There was quite a chorus this past week after singer Ingrid Andress’ cringe-worthy performance of our national anthem at the MLB’s Home Run Derby. The fact of the matter is, she was completely off pitch and her voice cracking to the point it appeared to be a parody rather than a serious attempt at performance. No dispute of the reality. The immediate reactions were either “What the hell happened?” or “How offensive to butcher the anthem, especially in these divisive times in which we live.” Fair.
What comes next is dependent on a show/ personalities’ brand in how they react. When viral events like the Andress “performance” happen fans of hosts/shows come to them for their comment. In a sea of content where they have a choice, they make one. This is where a host needs to know who they are, and a show needs to know its brand.
While the choirs of music and radio industry insiders seemed to universally call for compassion and heart and quiet, if not shame, detractors, if a show’s brand or a host’s character is to insult, make fun, poke fun, or mock incredulous, they should do it without fear nor concern for critics or of offending a listener.
Conversely, if the brand expectation is warm and inviting, meet that. If not, “compassion and grace” generally doesn’t attract attention or get a market buzzing or fans talking. It’s vanilla. The endless online comments opining “kindness” are more cringeworthy than Ingrid singing the anthem. This is show business. It’s not truly personal.
To this point, read a newsletter from a consultant this past week suggesting shows/hosts should always be thinking of the listener and trying to be what they want, letting the listener guide the content choice. I’d suggest that, again, is a vanilla, safe, uninspired strategy. Hosts/shows should tell the audience who they are and what they are, and if there is talent there, a connection with an audience will happen and then so long as the host/show is always authentic regardless of their view, the audience will seek, accept and embrace the POVs offered and appreciate being guided to the content because the choice of show/host was made by them. There’s a trust built.
Insiders argue that talent should try to anticipate research study answers to please an audience and avoid any prickly stance on a topic or risk shaming, which is political correctness at its worst and a first-class ticket to mediocrity.
Robby Bridges works for Press Communications where he serves as the VP of Programming for 99.7 and 107.1 The Boss. He also hosts the morning show ‘Robby and Rochelle’ alongside his wife, Rochelle. He’s been with the company/stations since September, 2021.
Prior to arriving in New Jersey, Robby spent decades working across the country in many top markets for many highly successful brands. Among them include Z100, WPLJ and Q102. He has also worked in Detroit, Boston, Providence, Portsmouth, NH, and served as an exclusive guest host for Scott Shannon on the True Oldies Channel.
To get in touch, reach Robby by email at RobbyBridges@hotmail.com.
