Be A Player In 2006

Without Getting Played

The holidays, for most of us, are all about observing traditions. Lasting memories are often born from the observance of these traditions, which is what makes the holidays such an important time of the year.

In this first editorial of the new year, I want to add my wishes for a happy and prosperous 2006 to the many you have received. Along with those wishes goes an invitation to become a player -- albeit a true player -- in 2006, and to do so with passion and without getting "played."

To be a true player in the new year, you've got be aware of trends in music, research and business. Some we've spoken with recently say that media in general -- and terrestrial radio in particular -- seems to be in decline. They attribute a least some of reason for decline to a lack of passion. I beg to differ.

However it is exhibited, most of us in radio are almost always passionate (when permitted the freedom that is necessary for that passion to pump). If we weren't passionate, we wouldn't choose a life and career that rarely offers rewards beyond those gained in the practice of our crafts. Some people think passion itself guarantees quality, but one has less to do with the other than we assume. It's easy enough to point out some successful person as an example and say he or she has such passion and that it naturally led to fame and fortune. But you can be sure that there are dozens of others just as obsessive and just as talented that never make it. They are the unheralded hit makers who have the passion and potential to become true players.

In the final analysis, it's passion and its application that counts. You're probably wondering how this is related to you. The point is that the same problem exists in our industry and in our niche culture that we work so hard to develop. We have a lot of passionate radio enthusiasts that spend a significant amount of time and effort on their systems, their formats and the development of their careers.

There are many air-personalities, programmers, consultants and managers as well who are very serious about what they do for a living. Additionally, of course, we have plenty of companies that seemingly care deeply about the products and services they create. But none of them taken together is a guarantee of quality. You can have all the enthusiasm and passion in the world, but if you work for a company that only cares about profit, you will continue to be forced to operate on a shoestring. And all you can really do on a shoe string is trip -- and not the way you want to.

If you want to be a true player in 2006, you will have to develop a passion for the music. Now, you might say that's just expressive of an attitude, but not necessarily how a true player feels or should feel. While that may be true, it doesn't discount the sense behind it. And yes, 2006 will see a continuation and even a greater dependence on research as a tool that determines what gets played and for how long. But hopefully, the new year will bring with it a new attitude and some true players who have a feel and an ear for the music that will please their audience. Hopefully, they will work for a company that will encourage them to step forward. And when that happens, no longer will we be reduced to undermining musical works of art by reducing the jams we play to just those "safe songs" that pass through the "research filter."

The reality is that the contemporary structures of broadcast media ownership and regulation, as well as recent patterns of consolidation of newspaper and other media ownership, has combined with the pressure on all media to turn ever increasing levels of profit. These conspire far more effectively than Karl Rove ever could to undermine the passion in our industry and, ultimately, to constrain the flow of talent, ideas and passion that is our lifeblood.

In the new year, I'm going to provide you with some knowledge and information that can help you avoid "getting played" and help you break down some of these barriers of artificiality and fuel the passion that all true players must have to score.

Word.