Relevant Beats Hip

A friend is GM of a group and was telling me that his flagship station just wasn’t sounding hip enough – and he was stressed that this veteran staff wouldn’t be able to “hip-it up.”

Being as blunt as only a good friend can be … I told him he’d be better off being relevant than hip.

“You mean … we sound irrelevant?”

I didn’t meant that … exactly.  But I listened for 3 hours and heard nothing their new competitor couldn’t do.  In 3 hours:

  • Neither station had any local content (outside of weather)
  • Neither station had a position statement anyone cares about
  • Neither station had talent saying anything I hadn’t already seen on Twitter

I read back his position statement (#1 For Today’s New Hit Country) and asked him what exactly that meant.  He laughed because he saw my point.  Then we read the other guy’s position (New Country).  Again … so what?

This is the friend that years ago told me that I’d never get ahead unless I wandered outside of my comfort zone – and he was correct:  so we can be that kind of honest with each other.

The worst offenders of the irrelevant radio plague are the large market, public stations that use canned content and imaging.  The voice-trackers don’t even say the name of the station anymore.

One of my early mentors, Charles Giddens, said it best:

You can only say you’re good for so long … eventually you have to actually be good

I would sub “good” for “relevant” today –

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