Video & The Radio Star

July 13, 2012

Since the first radio transmission in 1895, listeners have wondered who/what is behind the mic. Rarely did people get to see what a radio personality looked like unless you trekked to a station appearance or were one of the lucky few to tour a station.  At this time, it was more important to be the famous voice behind the mic, instead of being seen after a few clicks of a mouse.  Things have changed.

In these days of tight budgets, small staffs, and limited resources, video has become a key tool for radio promotions and marketing to engage listeners and grow their relationship with the station.

With video, we invite them to log on to the station site to watch recaps of “cool” events or teaser videos of what’s to come.  When a band, artist, or celebrity is coming into the studio, video gives listeners the chance to be there from the comfort of their computer or mobile phone.  Video is truly a great interactive tool to attract listeners, and creates unique, memorable content.

The first music video ever aired on MTV (when they showed music videos; I think that’s the follow up line every time MTV is mentioned) was the The Buggles’ “Video Killed the Radio Star”.  Well, what a reverse in time; now, video helps create the radio star.  Radio stations use video to show off their talent in the studio and to create “viral” videos to give listeners a different look at their favorite station and DJs.

Video is even used in the sales department.   We see sellers create videos to show how the potential clients how and why they are a fit with the station and our audiences. I’ve seen these videos help sellers win business, where otherwise they may have not received a second look.

Video has created and enhanced numerous jobs in radio.  Radio companies have hired entire staffs dedicated to video. Some talent & marketing department members have grown in their position through the use of video. I personally have made a niche for myself using video, and have expanded upon my role in the radio industry.

Think about this fact; YouTube has 35 hours of video uploaded every minute (50,400 hours per day). So, when it comes to making video for radio, ensure that it’s entertaining, compelling, and has forward momentum to keep viewers engaged. Video will never kill the radio star, but instead grow its reach.

Jason D Rossi is making Greater Media great in his role as Promotions Coordinator/Event Host/On-air Host – WBOS Radio 92.9 in Boston