Lee Abrams: Radio – The History of the Future

One other within the “ radio collection .”  The enterprise surroundings is terrible for this sort of considering,  however I really feel it necessary to throw it on the market so we will take into consideration the potential to as soon as once more create magic in no matter technological type radio takes.  Some might imagine these ideas look backwards and are dated,  however I feel simply the other—regardless of the success of streaming there’s the thought of timeless radio leisure — even when it’s not on AM or FM however in a brand new rising expertise. Ear energy pushed by means of the creativity of a filmmaker and savvy of a superb marketer.  Regardless of the depressing state of issues there’s hope to create superb listening experiences.  The next was to employees ( centered on our extra aggressive channels ) within the pre-merger early days at XM. Take into account that every channel had 1-2 folks — so it’s brainpower greater than economics…Sort of tongue-in-cheek,  however you’ll get the thought:

MORE FROM THE XM PLAYBOOK (circa 2002):

AFDI: (Really F——-g  Doing It). The battle name. The middle of our programming universe. As a substitute of researching EVERYthing, committees and “we will’t try this”…the thought is to truly EXECUTE on the concepts which are created.

SWAGGER: The best way we supply ourselves on and off the air. An air of confidence based mostly on AFDI and collective ego. Radio has been crushed up by different media–time to battle again.

MINUTE BY MINUTE: The musical backside line. Neglect Depth. Neglect Tight. In the event you, at any given time limit (minute by minute) are enjoying a cool music FOR YOUR TARGET you’ll win the music battle.

ARTIST OWNERSHIP: Re-claiming artists. Bringing them again to radio. XM Radio.
Radio has given up on attempting to personal artists…given as much as TV, Print, and Cable. XM should deliver artists again to radio.

CELEBRATION: We don’t merely “play” necessary music. We have fun it. A Gospel Church could have fun the Lord…properly, we’re the Gospel Church of music.

AUTHENTICITY: In a plastic world, we’re the actual deal. No compromises. Ward Cleaver and Manny Malig run XMLM our Metallic channel. They bleed metallic, and listeners will hear and respect that.

SONICS: It’s the evolution of “Imaging”…it’s the SOUND of your channel. Don’t consider bumpers & promos. Assume past that…..it’s all about a complete sonic surroundings you create.

SONIC DENSITY: The depth and frequency of sonic items.

CAUSE I WANT TO: Doing issues on air, “since you really feel prefer it”…possibly a break in Swahili….or Pig Latin…..

HUMVEE CRASHING: The artwork of crashing an R/C Humvee into the wall throughout an necessary assembly. XM should dwell and breathe within the hallways too!

NATIONAL & PROUD OF IT: Native radio is capturing itself within the foot massive time. Nationwide radio is the long run at this price….as native doesn’t appear to be focusing.

SURPRISE ATTACKING: Wanna mess up the competitor’s thoughts: Run a High 5,000 three weeks BEFORE Memorial Day. You’ll screw up their system…

24 HOUR MORNING SHOW: There isn’t a morning. We don’t shut down at 10am. We’re all the time on.

JUST DO IT!: No bragging…no cheezy claims . No “Most Music” “Greatest Combine” “By no means a Unhealthy Track”……..These claims don’t have any credibility. Simply ship the products and our followers will know.

FANS: To Advert Gross sales they’re listeners….to Advertising and marketing they’re prospects…to us: They’re Followers. Deal with listeners like Followers. Assume like a Fan. That is present enterprise. Referring to listeners as numbers is okay—for the gross sales folks.

MUSICAL CONFIDENCE: Delivering the products musically. Not mendacity about how musical we’re…really delivering music to the purpose the place listeners imagine we’re in it for “The Ardour not the Money”. Money is a pleasant reward if we make folks completely happy.

BIBLE OF MUSIC: Your station is the middle of your music’s’ universe. You may have the chart. You may have the solutions. You might be in command. You have to ship. You have to ship. You have to ship. MTV, Rolling Stone, Spin…tremendous entities, however YOU should personal the charts, the information, and so forth…listeners should come to YOU to know what’s occurring musically.

CINEMATIC RADIO: The sound of your station is extra like a large display film soundtrack than a radio station. You need to shut your eyes and your sonics ignite with cinematic brilliance. Even Information….Even Classical…no format is exempt from creating cinematic magic between the songs.

