Coaches Corner
Brand Or Blend …
Branding separates a faceless voice from an up-and-coming air personality. This holds true no matter what time slot you’re working. While Morning Drive might be viewed as the crown jewel of radio, every shift gives you a platform to build your brand and influence. If you want to succeed, don’t underestimate the power of the microphone. It’s your connection to the audience and the key to your future.
Personal Experience …
I once worked with a 10p-2a air talent who wasn’t necessarily the best on-air, but his self-promotion was on another level. Advertisers thought he was the second coming of radio, and he even landed backing from a local Anheuser-Busch distributor for a TV dance show pilot. The rest of us were scratching our heads, wondering how he pulled it off.
I could See Clearly Now…
A few years later, I realized what he did: he branded himself. This was long before social media made that easier. He showed up at local events, volunteered for station promotions, and networked like he was running for office. That’s when I started using his tactics to elevate my own game
By God It Worked …
In Chicago, I took every opportunity to boost my visibility. I got a guest spot on a Friday night horror show, sent out my own press releases for non-station events, became a charity auctioneer, and even did a cringe-worthy magic act for kids’ parties. I paid out of my own pocket to have my last name added to my station jacket. All of this created a brand identity that separated me from the pack.
Don’t Go Rogue …
This isn’t about disregarding your Program Director’s directives. It’s about using your position to generate additional opportunities and revenue. The mic gives you a chance to create something more for yourself—just make sure it aligns with the station’s goals.
Nothing Is New …
Even before branding was a buzzword, radio personalities were finding ways to make extra income. In the ‘80s, Steve Dahl in Chicago and Jeff Foxx in New York fronted bands, using their radio status to book gigs. Other air talents have promoted concerts on their stations by purchasing ad time.
Want More Proof …
There’s Charlamange Tha God of Premiere Networks/iHeartMedia WWPR/New York The Breakfast Club –he added Comedy Central to his portfolio, while DJ Envy hosts car shows. In Atlanta, V103’s Greg Street has his Celebrity Car & Bike Show. I even once knew a guy who drove a cab between shifts and then rented it out to other drivers.
Be Above Board …
As long as it doesn’t conflict with the station or the company, there’s plenty you can do. Just keep your boss in the loop. What you do reflects your employer, and you also need to comply with FCC payola/plugola guidelines and FTC rules on advertising.
Just Do It …
Stop whining about what you think your boss won’t allow. Figure out where the boundaries are and work within them. Push just enough to build your brand without stepping over the line. Yes, radio competes with more platforms than ever, but that also means more platforms for you to expand your exposure and create additional opportunities.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.