by Tracy Johnson
Most personalities feel restricted by format and clock limitations. Song intros are shorter and programmers are paranoid about too much talk. It’s a challenge, for sure. But here is proof that radio talent absolutely, positively can be hot in 7 seconds.
As a matter of fact, this break would have less impact if the talent had taken more time. The 7-second song intro forced him to edit.
I can’t remember the station or the personality, but it was on a pop music station in Miami. I only heard a couple of breaks, so I wasn’t sure if he was a full-time jock or a weekender. But it doesn’t matter. This is as good as it gets.
It was the middle of February. A lovely day in Miami, but a massive blizzard was slamming the eastern seaboard with ice, snow, and high wind.
Listeners in Miami heard a song start. Then the personality said:
If you’re on social media today, invite your friends to come on down. It’s another day in paradise on South Beach.
On the surface, this is really simple.
You’re probably thinking, “What’s the big deal?” It’s a simple break, not rocket science. But it’s brilliant.
Let’s break it down:
This was just one break. And it was awesome. Yes, it was hot in 7 seconds, and this break alone doesn’t make it a great show. But this was personality radio that made listeners feel good. It added to the listening experience.
Personalities don’t need a long talk window to entertain, connect, and relate. It just takes creativity, intelligence, and preparation.
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