{"id":10523,"date":"2011-07-21T00:01:06","date_gmt":"2011-07-21T07:01:06","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=10523"},"modified":"2011-07-20T23:08:19","modified_gmt":"2011-07-21T06:08:19","slug":"power-contexting-music-radio","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/07\/power-contexting-music-radio\/","title":{"rendered":"THE POWER OF “CONTEXTING” YOUR MUSIC ON RADIO"},"content":{"rendered":"

The difference between a music personality and a jukebox:<\/p>\n

With a jukebox, the music always comes out the same.<\/p>\n

But a music personality does something to add value to the music.<\/p>\n

It’s what I call Contextual Radio Programming.<\/strong> \"radio<\/a><\/p>\n

Casey Kasem<\/strong><\/span> created the countdown show, which is simply putting current music into a context: The 40 most popular songs, presented backward from 40 to 1!<\/p>\n

“American Top 40” plays the same music you hear on all its affiliate stations; the only thing different is the context in which it’s presented.<\/p>\n

A good countdown show (or, as our UK colleagues say, “chart show”) presents familiar music in a different context.<\/p>\n

I remember many years ago reading an interview with Art Garfunkel<\/strong><\/span> in which he talked about how when he was a kid he’d eagerly await each new issue of Billboard<\/em> magazine, to see which records moved up and which moved down the chart. And he mentioned how exciting it was on the rare occasions when a record that had begun to slide down the charts suddenly moved up again.<\/p>\n

That was context.<\/p>\n

A number of years ago I flew Lufthansa to Europe, and the in-flight video included a number of five-minute films made by the BBC.<\/p>\n

Each one consisted of a series of images with accompanying music, no voiceover, and just a few words of text on the screen at any time.<\/p>\n

The one that really stands out in my memory was about the Czech composer, Antonin Dvorak<\/strong><\/span>.<\/p>\n

It told how he came to the United States in 1892 and how lonely he was, how homesick he was for his native land.<\/p>\n

But he also was overwhelmed by the physical beauty of America, which is what led him to write one of his best-known symphonies, entitled “From the New World.”<\/p>\n

They told that story just a few words at a time, over a slowly changing series of pictures, with his music as the only sound.<\/p>\n

I had barely heard of Dvorak. But after being exposed to that very brief film, his music meant something to me. It had meaning, because it had been placed in a context for me.<\/p>\n

In his morning show in Hartford, J.D. Houston<\/strong><\/span> created a context for an especially upbeat music sweep that began each day at around 6:30.<\/p>\n

But he didn’t call it “20 minutes of upbeat dance music.”<\/p>\n

He called it the “20-Minute Morning Workout.”<\/p>\n

The songs were on his playlist, but the context he created for them was that people could do their morning workout to the music before getting ready for work.<\/p>\n

What a brilliant context!<\/p>\n

If you’re a music jock who just plays the songs and throws in a smooth, “professional” intro or backsell but doesn’t ever add anything to the music….<\/p>\n

Well, there’s an iPod ready and waiting to replace you in your listener’s life.<\/p>\n","protected":false},"excerpt":{"rendered":"

The difference between a music personality and a jukebox: With a jukebox, the music always comes out the same. But a music personality does something to add value to the music. It’s what I call Contextual Radio Programming. Casey Kasem created the countdown show, which is simply putting current music into a context: The 40 […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-10523","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nTHE POWER OF "CONTEXTING" YOUR MUSIC ON RADIO - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2011\/07\/power-contexting-music-radio\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"THE POWER OF "CONTEXTING" YOUR MUSIC ON RADIO - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"The difference between a music personality and a jukebox: With a jukebox, the music always comes out the same. 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