Radio as I have seen it (part 1) – Akin ADESANYA (Broadcaster and Media Consultant)

Old media don’t die! They just rebound in new avatars.
With all the rampaging effects that the Television came with and the fear of it relegating radio down market, it`s force and reputation seem VERY intact.

The much rampaging Television seems to be the most affected in this era, losing much of its ‘carriage’ to the new age. The “New Media” phase where just about anything audiovisual is hastily leaning towards. The future is here! Radio is yet unbroken, Television is fighting a fierce battle for its life.

All thanks to technology, Radio has fought its own battle and its making a gigantic comeback. In fact, in its new avatar, Radio is all set to become the HIPPEST, COOLEST and most AUTHENTIC INFO MEDIUM in this new age.
Radio is a new entity altogether.
It’s reborn like a new baby; in all its newness, it must live to its expectations. In its quest to be relevant and patronized, the following should be its major areas of concern:

a. Content providers
b. Investors
c. The People
d. Listeners
e. Market

The Content providers come first. That’s the Radio station itself. Without quality and adaptable content, there might be no need to invest a kobo in the first place. In the above sequence, the Market, which brings home the revenue comes last! It is the confidence that the prospects establishes in all four before it that gives it a taken into their spendings.
The customers don’t come first in Radio.

With current realities, Radio has to deal with the new market dynamics. Media owners dealing with new markets will virtually have to draw up their strategies as they go along, create programming that is new, innovative and grab away eyeballs from TV sets and make them tune into their radio sets. It’s a whole new challenge and competition is never far away.
Advertising revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising, which without, Radio dies a natural death. The major challenge I see for Radio in actualizing its mission in the current era is how to attract more of these advertising pool to itself.

The character of the Radio functioning as or being most times considered as a mere reminder medium is sure a major minus in this drive. This had in time affected the massive involvement of listeners VisaVis television. But, Radio is instant! That`s an advantage Radio Content Developers have to explore.
The prints mostly set the agendas for discussions on both Radio and Television, but all that is changing! The ‘New Media’ is largely contesting that position with the prints. Everyone; young, old, lettered, unlettered are fast keying into it.
This provides an opportunity for Radio to finally wield the sledge hammer on a segment of the strength the Television has over it. It cannot do it all by itself, it has to employ and maximize the use of the rave of the moment, ‘New Media’.
In spite of the challenges, mainly financial, that Radio might be faced with due to the availability of easier, cheaper and more exact mediums of driving home messages, the emergence of more private Radio stations indicates the viability of the medium ‘IF’ well anchored.

The increase in the volume of advertising on Radio further drives home the importance of the medium. The estimated population of Nigeria is currently put at 182,000,000 (National Population Commission), of this, about 50% is below 30 years. Of this number, about 70% of them actively use mobile gadgets embedded with all the latest Apps. This opens a wide range of opportunity for Radio to latch and explore for its profitability and sustainability.

What would make a Radio brand not make money? That indeed is a BIG question. The solutions are written within. Amongst the plenty factors that might be slowing down the profitability of a Radio brand are

a. Its content drive
b. Its application pattern
c. Its PR deficiencies
d. Its marketing failures
e. Its motivation model
f. Its not keying into the new rave

There could be more, these are just a few that could be mentioned here.
Radio is personalized. Its drive MUST remain towards the ONE PERSON engagement pattern. That`s one beautiful tip for content creators to employ. Create ideas that engage one person at a time and you become an instant friend. Your friendship pact soon grows to become a fan base and fan bases are usually cult followers. Their loyalty remains intact, regardless of the situation. Another failure I would also point to is the failure of the marketing strategies of most stations. Most stations whose profit is going down south or not improving is mainly the problem of its marketing style.

Some stations merely operate a sales unit rather than a marketing department. They wait people to come kneel at their door begging the station to take their money. Nobody brings money to anyone anymore. You have to go take it! Marketing is huge! Marketing is about development something extraordinary from nothing! Marketing is creativity in total. It is once said and I very much believe that the best marketing strategies are formulated by Content providers.
They tailor their contents towards what the market needs. They create and execute to fit into brands philosophies, making it an easy fit for brands to buy into.

Haven said that, the potential of Radio profitability is better in bigger towns. In the Northern part of Nigeria, Radio is the dominant medium of all sorts (Information, Entertainment, Education etc), but, as dominant as it is, how much advertising benefit can it generate for its owners? A Radio station in big towns like Lagos, Abuja, Port-Harcourt, Ibadan, Benin, Calabar etc have a lot more potential to generate a lot more profit with fewer listeners than their Northern Nigeria peers who have a chunk of listeners clutching their Radio sets on a average of 20 hours a day.

The big cities Radio only need work out a most appropriate operating philosophy to remain relevant and take a part of the advertising largesse. In the Radio market, forming a philosophy might be a task. Radio stations can formulate their philosophy to bridge a gap. But, creating a running philosophy extends far beyond just filling a gap.
You need to consider if there is a market for the gap your station philosophy wants to fill, you must also put to note the size of the market of that gap and think how profitable it will be should you theme your station to that gap.
I`ve seen some Radio stations fail this simple but technical test. I`ve seen Radio stations change name, style, personnel severally just because the foundation philosophy were wrong. For instance, an investor putting millions of Naira into a Traffic themed Radio station in Abeokuta or Ibadan is heading towards the rock in no time.
There`s sure a gap to fill in informing people of the traffic situation, but for the market, its a waste, huge one. How much vehicular traffic do these two cities put together generate?

