You want to do radio? Well, what's stopping you? Here's how to do it for free

     

OK, here's a challenge. How cheaply can you get started doing your own radio shows? How low-cost can you go? I ask because I'm always looking for workable, simple approaches that let people who want to learn the trade get some serious practise. At this stage I'm not concerned with perfect sound; I am concerned with learning the ropes. The more you do, the better it gets. 

Why? Well, for radio to grow and survive, we need great broadcasters, and we need them fast. And that's just for starters.

Studio Managers - they're just big softies, really. Aren't they?

Want to get started at a recording studio? Andy Ward at Musoplex has some tips.

I’ve been here before. Where the hell is this place?

I'm parked up on a less than welcoming, dimly lit industrial estate, in the dark, fishing out my phone to call my contact. It’s raining. I’m not rocking up at Abbey Road today to hang with media luvvies - I’m in real-world, value for money territory. Selly Oak, Hockley, Tamworth, Wolverhampton… not a glamorous list. These are where you’ll find working recording studios. Right now, as the M5 rumbles directly overhead, I’m heading for Musoplex in Oldbury. 

A studio is a capital-intensive business. Proper recording kit, not the kind on your laptop, costs money. Yes, it's much cheaper now, but figure in rent, rates, heating, maintenance and rehearsal room instruments, and it adds up. Studio owners who go into this line of trade need their eyes wide open. But, like many other studio owners, Andy Ward has a strong romantic streak. It must give his bank manager nightmares. 

Schools Radio

This bunch of cheery chaps (there are chappesses involved too, but they were cropped out - I apologise), are some of the students I’ve been working with recently at a local school – Bishop Vesey, Sutton Coldfield – on a radio production project. The school was happy to define the activity as a radio station, although, alas, of studios and transmitters there were none. In fact for most of the project, there weren’t even such luxuries as microphones. I’m told this isn’t exactly uncommon. But you know what? Radio station status is irrelevant. This project has way more in common with proper, real-life radio station activity than you might think.

After all, any station worth its salt addresses one or more communities: local communities, communities of interest, or identity, or ethnicity, or music tastes, or age groups…. You get the picture. And, just as in real live radio, people come and go, join and leave teams, get to grips or give up, and grapple with technical and programming challenges. In so doing, they weave a web of involvement, hopefully with a high degree of continuity. A school is a particular community, very high on energy, very vocal, often brash, sometimes subtle, and full to bursting with youthful tribal identities that merge and split, coalesce, explode and implode. So there’s lots going on; lots of things to cover, which matter to that particular community.  Radio activities are an excellent 'fit'.

As to the work? Well, we scratched the surface. We made a start, and I’m very happy at the prospect of working with this team again in the next academic year.

This is grist to my mill. I’m especially interested in the notion of encouraging new people – and they don’t get much newer than this lot – to talk about matters of interest, to learn to voice, argue and present, to struggle with new techniques, and to deliver cogent material. As commercial  radio is increasingly rationalised out of having any impact at local level, there is a huge danger that this whole way of thinking will be wiped off much of our radio landscape. I would argue that now is the time to cherish and value these skills, because they will be desperately in demand in five or so years when the Digital Economy bill is… supposed… to clear the way for small-scale and community radio operations on the FM band.

If and when that day eventually comes, I can’t say whether there will be careers to build, or even livings to be made. Radio is turning itself inside out, and for many this is a very painful time. But I do know that radio on all its platforms – streamed, podcast, transmitted, web, digital or analogue – desperately needs good communicators to reach out to its communities of listeners. Those skills are hard-won, and the industry doesn’t seem to value them any more. We desperately need to avoid the mistakes made by television as it cuts costs and sinks to lower and lower levels. Car-crash tv, presented by vacuous inarticulate morons, may be good fun for a few minutes when you get in from the pub. It doesn’t work on radio.  Powerful, direct, loyalty-building communication does; always has, and always will. And it costs pennies… and the will on the part of the powers that be to let it grow and flourish. I’d love it – just love it, Kevin – if some of the above bright, engaging and likeable individuals were working in radio five or ten years from now.

PS: Two days after I took that photo, I was in Newcastle working with the excellent team at Amazing Radio; I'm due back next week. That's a whole different deal, and I'll post in detail in due course.

Case Histories and conclusions

The Track Record page here and on my website has turned out to be of the most consistently visited pages. To build on this, I’ve just gussied my website with some of the more interesting Selector case histories. If you’re at all interested in music scheduling in radio, there may be stuff to glean; feel free to help yourself. 

The case histories are, in chronological order:

BRMB-FM / Xtra-AM: the highs and lows of introducing computer scheduling. Very early 90s.
BBC Radio 2: putting in a multi-genre library, along with the BBC's very first digital playout rig.
Swedish Radio P4: developing client skills in hugely varied markets.
RTÉ lyric fm: working collaboratively with passionately involved production staff to build not so much a database as a knowledge base. The polar opposite of most implementations.
UTV Radio: upskilling staff and debugging inherited nightmare scheduling conflicts.
Coast 106: swimming successfully against the UK radio stream with a larger than normal library.

In this diverse range of situations, there are some common threads...

First : dialogue, up and down the chain of command,  is good. In fact, in my view it’s not so much good as essential. While many radio stations implement a rigid schedule from above, normally for ease and simplicity of management, some of the best ideas and approaches evolve from engaging with the staff who work with the system. Nobody is right all the time. If there is a conflict, either with content or with programming, it’s often very useful to examine that conflict in minute detail, so see if there is a better way to do things. Best to leave your ego at the door, though. I won’t name the middle manager who loved the idea of challenging his boss on music issues, but hated the idea of talking to his own staff about those same issues.

Second: We’re in the era of tiny databases. In the US, they’re now talking about cutting down from 150 to 50 songs. However, almost all the above case histories show ratings success allied to larger libraries. 

Third: A note to managers: large databases can be a pain to keep tidy. And talking to your staff about programming issues can be a hassle you could do without. Things can get emotive. It can eat into your time, and not everybody has that luxury. But I suggest that if you actually care about what you do, you’ll benefit from putting in that time. Radio is still full of passionate people. You’ll get the best out of those people if you meet them halfway, here and everywhere else where ideas can be shared and debated.

Coast 106: I love a success story

And this is a success story. I’ve been working as a consultant with a lovely and thoroughly listenable radio station in Southampton. They’re called Coast 106, and I’ve been visiting them on and off since late 2008. In this quarter’s Rajar audience survey, they posted all time high figures. In fact it’s been a pretty solid story of growth from an admittedly low start point, when they took the franchise over from the previous owners.

It’s pretty hard to rebrand a station, and then relaunch it in the teeth of a howling recession at any time. Harder still to post consistent growth figures - doubling reach and nearly trebling market share over an 18 month period. So what’s their secret?.

John Russell - an appreciation

Gatekeepers don't have an easy time of it.. They’re the ones standing in between you and your next goal, and it's their job to decide when it’s right to let you through. The more you bang on the gate, the more they have to hold it shut until they think you’re ready. Whether they are right or wrong is not really the issue. They’re always, ALWAYS, there. And, as a result, they take a lot of heat.


We all have gatekeepers, who let us through, who sometimes encourage us, and who set us on our way. Often, we don’t appreciate what they do, let alone why. John Russell, who died a few days ago, was one of my most important gatekeepers. He was the first Programme Controller at BRMB, and I had no idea how his opening the gate for me would affect my life.