After having discovered story telling as a strong way of differentiating radio from other media, now music is celebrating its come-back in the attention of radio professionals.
It’s more than obvious that the radio industry is not sufficiently appreciating its most important asset – the music. The story telling expert Uwe Walter once used the catchy image of a radio station “just sliding its music titles into the oven like some plain briquettes”.
This impression can be reproduced easily as it already shows in the company structure of many radio stations. Even at music stations the music department is still often less valued than the news department. Music departments are constantly understaffed and often not included when it comes to organizational or creative processes. At some stations presenters or other departments are even still allowed to change the music scheduling! Imagine a music editor changing the wording of a presentation or a report on short notice! Hard to believe.
Radio stations need to rediscover the value of music for themselves. But what does that mean in practice? First of all, many radio stations should be involved much more with the musical lifestyle of their listeners than with their own internal processes (news, editors, promotion…).
The basic task of choosing the right music strategy and testing the right songs is crucial and not to be questioned. It represents the table on which the food is displayed. But this is not enough anymore, every listener has the theoretical power of setting it for himself in the shortest of time, e.g. with ‚Spotify‘.
What adds is that not too many years ago only a few stations could afford music research and therefore obtain a successful differentiation in the market. Now music research has become a standard tool. No station can afford to play songs that its audience doesn’t like.
But what does a radio station have to do to meet the new challenges of the market? Or to take it differently: What is it that makes a station more valuable for the audience than music platforms like ‚Spotify‘?
How to do in practice?
The goal should be to keep on harmonizing the logarithms of the music scheduling software, the processes within the different departments and the positive feeling that music should transport. This is indeed a complex task – which perfectly fits the nature of radio programming though.
It is fun – and creates the so much discussed ‘good mood‘ for the listener on the way! All our studies prove a strong correlation between music and good mood. ‘Good mood’ is not only created by ‚funny presenters‘ and ‚comedy‘, but above all by the right music that evokes emotion and memories!
Brand Support wishes fun enjoying the music again!