IS YOUR MUSIC STATION
REALLY A TALK STATION?
“Fighting to Stay Free” #198...November-December 2015
And
now, ladies and gentlemen…
…scene: my teenage daughter misses the bus,
so I drive her to school. This actually takes place about once a month,
although during the summer I drive her to the camp bus every weekday morning. In
either case, there’s no time to grab the iPod, so it’s either radio or silence
(or we talk – it happens).
When the radio’s on and Melody’s punching
presets, what pops up on nearly every station is, as you’d imagine, people
talking, which irks her no end, even when the subject matter veers toward the
nasty. This is because it’s a “two song ride” (I’ve timed it) and she wants her
two songs, not talk.
Look, I get the concept of morning radio on
stations where music defines the brand, and why that radio has moved toward
what I call ‘lifestyle talk.’ I’m sure there’s research from here to the moon saying
working adults with a steady income and lots of spending power want essentially
five things in the morning: traffic, weather, news, a few songs they know and
love, and, most important, to be entertained.
But…for most people, radio’s product, the definition
of what it does, IS what is on the air at whatever time you tune in. So for
Mel, all these FM stations are talk.
And this begs a larger question, especially
since so many stations now offer additional talk - and video-enhanced talk - on
their websites, via social media and on YouTube. New York’s rhythmic (but heavy
on hip-hop) Hot 97 (WQHT), pictured above, has a YouTube channel full of
material you’ll only see there, and they’re far from the only station with this
strategy.
Oh, that question: What do these stations
really want to be?
I know what they’d say: the brand
encompasses not only music but also all content pertinent to the targeted
audience. That’s what MTV said, and look what happened to them. Does anyone
looking for music video turn to MTV in 2015? Which is to say, will anyone
looking for Hip-Hop (or whatever Hip-Hop morphs into) in 2025 turn to Hot 97?
As some of us will remember, it used to be
easy. Even in the morning, radio stations played enough music to define their
brand. On top 40, hosts like Dr. Don Rose, Harry Harrison and Robert W. Morgan still
knew who was boss (pun intended) – the music. That was why people tuned in.
That concept was even more important for rock radio, really for any format
defined by a genre as opposed to top 40 or AC’s “all over the road” stance.
Now, due in great part to morning personalities who re-wrote the book – Don
Imus, Scott Shannon, Howard Stern, Kevin & Bean, etc. - who did what their
bosses wanted them to, that is, raise the bar for commuters stuck in traffic,
morning radio abides by a different set of rules vs. the rest of the day.
Here’s the thing: that set of rules doesn’t
mean anything to the next generation. Either you give them music or you don’t.
If you’re a music station, play it. If you’re talking for a long period of
time, guess what, to them that’s your product.
Many people inside radio will probably defend
this strategy by saying that this generation - like all those that came before,
since radio flipped to its drive-time focus in the 1950s – will grow into using
radio the same way, as a talk-based utility in the morning and then for music
the rest of the day. With all the alternatives that already exist and are being
used (and perhaps preferred) for either music or talk in the morning – and,
come to think of it, the rest of the day – I’m not so sure.
When I teach college students about radio as
part of a class covering all mass media, I feel as I’m literally doing that, as
in, most of them don’t use radio (and, don’t even bring up newspapers!). Their
link to the world is their phone, laptop and/or iPad, and in order to find it,
it has to be in a place that makes sense to them. Stern is easy to find: he’s
on SiriusXM’s Howard 100 channel. That’s good branding. That means a streaming
station that promises hits or R&B or jazz or metal or whatever music you
like needs to be that all the time. That’s where Sirius, Pandora, Spotify and a
few others get the edge. It’s not that radio becomes that which they can’t
easily define: it’s that to them, the above IS radio. And it’s also good
branding.
So while radio’s move to offer more content
off the dial is good because it offers more compelling content – industry
buzzwords these days – and expands the brand to other platforms that ‘follow
the listener,’ it’s potentially not so good because it may cause more confusion
among the younger demographic whose only link to any audio service it hasn’t
yet found is Google.
I’ll be the first to admit I may be
completely wrong about all the above. For all I know, there are millions of
younger listeners who love radio exactly as it is, are happy to be passive and
to support whatever comes out of the radio any time of day. But I sense it’s
more likely that radio needs to address these issues if it seriously wants to
bring a younger audience back into the fold, or to keep who’s already there.
Shameless
plug section
AND NOW I AM 1: In December that thing with Rich Appel hits the one-year mark, something I did
not expect to happen. But I’m very proud of what we’ve done, and I hope you’ll
join us at one of our many play-times over the weekend. You can check those and
lots more at our website, http://www.thatthingshow.com/.
AND NOW THEY ARE 18: While you’re there, you can vote in the 18th
annual Top 77, at the bottom of any page, the countdown of which will play in
full on Rewound Radio December 26 and in ‘best of’ form on the following week’s
that thing….
Click.
Rich Appel is a talented and experienced writer about the
radio and music industries. He's written Hz So Good since 1996, and written for
Billboard since 2011. His services are available for your publication or
website. Contact Rich at richappel@verizon.net.