BAGGAGE: Previous radio considering. There’s a whole lot of radio considering that’s timeless…like enjoying the most effective songs…however there’s a king bong of bags too….lose it.

ER: Bigg-ER…..Badd-ER….Intense-ER. Assume like Walt Disney did within the 50’s…”ER”. Rides have been fastER, parks have been cleanER, and so forth…

OTT: Over-the-High. Refined sucks. Wish to reduce by means of the Web, AM/FM, print, TV and so forth….properly, you ain’t gonna do it until you do every part OTT

TOP DOWN SOUND: There may be nothing extra magical than driving down a freeway at 100mph…high down…nice station blasting at high quantity! XM will deliver this expertise again to People. Take into consideration this expertise as you program. It’s greater than nice songs…it’s the entire bundle…it’s the essence of “The XM Sound”

ECCENTRIC…ALL THE WAY TO THE BANK: Docs, Repairmen, Cops shouldn’t be eccentric! We needs to be….all the way in which to the financial institution. Good eccentrics make the good artwork.

WXXX or every other station we labored at): Lose it. Kill it from the reminiscence. These stations are NOT the usual to check. If we’re to check the XM Sound to one thing, make it a Kubrick film……a Beatle epic…..a Radiohead monitor. NOT radio stations we used to work at.

CREATIVE BATTING AVERAGE: % of concepts you provide you with that work. 300 Common is All-Star. Ya gotta take some swings to get hits.

CLICHE BUZZER: Three buzzes and sayonara. However the actual cliche buzzer is in your head.

SONIC DIVERSITY: Utilizing the World of Sound. Not some rattling manufacturing bundle or pre-cut promo manufacturing unit CD. USE SOUND! Thunderstorms..static…busy streets….quick wave radio tuning….pattern a TV Newscaster and repeat “In At present’s Information..In At present’s Information..
again and again. Uncover the world of sound. Use it.

VOICE DIVERSITY: Uncover the world of voices. I’m mildly depressed that Superb Tuning was the one format that at CES used overseas voices, voices off the road, and so forth….
“Skilled” voices are tremendous…however you’re solely utilizing 2% of the voices on the market.
There may be magic within the human voice. There may be cliche’ within the radio voice!!!

THE GEORGE MARTIN GENE: Everybody has it. Activate it. It’s the gene that tells you to diversify your sound. There aren’t any guidelines. Our Reggae channel can have signatures that mix Gregorian Chants with Metal Drums. WE MUST RE-INVENT THE WAY RADIO SOUNDS. There aren’t any limitations besides your creativeness.

CONVENIENCE HIRES: It’s solely pure, and infrequently appropriate to herald folks and belief. However, it’s additionally pure to herald people who find themselves handy. We should rent solely the sensible.

IT FACTOR: Some folks bought “it”…some don’t. In the event you don’t get “it”….please see me asap

MOUTH OF AMERICA: XM ought to sound like America. From hicks in Mississippi to Brothers in Chicago to Moms in San Francisco to Yuppies in St. Louis. We should open the telephones to mirror the magic of Nationwide Radio.

MOOD/RELIABLE: Temper listeners tune you in once they’re within the temper…Dependable listeners by no means tune you out. That’s the key to ranking success (or satisfaction in our case). The one solution to obtain this steadiness is to by no means compromise….keep pure….play “your” hits…don’t worry tune out. In different phrases: Do your factor, however do it brilliantly and constantly.

STAR WARS: These goofy laser sounds that should die

THE CHUCK VAN ROGERS FACTOR: OK, if in case you have a radio title and don’t wish to change it…tremendous. Particularly when you’ve had it for years… However when you do wish to change it..Go for it! Mike O’Morgan (whoever he’s) simply reeks of faux, outdated, drained radio. That is Present-biz. Just like the WWF, ( on a tough rock station-who’s gonna win the bout? Bob Stevens or The Masked Killer from Mars. Once more, not a requirement, however
cool names, actual names (Frank Schmutzbaum is cooler than Mark James) or Nicknames which are “XM” are nice. Why does radio have this factor with TWO first names?? Robert Stevens, Steven Roberts)

PAPER TIME vs REAL TIME: On one in every of our deeper codecs we’ll have a tendency to have a look at two lists: A 20,000 title record and an 10000 title record. 10000 most likely makes extra sense…although on paper 20,000 appears to be like higher or 200 when you’re an old-fashioned analysis man. That is the distinction between paper and real-time listening.The purpose is separating paper from actuality.

