Tik Tok on the Radio.

Tracey has been banging this drum for ages:

"You have to live your listener's life. We've been speaking in our classes about how Tik Tok, Insta, YouTubers etc hold 'Dares' and 'Challenges' on air and that is what audiences say they are looking for now. It's what they watch. They want fun...especially now! Plus, the majority of 'chart' music is edited for airplay. If I go to Spotify, I can hear the 'real' version...the version that holds on to the song's power. Radio dilutes the quality of the song.  I said in a blog a few years ago: It's all about the 'Person-ality'.  Just talk to me. Entertain me. The personality can excuse the dilution of the music...if it's good enough".

This comes up again as iHeart Australia launches a new innovation teaming up with Tik Tok. This is exactly what we have been screaming about: Radio and Social Media collaborating.

It's a no-brainer. In order for radio to maintain (and even grow) audience, we need to adapt and adopt. Pretending Tik Tok etc doesn't exist will end in tears. They're there and if they go away they will be replaced by a newer shinier model. Radio doesn't need to BE them but it definitely needs to embrace them.

Here's how iHeart Australia describe the new venture:

"The pop-up station is now live with the latest music, artists and trends dominating TikTok. Hosted by local and international music acts like Rita Ora, alongside Australian TikTok creators G-Flip, Isaiah Firebrace, Tannar, Avneesha and more".

The only thing that stops creativity and growth is fear. 

Once again Australian radio shows the way.