When’s the last time you said or thought “oh wow” in reacting to something you saw or heard?
If you were never in a role such is mine, where for the better part of the past 60 years, it was my responsibility — should I say “privilege?” — to bring to those in front of a radio speaker content that would generate such a reaction … this may likely be something you’ve never given a thought to, yet is the key to success in many endeavors.
The website named Urban Dictionary, describes it this way:
“A set of properties belonging to an object that pleasantly surprises a watcher/listener … the WOW FACTOR is an important thing to consider when designing (whatever the element might be).”
Backing up for a moment, this subject really hadn’t been on my mind until recently, when I received a note from my former Bonneville Broadcast Consultants associate and longtime friend, Frank Murphy, about a discussion amongst members of the New York City-focused chat group, the New York Radio Message Board, titled “What Would Happen to a Beautiful Music Startup?” … which, of course, drew my attention.
Beautiful Music “Oh Wow”?
Reading through the comments, I didn’t find any making a significant case either pro or con regarding the potential success for the format here in 2019. However, what did get me thinking about this subject was when one of those commenting stated: “… don’t know that an ‘oh wow’ factor is present in an easy listening format.” Part of his reasoning was that there hasn’t been a great deal of format-appropriate tunes released over the last few years which lend themselves to attracting the listener’s attention by being new or particularly unique. But, that’s where the skill of the programmer is called upon … and as an “oh wow” can just as well come from a song or unique arrangement which the listener loves or hasn’t been privileged to hear in some time!
Personally, from the aspect of being challenged as a radio programmer … I’ve always thought of it as plain-old “getting one — better yet, a fair percentage of my listeners — to perk up and take notice” … maybe even to feel their heart beat a little faster with some excitement! (It’s hard to believe it has now been four years since I last programmed a radio station/channel … although in writing these Musings, I attempt to include information which you, the reader, will find enlightening or interesting in some way, and maybe gaining a small “oh wow” moment for youself.)
While I don’t address it as the “WOW factor,” it’s very evident in this story from Chapter 11 of my memoir, RADIO … My Love, My Passion:
“Other than the couple of tunes discussed in the WDVR section, I don’t remember there being any recordings that brought questions and comments from any quantity of listeners — and we had many listeners — during my days in Philadelphia and at WJIB in Boston.
However, this changed upon my arrival in New York. Sometime in the fall of 1969, while rummaging through WRFM’s extensive record library, I came across Greek folk singer Nana Mouskouri’s recording of the Mexican mariachi tune “Cu-cu-ru-cu-cu Paloma.” I was aware of the song and knew that it had been recorded by Perry Como and other vocalists, but I had never paid much attention to it. I put Nana’s disc on the turntable and listened and found it intriguing.
Into the studio we headed, asking the host on duty to play it in place of the next scheduled vocal. He set it up and began to listen on the cue system, immediately turning up his nose and declaring that if we play recordings like this, the station would lose listeners rather than gaining new ones. I said, “Let’s play it and see how it fits.” Before it had finished, listeners were calling, asking who the singer was, what the name of the album was and where to buy it.”
An early key promotional slogan for WRFM — where we faced two direct format competitors — was “Where the Difference Is the Music” … and key to making that real in the listeners’ minds was airing recordings such as this one by Nana Mouskouri!
The Susan Boyle WOW
You never know when or from where a giant “wow” might come from … watching this British TV show segment from April 2009 … no one, judge or audience member, was anticipating a performance which would deliver anything close to even a small “wow!”
Whoever you are, whatever the subject is and whomever the reader or listener … the more you can deliver this, the more they will love you and be loyal to you or your radio station … or whatever your “customer” base may be.
In a recent blog, radio industry consultant Kevin Robinson includes this statement:
“Daily, we bunker down (in front of our computer screen) – waiting for the next big thing. When – we need to be creating – the next big thing.”
My final thought: I feel sad for anyone who does not experience an “oh wow” moment now and then.
And, those are my thoughts for this time … I’d love to read yours.
Wow! I had to go to Youtube for Nana Mouskouri.
WOW, plus goose bumps.
The easy listening format is not, generally, an "OH WOW!" but succeeds at being a continual "Aw, yeeeaaahh." I read over the NYC radio discussion, and found the detractors to be "stuck in the past". Kids these days (teens) seem to have less disregard for the unusual and more regard for anything piquing interest in any way. Many will honestly admit the current music is boring, or vulgar, and that they prefer music from the 80s, but they have a list of personal faves from across the 50s to the present. Most of this is fostered by hearing a post-modern assemblage of music in video games or on TV and movies, or even anime ("Roundabout" by YES becoming a reheated hit due to usage in closing credits on "Jojo's Bizarre Adventure"). If you go into online gaming, you hear the kids singing "Sugar, Sugar" one moment, "Sweet Child of Mine" the next, "Wichita Lineman" followed by "Country Roads" and then "Love Me Tender" and "Pumped Up Kicks", etc. In an age where "OH WOW!" is always being shoved in a consumer's face 24/7, some "Aw yeeeaaah" might be desired quite often, just to escape where the world is at this time.
Thank you, Steve, for your thoughts.