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“In the midst of chaos, there is opportunity” – Sun Tzu – The Art of War
Who’s playing Max McNown? His home-grown tune “A Lot More Free” has over three million views on YouTube, and he’s nearly topped two million TikTok followers. And – tracks Top 10 Digital Sales for a month along with over 200,000 Shazams without airplay. Have a listen – I’ll wait.
Is Max’s song Country – Hot AC – Americana? The listener doesn’t care – and never has. Take a peek on what Billboard’s Hot 100 reported year-end in 1975 – HERE.
A hit – is a hit. In the midst of budget cuts and playlist mandates, it feels that – at times – we are no longer in control. The Art of War quote is a reminder that brand-building remains –warfare.
Every song is an arrow in your quiver – a marketing decision against your competition. On air and online.
Two months ago – in back to back Barrett Media columns – we wrote about building a solid playlist without research followed by a music discovery piece. The latter touched on what we term as – Secret Weapon Records. Your playlist needs a robust researched foundation but the interesting lies in-between the hits.
We discuss what makes a brand unique. What is the secret sauce that separates it from the competition? We ultimately look for ‘different’ – not ‘better.’ Different is quantifiable and clearly defined in the listener’s mind. Better – is subjective.
Plenty of ‘better’ – suffer inferior ratings. Secret Weapons Records – are just that. A tactic separating you from them. The chance-taker wins, while the bunker mentality – loses.
In the music discovery piece mentioned above, the column finished with a bit on Z100. When Z100 was on their 1980s white-hot ascent from Worst-To-First in New York City Ratings, decorated programmer Scott Shannon had a stack of Fidelipac Carts (I’ve Googled that for you) on his desk containing unknown but great songs.
Driven solely by gut, Scott would occasionally march into the air studio, hand it to the air talent and say, “play THIS – next”. Then he’d have it returned to his stack of Secret Weapon Records.
Brilliant.
Scott did not wait for research and often ignored the data in place of ‘gut.’
One more example of Scott’s testicular fortitude. In 2004, legend tells us Scott was in a cab – in Europe – when James Blunt’s “You’re Beautiful” came on the radio. Upon returning to New York, he found the tune on a demo and put it in strong rotation on WPLJ—no waiting on the record label to service the single – no waiting on research.
A hit – is a hit.
By format – here’s a Secret Weapon Starter Kit.
Top 40 – Alternative
- Capital Records fumbled Morningwood’s “Nth Degree”but Lincoln Mercury didn’t.
- Have you heard Pato’s “Nighthawks”? Get it. Try it.
Hot AC
- TomTom Club’s “Genius of Love” – sampled by Mariah Carey and like new in 2024.
- Another fumble? Courtney Jaye’s “Can’t Behave”. Fat hook. Lost hit. Featured in the Disney movie – “Aquamarine”.
Mainstream AC
- The entire playlist from Netflix’s “Nobody Wants This”is loaded with GREAT music. Anna Graves “Fly” – smash.
- Another FLY song. Mary Chapin Carpenter’s “10,000 Miles” – play that. Featured in the sleeper film “Fly Away Home”.
Classic Hits/Classic Rock
- From the music discovery piece – mentioned above – Honeymoon Suite – “What Does It Take”. From the “One Crazy Summer” soundtrack. Bonus – it tests, too!
- Mick Jagger’s “Strange Game”. Written for the terrific Apple TV+ series “Slow Horses”. Would be a great AAA selection.
Christian
- MercyMe’s “Here Am I” – if released today, instant #1!
- Christian Music ignored Josh Turner’s “Long Black Train,” either for sonic value or ‘the filter.’Defiantly religious.
Country
- Check out Kristina Cornell’s “Little Red Balloon” – and grab a tissue. Then – put it rotation.
- Country gold – “Whiskey Lady” by The Oak Ridge Boys – best vocals and backing band of the 80s with a great message – never released as a single.
AAA
- Roll down the windows for Gino Vanelli’s “Wild Horses” – organic and fun!
- Under exposed – Bruce Cockburn’s “Pacing The Cage.” Terrific, painful emotion. Bonus – Jimmy Buffett covered it.
Oldies
- There’s the obvious reaction record “Beep Beep” by The Playmates. Watch the reaction.
- Dig up Hot Chocolate’s “It Started With A Kiss”. Yummy!
The list rolls on – Klatuu– Martin Briley – Living In A Box.
Secret Weapons are there to differentiate YOUR brand.
Your job? Find them!
The best part is that it’s all GUT – your gut! Trust it.
Isn’t that why we were pulled into radio?
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
