SAME AS IT EVER WAS

Radio formats have become more standardized. Music research and economics have made that inevitable. The wild days of free form radio only existed because there was very little to lose. No pot of gold to protect. As always, information changes things. So that explains music but, what about imaging? There is still very little in the way of research on it and it isn't tied so directly to economics. Why then does so much imaging project a similar vibe?

This is another topic with no definitive answer. Imitating success to advance your career is certainly part of the equation but, we'd like to suggest something less obvious.

People are often defined by limitations. If you want to play football and you're 130lbs, you don't play on the line. You learn to run fast and catch passes or kick field goals. Bending that concept a bit, radio imaging forces a variety of limitations that deny individuality. Similar deadlines (and other time crunch factors), similar formats, similar tools, similar objectives, and similar job structure can easily add up to a similar final product.

Another factor that can lead to sameness is the web. The sharing of acid loops, drops, sfx and plug in settings doesn't promote individuality. It leads to McImaging. This is important because imaging, like many other aspects of radio, needs some fresh ingredients. Microwaving another McPromo ain't makin' it.

Try to find some time now and then to monkey with your plugs and make your own presets. Wipe your brain clean of what others are doing and consider what you think is cool. Develop a thumbprint. A blues guitarist doesn't have to sing or say his name for listeners to know who it is. They know from his style. Most players are using the same scales, instrumentation and subject matter so, style is everything. It's not such a stretch to apply that to imaging. You may be using the same voice, same imaging package and same plug ins as another station in your format but if you bring your own style to the party all that means squat. You'll really be in the creative game and isn't that why you produce imaging for a living?