Political Talk Is Suicide For Music Radio Brands

It has boiled careers, halted ambitions and destroyed businesses. You would have thought that the political rancor would have settled with a contentious election far in our rear-view.

Far from it.

Even though the First Amendment protects free speech, what you say and project will always be a direct reflection of you. And your brand.

Certainly, if your brand is politics – you’re soaked in the fray.  This message is not for you.

MUSIC personalities – political talk and typing affects your brand in a negative way.  Know that our country is divided nearly 50-50 on all lighting rod issues. Tread on eggshells – if at all.

Examples of celebrities (and – on air personalities are celebrities) who veer far outside their lane pay by becoming political roadkill.

A few – of many – examples of celebrities who stepped into the political dung pile:

Scott Adams (Cartoonist, Dilbert)

 Adams faced backlash for controversial political statements, including support for conspiracy theories. Dilbert was dropped by dozens of newspapers.

Gina Carano (Actress, The Mandalorian)

The actress was fired from “The Mandalorian” after social media posts included vaccine skepticism. Carano has disappeared from mainstream Hollywood projects.

Kyrie Irving (NBA Player)

Irving faced major backlash (including losing sponsorships and game suspensions) after sharing his stances on COVID-19 vaccines and other controversial topics.

Brands who have planted their political flag on either side of an issue:

Bud Light (2023 – Dylan Mulvaney Partnership)

Bud Light partnered with a transgender influencer – Dylan Mulvaney – sparking a massive boycott from heavy consumers. Sales plummeted as parent company Anheuser-Busch-InBev lost billions, launching Mexican beverage Modelo as the #1 beer in the states.

Gillette (2019 – “Toxic Masculinity” Ad)

A Gillette ad challenging “toxic masculinity” faced backlash from some consumers who felt it was anti-male. The controversy led to boycotts while Gillette later admitted it lost $8 billion, led by the market snub.

Nike (2018 – Colin Kaepernick Campaign)

Football QB Colin Kaepernick was profiled in a Nike ad campaign, dividing their consumers. The brand lost 3 billion in market caps and later rebounded when the ad was removed.

We coach our MUSIC brands to create a positive, uplifting atmosphere, which is the expectation of music radio cume.

In YEARS of testing the appetite for the radio music consumer, here’s the top three of what listeners expect – and desire – out of a music morning program:

• Engaging Personalities

-Hosts with good chemistry and natural banter

-A mix of humor, relatability, and authenticity

-Someone who feels like a friend to listeners

• Local – Relevant Content

-Weather & traffic updates (at times the #1 attribute)

-Local news & events

– Community involvement (shoutouts, fundraisers, small business highlights)

• Entertainment & Humor

-Funny segments (jokes, prank calls, or observational humor)

-Lighthearted takes on current events

-Engaging storytelling (personal experiences, listener call-ins)

Followed by great music with popular, upbeat songs, listener requests, contests, pop culture, tech talk, and lifestyle health tips.

Not once have we seen political talk or opinion pop up unaided. When respondents ARE aided and asked about political topics, it’s universally negative.

For most readers today, this is a no-brainer. Personalities—both veterans and rookies—understand this position.

Scores of personalities do not understand that your SOCIAL footprint is you. When you post or respond to a political post, that’s on you. 

If your social bio says something like ‘…views are my own…’, to the end user, YOU are the brand—on air and online.

The topic matters not – Red State, Blue State, Gun Control, Black Lives Matter, Proud Boys, LGBQ+, Ukraine, White Privilege, Climate Change, Immigration, Environment – political chat divides your music-centric audience and ratings carnage will follow.

You signed up to be a local, regional, or national personality.  What you say – or do – reflects on your brand.

Example – During the heated Oval Office exchange last Friday between President Donald Trump and Ukrainian President Zelenskyy, ESPN’s Pat McAfee was LIVE in Indianapolis from the NFL Combine.

The topic was sucking all the oxygen out of X (Twitter) and every other social media platform. Imagine Pat and his team switching from Draft Day predictions to that political story—instant ratings killer.

If your music brand shifts gears to the political hot-stove, ratings suicide is inevitable.

This INCLUDES your social footprint.

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