Today’s “Countdown To Summer” travels to Bakersfield and Country 107.9 KUZZ. Brent Michaels and his team are very promotionally active throughout the year. I was interested in whether Michaels looks at summer differently from both a programming and promotional standpoint.
Michaels told me, “We usually run our main spring promotions through June. This year, especially, there are a lot of concerts coming. There are five shows at the California Mid-State Fair. We are doing giveaways for Dierks Bentley and Zach Top in LA. And we’ll do something fun for Morgan Wallen in California later this summer.
With a station as deeply embedded in Country music as KUZZ, it’s not surprising that for Michaels and the station, music, concerts, and listener trips place high on his list of favorite summer promotions.
“Pre-pandemic, we’d send buses everywhere over the summer. We’ve done buses to LA concerts, Fresno concerts, the Mid-State Fair, and even Disneyland. And a Dodgers-Giants game.”
Summer sounds and certain artists’ songs can help a station sound upbeat and fun during a time when days are longer and people tend to be out more.
“There are definitely ‘summer titles’ we add in. Rascal Flatts ‘Summer Nights,’ Jake Owen ‘Beachin’,’ that just add some flavor this time of year.”
Creating that feeling goes beyond just music.
“We also definitely have summer imaging and try to be as upbeat as possible.”
But overall, regardless of the time of year, it comes down to the basics for Michaels.
“At the end of the day, no matter what time of year it is, people just want to hear hit records.”
Does KUZZ have any techniques or tips on generating revenue in the summer months?
“We lean into things going on in our area to beat the heat. For example, we sell a sponsorship for the report we do daily, for which county cooling centers are open. We also do some 4th of July safety and fun stuff.
Does Michaels have an early favorite for the Country format’s “Song of the Summer?”
“Scotty McCreery and Hootie and the Blowfish ‘Bottle Rockets”’
Over this week, I will highlight stations in different parts of the country. To gauge their summer plans, regional challenges, and opportunities.
In the meantime, I would love to hear your promotional plans for your market and what changes summer brings. Email me: jeff @barrettmedia.com
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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.
