Evolution is defined as the gradual development of something. Especially from a simple to a more complex form. The Japanese call it Kaizen, a philosophy of continuous improvement carried out by everyone in an organization—a mindset that improvement is an ongoing process rather than a one-time effort. The time to evolve may have left the station for pure music brands, especially gold-based Adult Contemporary and Classic Hit/Rock radio formats.
The next stop on that train will be revolution.
Countless people have successfully revolted against their existing image only to create spectacular ones.
Stefani Joanne Angelina Germanotta was an accomplished classical vocalist and pianist. Stefani toiled at her craft for meager crowds after her studies at the highly regarded New York’s Tisch School of the Arts. She was good. However, being “good” in a deep sea of “good,” Stefani goes largely unnoticed.
She developed an idea—to revolt against her predictable brand. Lady Gaga was born.
Jeff Christie—by his own admission—was a “moderate failure as a DJ.” Jeff bounced around small-market music stations throughout Missouri and the Midwest, fired several times as he honed his radio chops. While working promotions for the Kansas City Royals, he took a part-time public affairs position at a local station. Jeff found his true radio love: talk programming and creating stories for the listener.
He then made the bold move to revolt against his music-radio brand. Rush Limbaugh was born.
The Signs Are There
Music radio stands at a crossroads, as cross-town competition is largely relegated to the back burner. Digital audio offerings, Spotify-style playlist creation, and algorithm-driven new-music discovery litter the audio landscape. Automakers continue pushing terrestrial radio to a second or third screen. Presenting the danger of broadcast radio fading into cultural irrelevance.
In addition, operators struggling with revenue are simply surrendering their licenses. Another 64 frequencies were “lost” in 2024 alone, according to the FCC database. Adding to that, Tesla, BMW, and Polestar (among others) have eliminated the in-car AM band.
To avoid extinction, formats must look beyond the playlist.
Active listener engagement and community events are the growth areas for gold-based stations. In addition, if your investment in digital isn’t a full-court press, you’re losing. It’s not the end of music radio, but it is a call for a revolution.
Here’s a starter kit to develop on-air programs for adult formats that will get the attention of the community without rupturing your brand promise:
Student Radio
The path to getting younger, emerging talent to consider radio is simple: put them on the radio. Fringe times on the weekend are a cume desert.
Give Sunday nights to your local school.
A few high schools have their own non-commercial radio station. Others use carrier current to broadcast inside the building. The vast majority of schools—especially in rural areas—have zero access to developing a radio show.
Work with local schools to create a radio class or club that goes live on the air on a weekend night. While student groups across America may have started podcasts, they won’t ever experience the kinetic buzz of LIVE radio. Nothing compares to being LIVE, and the community will notice.
Community Radio
If you take a minute to step into your local library, you’ll notice many have developed audio creation spaces. People can “check out” the space by the hour to podcast, discuss local issues, or create music. Connect with the library’s Executive Director to host a LIVE show on weekend mornings that features local personalities, artists, and non-profits.
Daily local newspapers are dead or on life support. With a unique name like Neighborhood Notes, Main Street Mixer, or Town Tunes & Talk—especially in smaller markets—it will make an impression while truly serving your community.
Local Music
The local Idol competitions during the infancy of the American Idol phenomenon are (mostly) over. Bring the event back without the competition. Create a local-artist show where songwriters perform their own material in a LIVE setting. Air all entries through an audition process.
This works well for Adult Contemporary formats on a Saturday night. If it catches fire, give the show weekend daylight airspace. Set up each performance with stories, interviews, and an audience in attendance. When it grows, take it LIVE into the community.
The “perfect playlist” era is over. Fragmented platforms that scatter audiences have killed it. Unique audio wins now.
A kid in my neighborhood reminded me of it:
Me: “Do you ever listen to the radio?”
Kid: “Why would I? I can play anything I want, whenever I want, on Spotify.”
Me: “Not even when your parents are in the car?”
Kid: “I watch movies.”
There are dozens of algorithm-based platforms like Spotify, including Sonikit, Soundiiz, and PlaylistAI. That’s your competition. Do the things those platforms can’t do.
One more successful story about revolting against your traditional brand.
Buzz Knight is a legendary programmer with oversight over dozens of brands inside large radio groups like CBS Radio, Greater Media, and Beasley Media Group. When Buzz was ceremoniously cast aside by corporate radio, he didn’t opt to watch from the sidelines.
His journey behind the mic, with any consistency, had ended decades ago. What did Buzz do anyway?
Buzz started a podcast.
The Takin’ a Walk podcast takes consumers of his audio on a “stroll,” having unscripted conversations with real people in media, music, and business, often with outdoor ambience. Buzz is an incredible interviewer. His episodes are similar to a personal walk-and-talk with a friend.
Now, Takin’ A Walk is a top Apple Podcast, one of the top-rated iHeartMedia podcasts, and has spawned three partner podcasts under the Buzz Knight Media umbrella—Music Saved Me, Comedy Saved Me, and Takin’ A Walk – Nashville.
Hence, an audio revolution indeed.
Marketing visionary Seth Godin once said, “One is very skilled at following the recipe. … The other understands how the recipe works, sees patterns and opportunities, and changes the recipe to fit the problem to be solved.”
If you understand your DNA recipe as a gold-based music brand, you understand how it can evolve without tripping up your brand in the listener’s mind.
It’s time for “More Music” gold-based brands to revolt against their traditional DNA. You can change the trajectory of the year ahead.
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.
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
