Not giving feedback is the worst type of feedback a talent can get. Even if they won’t admit it, all entertainers have some degree of insecurity. That’s not throwing shade — it’s just natural.
When someone creates or performs, it’s human nature to want feedback.
- A like or share on IG
- Laughter from the crowd
- A buyer for your book
- A caller trying to be #9
Even haters or hecklers qualify — not ideal — but at least they’re paying attention.
When managing talent, the worst thing one can do is clam up and not provide some type of feedback. Good, bad, “try this,” “don’t ever do that.” Talent needs to hear something from their manager — coaching, a compliment, proof that someone important is listening.
This is especially true for radio talent that doesn’t get much real-time feedback:
- The QB has a coach in his ear.
- Comedians can gauge laughs.
- Sydney Sweeney gets direction every scene.
- Online creators get instant metrics (and silence countsas a reaction).
Now think about most RockTernative DJs. They’re locked in a small, soundproof studio by themselves, heart and soul pouring out, trying to entertain an invisible audience. And most feedback they get is shaky at best.
- Mom says they should talk more.
- The stalker says it was their best show ever (even if it was their worst).
- A listener just wants to win something.
- A caller won’t rest until his band gets played.
Imagine doing a four-hour radio show and never hearing a word about it. That’s a first-class ticket straight to Crazytown.
Getting the best out of talent and knowing what and how to coach are learned skills. It starts with being human and understanding everyone has a different rhythm. Some feed off positive feedback, others just want to know what they could have done better. Both are equally important.
- Tell a girl she looks great in that red dress — she’ll wear it more often.
- Tell a guy to stop calling women “dude” — he might actually get a date.
This isn’t about formal airchecking — that’s strategy, ratings, formatics, blah blah blah. That’s a different meeting.
This is about positive touchpoints that will help the psychology — or mindset of talent to build confidence, trust and connection. It’s not ego-stroking or blowing smoke. Throw the flags when they’re deserved but let your talent know you’re in the fox hole with them.
You’re paying attention, watching their six.
Most Program Directors have fifteen jobs already, but small touchpoints can make a big difference.
- The bathroom meeting: “I heard your take this morning on if man has ever landed on the moon — interesting, a great discussion!” That’s not coaching, it’s a connection.
- The hallway drive by: “That caller this morning, with the accent, trying to sing Godsmack lyrics was hysterical. Let’s get her on more.”
- Random check-ins: “I was at a BBQ, a girl said your topic kept her in the car an extra 20 minutes.”
Subtle and positive, but quietly powerful.
Most leaders think the airchecking hammer-fest is when coaching happens. Yes, it does, but that only goes so far. If that’s your only connect, it’ll lead to disconnect.
Entertainers need to hear positive feedback as much as they do about forward momentum. All the other times in between official meetings matter and can add up.
Confidence can beat formatics. Fix the psychology first, and perfect horizontal teases will follow.
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.
