AudioGreat breaks achieve a positive strategic goal back to the show. They communicate, both in content and presentation, something about the show plot. Breaks which score are real, relevant, and fun. They earn you valuable images. Here are some breaks by Reynolds Group shows which achieve this.
In an effort to do great character development content, Karson and Kennedy, MIX 104.1, Boston decided last Valentine’s Day, to marry the newest member of the show, Salt, to a random female listener. Aside from the mechanism by which they chose the random female, Salt noted that his parents were not only frustrated that he’d yet to get married, they’d be none too please to find out how he was doing it. Which is why the team called his folks on the air to break the news to them. The reaction is typically parental and very fun to listen to. In the effort, they helped define this newest member of their show and created content listeners would talk about.
You keep hearing that interviews don’t work. Crappy interviews don’t work. Great ones do. This is an example of a well-executed, very fun interview from Ryno and Tracy, KYGO, Denver. They’re talking to Jerrod Niemann, who’s not yet an A-lister on the country charts (he’s headed there, though). Jerrod’s coming on to talk about his new CD. Ryno and Tracy know that listeners care less about being sold something than they do being entertained. Ryno has a touch of laryngitis. He starts by talking with Jerrod about being a singer and what he does when he has throat issues (he’s connecting with Jared in doing this). It then turns into a terrific story Jerrod tells about going to a gynecologist (yes, he’s a guy so it’s interesting), and they land on Jerrod’s fascination for unknown beers and the app he has which helps him. At the end they sell his CD, after the audience has been entertained by everything else.
One of the things many shows miss is the use of street audio for their program. Every talent has a smart phone app which allows them to record an experience they have to accentuate telling the story to the listener the next morning. If something fun or weird is happening, record part of it on your smart phone. The best audio portions help tell the story. St. Patrick’s Day is a no-brainer. Head out to drink, run into drunk people, record your fun exchanges with them as content for your next show. The goal of breaks is to get listeners to feel something (preferably have a good time). Stacey K & Jonah, Hot 101.7, Santa Rosa, CA seize this opportunity every time.
The job for in-stadium announcer for Padres games opened up in San Diego. Seizing the shot at being ultra local in a fun way, John and Tammy, KSON, San Diego decided John would try out for it and bring listeners along for the ride. John made it through the first few rounds, bringing tons of stories and audio to the show for listeners to get a peek behind the curtain. Just before John’s final audition, we had him be the PA announcer at area retail stores so he could get comfortable with the process. Retail establishments like Lowe’s came out of the woodwork to have John come by to tell customers that azaleas were on special. John didn’t get the Padres PA job, but we created lots of fun, unique local content in the process.
The recipe of a quirky take on a Hot Topic, along with a novel listener-based approach, will tend to yield a content break that’s sticky and memorable because it made people laugh or have a good time around something interesting to them. Jay Leno had a field day with “Jay Walking” where he asked people weird questions just to see how they’d answer. A few weeks ago, Rebekah Black from The Jody Dean Show, KLUV, Dallas, asked people on the street about their taxes. How they answer her odd questions is where the lean in moments happen, producing a fun experience listeners might want to come back again for the next day.
Prom season is upon us. Here’s a touching break with a listener calling Cledus, Dave, and Veronica on WQYK, Tampa to ask a girl at his school to this year’s prom. The twist? They put the guy asking on hold and, in a great moment of unpredictability, call the girl on the other line to get her answer!
Raw, brutal, emotional honesty. That’s what listeners are looking for. Here’s a recent break by Foley and Thunder, KILT, Houston that lives up to every expectation of exceptionally honest, real content. The break might be a tad long (it doesn’t feel it), but imagine how listeners are reacting as Corey tells her story.
You want to endear yourself to women? Do a unique on-air marriage proposal. Jim and Kim on Fresh 102.7, New York City recently had listeners in to hear a private performance by Train. They had a question-and-answer session and knew their last question would come from a guy who proposed marriage to his girlfriend. Listen as the room melts with all female listeners falling in love with what just happened on their favorite morning show.
Sometimes very unpredictable moments happen when you least expect them with listeners. John and Tammy at KSON, San Diego put together a fun game with Jersey Shore’s Snooki being pregnant and Girl Scout cookies going on sale. What happens close to the end was completely unexpected, but caused a moment that so took them off guard the show devolved into great laughter and created talk for the program.
You know, you’d be surprised how little people know. Which is why we created a feature with Karlson and McKenzie on WZLX, Boston, called (oddly enough) “You’d Be Surprised How Little People Know”. They grab questions culled from today’s news headlines and ask two people, each in separate professions, to see which person knows the least. Here’s the first one we did, a true home run in the fun department.