Coaches Corner by Sam Weaver
Broadcasting’s Cool — So Is Paying Rent. Adapt! …
Many audio personalities — from terrestrial radio to podcasts, streaming playlists, and live social audio — are trying to figure out where they fit as technology and pop culture reshape everything. Simply put, listeners have more ways than ever to consume music, entertainment, and information.
Terrestrial radio is still here, no matter what people say in social threads or boardrooms. But it’s no longer the only game in town. From Spotify to YouTube, podcasts, Twitch streams, and TikTok Live audio, the landscape has changed. Many terrestrial radio companies have adapted by adding these platforms to their entertainment portfolios. I recently talked with a radio air personality who was concerned about his job and the future.
The real question isn’t, “Is radio dead?” — it’s, “Have you adapted?”
Talent: I keep seeing that what I do is going to go away.
Coach: Don’t buy into that. Your role as a voice — as a communicator — evolves depending on who’s in charge, the platform, and the audience. That’s not new. It’s the same thing that happened when new program directors came in and shifted everything.
Talent: I see all this change happening. I don’t even know where I fit anymore.
Coach: I get it. But your core skills still matter — probably more than ever.
Talent: We’re having meetings about social media, podcasting, event content — stuff that’s not even about what I say on air.
Coach: That’s where you’re wrong. You must’ve missed the memo — or maybe it got buried in your spam folder with all the other things you don’t read. It’s all connected now. Blogging, podcast interviews, live chats, YouTube videos — those aren’t extra. They’re extensions of your voice.
You’re not just “on air” anymore. You’re a content brand. Time to shift your thinking.
Talent: It feels like being a good air personality isn’t enough anymore.
Coach: Great hosts are always in demand — on every platform. That’s why you see digital and streaming services trying to add real voices to the mix. The issue isn’t talent — it’s delivery. Don’t ramble. Don’t over-talk. Tighten it up. And if you’re reading copy, treat it like a performance — like a movie script. Make it believable. These days, believable is what audiences call authentic.
Talent: A movie script. I never thought of it like that. But who’s even listening?
Coach: Your job isn’t to count the number of listeners — it’s to connect with them.
Talent: Now they want me to do a weekly podcast with an artist. I already have a full load. Shouldn’t I get paid extra in addition to my air shift?
Coach: Yes — in a perfect world, with a well-thought-out personal contract or an updated union deal, you’d get more. Maybe not a lot more, but something. Depending on your situation, there’s no way to know how much — if anything.
But here’s the point, the role was never just about air shifts. That’s the old model. Whether you’re on terrestrial, streaming, or podcasting, you’re expected to show up across multiple touchpoints. Every platform your audience touches — you should too.
Talent: But this extra stuff isn’t being on air.
Coach: No — it’s more than on air. It’s everything your audience hears, sees, and clicks. You’re not just filling a shift. You’re building a brand — whether you realize it or not. Think about it that way.
Talent: But we get paid for making public appearances.
Coach: Sure. But you’ve probably also done community events, school visits, and live streams for free too. And if you’re salaried, most companies base your pay on a full day — not just time behind the mic. Like I said, unless it’s spelled out in writing, your job is bigger than just your air shift.
And if you’re both on-air and programming? You’re part of management now — forget the idea of an eight-hour day.
Talent: It just feels like all the rules have changed.
Coach: They did. So what? The best air talent and audio creators are the ones who evolve with the times. If it’s too much, no shame in switching jobs or even careers. Just know — it’s not just radio. Most industries are shifting too.
Talent: You make it sound simple.
Coach: Getting out of your own way is simple. Think about it, all this extra content is building your personal brand. You’re growing your influence. Use radio, podcasting, or streaming as a launchpad for your own revenue streams. That mindset applies whether you’re doing morning drive, weekly interviews, or hosting music rooms on Twitch.
Talent: Alright, I get it.
A Baseline For All Platform Influencers…
Use radio and audio platforms as a springboard to other opportunities. This mindset isn’t new. The list of audio entrepreneurs keeps growing — from legends to today’s cross-platform talent. Don’t just take my word for it. Google them, ask AI, and check out these names:
Ryan Seacrest, Angela Yee, Charlamagne Tha God, Steve Harvey, DJ Envy, Tammi Mac, Sunny Anderson, Ebro Darden, B Dot, Nyla Simone, Scottie Beam, Ros Gold-Onwude, Lowkey, Kid Fury, Crissle West, Dede Harris, and Zach Sang.
Saw The Path Early On…
And if you want proof this isn’t just a new trend, look up Dick Clark, Tom Joyner, Steve Dahl, Frankie Crocker, Howard Stern, and Wendy Williams — all radio personalities who turned their voice into a business.
These are people who built beyond the mic. Some started in radio, others in culture — but all of them expanded through podcasting, media, tech, or branding. This same shift is playing out in every corner of the creator economy — from freelance marketing to tech startups to digital publishing.
Radio is still where many of these skills are sharpened — storytelling, pacing, connection — and that’s why it remains a launchpad for talent across every audio space.
Read their bios — then ask yourself: what’s your next move?
Adapt!
And if you need some friendly advice, drop me an email; samweaver@samweavermedia.com or text me, (972) 672-4812.