My parting shot for this part,
Read it tomorrow on the front page, watch it tonight in the news, but, hear it now on the Radio.
Boy, Radio is INSTANT!

Thanks for reading.

Are Nigerian Rappers Lazy? [A LokalFM Special]

So, J Cole Came And Conquered Lagos, Had Fans Spitting Verses Off His Just Released KOD Album. And Then Pandemonium Broke Out On Social Media. Swiftly, Industry Players, Fans, Social Media Influencers And Rappers Themselves Pitched Tents With Aligned Thoughts.
It Got Ugly Quick.
But It Has Raised Questions That Demand Answers.
How Hard Does A Nigerian Rapper Have To Work To Deserve Some Accolades?
Melody Hassan [City 105.1fm], Paul “Scraggy D Bone” Okogie, [Retired MC], Obinna “D’Angry Mob” Agwu [Music Business Expert], Segun “Da Boomsha” Ayinla [MC/Legal Expert] & Benjamin “Bugzy” Kadiri [Owner, GAPRadio], offer insights.

My BRMC February 2018 Experience…

This was the most mature class encountered yet, but I believe there are no age limits to pursuing a career in broadcasting. In fact, there’s always a demographic void or programme category that needs to be filled at one point or the other. And for some of them, taking advantage of New Age broadcast skills could improve their other businesses.
I talked about the benefits of podcasting.
In my hour long ramble, I highlighted the limitless possibilities available when it came to choosing a topic or area of podcasting interest. I mentioned a podcast dedicated to dog owners, not the type of show you would find on regular radio. I shared with an enthusiastic class, though without props sake of say my equipment no folo me come… but with enough body language and dramatization, that each and every one them could develop and share an engaging, interesting podcast. And they would find an audience.
Afterwards, I was approached by a few of them who wanted to know if they could expand their ideas. One had a successful sport betting tip gig running on Whatsapp. He wondered if he could expand it into a podcast. Why not?
Another had been sharing via blogs and social media, encouraging tidbits for Nigerian Startups. Can he turn it into a podcast? Again, why not?
To encourage every bit of action towards achieving a podcast dream, I mentioned that even without the heavy machinery [studio tools], a decent enough smart phone could be useful. There are apps available on the various app stores and even a podcast company has taken steps to make the experience wholesome from recording to editing and then sharing on social media.
So, do you have a great idea for a podcast? Can you do consistent research into the topics you will discuss or the people you want to talk about? Are you patient and persistent? Here are a few resource tools that can aid your podcast dream:
Best Podcast Equipment (For Beginners & Pros) 2018
8 Major Podcast Predictions for 2018
Top Podcasting Blogs & Websites (2017 Edition)


In recent times some local presenters [TV and Radio] have come under fire for making their guests uncomfortable by prying into their private lives.



Easily, some argue that Public Figures or Celebrities lose their rights to privacy once their popularity begins to soar. There are arguments that the public is entitled to every seedy detail of a morbid affair or irreparable vice.

I beg to differ, more because many of these interviews seem designed for the sole purpose of tainting a Celebrity. What it does expose however, is the interviewer’s lack of tact and interviewing skills.

I watched many Larry King interviews growing up and still do [Thank God for DVDs]. I also read about his early beginnings on radio and I do think his views will help the next interviewer with a supposedly “controversial” guest.

Before those, let me ask a few questions:

How much of your guest do you know, besides the malicious gossip on blogs and co.?

Do you conduct  in-depth research about the person you are interviewing so that you can use the knowledge about their life and career to enhance the quality of the interview?

Do you ask open-ended questions, which allow the guest to contribute as much detailed information as they would like and in turn which allows you as an interviewer to follow up with probing questions?

Do you listen attentively to your guest and not ask any questions that your guest has answered in response to a previous question?

To the last question, once an interviewee goes “Like I said before…”, you’ll realise how terrible that makes the interview.



How to conduct a great interview: punctuations + emotion

Traffic Shows that Rock! #RadioTalks With Ekemini Joseph

Ekemini Joseph returns with some useful tips on how to run a great traffic radio show!!! Enjoy the read. Continue reading “Traffic Shows that Rock! #RadioTalks With Ekemini Joseph”

What is Radio? (Vox-Pop and my inputs) By Funso Akin Adesanya

Funso Akin Adesanya is a respected friend and ally, thorough in his approach to broadcast research and is a highly unsung Radio Producer among many other things. This piece on Radio is as insightful as it can ever be. Continue reading “What is Radio? (Vox-Pop and my inputs) By Funso Akin Adesanya”


I joined a Radio Imaging and Production Public Group on Facebook. I have had some of the most incredible insights on what this often overlooked key feature, does and is still doing for radio. And then someone had to ask this question. I promised I would collate the best answers and feature them as a blog post for reference purposes on my site.


