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Where Art & Science Meet
March 8, 2019
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If you're the creative type, you've probably been there; you're sitting in a meeting and one of the analytical-types starts talking and sharing numbers and next thing you know, you're daydreaming and have no idea what's going on.
SO BORING.
On the flip side, if you're the analytical type, you've probably sat in a meeting where the creative-type starts talking...and talking...and sharing all these unrealistic ideas. Next thing you know, you're wishing you could stop the person and ask them if they are just crazy: There's no way the ideas being shared are practical.
So who's right? Well, as a creative type, obviously I lean towards the creative. If only us creatives were always right. It's called "creative genius" for a reason, right? But in reality, you're both probably right-at least to some extent. Here's something I believe deeply: in radio, the true sweet spot is where art and science intersect.
Here's what I have observed. When stations start leaning too much on the right brain, the station starts sounding like a mess. There ceases to be a rhyme or reason. Instead, it just feels like a bad mish-mash. And let's be honest: for us creative types-which many of us are on the programming/music side-it's so tempting to go there. Whether it's with music choices (let's only add the fun, outside of the box songs!) or with promos and imaging (let's be so creative that listeners barely even know what we're promoting! Let's just make it super cool!), the temptation is there. However, when a station starts going down that path, it ends up becoming so creative, hardly anyone wants to listen to it.
Of course, the risk on the other side of things is just as high. It can be so tempting to just follow the numbers and the "science" that the station becomes bland. It's wallpaper. Yeah, you're coloring in all the number spaces, but nothing interesting ever happens. When was the last time you really met someone who is passionate about wallpaper? Even if it's wallpaper that science says will be everyone's favorite? It's still just wallpaper; or in this case, just a station in the background that can be easily replaced when something else more interesting comes along.
So what am I suggesting you should do? You need to find that sweet spot between both. When you're choosing music, look at your research and see where it's leading you. Sometimes though, rely on your art as a programmer and go with your gut and believe in songs that you don't have any science to support. (For example, I know last year when we added Tedashii's "Gotta Live" at WAY-FM, a lot of people thought we were crazy as an AC station to take that kind of risk. You know what though? It tested well and continues to do well. We followed our gut, practiced art, and it worked!. Your mileage may vary, though.) It doesn't mean you should go crazy and only add songs you think are cool and ignore the "safe" songs in the format, but do use art and color outside of the lines once in awhile.
Find the place that you can go that gives your station that meaningful difference without just being another run of the mill station - and without throwing out the science too. Once you find that sweet spot, you'll start truly building a brand your listeners can be passionate about.
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