Some radio musings from Joe which didn’t quite make it through the copy edit, but we liked it so here it is in mini-blog form:
The CD player had started to skip again. We put the new Bonnie ‘Prince’ Billy album on. It raced past in a clicky thirty-second montage. We put on Jeff Buckley’s Grace. A twenty-second glitchcore remix wasn’t what we had been hoping for. There was no option but to flick on the radio. Train’s ‘Raindrops of Jupiter’ blared from the speakers.
‘Search,’ said Chris reflexively.
Crunky hip-hop. Maybe Chamillionaire. Could have been Lil’ Jon.
‘Hmmm. Search again.’
Somewhere on the FM dial Daniel Powter having a ‘Bad Day’.
‘One more for the win.’
‘Sweet Home Alabama’ by the most successful vowel-less band of all time, Lynyrd Skynyrd.
‘Yes!’ dueted driver and passenger.
But as the song hit the middle eight the DJ faded it out. ‘Okay, we got Steve on line one. What’s your problem, buddy?’
‘Hey Bill. I’m trying to change the oil filter on my Torino, but it’s stuck fast. I tried lube, tried wrenches and I’m getting nowhere. Any ideas?’
‘Sure Steve, no problem. You got an old belt you don’t mind getting dirty?’
‘Yeah.’
‘OK. Take the belt, tie it real tight around the filter and yank it hard in a counter clockwise direction – that’ll get it started. You can do the rest by hand.’
‘Thanks, Bill.’
‘You’re welcome, Steve. Good luck with it. This is Van Halen.’
You know how every once in a while you hear a song that is so brilliant, so how-come-that’s-not-been-done-before magnificent, that it stops you in your tracks? Well, this may be the geekiest thing I’ve ever confessed, but sometimes radio does that to me. Chris is the same. Every once in a while you hear a link, feature or stunt that knocks you flat. This was one of those times.
‘Genius!’ squeaked Chris. ‘It’s like “Gardeners’ Question Time” for petrol heads.’
‘With some classic rock thrown in for good measure,’ I said. ‘Incredible.’
Van Halen reached the middle eight, and again the song was faded out. Bill again. This time Dave was struggling to fit a new muffler on his Chevrolet. With Bill’s help, he wasn’t struggling for long.
‘Thanks Bill! I’ll give that a shot right now.’
‘Good luck, Dave. Hope it works out for ya. Ooo-kay-eee, this is Led Zeppelin.’
To help explain what I found so incredible about this show, let me give you a little background. UK media is obsessed with audience research. Absolutely fixated. Because this research offers insights into the lives of its audience, and those insights lead to brainstorms and think-a-cises which in turn lead to TV formats, radio shows, magazines and books.
Let’s imagine that, quite by coincidence, ten separate women wake up one morning and fancy an orange for breakfast. Later that day they each meet a representative from a research company who asks about their eating habits. They say in passing, quite reasonably, that they enjoyed an orange that morning. This data is fed into the company’s research software which identifies an ‘emerging trend’, and before you know it marketing wonks throughout the land are assembling their best people to see how they can capitalise on the new ‘Citrus Mum’ phenomenon.
But the Holy Grail is finding something deeper than mere insight. The real pay dirt is stumbling upon a ‘truth’. A truth, at its simplest, might be ‘people enjoy watching football live on the telly’. At its best it might tap into some previously unnoticed human behaviour. However, even with millions spent every year on trying to find new ones, researchers find truths about as often as scientists discover new elements.
But Bill, it seemed, had beaten them all. His warm, personal, caring style didn’t scream ‘focus group’, which is why I think the show was his idea and not that of a media conglomerate. And what was his million-dollar truth? Simple: ‘On Sunday mornings me and my buddies fix our cars. When one of us has a problem we help each other out. And we love rock music.’ That’s why I loved Bill’s show. It was the truth. And you don’t get that on the radio every day.
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