Voice Over specialist, Rob Ryan asked:
“In your own opinion, what does radio imaging do for your radio station? Do you ever feel it gets ratings? What’s its purpose in 2016?”

And they answered…

Paul A. Huddleston –  If done correctly, good imaging can give your listeners a feel for the attitude of your station. Bad imaging can confuse listeners. Good imaging also helps build a sense of community, like the listener is part of a club or group that is tied together through the station. There are, IMHO very few stations that inspire the kind of single station devotion that was seen 20-30 years ago, and a really good overall station imaging package can attempt to get that feeling back for the listener.

Blake Keele –  I think you should start your production session with the mind set that you are going to make it as perfect as you are capable of making it……regardless of how much time it takes……with the goal of making your station sound as fucking awesome as you can. The sense of pride that comes from that can’t be bought. Driving down the road and hearing that piece come on between two songs with your radio cranked, and it sounds perfect. That’s the money shot. Damn I miss that shit!

Matt Cundill –  I double as a radio consultant when I am not doing voiceover. Here’s what I tell radio clients. Get a Voice that is great and pay them a lot. That person is on the air after every song or every other song. The voice should have personality and be dynamic and larger than life.

Shawn Tempesta -Television has logos and graphics to make their mark. Imaging is the audio trademark of the station. Much like the logo on the news shouldn’t take over the whole screen, imaging shouldn’t be too long, or stale, for its own good. But when done right, it makes listening to that station unmistakable.
Jeff Jaxon  – Imaging is the face of the station and the clothes, the jewelry, and the accessories that the station wears. The content is the personality.

David Tyler – Radio imaging is the artwork that’s on the box of the radio product. It helps to identify it on a crowded radio dial, in the same way the bright red and white design of a case of coke does at the grocery store.

Matt Cundill – I will further David Tyler’s comments and say that imaging is the best way to brand your product. So hire a great imaging and production person. No longer is music a branding component on the station as everyone has access to all the songs now.
Sam Phelps –  It’s called ‘perception without awareness’, a very real phenomenon. When you walk down the street you see lots of people, but at the end of your trip, if someone asked how many people you crossed and what they looked like, at best you might pick out a couple which really stood out. Just because you can’t remember or describe them, we all know that doesn’t equal no people were seen on your travels… You perceived them, but weren’t aware. Imaging is like this, it’s the perception of the feeling… You don’t hear the difference, you feel the difference.
Geoff Scott –  its ‘the face’ of the station, a friend who says the things that makes them welcome us into their lives, and stand out from the rest of the clutter of the dial. It also, done properly makes it seem like a person is there who cares about you and the community and not just a meaningless playlist of nonsequiteur music. It says ‘yeah we’re professional & personable’ and not ‘yeah we’re a webstream with a stick’

Thinking of joining the family too? just click on: RADIO IMAGING & PRODUCTION


So Inspiration FM 92.3’s Debola Adebanjo featured my bloop story in her debut #RadioDiaries and while she wishes her assumptions of what happened that night in the studio were true, I was just blabbing to myself o, thinking I was talking to anyone!!!

Enjoy the read…

Broadcaster – Tony Onwuchekwa

Radio/Code Name – Tony Doe.

Tony shares with us a bloop he had on-air not too long ago during his time working daily on radio. (Yeah, he is his own boss now, providing all your radio/audio needs as a bad ass Consultant). Back to the Story.
Tony knew it was important to use headphones in the studio to be well aware of the quality of output to the airwaves and other audio needs in the studio, but he knew how much after one major bloop ➖➖➖➖ ” There are those who swear by the headphones or head cans in the studio and those that do not. I am one of the former and since that rainy night in 2008 – I have sworn by them or the earpiece attached to my phone which acts as a default radio monitoring device. Why? You see, I was having fun on the graveyard shift that night, and thought I had the most awesome 2 minute conversation with the listener without the head can on – only to discover a phone call from the boss later, that there had been dead air. An almost unforgiveable faux pas if the cause isn’t technical! “. ➖➖➖➖➖** Pause!, in Simpler English ** Tony picked a call from a listener, was talking to the girl(can bet my money it was a girl), but no one else heard the conversation probably because a button was off, and the raunchy late night conversation ended up circling in the studio, like a trapped ghost, but he didn’t know ’cause his headphones was not on his head. (OK, That should do) ** Ohh but I am right ** ➖➖➖➖ ” What had happened was that I had pushed up the wrong fader (deck A) while the mic fader was still down.
Lots of coffee and push-ups ensured that never happened again. ” ➖➖➖➖➖➖➖➖➖➖➖🚫
Hahaha. 🎧 🎧 🎧
Follow Tony on Twitter – @tonydoevo you’d find out more about him, especially if you are looking to get into radio.
He is a radio talent coach in Production and Presentation and a genius, trust me. – ‘Debola


“… imaging is the number one-heard thing on a station, after music and jocks. Imaging is your prime branding and audio identification element on the radio station.” Jason Garte, Mix Radio Imaging

It all started like an accident really. Some would say Divine Providence. Continue reading “RADIO IMAGING: MY JOURNEY INTO SOUND”