“Back When Radio Was Good” – A Week with Beats 1

Initial reviews of Beats 1 range from “brilliant” to “meh.” And many of the reviews have taken the opportunity to snipe at radio. “Beats 1 sounds like radio used to sound when it was good.” Or, “will Beats 1 make radio cool again?” Pretty much Beats 1 is described in terms of radio – as in “back when radio was good.”

There are a lot of places to start a discussion about Beats 1. But setting music, commercials (or lack thereof), and expectations aside for the moment, Beats 1 does have an excitement about it that’s driven in large part by the talent.

Talent Front and Center

You don’t have to listen long to realize the Beats 1 talent have significant mic presence. The “song-sweeper-song-talent” sequence has been replaced by stretches of “song-talent-song-talent.”

Also apparent is the talent demonstrating their interest, knowledge and passion for the music.

It seems that the rule of thumb is, “you can always talk about the music.” But the Beats 1 talent are excellent picture painters too.

Beats 1 Talent in Action

London-based Julie Adanuga delivered an interesting tease/pay-off on Beats 1’s first day with the tease (“Grab your ID – you’ll need it in a bit”).  A song later a “club music” set started with Adanuga delivering the radio version of a Vine clip. Our arrival at “the club” is announced to us – as is the fact that we are all on the guest list. As first time club-goers we’re told, “this is what it feels like” to be in the club.

It could have been terribly hokey; instead it was visual and fun – and quick.

Similarly when Beats 1 NY talent Ebro Darden did his gritty “we’re on the streets” segment and “took us through the Boroughs,” New Yorkers might have channeled the 60’s spirit of WWRL-AM.

It was not unlike Cousin Brucie‘s word-picture description of the elevator ride to the top of the CBS building and the 113^th floor as he opened the “Love Hour Half Hour” on WCBS-FM.

Self-Editing

That’s not to say that the Beats 1 talent doesn’t get off the track. There’s inside talk that can be tedious and irrelevant. The frequent talking over the music became being annoying. Repeatedly shouting a word or phrase came off like a failed effort at creating excitement.

There were also occasions of too much self-indulgence, and breaks that sounded undisciplined and unprepared.

But for the most part, the talent (especially the three “anchors”) – pull it off.

Being a Part of Something Big

Besides the talent positives, I was made to feel like I was part of a movement. “Beats 1 Worldwide” and “Broadcasting around the world” along with the requisite personal and geographical acknowledgements added to the feeling that we were part of something big – really big. Something where the whole was more than the sum of its parts.

A footprint so big that anyone in the world might be listening along with you undoubtedly contributes to this feeling.

Audience acknowledgement was also a significant part of the launch. I was repeatedly recognized as a member of the Day One Crew and told that we were on a Day One Journey together. Plus there were phrases like “thank you for being a part of history” and “if I had kids I’d tell them about this.”

These could have easily come off as hype except the talent seemed so genuine about it all. Instead I felt like a part of a very special community.

This is Part of our DNA

But local radio has a long history of creating in-market communities too. Howard Stern’s audience would probably agree.

Talent as advocate-cheerleader-champion of their station’s music and artists is a frequent coaching point today.

In fact, Check out Kid Leo “back when radio was good” as a critic might say, selling the music.

Relevance to Today

Still, comments like “when radio used to be good” – at least in terms of the talent-generated excitement – remind us of the power of an air staff that is passionate, creative, music-loving, and fun.

Uniquely entertaining talent are integral to a successful station’s programming. The talent is significant in defining a station in unique and extremely positive ways.

Plus their power as advocates for the format and station are far more powerful than any station voice.

The payoff from the time and effort spent on finding, valuing, coaching, and encouraging genuine talent, is a more entertaining radio station with a passionate audience that feels connected.

And that’s hard to “beat.”