Thank you for checking out The Industry According To… Every Tuesday, we speak with a different expert or leader from somewhere in the vast music industry — label executives, artist managers, programmers, talent, artists, consultants, and beyond. To be considered as a future guest, email me at keithblackboxgroup@gmail.com.
Today’s guest is one of the most original and inventive minds in radio: Greg Beharrell. I’ve known Greg personally and professionally for years. In that time, he has proven to be the hardest working radio talent I’ve ever come across. He’s also a rare talent who studies every corner of the industry. Moreover, he always knows what’s happening — and what’s coming next.
“The Greg Beharrell Show” is syndicated through Yea Media Group in over 100 markets in the U.S. and Canada. His newest venture, Greg-FM, is a 24/7 Adult Hits/Variety format where all content is created and voiced by Greg. Beyond radio, he’s a professional VO actor for major brands and has written and acted in his own television projects.
So, let’s dive in.
*Editor’s Note: Answers have been edited for clarity and length...as much as I could*
Self-Deprecation
Keith: Many talent want to be known for their greatness. Yet you’ve built a brand around self-deprecation — often being the butt of the joke. When and how did you realize that would be one of your superpowers?
Greg: The asymmetry of my face started to really show at age 8. I quickly learned that if people were laughing at me, they weren’t laughing with me which is a personal frustration because I want to be able to hear if I’m making me laugh.
Greg-FM
Keith: Howard Stern has a channel at SiriusXM. But you’re the first talent I’m aware of with an entire, 24/7 format wrapped around him or herself. Greg-FM differs from the daypart-driven “The Greg Beharrell Show.” So explain exactly what Greg-FM is for readers who may not know.
Greg: GREG FM is perfctionist radio. At its best, GREG FM is a ratings powerhouse, at its worst, a ratings power bachelor apartment, no en suite laundry. The best part is that GREG FM is powered by my creativity which is best described as creative. I’d like to quell the fears for anyone on the fence, especially if there are gothic pickets, GREG FM is a home run.
** = unintentional fan interference style*
The Honest Truth
Keith: You have very strong opinions on where radio programming is today and what needs to change. If made President of Radio tomorrow, what would be the first two or three things you’d focus on?
Greg: We should always be trying to find a unique approach, except in the case of the word unique which needs to remain as such due to the cost of reprinting dictionaries. Radio needs to fix some things: let talent find their voice, or voices, radio jocks often hear many; Hot AC? It’s 2026, where is great personality AC?; and, finally, how do you think Top 40 makes song number 41 feel?
Canadian Origins
Keith: Now, take us back to the beginning. You started your radio career in Canada.
Greg: I received my start in radio the old fashioned way, if a program director drinks enough of them, they’ll be more open to putting you on the radio. My show still airs in 23 Canadian markets; ultimately, I’d like to be to Canadian radio as red tuques are to Bonhomme.
The Sales Department
Keith: You’re one of the few talent who actively tries to help drive revenue. I remember the unsolicited spec spots and sales ideas you constantly pushed out when we worked together. Revenue remains radio’s biggest challenge. So, what’s your advice for sales teams and talent to help turn that trend?
Greg: We should become boutique creative houses that clients can utilize to stand out because different gets noticed, a lesson radio still hasn’t learned from Noxzema girls.
The Importance of Uniqueness
Keith: You often talk about the importance of uniqueness in a time when sameness seems to be everywhere. But being unique is harder than it sounds. How would you coach talent to find their unique voice?
Greg: Spend time with talent you trust and pitch them ideas with writer’s room rules: no hurt feelings, constructive dialogue, and strive for the sui generis. And even if one of the talents decides to use latin phraseology in an attempt to sound intelligent, don’t dismiss their approach outright (yet).
Comedy vs. Comedy
Keith: Research shows “funny” is the most important trait a radio show can have. But there’s a difference between naturally funny and creating funny. Your show falls more in the latter — crafted, not accidental. How do you approach content creation? What’s your process for deciding subject matter, balance, and what’s good enough to air?
Greg: I approach every piece of content with the same questions, “if I heard this on the radio, would it make me smile?”, “well, would it?”, “you’re taking too long to think about this, are you some kind of idiot?”, “do you realize that this is why you have no close friends?”, “okay, well, I’m just gonna do my own thing because waiting for you to decide is boring so let me know when you’ve figured out if it would make you smile, ok?”
Mean or Blue
Keith: You’re meticulous about humor appeal — always making sure it’s never too blue, never punching down, never mean. This holds true even at rock brands where “blue” is common. When and why did this become a core part of your vision?
Greg: I think there is a place for all sorts of comedy, but I really want folks from all walks of life to listen and enjoy my content; so when it comes to humor, I stay away from blue, in spite of being a winter.
AI + Automation
Keith: AI is changing everything — content creation, prep, imaging, even voice work. Yet you’re a talent who could actually thrive in an AI-heavy future. How do you see AI impacting talent, syndication, and creativity over the next five years?
Greg: I feel like when it comes to talent and content the majority of listeners would treasure knowing that a human is behind what they hear. AI will have its place in mundane tasks and that will free creatives to drive toward innovation, but AI won’t be the medium, do we really want to hand control over to something that would cost $500 on Wheel?
The Blank Slate
Keith: Last question — blank slate — say anything you want to the radio industry. What do you want them to hear?
Greg: Did you call the format AAA so it’d be first in the phonebook?
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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.
