The past two weeks were supposed to be vacation time for yours truly. I grabbed a breather from client calls and listening sessions, but truth is, I never am really off. I’m driven by my work, live in my phone, and even if I’m without it, my brain is thinking of something I can do to help a client or improve our media business. I love what I do, and live it 7 days per week, 24 hours a day. I’ll take an occasional trip with my family, but even when I get away, I’m still accessible and plugged in.
Rather than mentally disconnecting, I began sorting through resumes for openings at Barrett Media, talked with my crew about upcoming content, and sent nearly 500 emails to music radio executives, programmers, and consultants for our upcoming Top 20 series in music radio. If we’re going to do things to highlight the industry, I want to do them right, and big. There’s always more to do, and never enough time to do it. Some of you might’ve read that and screamed ‘JB, you need to shut down’ but that’s not an option for me.
I did though find time to watch the Aaron Rodgers docuseries ‘Enigma‘. The Jets quarterback’s pursuit of spirituality in Costa Rica did little for me, and I know some people will get charged up over his comments from the past about Covid and other personal issues, but I found the series interesting. It had many relatable items that media members can connect with, some even hit close to home.
First, Rodgers is a very driven and complex individual. Having a chip on his shoulder whether it was from media criticisms, disrespect from the front office, issues with his childhood and family, or not being drafted high, pursued by a top college football program or taken under Brett Favre’s wing gave him the fuel he needed to put in the work to be great. The more adversity he faced, the more he rose to the occasion. It didn’t always result in wins or championships, but his best performances happened often when his back was against the wall.
What stuck with me most was when Aaron spoke about struggling to have fun and be present in the moment. He said that after he won the Super Bowl in 2010 he thought ‘That’s it? What’s next?’. Being a perfectionist, he’s always chased the perfect game, play, and career. What should have been one of the best moments of his professional life was over in an instant, and he wasn’t aware enough to enjoy it. Given his age at the time, and quick rise to stardom, it’s easy to see why he’d think it’d happen a lot more.
I remember Jeff Van Gundy once telling Mike & the Mad Dog that he struggled getting over the losses, and couldn’t enjoy the wins during his Knicks coaching tenure. A lot of Type-A people face this struggle. They’re constantly ‘on’ and can’t turn off.
As I listened to Rodgers, I realized he was describing me, and many others in the media industry. If you watched the movie ‘Money Ball’ you might recall the scene at the end of the film where Billy Beane is offered the largest contract to a GM in sports history. He’s so obsessed over his team losing the final game that he failed to understand how much he had just changed the game of baseball.
During my studio days, I sat in numerous staff meetings where bosses talked about the importance of work-life balance. I tuned it all out. The idea of taking a break was nice, but when you work in a competitive industry, and are driven to be great, it’s hard to take your foot off the gas. Imagine telling a QB to take a few days off from practicing. The second they do, the backup, their backup, and every other backup in the league is working to close the gap and pursue the opening. It’s no different in the media business.
If the ratings came out and my station was 1st, I thought ‘we can get beat next month so we can’t let up’. When I created special content, landed new business or hit homeruns with our conferences, I thought ‘We were supposed to do that – what’s next?’. Competitors are always competing, and don’t do well staying stagnant or patting themselves on the back. We should do that more, but we don’t.
The blessing of being wired that way is that you’re known as a hard worker and identified as a professional success. You’re also invested in something that has personal meaning to yourself and others. Being able to wake up, and as Jim Harbaugh is fond of saying ‘attack the day with an enthusiasm unknown to mankind’ is a great feeling. I’ve never had my work ethic questioned or been called out for slacking. It’s usually the opposite ‘slow down, JB’. I take great pride in that.
However, it can be a curse too. You miss key parts of conversations, and are never truly happy with the body of work you’ve produced. While you’re chasing the bigger moment and perfect outcome, you fail to enjoy and appreciate the one you’re in. There’s always another giant to slay, which can be exhausting for others. Your expectations of others can also be difficult to manage especially if they’re not giving 100%. I’ve learned over time that it’s unfair to expect others to want it as bad as I do. Not everyone is wired the same, and just because they don’t put in as much time, doesn’t mean they don’t care.
