EarShot Creative Review - Powerful Radio Storytelling Pioneers

I've said this before. But it's worth repeating. Why can't other countries do what Steve Martin has started in the UK?  First create a must-listen podcast for anyone interested in improving their radio production skills, whether it's public or commercial. And Steve has now gone a stage further by setting up a voice search scheme to find the best rising radio presentation talent. And the prize is being part of the Hobsons voice talent agency for a year.

Radio needs to do a lot more to make it an attractive profession again. I especially liked this month's edition which focuses on creative storytelling in commercials. That is sadly lacking on many European radio networks. All we get in the commercial break is people shouting at us, trying to squeeze in a slogan or URL. Funny? Rarely. Memorable? No, or I would be able to quote an example. Most ads I hear are a cluttered rant -instead of having a clear message. They are not written for radio - its most pamphlet stuff read on the radio. You wouldn't come into a room full of people with this kind of stuff. So why are you trying it on the radio?

Great contributions in this month's Earshot from Lenja Papp (in green above) who is a brilliant creative radio writer from Slovenia (the only country with love embedded in the name). In the podcast she explains how you can build an emotional bridge in seconds if you understand what the audience is thinking. There are great examples from Slovenia which make effective use of radio's intimacy. She is also a risk taker - organising a great campaign on behalf of a local charity to prove to advertisers that radio was still an effective medium to share their brand. She also does pioneering work to boost local radio talent in Slovenia. She deserves to be a rising star.

I thought the comments from Clare Bowen, (also pictured above) head of creative development at the UK Radio Advertising Bureau were useful as well.. She points out that advertising bureaus in the UK still regard radio as just a medium for something with a fast turnaround, not giving the campaign time to breathe. She's also doing pioneering work showing how radio is different, modern and relevant - if done right. I've been disappointed that other radio advertising bureaus in other countries are often there to defend the business - coming out with nothing more than listening figures. They need to explain to content creators how to engage with audiences if radio is to remain an effective part of the advertising toolkit. The RAB has great advice on their website for professional storytellers. Just look at this publication for instance.  In all, we need less defensive thinking and more focus on creativity please! 

Summer Jingle Comparisons in the UK

Definitely interesting to compare how BBC Radio 1 is planning to revamp its Breakfast Show jingles at the end of September when Nick Grimshaw takes over the slot, and the approach taken by the sister station, BBC Radio Two. 

In the case of BBC Radio 1, it looks like the era of sung jingles is definitely out for the time being. But that doesn't come as a surprise to me. I agree with comments on the UK Jingles website JingleMad that the challenge will be for whoever wins the bid to make the package distinctive. And they don't have much time to compose anything complicated. It looks like there's not much money put aside for station imaging.

Contrast that with BBC Radio 2.

Steve Martin (of the fantastic monthly show Earshot Creative Review) did an in depth interview with Chris Reay who is in charge of BBC Radio 2's imaging and sound design. He tells the story of how they are building on an established theme but using fresh arrangements. And that includes full orchestras (while they are still around). A great listen. Highly recommended - and nice of Chris to share not only the music but the reasoning behind it.

Reminds me of two radio programmes I made about creating jingles in 1983 and again ten years later 1993. Unashamedly for enthusiasts of station imaging and jingles, we looked at how they were made then and what programmers in the early 1980's thought they were for. There were enthusiasts like Tom Konard who made vast collections of station idents and sweepers. Some are still on line - check this reference. 

This show was broadcast on December 29th 1983 and I remember the recording well. Technican Pim Wijmer thought it would be a simple mix and wondered why I had booked four hours of studio time. Today, you can make the same show on a laptop using free multitrack software. In those days you had to cut and splice audio tape and cue everything with yellow leader. There was more yellow leader on those montages than tape. Fun, nonetheless. 

Notice how Jonathan Wolfert of JAMS explains that jingles always go in phases, what's hot now is out in 5 years time and then everything old becomes new again. Sometimes stations overused them and there were periods when stations hardly used them at all. Disney understands that like no other (look at how they recycle old content to new generations in a 7 year cycle. But I digress. 

Finally I recall making a short video during the recording of the Europarade jingles used in the Radio Netherlands show of the same name. Recently put that back on the Interwebs, though it's rather crude by today's standards.

Making Jingles in 2002 from Jonathan Marks on Vimeo.