courtesy AllAccess.com June 18, 2019
One of the biggest fears among radio talent is voicetracking. Most believe that it decreases the number of, or prevents opportunity for jobs, and that it also prevents companies from developing and growing new talent. Most of the talent that I come across these days are honestly just begging for a little coaching and feedback and sadly they can’t get it anywhere, because no one has the know-how or the time. As much as we hate to admit it, voicetracking is a necessary practice in the radio world and once mastered, can be a profitable business or side hustle for the right person.
As the talent pool continues to grow smaller and smaller in traditional radio, and companies continue to do everything they can to save money, the quality of voicetracked shifts is left mostly to major-market stars who have no idea about the importance of taking the time to be local, or it’s left to small-market talent with little experience, who will execute the shift as quickly as possible for very little money while they tend to the three to four other responsibilities that they have on the job.
I’ve spent a lot of time monitoring small markets for companies with four and five stations in a cluster and found that most of the brands are suffering from a lack of talent and commitment to coaching and content. It’s clearly obvious which stations are voicedtracked simply from the lack of locality, low energy, boring content and sloppy board work. For most programmers, sloppy board work is a huge pet peeve, especially in a world where automation software can be edited to the point of perfection. People are listening to the radio for entertainment and energy.
This challenge presents an “opportunity” for talent to master the craft, and turn voicetracking into a legitimate business. It’s extremely difficult to walk into a situation, especially with a new brand or format and feel the music without actually executing a few live shifts first. It’s very much like programmers who attempt to coach talent, without having never actually been on the air. You must know what’s going on inside the bo,x in real time, before you can translate it to a pre-recorded shift.
If you’re going to attempt to win with voicetracking, there are a few steps needed to ensure that your brand is still differentiating itself from all of the others and providing content that no one else in the market (or online) can. This requires coaching and listening over and over again to your shifts. I always tell talent, “The best thing that you can do to get better, is to aircheck yourself. You will always be your biggest critic.”
Read more HERE at AllAccess.com