by Tracy Johnson
Dominik Diamond is a musicologist and an artist. He’s also an air personality. He has a unique ability to relate to the music. What he does between the songs simply makes the music sound better.
Diamond uses his command of the language and over-the-top personality in clever, creative ways to enhance the station brand.
Using his music skills to deconstruct songs, Diamond creates a new feature that couldn’t be duplicated by anyone else.
This segment comes from his night show when he was on Q107 in Toronto.
Listen as he expertly connects the Beatles with Adele.
These are two familiar songs that his audience has heard a million times. “Let It Be” and “Someone Like You.” But Dominic makes the songs come alive in entirely new ways.
When I first heard him doing this live on the air, I couldn’t turn the station off.
Here’s another example of Dominik playing his guitar and singing on the air to demonstrate how new songs are created from a similar structure.
In this case, he compares Bryan Adams Summer of 69 to Pink Floyd’s Comfortably Numb. The contrast in the songs suggests that you’d never find anything in common, but as he breaks it down, you discover the roots of the song in a whole new way.
This is a perfect example of turning the radio into an entertainment outlet with far more value and power than just the collection of songs.
Diamond isn’t just a magician with the music tools. He also uses the audience’s interest in the songs to connect with deeper thoughts and in doing so, reveals his character.
Listen to how he relates to a serious topic (Mental Illness) after playing a track (Brain Damage) by Pink Floyd:
Powerful, and it all comes from the center of the format and the audience’s interest: Classic Rock.
Diamond understands how to become a celebrity personality by leveraging the power of the station brand.
Programming principles of how, when and what will deliver appointment tune ins.
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