Wednesday, August 31, 2011
Do we really buy the "radio's talent pool isn't what it once was" lament? I sure don't. I do believe that some in our business have dedicated a lot less time coaching and developing great talent. There are a lot of bright, skilled, terrific personalities on-the-air these days who simply aren’t being coached and encouraged to break out of the “by request”, “partly cloudy”, “register to win”, “keep it here” mindset and go for sounding fresh, using words as colors to make your canvas unique and different every time you grab a brush.
Many things in our business have changed a lot in the past 10-15 years but something that should never change is inspired talent using your skills, heart and words to be anything BUT programmed, predictable and assembly- lined into a digital delivery system. As an industry, we're pretty silly to concede developing great talent simply because of voicetracking and force reduction. That feels like an excuse for stations (and jocks) who don't sound topical, relevant, entertaining and inspired.
Live or tracked, WE have the choice. I suppose if a PD or market manager OK with their jocks just mailing it in, they’ll get out of the speakers what they’re putting in- not much. This is not at all intended to be preachy or a lecture but simply encouragement to keep voices like Denise irrelevant by making sure we aren’t… ever.
Over the next several days, we'll share some thoughts on how you, as an on-air talent, can avoid the usual ruts and routines that might have you sounding ordinary instead of fresh and unique.
Thanks & KEEP ROCKIN'!