Coaches Corner by Sam Weaver
Air Personality: Three Demos & A Dream …
There’s been a lot of shifting and reorganizing lately across terrestrial radio — layoffs, clusters consolidating, and air talent being asked to voice-track other markets for little or no extra pay. But I’ve also noticed some encouraging signs.
A few companies are hiring again, and there’s movement happening. One of my coaching clients reminded me what it really takes to break through — passion, patience, and a refusal to give up. She’s been quietly grinding for two years and just got her shot.
On A Mission…
This woman has been juggling a full-time job while working part-time in radio — all for a shot at something better. She even resisted the temptation to move back home and save money, just to stay close to her dream.
Her moment came when a PD in a Top 50 market responded to her inquiry. He asked for a fresh demo — one that followed his station’s on-air approach. That’s when she called me.
Air Talent: I have a chance at this job, and I’m nervous and excited. The PD sent me a link to listen to his station so I could match their style. I just finished editing. Sending you my demo now — let me know what you think.
Coach: Hold on, let me check my email. I see it. Don’t go anywhere, I’ll listen now.
Five minutes later…
Coach: First off, you sound nervous. Breathe. Your content is fine, but this isn’t your usual sound. You’re not using your full voice — the one with variation and presence. Go back and listen to that demo from two weeks ago. The one I told you hit the mark. Feel your words, don’t just say them. Re-record and send me another one today. I know this matters — I’ll listen right away.
Two hours later…
Air Talent: Check your inbox — I sent you a new demo.
Coach: I just listened. Much better. You’re starting to feel the words again. You sound like you do on the phone — engaged and natural. Keep this one but go cut another version.
Air Talent: Got it. I’ll get right on it and send it your way.
One hour later…
Air Talent: Hey Sam, check your email. I think this one’s even better.
Coach: I’m listening now… Okay, only one question — did you follow the station’s procedures — station ID placement, content structure around stopsets, the whole thing?
Air Talent: Yes, exactly.
Coach: Then you nailed it. Your voice was on point, your content was sharp — informative, funny, tight — and your tone matched the music perfectly. Send this one. And keep me posted.
One week later…
Air Talent: That demo did the trick. We had a Zoom call and now they’re flying me in! I’m excited… and nervous. But I’ve got more — I sent the same demo to another PD and he just called. He’s interested too.
Coach: Well, when it rains it pours. But let’s stay focused. One opportunity at a time. If they’re flying you in, they’re serious. Let’s get you ready — and we’ll talk about the other lead after.
Your Mission Is Not Impossible…
Never give up on your dream because of what others say. This business takes more than talent. It takes passion, humor, thick skin, adaptability, self-motivation, and the willingness to learn.
And yeah — a little coaching never hurts either.
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.