In programming, two key words guide me: experience and balance.
The first is a branding lesson. Whether it’s a store, website, app, or yes, a radio station, experience is everything. It’s why people come back. The music, the personalities, the commercials, and the imaging—each piece needs to come together to create a cohesive and engaging experience.
But let’s be clear: not all experiences are good. And unless you’re the only option in town—and let’s face it, “town” has gotten a lot bigger now that listeners can stream radio from anywhere—music and personalities alone won’t keep people coming back. Audiences are always looking for a better experience.
There are so many factors that contribute to that experience, and yet programmers often don’t dive deep into those elements to fine-tune what listeners are hearing. This isn’t a criticism. I know firsthand, as someone who has worked with and as a program director, that there are only so many hours in a day. When you’re covering multiple roles with limited support, touching every aspect of the listener experience becomes nearly impossible.
Creating a great Total Radio Experience is no small task. It’s like eating an elephant—one bite at a time. It starts with knowing your audience, knowing your market, having the right strategy, and executing with intention. Every element on the air deserves evaluation—from the music eras and flow to the station voice. More on the Urban Experience in a minute
So, how do you spot the things that might be turning listeners off? It’s actually pretty simple: start by asking yourself what annoys you about other radio stations. Then go a step further—talk to your listeners.
Here are a couple of examples I’ve experienced firsthand. When I started at a new station, I was chatting with a listener who said, “I like Usher too, but doesn’t he have any other songs besides the same one you keep playing?”
Another time, at a club event while helping the street team, I handed out a CD. A woman looked at me and said, “What am I supposed to do with this? I don’t even have anything to play it on.” That was 10 years ago, and almost immediately after that, we switched to giving out download codes.
Now, the other keyword: balance. You’ve heard it before—too much of anything is never a good thing. That’s especially true in radio. You’ve got to change things up. I’m not saying break the expectation your audience has of your brand, but find fresh ways to present a familiar experience.
Maybe that means throwing in an Anita Baker deep cut you haven’t played in a while, the latest Kendrick Lamar track, followed by the original from Luther. Little touches like these support your brand while keeping the experience fresh. Apathy and fatigue are the enemies of good radio.
And here’s the part I love most: The Urban Experience. It’s an experience like no other. Vibrant and dynamic. No two days are the same. There’s always something to talk about and so many perspectives to explore and incorporate in your programming.
What is The Urban Experience? It’s in the music. It’s in the conversation. But it’s so much more—and that’s what can’t be taught. It’s a perspective and a tone that can’t be faked or imitated. It’s a tapestry of unique personalities and dialogue connected by a shared cultural rhythm.
And that, more than anything, is what keeps me inspired.
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.
Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
