The random Talent Tuesday listening experience was 93XRT (WXRT), Chicago. I opened the TuneIn app and saw the 93XRT logo and said, “This feels like a Triple-A morning.” For the non-radio reader, AAA (Triple-A) is an industry-created format name. Adult Album Alternative. No listener has ever referred to one of these rock stations as Triple-A. Like everything else in life, descriptors help us organize and position terms and brands.
After listening to a commercial break and a few songs, Midday host Annalisa came out of a song around 10:05 am and said, “Like a guy waiting outside a Sephora store looking at his watch and saying, ‘wait, what?’ Mumford & Sons, I Will Wait on 93XRT.” She front-sold the next song with her smooth rock voice and kept the music machine rolling. Seems simple, but there was visual branding power in her creative descriptor.
Music Connection Undervalued
Music radio undervalues the power of connecting to the music. Is it because radio was the only electronic access to music for years? We knew the listener would eventually get it from us or another radio station. Is it because we have something better and more entertaining to say than talking about the music… again? Are years of voice tracking our breaks before the real-time show, removing the live in-studio emotional connection between the DJ and the music?
I answer yes to all those questions. It’s not about how we once connected. It’s about how we connect now because it’s more important in formats with fans who are passionate about the music. If human talent is the difference between radio and music-only streaming services and channels, then the talent can make a connection with the listener through a simple recognition of what’s being played. Annalisa made a powerful connection to the music she was playing, and it made me feel like she was paying attention. I don’t know if she was live in the studio, pre-recorded in the studio, or voicing that break from her closet at home. It didn’t matter. The host convinced me she was in that studio because she connected with the music content.
Just Ask America Eagle
There’s something else Annalisa did to extend the life of this short break. She created a memorable moment by painting a picture of an experience. The next time I hear I Will Wait by Mumford & Sons, there’s a strong chance I will think about a guy looking at his watch outside of Sephora. The payoff? I’ll think about Annalisa and 93XRT.
Words and stories using visual experiences extend the memory of brand association. Just ask the American Eagle clothing company this week.
Ron Harrell
As the Principal Story Finder of Harrell Media Group, I offer Brand & Talent Coaching and Fractional Management services. I’m available for public speaking engagements.
Contact me for a No Copy & Paste review.
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