I’ve been spending time listening to live and local radio. It’s not always easy to find it on urban radio stations, even in major markets—particularly in drivetime dayparts. It’s been an interesting exercise leaving my programming hat in the closet to see what’s most appealing from a listener standpoint.
First, let me admit, it’s also not easy to not put that hat on and dissect what I’m hearing. But I made a conscious effort to focus on the music, the personalities, and the topics of conversation from a listener POV. Did the conversations hold my attention? Did I, without realizing it, make an appointment to tune in when asked? Was there a “Howard Stern effect” happening, where going into work had to wait because I was still in the car, waiting for the payoff? That’s asking a lot.
The differences between the shows were obvious to me. One team felt more connected than the other. The less-connected team came across as forced and overly scripted, almost like they weren’t even in the same room. This was especially concerning, since the show only had two members, while the other had four. Surprisingly, the larger group impressed me more because they didn’t push to have everyone on mic at once. Some breaks featured one or two voices, others had three or all four, but it never felt chaotic or cluttered.
I was genuinely excited to hear live efforts in the drivetime slots from both stations. I’m hopeful that this is a glimpse of what’s ahead for the urban format. It was refreshing to have a choice of local personalities. I also enjoyed hearing the thought process in their features and how they selected stories to discuss between the music.
Now, I didn’t listen long enough to offer an overly critical review. But as a new listener, that’s not really the point. A first impression is everything. You only get a small window of time to earn a spot in someone’s listening rotation. Honestly, at first listen, the only thing you can ask for is that the audience hears enough to give you another chance. That doesn’t always come from deeply compelling content. Sometimes, it’s the small things—the early stages of connection, how the team relates to each other, and the vernacular they use to connect with the audience. Even quirks or distinct personality traits can help build that bond.
I’ve had my own experiences with this. At one station, I had a morning show team that just wasn’t gelling. Two of the personalities had worked together before, while the other two were new additions. One of the newer members was fresh to the market and simply wasn’t connecting with one of the veterans. That team member didn’t appreciate the contributions of one of the veterans, thinking they were, let’s say, rough around the edges. But here’s the thing: that roughness was actually part of the show’s appeal.
Not every personality is going to be everyone’s favorite. Think of it like a boy band. Some fans are drawn to the “nice guy,” while others are all about the “bad boy.” Each personality should bring something unique to the table. How those personalities interact with each other is often a deciding factor in whether listeners adopt your show.
At the end of the day, if you love programming radio, these are the kinds of problems you want to solve. They’re challenges that keep the format alive, fresh, and connected to the community.
I’d love to hear your thoughts.
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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.
