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Posted: 3/17/2012 - 0 comment(s) [ Comment ] - 0 trackback(s) [ Trackback ] - 0 Likes
Category: Technology

 Mark Ramsey Media             

MRM BLOG DAILY

Radio has the Wrong Idea about Mobile Apps

…or at least, not completely the right idea.

Consider the study from the IPG Media Lab and YuMe.com which examined “advertising in the wild” to assess the effects of “viewer distraction” in a TV-viewing habitat of numerous gadgets and gizmos.

One of the conclusions was that “smartphones are a persistent companion to video content.”

As the authors of the book Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile put it:

The key word here is “companion”—meaning “in addition to,” not “a replacement of.” Mobile certainly is not television’s enemy; it is instead an opportunity for broadcast networks, cable companies, equipment manufacturers, app developers, and advertisers to enhance the TV experience by connecting one medium to another.

In radio, our premise too often is that a mobile app is simply a new distribution mechanism for our existing content in a new channel.

While this is not completely wrong it vastly oversimplifies the opportunity for radio’s mobile experience from every perspective – our brand’s, our consumers’ and our advertisers’.

And it’s all because we’re asking the wrong question, which is generally ”How do I get my radio station on a mobile app in the cheapest possible way?” or “Should I or should I not be on IHeartRadio?”

A better question is “What companion experience to my radio station can provide value both to my consumers and my clients?” Note that the answer may have nothing to do with the radio stream itself., so while the stream has a place in an app it should not be the reason why an app exists.

The app should exist because your brand has fans and your brand has clients and your brand mediates relationships between them and you can monetize those relationships in a mobile space.

So what value can you add to your consumers and your clients, alike?

Consider a sports station or a station with a big morning show. The opportunities to provide interactive mobile games and polls and conversation between fans and on-air hosts boggle the mind. Seriously.

Consider a music station. Does your app allow me to explore the music on your station and music like it? Does it allow me to vote on your songs and pick your playlist?

We need to stop thinking of our mobile opportunities simply as distribution channels and imagine them instead to be companions for our over-the-air experience. New ways to attract and enhance loyalty and add value to consumers and advertisers in the presence of our brands.


 
Posted: 3/4/2012 - 2 comment(s) [ Comment ] - 0 trackback(s) [ Trackback ] - 0 Likes
Category: Music

Bruce Springsteen has been, for more than 35 years, one of the great chroniclers of American working-class life. But until recent years, though, his songs only rarely connected the dots between the pains of that life and economic inequality and oppression. In recent years he has moved toward that, both in his public statements and his music, but Wrecking Ball, due out on Tuesday but already widely previewed (licitly and illicitly) online, contains some of the most political music he's written. It is also, in places, deeply gospel-inflected, with the political and spiritual knitting into a moral argument. We may be lost, individually or as a society, we may be oppressed and barely clinging to hope. But we can't believe either that it's good enough for things to be better in the next world (there's no "you'll get pie in the sky when you die" onWrecking Ball) or that the fight for something better in the here and now is anything but a fight for our souls and the soul of the nation.

"Death to My Hometown" is perhaps the strongest such political statement (and, to my biased ear, the strongest song) on the album, beginning as a riddle: "No bombs fell from the sky, no blood soaked the ground" but "just as sure as the hand of God they brought death to my hometown." We don't know through most of the song who brought the death Springsteen sings about in clipped, bitter tones to music that alternates between a spare, driving beat and a more lush, swinging sound with the thread of a choir just audible beneath Celtic instrumentation. But death doesn't sound like a metaphor here. He is angry and he is mourning. Then, late in the song, we get the answer: It's robber barons, "greedy thieves who came around/And ate the flesh of everything they found." They, the robber barons, brought this blood-free death, and they'll be returning. Springsteen's voice drives through the final indictment; "Whose crimes have gone unpunished now/Who walk the streets as free men now," the final "now" echoing, reinforcing that while there is a death to be mourned, there is also an ongoing injustice. The song ends with another swell of that choir—a revolution? a funeral? some of both?

(Except that—and this is where my bias comes in—it's not a choir. It's a Sacred Harp convention, as recorded by Alan Lomax in Alabama in 1959 and I have sung that song with people who were there that day and, I would be remiss not to note, wrote a book partially inspired by the 1999 meeting of that same convention Lomax recorded and Springsteen samples.)

But "Death to My Hometown" has company on Wrecking Ball as a political song. As on so many earlier Springsteen albums, Wrecking Ball is populated by characters speaking to us, telling their stories. Those stories were never as bright and hopeful as their often-anthemic settings made casual or careless listeners think, but they've gotten darker and again, point a finger at thecauses of the darkness. In "Jack of All Trades," a man lists all the jobs he does in the effort to survive, assuring that "I'm a jack of all trades, honey, we'll be all right." But despite that reassurance, despite the comforting (or defeated? we can't quite tell) tone and the litany of work he can and will do, this struggle for survival has context—"The banker man grows fatter, the working man grows thin"—and, if at the time those lines are delivered they sound resigned, two verses later, the speaker voices his anger—"If I had me a gun, I'd find the bastards and shoot 'em on sight."

The refrain, indeed almost the whole, of "We Take Care of Our Own" is "wherever this flag's flown/we take care of our own," lines that in another context could cross into jingoism, but the verses speak to abandonment—"From the shotgun shack to the Super Dome/There ain't no help, the cavalry stayed home"—and to seeking, seeking home and mercy and the "promise from sea to the shining sea." Repeated so many times it becomes more like a mantra than a mere chorus, "we take care of our own" becomes both a promise and a promise betrayed. Even in the meditative, spiritual-inflected "Rocky Ground," which begins with another sample from a Lomax recording, this one of "I'm a Soldier in the Army of the Lord" as performed by a Church of God in Christ congregation in Mississippi, bankers make an appearance as the money changers in the temple. With that reference and in the broader context of the album, the rocky ground we're traveling and the higher ground we seek become not necessarily heaven but a better world here.

While I'm engaging these songs on political grounds, that's something I'd only take the time to do because they've engaged me on musical grounds. Wrecking Ball is not Springsteen's greatest album ever—but saying that in the context of a career that has repeatedly reached greatness is not necessarily faint praise. Springsteen is attempting here to grapple with a shattered world, a more complex task than inhabiting the stories of young men beating against the walls of their lives; just seeing where those walls are and who built them makes it hard to build to the anthemic pitch of albums like Born to Run and Born in the USA, even as the voices in those songs often undermined the headlong flight embodied in the music. Even as compared with the mournful tone of earlier songs such as "Factory" and "The River," the songs on Wrecking Balltake on a difficult task. The range of the songs, from sorrow to anger to determination to hope, offer an emotional map for our time and our fight for something better. It's not a perfect map or a perfect album, but it's an important task and a good listen.

 

 

ORIGINALLY POSTED TO DAILY KOS LABOR ON SUN MAR 04, 2012 AT 12:55 PM PST.

ALSO REPUBLISHED BY DAILY KOS.