One of the joys of working with radio personalities is when they transform from DJs to true entertainers. Personalities that produce entertainment, not just content. It sounds like semantics, but there’s a remarkable difference. It’s the difference between air talent working a shift and performing a show.
This was a defining moment when I realized that Z90/San Diego’s Morton in the Morning had hit their groove. The show talks about interesting stories in their hourly Trending feature. Many shows do it, so it’s not unique content. The difference is when the show hijacks the topic.
Listen to how this segment evolves into a hilarious conversation with Rick Morton, D-Rock, Edina, and Producer Tony.