KCRW: A Destination for Discovery

The secret sauce of the NPRmember station in satisfying so many seekers The multiple definitions of amp8220Location Location Locationamp8221amp160 That means its many access points let listeners locate the content actually being a location a destination for a passionate community of listeners and ultimately its actual geographical locationKCRWamp8217s recordsetting approach to creating accessibility has exemplified amp8220early adopteramp8221 status and made it a global citizen and a digital media trailblazer In an attempt to make content more widely available the station produced from its inception what became known as amp8220podcastsamp8221 It was actually their podcast of amp8220The Treatmentamp8221 that was used by Steve Jobs to introduce the iPod and iTunes at a 2005 developers conferenceamp160KCRW was one of the first to embrace streaming online and was among the first radio stations to serve up more than one stream It recently became the first station to have an app on SpotifyThe crossplatform content marketing efforts of KCRW are enviable Every access point seems covered from a livestream of the broadcast to archived versions from instudio performance videos on the home page to playlists that feature social sharing and song purchase links Plus featured artistsamp8217 club dates are posted on a robust online events and calendar page with drilldowns to the bandsamp8217 sites social accounts and bios So listeners interested in discovery never have to leave home or at least the stationamp8217s home pageIn browsing KCRWamp8217s website itamp8217s also apparent itamp8217s not just about lesser known musicians itamp8217s the discovery of a diverse world of content overall including news talk and culture You can listen to say Warren Olney covering local drone ordinances on amp8220Which Way LAamp8221 or a review of porridge as a food trend in the San Gabriel Valley on amp8220Good Foodamp8221 That diverse programming is the legacy of former General Manager Ruth Seymour credited with bringing KCRW back from the brink when she took the helm of the NPRmember station in 1978In her 2010 retirement speech Seymour expressed her feelings about it amp8220Freedom and independence were the building blocks to KCRWamp8221 she said amp8220Listeners were rooting for us amp8230 and our peculiar mix We mirrored what was happening around us We told employees to go to museums and clubs to find out whatamp8217s happening and incorporate that in their onair work amp8230 We were just trying to survive Success when it came was astonishingamp8221amp8220Weamp8217re an eclectic format with talk and music on one station amp8230 itamp8217s programmed like a TV stationamp8221 Seymouramp8217s successor General Manager Jennifer Ferro says amp8220It launched as what a station could be and we kept growing when other stations gave up on that approach amp8230With all the fragmentation in the media world itamp8217s a place to come home toamp8221Many freeform independent stations are lauded for innovative playlists that drive discovery from the beloved independent New York station WFMU to KPFA of the Pacifica Network But none have really had the consistent impact on launching musicians to mainstream appeal and opening millions of eyes and ears to new genres and sound styles to the degree of KCRW Take a 19yearold Adele in early 2008 to current 18yearold phenom Grace Mitchell Irish folksinger Hozieramp8217s first live radio interview in 2014 to emerging hometown talent Korey Dane whose recent appearance on the station sparked Facebook requests for performances in listenersamp8217 home towns from Seattle to San Franciscoamp160 Weekday morning music show amp8220Morning Becomes Eclecticamp8221 hosted by music director Jason Bentley pictured at top is a signature station program credited with launching or at least amplifying those and many other starsBut the success of KCRW results from more than good programming and accessibility Bentley who also hosts its EDM dance show amp8220Metropolisamp8221 describes KCRW as amp8220the downtown that LA didnamp8217t haveamp8220Itamp8217s where I went for ideas and discourse and music when I was youngamp8221 he recalls amp8220It was the imagination of what the city could be when it was more renegade and dangerous but artistically poignantamp160 It was David Hopperamp8217s LA and PeeWee Herman amp8230 a lot of aspirational misfit creative people I like to think of KCRWamp8217s growth as part of the legacy of that movementamp8221The LA locale adds to the music discovery aura Area musicians showcased on KCRW were heard by the influential listeners in their own backyard of Hollywood who picked up that music for soundtracks TV show themes and more That raised the bar for those hired to select and spin those tunes and now many of the station air personalities are so lauded they have impressive offair lives as music advisors such as Bentleyamp8217s Music Supervisor credentials for the three amp8220Matrixamp8221 moviesAs KCRW innovated across platforms and knocked down geofences its playlist was heard by the world as well and the SoCalcentric but now international community of listeners dubbed many of those DJs amp8220tastemakersamp8221How does one hire for amp8220tastemakerismamp8221amp160 Ferroamp160says amp8220You have to trust your gut and ensure someone amp8220amp8216getsamp8217 the cultureamp8221 Bentley puts it this way amp8220We bring on people who have an open mind and a point of view amp8230 who have been involved in the community doing clubs so theyamp8217re relevant I think you have to step outside yourself in terms of serving a bigger purpose than your own specific tastes and interests and come to an understanding of what the sound of KCRW isamp8220Our audience allows us to play a wide range of independent art and music and surprise themamp8221 he continues amp8220They can hear the difference between something thatamp8217s commercially programmed versus a real human being whoamp8217s trying to tell a story through musicamp8221Can this commitment to content and community be replicated by mainstream radio amp8220Mainstream radio would have to change its focus from building audience to building community and change its measurement of success away from spot salesamp8221 Ferro saysFrom a commercial success perspective Bentley acknowledges that their programming is amp8220not a philosophy that big media board rooms have much confidence inamp8221 he says amp8220But weamp8217re out for a Michelin star a gourmet artistic experienceamp8221amp160 And he adds itamp8217s a smart audience which sponsors approach a little differently a little more thoughtfullyBentley is appreciative since the station is limited in its resources and underwriting helps enable original live session concerts for exampleYes live events are also in the KCRW realm In partnership with the LA Philharmonic theyamp8217ve been introducing throngs to an even broader universe via KCRWamp8217s World Music Festival for almost 20 years amp8220Booking an 18000 seat amphitheater means there has to be some give and take between art and commerce what will sell and what will be fresh and innovativeamp8221 Bentley saysThat balance of art and commerce has meant the world to listeners and sponsors who embrace rather than run from the eclectic nature of the content And as Seymour said in her speech recapping the stationamp8217s success at home and then internationally amp8220that tells us something about idealism and to not be afraid to reach highamp8221The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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KCRW: A Destination for Discovery

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E.B. Moss

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E.B. Moss

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