Creative Recession.
Has anyone else noticed how radio has been getting safer? Less money, is meaning less creativity, because no-one wants to lose that money.
And as rappers say: Get That Money. Do you ever hear them say: Lose That Money?
If you’re a creative writer at a radio station, you’ll have noticed that there are more client written ads. There are more client voiced ads. And there are more client objectives that start with the word ‘safe.’ Have we not all learnt that the best business is built by taking risks? Think of the most memorable peice of radio you can remember? 9 times out of 10 it’s probably going to be something creative, quirky, odd, or clever.
Those things make great radio. And get great results.
Unfortunately, listeners seem to want more music. Or at least, that’s what the current research tells us. I wonder if perhaps things are being tested in the right way though. Aren’t funny youtube video’s popular? Don’t we like all the gossip mags? Don’t we enjoy a good joke or two?
Isn’t the ability to consume music (new or old) anywhere at anytime with the touch of a button meaning we need to address a serious need for creative content on radio? Not feature documentaries or radio drama’s, think short vignette’s or sweepers with some real comedy, or entertainment value. Think promo’s that engage the listener. Actually think about PERSONALITY for the station. This is being stripped out of radio right now. Won’t SOMEONE bring it back, and show that it can work?
And the one safe guard question to avoid annoying your audience? If the music is stopping, are we going to entertain or just ‘happen.’ If it’s not entertaining, then it’s not worthwhile. Branding is no longer about banging on about the same message. It’s about creatively sidestepping the walls listeners throw up when they hear talking on the radio, and actually making them want to listen for fear of missing out on something worthwhile.
Worthwhile = Entertaining. Entertaining = Success.
Pretty simple. Still, when will someone get it?
Actually, some station’s are doing it really well… KROQ in LA, Jack FM in Oxford, Absolute in London, Nova in Australia. Check them out, see what they’re doing, then try to do better… Not only will it be good for your listeners, but it’ll be good for radio.
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Think of wizzFX as some sort of Rogaine for your receeding creativity.
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Yah! Creative writers can get a little lazy, and play it safe.
I mean, how many times will a writer think (if they’re dealing with the same client for different formats) “how about I write an audience appropriate advert?” Hah. That’d be the day. Adverts should mean something to the station, so why is it that you can hear an advert talking about the wife and kids on a youth based station? The same advert on multiple stations is hardly creative. Everyone plays it safe, and no one wants to offend anyone.
People need to rub some Rogaine into their balls!
Only if Rogaine is some sort of aphrodisiac.
It’s not about offence, it’s about cleverness. But you can offend by fighting for your ideas. That’s the bit that takes some care.
And it’s easy to be lazy, because continually being highly creative and fighting for good ideas does take it out of you. Personally, I lost a lot of sleep, and spent a lot of time not socialising just so I could concentrate on the best ideas for everything I did. Taxing? Yes. Lonely? At times. Worth it? You bet – I’m very proud of what I have achieved.
Work is hard. Creativity is harder. But the pay off’s are much more rewarding… Respect. Like a rapper with bling. Respect.