The Orchestra Of Ideas

For most of us, the holidays are all about observing traditions combined with lasting memories often born from the observance of these traditions. There is a family tradition which is what makes the holidays such an important time of the year.

In this first editorial of the New Year, from all of us at All Access, we would like to add our wishes for a happy and prosperous 2013 to the many you have received. Along with those wishes goes an invitation to become involved in what I'm calling "the orchestra of ideas."

The orchestra of ideas begins with simply being aware of the changing trends in music, research and business. It evolves into leadership transitions and exchanges of responsibilities and challenges. As programmers we are in the best position to take advantage of the possibilities that are part of a new year.

Young programmers may be clumsy in their first steps. Many of those who are promoted to leadership roles from within fail to fully rise to their new positions at first. They do not let go of their old responsibilities or fully take on their new ones, perhaps out of a fear that they're not worthy of the job. That's a mistake that must be avoided. Newcomers must move quickly to create consensus among staff in terms of skills, strategies, systems and structure and then work to build their own team. Assess inherited talent and understand what gaps can be fixed and which cannot.

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 have chosen 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 who 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 who 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.

Speaking of personalities, many of us remember stations that were so good jocks couldn't sound bad working them and talent that was so strong that even the dullest songs or weakest contests were "must listen" events each time they aired.

Going forward there will be more radio stations and more media choices available to the listeners than ever before. Additionally, both marketing studies and PPM data show a very low tolerance by the listener to sit through less than highly engaging content (and a threshold for even content they do like) - low retention with too much clutter. As 2013 unfolds we will find the myriad choices before today's active audiences will challenge even the best practitioners. 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 shoestring is trip -- and not the way you want to.

If you want to be a conductor in the orchestra of ideas in 2013, 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, 2013 will no doubt see a continuation of and even a greater dependence on research as a tool that determines what gets played and for how long. But maybe this 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 encourages them to step forward. When that happens, we will no longer 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 radio and other media ownership, has combined with the pressure on all media to turn ever increasing levels of profit. These conspire to undermine the passion in our industry and, ultimately, to constrain the flow of talent, ideas and passion that is our lifeblood.

In 2013, we're going to continue to provide you with knowledge and information that can help you break down some of these barriers of artificiality and fuel the passion that the orchestra of ideas and all true players must have to score.

Word.