Rodgers asked an important question at the end of the series. It’s one that every media professional should think about today. He said once the carousel stops, and it’s time to get off, who are you going to be? For a player whose identity is forever linked to football, who is Aaron Rodgers without it? What does he do once there are no more games to suit up for?
That’s something I thought about in 2015 before launching this company. I could have left the business then, and pursued another path. The more I thought about it though, I realized that my identity was tied to media, radio, content, programming, etc.. Being connected to the business I love, doing work that challenged and fulfilled me, and pursuing excellence was important to me. My location and title were going to change, but my desire to create impact wasn’t. I just re-directed my focus from running a radio station to running a media company.
When you’re 30, 35, 40, 45 or 50 years old, it’s easier to do that. You’re in your prime with plenty to offer. But one day, I’ll be 65, 70 or 75 and forced to answer the same question that Rodgers will when he leaves the football field for good. Who are you after it’s over?
Aside from knowing that I’ll be old, I can’t answer the rest right now. Hopefully I’ll figure it out by then, but maybe I won’t. All I know is that if this is what I’m known for, and it provides purpose and value to my life, that’s not the worst thing in the world.
Being just one week into a new year, I thought this was a good time to explore this issue. A lot of people got laid off in 2024. Many of them are linked to radio, TV, podcasting, advertising or another form of media. They’re going through the process of figuring out who they are without the job, and asking themselves ‘What’s next?’
If there’s one thing I’d like to get better at in 2025 it’s enjoying the moment more. We do a lot of really cool things at Barrett Media, and sometimes it fades fast due to the rapid pace of the news cycle. Slowing down the news isn’t possible, but enjoying what we’ve created, and the lift it provided is. No matter how perfect I try to make every aspect of the operation, I know there will always be holes to fill, and work to complete. Expecting a ride without bumps is unrealistic.
Eventually all good things come to an end. Fortunately for media folks, the ride lasts longer than the average football career. We’re all chasing individual journeys, and while doing so, it’s ok to check out the scenery and enjoy the view. If you can do it without spending days in darkness and wearing face paint in Costa Rica, that’s even better.
BNM Top 20 Update
The Barrett Media Top 20 of 2024 for News/Talk radio drops daily at 9am this week, and also next Monday January 13th. Today starts with the top Major and Mid Market morning shows. We will push the results live on the website at 9am, and follow up with an email blast, and social media posts. Keep an eye out for it. A big thank you to JJ Surma for sponsoring the series.
BMM and BSM Top 20 Details
I’m fired up to deliver the Top 20 of 2024 in Music Radio in a few weeks. The debut series is scheduled for January 20-24, and January 27-29. Putting this together is a giant undertaking because we have to include voters for each format. Sports and news involves gathering one group of programming executives. Music involves eight.
Going through this process has been very rewarding. I sent hundreds of emails, unsure of what type of feedback we’d get since music radio is relatively new for us. We just entered the space in July 2024. To hear from so many people how much they appreciate my work, our brand and staff, our commitment to the industry, etc. was eye opening. I felt their excitement about being asked to take part in the voting process for our first top 20 series for music radio.
When you’re creating content and running a brand, you’re hoping what you do connects. But without being in front of each person, it’s hard to know what stuck with them. Judging by the responses, we’re doing something right. It’s why I’m determined to make sure this series is a homerun. It’d be much easier to gather 10-15 voters, complete our process, and enjoy a needed rest, but I don’t like doing things half assed. I want to do work that matters, and get the entire industry involved and talking. Over 100 people are confirmed to participate, and I expect that number to rise by the end of today. That alone is pretty damn cool.
If I haven’t responded to your email yet, hang tight. I’ve read every single one of them. I’m expecting it’ll take me 1-2 weeks to dig out of this latest inbox avalanche. If you received my email about voting and haven’t replied, please let me know asap. Lists and details are going out to all programmers, execs, and format consultants today and tomorrow.
Sports media voters, your lists are being sent out later next week. The BSM Top 20 of 2024 is scheduled for February 3-7, and February 10th. My thanks to Steve Stone Voiceovers for making it possible. As we do each year, the series drops during Super Bowl week. That makes the banter on media row very entertaining.
If you missed my final column of 2024 due to the holiday break, check it out here. I made my personal picks for the year’s best and shared some details about a Top 20 series for television, a 10-year anniversary bash, where the BNM Summit will take place, and more.
Happy New Year!
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
