OK, Country radio, it’s time to check your ego at the door. It’s time for you to stop thinking that you are the be-all and end-all influencer, and because of that, everything the station does is about YOU!
I see it all the time on social media: Country stations at concerts sharing posts that showcase the station’s talent backstage, making stage announcements, and so on.
I certainly don’t begrudge anyone who lives by the brag strategy of social media. Just look at my Facebook page. However, this should be on your personal page and not the message being put forth for the station.
A station I pay attention to has done an amazing job with heritage events for a local charity. The events are well-branded on the air and have become FOMO events for the station.
Throughout the year, they hold various events, primarily concerts, to raise money, culminating in an annual sit-down dinner, a silent auction, and other fundraising opportunities throughout the evening.
After a recent fundraising concert, the show was mentioned, and photos showed the morning co-host backstage posing with the show’s headliner.
If you look at that post, you will see no mention of the charity, how much was raised, or even pictures of the crowd having fun. Nope, just the morning host and the performer.
So, what was this show about? It would come off as just an ego stroke for the morning hosts already bloated ego.
Once, when I was still programming, my station was at a large outdoor concert. There was a sold-out crowd, and we set up an area to meet and greet listeners.
Approximately an hour before the show, I discovered all my staff in the backstage hospitality area enjoying free cocktails and having a good time. I was pissed.
Interns and street team members greeted the listeners at our booth. They were well-trained and did a good job, but they were NOT the people the listeners stopped by to see.
Needless to say, I was quite unpopular when I kicked them all out of the backstage area and sent them to the booth, so much so that one of the staff members gave me the cold shoulder for most of the following week.
Country radio has an amazing relationship with its listeners. We need to turn the spotlight on them. I know it’s hard to give it up, but how much more interesting would your social media be if you showcased your listeners at the event?
And if your ego can’t stand to give up the attention, take pictures with the listeners and post them. Be inclusive and be courageous enough to let them have the spotlight.
Paisley Dunn-Banks is a young talent that I have been closely watching because she is what I hope for the future of Country radio.
Her station was recently involved with the 2nd annual Mac & Cheese Fest in Frankfort, KY. I knew from talking to her that she would be heavily involved in the event, so I anticipated her social media posts to see how she handled them.
She didn’t disappoint. She posted around 20 pictures, but not one had her in it. She spotlighted the vendors and the people who came to the event. Even at a young age, Banks understands that she will do better showcasing her listeners than posing with the giant box of Mac & Cheese.
People like to be recognized. But it takes a different mindset. While you may think that you look like a big deal walking around backstage with your silk pass and waving at your listeners on the other side of the fencing, you will score way more points if you are out there with them.
Use your powers for good. Every event has a vibe, from a concert to the Saturday car dealer remote. Your job is communicating that vibe to make people want to be there next time. It is to communicate that people had a good time and were happy to be there.
You can’t do that with endless selfies of yourself. People will quickly get tired of that, and your social media becomes predictable wallpaper.
Next time your station is out, leave the ego in the van. With WrestleMania still fresh in my mind, there is a saying in professional wrestling about getting over or being over. While that sounds like a bad thing, it is the opposite. It means you are popular and well-liked by the audience.
If your listeners responded to and came to your event, you are already OVER. Put the listener over, even if it is just for one night.
You will do nothing but increase your popularity, make yourself human, and create a stronger bond with your audience.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
Jeff; I am so pleased that you expressed this so well, and that it truly does apply to all formats, even news talk. We have seen this for years, and the really brilliant talent gets it. The not so brilliant talent is quite satisfied with their own photos with the stars. Very well expressed. Thank you. Nelkin.