear an experience like Cher’s dress, I hope to hear about the influential moments that stick in their brain.
Typically the response I receive is that talent is listening to podcasts and social media influencers, those who usually have a run time of 60 minutes maximum. It’s no surprise that these beautiful minds are inspiring, but the experience they provide is hard to replicate during a short radio intro. Instead, listening to other radio talent, regardless of the format, can shine a light on what does, and does not, make a difference.
Outside of a morning show, not many day-parts offer an extended amount of time to make a point. Tuning in to long-form content might inspire, but is it the best example to grow our on-air craft? Listening in your market brings awareness, respect, and perhaps a little bit of competitiveness. Listening outside of your market allows you to experience what it’s like to be a new listener, like hoping to hear a song and feeling connected to the voice of a new on-air friend. Listening helps us understand what does and does not work. It grows the understanding of the value of the short air time we have to connect.
There is no shortage of excellent men and women across the dial bringing the feels on every day-part and format. Scroll around your dial, in the car, on Alexa or your favorite listening app; there is absolutely someone working within the same wheelhouse of strengths that you have and would make a great listen for inspiration. Staying a student of this medium and hearing examples can help eliminate the frustration that comes with keeping freshness in day to day ideas.
So I ask: who are you listening to? If you need any suggestions on relevant talent to stream I’d be happy to make suggestions.
On-Air Talent | Media Coach @bethbacall