I’ll always love the film ‘Private Parts’ about legendary American ‘shock jock’ Howard Stern. He remains a controversial figure, now broadcasting via a subscription service that allows him to say and do what he wants. I am sure he may well be the subject of another blog post on another day as there is so much to say about him. For now, I want to focus on the question of why people might listen to such a divisive figure. The film tells us that his fans listened because they “want to hear what he’ll say next”. The people who hate him and find themselves offended by him listen for the same reason.
Do you tune into a favourite radio station because you love the presenters’ personalities or because they play the songs you want to hear? In the days before enormous hard-drive storage, Spotify, Amazon Music and the like, many people when questioned in surveys used to respond by choosing the music. Listening to the radio was one of the only ways to hear the songs you wanted to hear. That is no longer the case. We live in an age where you can ask your device to play any song that has ever been recorded. We no longer need to wait for a radio station to play it (and then to try to record it onto a tape as was a common custom in the past).
In that case, why now, in 2021 would people bother tuning in to the radio? Don’t get me wrong, I still love hearing the tunes but it’s what comes between the songs that generates the magic. This is the part you can’t easily ask your device for and that’s why, those who can do it well, become the most popular in the business. Radio is about making a connection with the listener, making them think and feel, laugh, question or cry. We’re seeking the personalities that remind us what it means to be human.
This blog from Andy Beaubein sums this up well when it says ‘The presenters who are most attractive to listeners are the presenters with a personality and who have something to say. In other words, they are real communicators and not just slogan readers’. He goes on to say that now is the time, perhaps more than ever, that radio stations need to invest in their talent, nurturing them to share their personalities with the listeners. We all know the great names who are authentic, relatable and engaging. They will ensure radio remains relevant for generations to come.
Presenter, Podcaster and Voice Over Artist 