TODD STORZ: The creator of High 40 on Actual-Time listening: Simply when DJs are going to strike because_____is nonetheless on the playlist is identical time Mama is studying to hum the verse”. The purpose: Paper Time vs. Actual Time. Assume like a listener/fan not a DJ when it comes to music rotation.

CAN’T UNDERSTAND THE FUTURE UNTIL YOU UNDERSTAND THE PAST: An urge for food to study in regards to the historical past of latest radio. In the event you weren’t there, studying in regards to the nice battles will arm you with highly effective information.

THE LETTERMAN FACTOR: Disco Demolition, Hit This Airplane & Win $5,000, Snow Sharks, and different stunts are pure America. Individuals adore it. The extra radio variations of “Silly Pet Tips” we create, the higher we’ll be….on the RIGHT channel in fact.

THE CULTURALLY CHALLENGED: We mustn’t ever be “too hip for the room”. We goal everybody from musical elitists to the culturally challenged. KNOW YOUR PLACE. Subtle humor on “America” is as unhealthy as silly contests on XM Classics. Realizing WHERE the sting is and delivering proper on it’s an artwork.

WARPED: A method of taking a look at issues. Akin to eccentric. If we will take an angle and warp it, we’ve accomplished our job. Clapton warped his guitar in ’67 through the use of a wah-wah pedal….Warping is taking a sound or thought and modifying it to “the XM Sound”

SMELL THE SPEAKERS: Our codecs needs to be SO sonically dense…SO pure..so genuine, that they need to odor. Scent the audio system throughout Frank’s Place and it’s martinis, an outdated deck of playing cards and Sammy Davis Junior’s cologne.

AUTHENTICITY: XM is to FM what EPCOT is to Actuality. We aren’t a mannequin of the actual factor….we ARE the actual factor.

PURITY: Each format have to be pure. There’s magic in what you DON’T hear. You’ll hear Deep Tracks and by no means hear Foreigner…You’ll hear BONEYARD and by no means hear Steven Stills, and so forth…..We should keep away from Good-Good-Shit-Good-Shit, that means just a few “appropriate songs” then a shit (or misplaced) music. Each music will get performed SOMEWHERE on the XM band…the hot button is in purity so every music occurs the place it’s meant to occur.

YELLOW PAD: Everybody needs to be filling these up with concepts. Doc your desires.

AS ACCESSIBLE AS POSSIBLE WITHOUT LOSING LISTENER CONFIDENCE: The aim shouldn’t be how “deep” can I’m going. It needs to be how “far” can I’m going WITHOUT LOSING listener confidence. It’s a magic zone the place you attain probably the most listeners and fulfill all of them concurrently. Too industrial and there goes satisfaction…too deep and there goes the quantity of followers.

WHACK FACTOR: “The place in hell did these guys provide you with that!”….that’s what listeners ought to usually assume.

AVERAGE SUCKS/EXTREME RULES: Ever been to Ben’s Chili Parlor down the street?
It’s a dive…a dump….and it’s magical. It’s excessive. Give me Ben’s over a pleasant clear Denny’s anytime!! The purpose: Amazingly good or Amazingly unhealthy—who cares, so long as it’s superb. Something however common!!!!

2001 FACTOR: Pre 2001 (the film), all Sci-Fi was goofy robots crushing Tokyo. Then 2001 reinvented Sci-Fi. Lush Area Scapes…Classical Music….a complete new method. It modified Sci-Fi eternally. No “Assist Me Will Robinson cliches” no spooky Theramin sound results.(although these are kinda cool in a campy method) THAT is how we should change radio sound. It’s occurring in publishing. It’s occurring in video…radio is subsequent—if we let it occur

THE MILLIONAIRE FACTOR: Just like the TV present utterly re-invented sport exhibits…we should utterly re-invent radio. It ain’t evolution…it’s revolution.

EMPATHY: Strolling the halls, I’ll usually hear how “Stairway to Heaven” and Creed actually suck. Properly, if these aren’t a part of your potential playlist…cool..they suck. BUT—if these belong in your record, you might want to study empathy, as a result of these are main. In 1970, I used to be a tough core Prog Rock fan, however labored at an early FM High 40 the place we “celebrated” Donny Osmond. I discovered there, the significance of empathy. I hated that shit, however discovered how and why it labored, and by no means whined a few music once more. Even, impartial programming through understanding why issues (songs/artists) work.

