Date Posted: |
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| 09 | | 24 | | 03 |
How To Prosper In Radio
All too often when browsing radio message boards, I read comments like the following:
"for a fraction of lucky folks there may be a future in radio. but for 90% of the talented folks who are looking for work. guys.. hello wake up.. there won't be work for you in radio in 5 years"
That 90% doomsday remark is a bit harsh, but it is true that many will be weeded out. It's all about survival of the fittest, and by fittest, I do not mean the most talented on the air. I am referring to the most talented at their career. There is a difference.
THE OLD DAYS ARE...
...gone. Get over it and move on. Even if some of the old ways return to radio someday, it will be done with a different approach suitable for the time.
Radio in 1973 was different than it was in 1943. Why should radio in 2003 resemble radio in 1973? Music changes, style changes, culture changes. Glen Miller and Bing Crosby had hit records in 1943! Shortwave radio was popular.
Were there air talent in 1973 who didn't understand how times had changed? Of course there were. We see the same attitudes today among those who are stuck with a ten, twenty or even 30 year outdated mindset. They will be weeded out.
WHERE'S YOUR CAREER...
...safety net?
We all know the importance of showprep. What about career-prep? What are you doing today to benefit your career a year from now? C'mon already! Time is wasting and there is much to be done! How strong is your demo - REALLY??
Do you have a website with an mp3 of your demo on it? Are you mailing demos to the movers and shakers in the biz to let them know you are someone to keep an eye on?
Also, seek out change. Embrace it instead of mocking it. Be part of what's coming next instead of letting the future push you out of the way.
NETWORKING IS...
...king!
I know I touched on this already, but it's so important that I will say it again. In my entire career, I only got two jobs by dropping a tape in the mail, and one of those jobs was so brief that I don't really count it as a job. Everything else came by connections, and they were all people I'd never met in person. Mail demos to other jocks. Mail demos to consultants. Swap bits and ideas. Pick up the phone. Call other jocks in your market and meet for drinks sometime. That jock you compete with today could become your biggest asset tomorrow. Those who go it alone are being weeded out.
Are you still just mailing CD & R's - or (gasp!) tapes?!? Congratulations. You're limiting yourself to less than 10% of the available jobs and certainly not the best ones. Worse, however, is the fact that you will find yourself more alone when you lose a gig.
KNOW YOUR PROPER...
...breed.
Success breeds success and failure breeds failure. Look at your broadcasting support group. Are these people winning? Jeezus, are they even employed?!? Be careful not to confuse your friends with your industry network. Friends are great to have, but if they're not winning, don''t use them as a way to advance or even maintain your career.
Build a new network if you have to. Pick up the phone and start calling air talent all over the country. Surf air talent websites. Give them the link to your website (you do have a presence on the web, don't you?)
Find out who the winners really are and get in touch.
I fear these words will be lost among those who need them the most, but I hope this helps you in some way.
Very best wishes for your brighter tomorrow.
