Kick-Ass Audio Breaks

Creating discomfort when doing content is one way to make the break memorable.  Adding in sex or nudity also gets the attention of the audience (if that tactic fits your brand).  As a weekly Valentine’s Day feature a few weeks ago, The Josie Dye Show, Indie 88, Toronto gave prizes to listeners who’d allow them to conference in their parents to ask where they first had sex when they met.  The thesis generates intrigue.  But the show knew it couldn’t ask listeners to go there (calling their parents publicly to ask that question) unless they were willing to do it, too.  So, Josie called her mom to ask the big question, generating not only a very human reaction, but wonderful character development for her.  From that starting point, the listeners were in on the task, and the show was off to the races to create a memorable Valentine’s Day idea that made listeners lean forward when they did it.  Here are two breaks of Josie calling her mom and a listener following suit.

When you use ancillary characters on a show, naming them in a descriptive way helps the audience understand their purpose or position on your program.  The TJ Show, AMP 103.3, Boston regularly uses the other air talent on the radio station as a way to reflect its youth and help promote the other shows.  Corrine does middays and she is bold and in charge as an air talent – she has a presence very few miss.  She also has a ton of drama in her life, which is great content for any show.  So, when she’s used on TJ’s program, they refer to her as Corrine the Hot Mess Express.  The descriptor helps the audience understand the kind of content and stories Corrine adds to the breaks when they talk with her.  That it’s alliterative helps it being memorable, too.  Ultimately, to build personality images, any show is judged based on the connectivity and entertainment value of its personalities and content.  Corrine adds in a way that is very positive.  That the show refers to her in this way helps, as well.  You’ll leave this break remembering Corrine – which is the goal.