The Robinson Report – 12 Notes

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“Music is essentially 12 notes between any octave. It’s the same story told over and over. All any artist can offer the world is how they see those 12 notes.” –Bobby (Sam Elliot) in 2018’s A Star Is Born

The “score,” or audio, to a movie or video piece supersedes the quality of picture.

Read about that here.  View a brief demonstration here.

What you aurally consume and how that puzzle is pieced together is vital.

From hundreds of listening sessions, it’s clear that the vast majority of broadcasters pay little, if any, attention to how their brand can go from good to great.

You know it when you hear it: legendary brands like KFRC (San Francisco),  WLS (Chicago) and  KHJ (Los Angeles).

Programming magician Bill Drake produced his RKO network of brands with a “The Wall of Sound” in mind.

Mirroring Phil Spector’s “process,” Bill was in several of Spector’s Wall-Of-Sound sessions.

Read what legendary brand builder Lee Abrams has to say about it  here.

Market size matters not. Some of the very best “scored” stations are rooted in smaller markets.

For the most part, terrestrial radio allows automation to “score” their station.

The production pieces may have clarity, however air talent (even voice-tracker) can “sweeten” the pieces creating larger-than-life electricity.

Radio Friends, take the lull of the next few weeks and assess the sound of your brand.

Do music ID’s aid in the sparkle and momentum of your brand?

Are voice pieces written with imagination and produced to keep the audience engaged?

Is it tightly packaged with elements that bring real kinetic energy to your brand?

Most importantly: is it “scored” the way you hear it.

Think artist, not technician.

“All any artist can offer the world is how they see those 12 notes.”

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 33 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

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