I hear this all the time from people in radio. "We just can't find enough good air talent", they say. But, what are radio companies and radio stations doing to find talent? Most general managers and program directors are now responsible for 3, 4, 5 or more radio stations. They really don't have time to develop the talent they have let alone look for more. Most are hoping the next Kidd Kraddick, Rush Limbaugh, or Howard Stern will walk through their door. I don't think that's likely to happen.
Gifted artists don't view radio as a place that welcomes what they do. They don't hear a lot of original ideas on radio. Instead, they hear lots of Howard Stern wannabes, Rush Limbaugh copies, sound alike morning shows presenting a narrow view of pop culture obsessed with Britney Spears and American Idol and voice-tracked liner card shows.
Gifted artists would much rather try their hand at blogging, creating videos for YouTube, or producing the kind of show they'd like to hear on BlogTalkRadio. Makes sense to me. Who'd want to face almost certain rejection by a radio program director fearing the loss of his job if he tries something new and unproven. How inviting is the typical radio station employment ad that screams "NO CALLS" and implies we don't want to get to know you? I don't think I'd be giving much consideration to radio if I were an artist seeking to do something truly original. It's no wonder radio is not exactly a magnet for gifted artists these days.
What to do. How about this for starters? Create a new position -- Vice President of Talent or Director of Talent. Find someone who knows how to evaluate talent and understands and appreciates the difficulty of working with artists. Make this person's sole job and only responsibilities to find extraordinary talent and create an environment where they will thrive and grow. Don't ask them to do anything else.
Next, announce to all employees that the company is now in the content creation business. Let everyone know they are responsible for helping create content. Encourage them to be on the lookout for interesting people and cool ideas that turn them on wherever they go and whatever they do. Ask them to report videos they love on YouTube, people and ideas that excite them on MySpace, or Facebook. Reward them when they help find people and ideas that can be developed and used.
Next, let the world know you are looking for gifted artists capable of creating extraordinary multimedia entertainment and information content. Recruit nonstop. Use the reach and influence of your radio station or stations. Run announcements on the radio and on the web that describe exactly what you want. Make it easy for talent to submit their ideas. Set up a special place on the web where ideas can be uploaded -- audio, video, whatever.
Finally, set up a talent incubator on the web. Create a website where artists you select can display what they've created -- audio, video, games, etc. -- and do shows. Make it a fun place where gifted artists will want to come to play and try stuff out. Promote the website on the radio. Send radio listeners there to check it out and provide feedback on this gallery of artists and ideas.
The Web provides a low cost and no risk place to test anything and everything. Radio people constantly complain about not having a "farm system" for talent. This is the ultimate "farm system". It's like having access to an infinite number of broadcast frequencies capable of reaching the entire world. What a deal.
Great talent is hard to find, particularly if you're a radio station or radio company hoping it will find you. However, there's never been a better time for a radio station or radio company to go looking for talent. There are so many places to search and so many ways for artists to put their talent on display. The primary requirements for finding great talent today are focus and commitment.