ENVIRONMENT: Track surroundings is essential. Stairway subsequent to BTO & Doobie Brothers is a sleep, however subsequent to Visitors and a cool Hendrix monitor, the songs’ magic can emerge. That’s a beauty of XM: Even probably the most drained “nice” standard songs can dwell on a format the place they’ll discover new life by what they’re surrounded by.

NOTHING IS SACRED: We urge you to re-think EVERYTHING. Many issues are certainly evergreen, however Struber have to be counseled for re-thinking the 6-10/10-3/3-7 present (by no means shifts!) configuration.

YOUR HITS: XM is hit pushed. Each format. However the definition of successful differs by format..dramatically. And in our world hit isn’t pushed essentially by gross sales. Hits can imply:
-Track pushed. The usual hit music as with Oldies codecs.
-Artist Pushed. as in Deep Tracks. Santana, Cream, Beatles…however not the identical three songs. Careers…not simply probably the most performed tracks.
-Novelty Pushed. The Jetsons theme by no means charted..however its successful
-Sound Pushed. “Hit” is irrelevant. It’s the “sound”…a Coltrane piece is probably not a ‘hit’ by conventional definition however within the framework of Actual Jazz…it’s.
-Non Radio Pushed. Edgy automobile advertisements might be hits

..the purpose is: A Hit to XM means merely: An necessary music that provides you minute by minute musical excellence. KNOW WHAT “TYPE” of hit works for you…each format is totally different.

CANNON BALL/FORT THEORY: If the Fort’s destruction is your aim, then every cannonball that hits the fort is successful. Miss the fort, it’s a stiff or an un-necessary music. Extra hits on the fort and the quicker the fort falls. Each music should serve a goal, no matter it’s chart place or conventional hit definition.

THE RECORD BUSINESS & MUSIC PRESS ARE LOST: There are some Very sensible folks and there are some clueless folks.  Similar to radio.
That’s why I continuously impress the necessity so that you can examine the style you serve….know your style past ardour. Ardour is straightforward… however steadiness that with information and that’s what makes you harmful . The rationale school radio has by no means been an element is as a result of it’s all ardour….
however discover a school radio one who balances ardour with understanding–and there’s a positively harmful particular person–that we must always rent!We should proceed to soak up REALITY and never merely feed off the business and press..

CULT/FRINGE: Each profitable artist has followers who’re cult or fringe. Know the distinction and program appropriately. Cultists are REALLY into the artist….Fringe followers just like the artist for the fleeting hit(s). Doing an enormous Spectacular?? You’re losing your time if the fan composition is heavy fringe.

SPECTACULARS: They improve your picture…recycle listeners and create buzz.
Run them prime time (NOT 11pm Sunday Nights). Construct them. Take into consideration them.
Hourly, Every day, Weekly, Month-to-month, Yearly. Go OTT. (Over-the-top) Repeat them. The traditional cliché is taking a cool program and burying it as a result of it varies from the music/dj/music format.

MEAT: Whenever you promote…promote Meat. By no means: “Nice Music Coming Up”….give ’em one thing to chew on: “The misplaced Elvis tapes discovered this morning”

INCIDENTAL SOUND: Sound that simply occurs. Sound that “fills within the cracks”……Audio theater.

THE XM TRAVEL AGENCY: XM Codecs should take you locations. Too usually the music takes you to the celebs…then THUD. The fact of a “radio break”. XM have to be an “out of ear” expertise. Bluesville takes you to the land of Bluesville..you ARE there. 60s on 6 takes you again to the sixties. Fed takes you inside Fred’s thoughts… These are actually “thoughts fucks”….that is cinematic radio. Films take you locations…..XM should take you to the identical locations. By no means “Thud” folks…..Sonic Density…..

MOXIE: You need to know what this implies.

THE BIG THREE: Music….Character (Magic between the Songs)…Muscle.

THE PLAYBOOK: Terrestrial is: Get a morning present…take a look at the library…throw up some billboards……and every part is okay. Nice radio is complicated. Develop a playbook. A sport plan. A mission past the apparent.

