Taylor Didn’t Wait – Neither Should You
I’m turning over the blog this week to one of the smartest people in radio. Jim Ryan consults, coaches talent, and is one of my closest friends. After nearly thirty years programming day-to-day in New York City for immensely successful brands like WLTW, CBS-FM, and WNEW-FM, along with growing national formats for Clear Channel, CBS, and Audacy, Jim felt it was time to take control of his future, so he’s stepped out on his own. Jim not only teaches me in every conversation, he makes me laugh out loud, too. Reach him at jim@jimryanmedia.com. Ladies and gents, Jim Ryan…
Stop worrying about your future. Control it.
For lessons in controlling your future, think Taylor Swift. Like every other artist, she signed a contract when she was fifteen, giving total control of her master recordings to the labels. When the masters were sold to someone she didn’t like, she didn’t sulk away or raise the white flag of surrender. She re-recorded the songs and released them (something her contract didn’t prohibit). It was an insane amount of work. She took control and planned lots of behind-the-scenes marketing.
When radio played an original version of one of her songs (the ones owned by the guy she didn’t like), the request lines lit up immediately with Swifties telling the talent they needed to play her new versions. Companies like iHeart and Audacy moved to the new versions, mapping another Taylor win. The streaming services saw immediate results as well – Taylor’s new versions were crushing the originals in airplay. It all led this summer to Taylor buying back the original masters at a somewhat reasonable price.
Okay so you’re a radio talent and not Taylor Swift. How does all this affect you and what’s the lesson here?
How are you controlling your future? Today the work is different – it’s harder, compelling each of us to work smarter than the competition, just like Taylor. Ratings are great, but in the world of Nielsen, even the best shows have bad months. But if you’re where the eyes and ears are when not on the radio, it will enhance your win and increase your value to the station.
Podcasts of your show should be everywhere. If you have a hobby or outside interest, do a second podcast on that passion. Steve Kramer from Kramer and Jess, MIX 106.5, Baltimore, does a second podcast with his mother. How endearing is that? Being all over social media with great content could net you thousands of likes, comments, and shares.
When Scott Shannon came across the street to CBS-FM, the cash register rang immediately. It was so good, we even hired the leading seller of WPLJ, his former station! So, have a positive relationship with the sales folks and meet and know as many clients as you can. I can’t tell you how many downsizing meetings I’ve been in over my career where the topic of endorsements came up. Bring in revenue and your value enhances to the station and cluster even more. When you’re the sales manager’s best friend, it’s not just income for you, it’s job security.
Doing simple things like knowing a client’s birthday or special anniversary and acknowledging it in some fashion works to build a special bond. The days of talent being in a silo are over. Having a relationship with listeners, sales, and clients is not just required today, it’s smart business for you. The deeper those relationships, the more you’re just like Taylor Swift. In control of your future.
From Swift to shift, own your career. It’s exactly where you should be.