By Jacqueline Hlavenka
It requires more than the “gift of gab” to excel in the radio industry, according to radio experts.
Excellence necessitates an understanding of the craft itself. For the University’s department of Audio/Radio, the dream of becoming a renowned radio personality became a reality at the second annual “Art of Re-Invention: Radio Realities,” on Sept. 28.
Rick Martini, director of programming at Mix 102.7 FM, opened the ceremony by instructing students to understand the audience, have good people skills and build valuable relationships over time.
“Be a listener as well as a manager,” said Martini, who carries 28 years of experience. “Use research and consultants as your guide.”
The event, separated in two different panels, featured speakers Martini, Scott Miller of WALK 97.5 FM, Heather Cohen of Greenstone Media, Ben Burnside of 98.7 Kiss FM and Ken Webb of Sirius Satellite Radio. Each guest shared personal stories about how one must be versatile and focused in order to succeed in the radio industry.
“When I was a kid, I always wanted to be a game show host, but when I realized there were no jobs with that, I focused on announcing and got experience at my college radio station,” said Martini.
Martini has re-invented the way he has looked at music after working with a variety of styles, including pop/rock, adult contemporary, dance and oldies.
“Even when I was around a certain type of music I wasn’t sure I liked, I grew to appreciate it just from being in the environment everyday,” Martini added.
Other radio personalities have had similar experiences. Midday air talent Miller, of WALK 97.5, has hosted everything from country, gospel, to what he jokingly refers to as “Ghetto Superstar.”
“When you’re used to doing something your whole life, it takes a lot of re-invention to change,” Miller said. “Be adaptable. It is much more effective to be sincere.”
Hofstra alumnus and former WRHU-FM station manager Cohen, director of programming at a start-up company called Greenstone Media, targets an all-female audience, discussing politics and lifestyle for the modern, urban woman.
Founded by Gloria Steinem and Jane Fonda, Greenstone’s philosophy provides an alternative from the mainstream media, offering a radio station intellectually and emotionally geared toward women, for women.
Though the majority of radio program directors in the industry are male, women’s talk shows are making progress on satellite radio stations. For Cohen, establishing networks requires “re-inventing” herself everyday on the job.
Burnside told students to not be afraid of leaving their “comfort zone”, to build a rapport with their program director and to learn how to write compelling copy.
“Creativity is normalcy with a twist to it,” said Burnside. “Anybody who’s willing can cut-up audio and learn production right on their home computers. It is your creativity and understanding of audio [that are needed] to have a winning career.”
For Webb, who has 40 years of experience in the radio industry, building ham radios is a passion. He has seen different periods of music shift and change throughout the 1960s to the present.
“It’s great advice, even though I’ve heard similar things so many times before,” Shani Robin, a senior audio/radio major who attended the event, said.
As for the future of the industry, the same general advice goes for all.
“We are focused on more than ‘go-out-and-get-an-internship’ in this business,” said Susan Murphy, assistant dean of the School of Communication. “When it comes to radio, be a jack of all trades.”
Ken Webb of Sirius Radio spoke to students about passion in the radio industry.