THE TRUTH: XM tells the reality. Don’t like Hendrix? Superb…don’t hear this Friday. XM 20 on 20…the highest 20 again and again and over…till you’re sick of them. TELL THE TRUTH.

HUMOR: XM is about actuality humor. 99.9999% of all humorous issues on radio are solely humorous to the employees. The perfect humor is actuality humor: Previous TV themes….actual tales, and so forth.
Apart from our Comedy channels humor is delicate….few issues will cliché you again to the FM Band than issues that actually aren’t humorous.

SEX: Worst than unhealthy humor. Don’t you “love” these Rock stations which have promos “We’ve got the largest balls”–Oh wow–He stated “balls” Anybody who thinks, that in 2006, speaking about tits is intelligent, return to FM. It’s drained, silly and annoying. The hot button is: If intercourse is an angle, lets provide you with a contemporary solution to method it please. Significantly you Rock guys…….Depart it to the Sterns who concentrate on it.

THE XM CREATIVE METHOD: Begins with the blueprint…..then PD builds it….Producers and Expertise embellish it. We’re Frank Lloyd Wright not Hill Valley Properties. Ever surprise why each dwelling sorta appears to be like the identical? Me too. If FM is protected suburbia…we’re edgy Frank Lloyd Wright.

ONCE IN A LIFETIME: The chance to vary radio window is open. If we don’t do it, we must always all be shot. It’ll by no means occur once more in our lifetimes. Keep in mind my cycles in music chart….we’re initially of one other 56, 64, 69, 81, 92 up curve. we’re in sync with historical past.

TRADITIONAL RADIO RESEARCH SUCKS: It’s flawed. If it labored, why does each station sound prefer it does? Everybody does analysis….it’s confirmed it doesn’t work in it’s TRADITIONAL type.

POPCORN CAN RADIO: An outdated Z-Rock trick. Enormous Popcorn can was in foyer after contents being consumed. Intelligent DJ decides to do total present from contained in the popcorn can (mic and all). Now THAT’S radio!

STUDY SOUND: Gather it. Warp it. Radio is in final place within the sound division. Films are mild years forward of us in sound…TV commercials are too, so is MTV, hell…so is NBC.
Use it. We dwell in a world of sound, but generally we’re deaf to all however WRCX (nothing private towards WRCX staff of the previous…..nevertheless it’s symbolic of “radio” nothing extra, nothing much less).

SURGERY: We’re working on radio. This ain’t out-patient. That is anyone on a loss of life mattress….penicillin (analysis) didn’t work….new medicine (consultants) didn’t work. This affected person is useless until we provide you with a radical operation.

SOUL: Radio has misplaced its soul…we should deliver it again. A consciousness…a spirit….a real need to deliver radio again to the folks…and AFDI. You have to know the enterprise aspect of issues, however not on the expense of your soul. What I’m saying is SO retro…SO uncool in at present’s’ lets make a deal surroundings, and I’m not in any method unhealthy rapping that crucial aspect of our enterprise…however the entrance line of programming wants a coronary heart. We should bleed XM colours….cry on the magic of an amazing music (or break), program for the folks, dwell and breathe artwork, transfer ahead with fist clenching depth and need to win by means of brilliance and creativeness. Humorous factor is that as un-Wall Road as that is likely to be, that form of considering will ship the form of radio that XM must win the battle. Assume and program like an artist. A wise artist. Kinda like Springsteen. Uncompromising. He simply “Does it”. An American Unique………..

CAMP: XM should have fun life in North America. The great, the unhealthy and the ugly. That’s why we love TV themes, outdated commercials, homeless guys doing promos, closely accented folks doing IDs, bagpipes in bumpers. Have fun America by DELIVERING THE SOUND OF NORTH AMERICA.

ANTICIPATION: There may be ALWAYS one thing developing on XM. We program ahead.

SELLING: Promote the Music…promote the programming…promote the specials, and so forth. Promoting is a misplaced artwork.
I’m not speaking about promoting Used Vehicles…I’m speaking about ridding ourselves of the Radio Inferiority Advanced and promoting the shit out of the cool stuff we’re doing. This isn’t bragging, as a result of bragging is generic, bordering on mendacity. Promoting is talkin’ it up and DELIVERING. If we promote AND ship, credibility will happen!

It is a mission…not a gig