Lee Abrams, CEO, MediaVisions
June 17, 2022
by Fred Deane
Lee Abrams
Lee Abrams is a scholar of our business. There’s no two ways about it, if you’re in the market for the consummate specialist to learn from and lean on in times of need, Lee’s that guy.
He’s been an innovator his entire career now spanning six decades, and he’s not slowing the pace much at all these days.
Like most “cagey veterans” of the trade who’ve been doing this radio thing for several decades, Lee still cares about the medium as he continues to inspire a generation of current practitioners to think, create, react, and execute.
We need Lee Abrams and his ongoing wisdom and inventive spirit to fuel an industry that needs a push now more than ever.
Get ready for his latest push…
Can you assess the current radio model relative to its essential needs for progress going forward?
There’s no mystery that terrestrial radio is stable on the older end, but relevance is decreasing with the younger end. One leveraged asset to still bank on is its big distribution.
Maybe the radio programming model has so much baggage that it’s beyond hope considering the realities of streaming and commercial loads. Maybe not, but I do wonder where the new generation of innovators are.
I sure don’t see any stunningly original new blueprints on the air, just the same standard presentations dotted with dated laser beams and man-in-the-box production. This could be attributed to corporate structure where stations are more like franchises of a standard sound. We used to call it McDonald’s Rock. They sell a lot of hamburgers but it’s as if EVERY station is a McDonald’s. It’s a wash.
The stronger possibility is that modern corporate radio isn’t accepting new ideas that are radically different. Understandable in today’s system, but unfortunate.
Then again, as tough as it is to garner attention within, it’s never too late to invent a new format. Although difficult in today’s environment, it’s another career route that is doable with a powerful upside.
Is it time to rewrite the playbook?
It was a completely different ecosystem in the earlier pre-consolidation days, but we had people blowing up playbooks and introducing radical new approaches, often with spectacular success. We need to have all the modern-day Gordon McLendon and Bill Drake’s focus on high tech instead of radio. Chances are if you’re reading this, you’re in radio or close to it and at least have that opportunity to lead or participate in the process.
SOMEBODY must have new ideas and the moxie to develop a plan. Otherwise, younger targeted radio will slip away. Not quickly, but reading the trends is not encouraging.
There are plenty of offshoot formats that skew in a new direction, but I haven’t heard any that are rewriting the playbook at a time when those who can rewrite it and execute have a chance to do some damage.
Again, it’s a new world out there with new rules. I’m just thinking it’s time for some serious action to breathe life into a medium that requires innovation and shakes itself up in most areas. It’s happening in operations and finance, but not in programming.
Is station ownership too financially fragile to take these risks, especially in such an unstable economy?
If a station is winning, great, no blaring need to change. But there are several who aren’t winning and here’s where new ideas can incubate.
I’m way out of the demo, but as a good observer it’s kind of sad to see the “Great American Soundtrack” losing its grip on the new mainstream. This is not a good time for the creatively meek.
What role do programmers play in the equation?
In many ways programmers can be media artists. A self-identification that elevates from worker-bee to creator. A conductor of an orchestra of sound. Mixing the resources to create something special, balancing emotion with science. It’s an attitude toward the “orchestration” of a radio station in an era of following the leader.
Another key component is to capitalize on what streamers can’t do. Local is one thing, but magic between the songs is even more important. It’s the radio “experience” that streamers can’t create and the ones that are trying aren’t doing it very well.
What do you suggest in lieu of a 180-degree change, slight reinvention perhaps?
If inventing a format is off the table, here are some steps to reinvent one starting with a 360-degree approach and evaluation that examines and rethinks literally every aspect of a station including visual identity, street presence, and maximizing everyday part and beyond. Go through the exercise of a living autopsy that dissects every aspect of the station and a plan to deal with anything short of brilliance.
When you evaluate your station without prejudice, there will be issues which must be aggressively addressed. Too often they’re minimized through overthinking, fear, over-researching, or scores of other barriers. “It costs too much,” is very weak as brainpower costs nothing. It takes commitment, guts, and buy-in from the leaders.
Often, it’s the blind leading the blind musically. Step out and understand what the 2022 target wants to hear rather than following the sheep, or worse yet or a tired playbook. Get off musical autopilot and the assumptions based on what used to work. Just because your tower is local, that doesn’t mean you’re tied to the hip with local listeners. It takes work.
A reason XM satellite radio had such high satisfaction upon its launch is because much of local radio was generic and missing opportunities to capitalize on their advantages, including being local. This also takes work.
If reinvention sounds a bit extreme to corporate, is it more about continuous evolution?
Invention, reinvention and evolution are all exercises to keep radio relevant in an age where that’s becoming increasingly more challenging. It’s an attitude. I call it Rock n Roll thinking.
Rock n Roll music as a culture driver is arguably on life support. It may not be apparent yet, but when it starts looking backwards, the best days are behind it. But that’s okay, you can learn from it and build on the NEW Rock n Roll energy. Rock n Roll was an attitude and a spirit, and today it isn’t about music…it’s much more than that.
How would you describe this mindset you’ve conceptualized?
The M.O. of Rock n Roll is timeless, and we need Rock n Roll THINKING, regardless of format or style.
The characteristics of Rock n Roll thinking include: ECCENTRICITY all the way to the bank, INNOVATION as a driver in everything you do, ATTITUDE in having that prescribed spirit, SWAGGER in a sense of confidence that viewers actually can feel, NEWNESS and the struggle to be first and lead, REINVENTION targeting a desire and motivation to evolve, CREATE fans not users, POWERFUL and culture moving, CHANGING and always pushing forward, COMPETITIVE as you are fighting for success, ARTFUL in creating commerce through art (art is not a bad word unless it’s bad art)…
…INSTINCTIVE by not relying on yesterday’s data or the pundits and creating your own unique sound and brand, ORIGINAL by being inspired by others but marching to your beat, REBELLIOUS as a fighting spirit and not for the creatively meek, INTELLIGENT in a mass appeal way, NON ELLIST for the masses.
Go ahead…Rock your gig!
