Radio says dumb sh!t sometimes. The Onion captured it best.
Radio DJ Invites Whole Town to Some Bullshit
Local Radio Station Has Got Some Doobie Brothers Coming Up
We’ve all been guilty – me included – of over-hyping a non-event like it’s Lollapalooza.
Back in the ‘90s, I wrote my first-ever liner for the DJs to read. It was for a remote at an electronics store. I made it sound like Ozzy’s farewell gig.
It had everything. Never to be missed, everyone will be there, a live broadcast, come spin the prize wheel, win circus tickets, free hot dogs and stickers, meet the DJ and mascot, it’ll be an extravaganza that’s happening this Saturday for two hours only.
It was radio magic, right?
I learned my lessons, ditched the training wheels and developed a mental filter any brand can use.
Be Like Maxim:
Back when people still read magazines, Maxim had an edge, swagger, energy, the right blend of humor and cool snark. I’d ask: How would the Maxim creatives write liners or promos? How would they back-sell that song or tease ahead past spots?
Light bulbs went off every time.
For RockTernative, there’s a better mantra: Be like Grohl.
Would Dave read our liners as written? Would he hype a remote like it’s Coachella? How would he invite you to a bar night? What words and phrases would he use and, more importantly, NOT use?
Now let’s take it a step further.
What if Dave Grohl programmed your station?
He would probably have a library so big you’d need a version of the iPhone that hasn’t been invented just for storage. That’s not what this is about. I’m not suggesting burning every page in the rule book or torching proven strategies and fundamentals that drive ratings and revenue. This is about voice, tone, energy, and authenticity. It’s about creating an identifiable, relatable sound and vibe that connects.
I’ll bet…
- Liners wouldn’t be generic; each DJ would use their own words
- Rotations would ebb and flow, with feel and reason
- New bangers would get on faster, not be late
- He wouldn’t over-position with slogans
- DJ-isms – nuked
- He’d love authentic excitement, but be the enemy of hype and taking ourselves so seriously
- The brand would have humor and sound human, like fans
- Like himself, he’d ensure there’s an edge with a subtle FAAFO attitude
- None of this: “Peeps, you GOTTA join us at The Tavern Friday night from 9 to 11 for chaos, madness, giveaways, drink specials, and take an Uber because we ain’t leavin’ ‘til we’re heavin’”
- Instead: “I’m grabbing beers at The Tavern Friday at 9 if you wanna meet up.”
- He’d value research, but also trust his gut
- DJs would be a part of selecting the music mix
- He’d play some requests and let the listeners be a part of the magic
We won’t find Grohl cruising LinkedIn for gigs, and your format may not have the Foo’s in rotation, but the mantra can thrive anywhere, even outside radio. Find your Grohl so a local DJ doesn’t invite the whole town to some bullshit.
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Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.
