It’s Not About Politics Affecting Music Radio, It’s About Authenticity

I shouldn’t be, but I was surprised how many messages I received from folks saying they were upset I was attacking the Trump administration in my last column. Others rejoiced that I had pointed out another of their deplorable acts.

I did neither. As a broadcaster who wants to see radio revenue rise and radio content sparkle, I shared concern about the aggressive stance that the FCC is taking at the administration’s behest, including moves on Freedom of the Press, Payola, and executive influence.

I don’t care if George Washington is President. If the policy is antagonistic toward broadcasters beyond normal regulation and procedure, I’m with the broadcasters, not the Commission.

But we live in polarized times. I’ve seen a few articles from several programmers, including one this week from consultant Kevin Robinson, in this very space warning, if not, bellowing to all hosts not specifically doing a political talk radio show to avoid any and all political talk like the plague.

The argument being (as I experienced this week) people are so dug in that they hear what they want to. Few are willing to hear anything but an echo chamber of the group think of their way of thinking. The vocal minority make it a mission to destroy anyone who takes a side against theirs, particularly when they aren’t doing a politically dedicated show. I agree, and I don’t.

The key to success in media, and politics too, is authenticity. I’d argue that part of the disparity between podcasters and terrestrial radio is authenticity. A lot of radio, especially music radio, is over consulted, over produced, over analyzed, prerecorded, mass exported, pandering, schmaltzy faux white noise.

THAT is what listeners mean when they say, “I don’t like DJs that talk too much.” They don’t like inauthentic babble. Real, genuine conversation from real, genuine personalities can click when communicated effectively.

If there is a major political story or event, should it be addressed? Yes. If talent makes a true connection with the audience, and on a nonpolitical show, politics comes up because it’s the zeitgeist moment. It’s inauthentic not to.

Suddenly going from a funny and fun show to a serious, attack dog show is also inauthentic. Viewers are annoyed by actors forcing politics into acceptance speeches because it’s phony, and it’s preaching. It’s because they can, and it’s virtue signaling, even if they do believe what they are saying.

No one tunes in to hear politics on a show celebrating movies. It’s just not the same on a live daily radio show. But have a take and not an attack, and reason to discuss as humans might in everyday conversation. “Did you see Elon Musk on TV? What is with that guy and the chainsaw?”

It’s topical, it’s everywhere, and listeners are coming to terrestrial radio shows for their chosen hosts’ comments on the day, whether it’s long-form content or a song ramp talk-up. Talent needs to know their lane and establish their character role or version of themselves with the listener. To ignore a major part of life though is a mistake. It’s inauthentic.

A caveat? It’s inauthentic not to comment on and poke fun at both sides because they both do absurd things all the time. The talking heads consistently repeat mindless talking points of one side or the other. Once again, you guessed it, inauthentic.

The bottom line is that while few want to hear complaining that Trump is an unqualified threat or God’s savior to America, ignoring his speech Tuesday night to tease which actress might star in a Hulu series is really lame, and well, you know.

We ought to be able to talk about sex, religion, and politics without upsetting each other. When there is trust between host and listener, and there is between friends, it happens and it should. 

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