Yesterday, our blog post explored the underpinnings of Christmas music on the radio. And while many of you pointed out the self-evident- the I was being obvious- the fact is, conjuring heated and wonderful rememberings of vacations past is smart-alecky business- particularly during a age when many of us “d rather” be elsewhere- literally.
One of the big learns during the course of its pandemic is how potent nostalgia has become, enlarged during difficult issues. Hearing your favorites on the radio that reminded participants of the days when physicians were the only ones wearing facemasks, only introverts socially distanced, and merely germophobes moved their hands a dozen times a day is strong. But that’s the world countries in which we live.
Yes, the Christmas music terminal in town has an obvious advantage during this time of year. And with passions being more tender than usual, it promises to be a great December for radio specializing in the resounds of jingle buzzers and chestnuts roasting.
But that doesn’t mean other radio firebrands can’t get in the act as well. That’s because virtually every radio brand has the opportunity to tap into this rich nostalgic motherlode- not just those representing that “safe list” of holiday hits.
A recent experiment study of 2,000 Americans from One Poll( and commissioned by Aura Frames) points to the power of nostalgia during these COVID ages. In fact, Study Finds reports that virtually four in five respondents say fond memories have sufficed as an feelings lifeline during the pandemic.
It turns out reminiscing meets us feel better about the future. As psychologist Dr. Krystine Batcho accentuates, “Revisiting the past fetches back the pleasure of the good times and the comforting security of being reunited with loved ones. Happy retentions remind us of when life was less complicated.”
Brands are getting the theme, among them KFC, AT& T, and Budweiser.
Business Insider reports even the parcel makes a difference. KFC is bring back vintage pails for their chicken, including the holiday copies that came out during 1966 and 1971- yes, the same years we experienced Led Zeppelin, the Who, and Janis Joplin.
Photo: KFC
We’re likewise discovering retired mascots coming back for vacation encore executions, and even classic campaigns like Budweiser’s “Wassup” recognizes that debuted path back in 1999- another world ago.
It’s called “nostalgia marketing, ” and it is playing an increasing role in the way products and services gain and braced shopper courtesy during these stressful times.
Again, Dr. Batcho reminds us nostalgia is “grounded in a collective ability of collective loss that we’re all feeling for having unexpectedly lost so many of the things that we took for granted.”
We saw this in the early days of the pandemic in our COVID research among radio listeners. Yes, there was the human factor- still a potent yearning 10 a few months later- as we continue to hear remembers about not traveling over the holidays.
But respondents also were missing going to concerts, boasting happens, and other entertainment activities.
And that’s where radio can play a role- going beyond Christmas music. Every generation has its own proprietary nostalgia. The New York Timesrecently recognized the comeback of those aged pleasant pop culture “were having”, whether it’s old-time movies or classic music. Whether it’s the Spice Girls, Kenny Rogers, ABBA, or Queen, every one has that “sweet spot.”
They quote another psychologist, Dr. Wing Lee Cheung who interprets the phenomenon this path 😛 TAGEND
“We feel that we have lost footing at the present time, and we gain some consolation by taking a step back and revisiting something that remind us of a experience that we used to feel more combined with other people. It gives you vitality to cope with what is going on now and move forward.”
All the more reasons for “All Christmas Music” radio should have a placard year.
But these stations representing non-stop holiday hits don’t have the market cornered on nostalgia, any more than a Classic Rock or Oldies depot does.
If nostalgia is, in fact, the game, pretty much any radio depot can play it.
And enough with the reverenced psychologists. Every radio program director worth their salt has watched the same thing- the capability of music and reminiscences to uplift their audience and their community. Whether you run a station that frisks Country, Hip-Hop, Alternative, or Hot AC, there’s a nostalgic component to your music.
And December would seem the right time to actually let it liberated. In the same way brands are pulling out all the nostalgic stops, radio has a golden opportunity to reap the glowing. In smaller metros, the Fall Book diaries are all but forwarded in; in PPM groceries, we’re down to the Holiday Book( which officially starts earlier than customary- December 3 ).
And that signals a less pressure-packed environment in which to take a most interesting dive into the library, making countdowns, year and craftsman spotlights, faux concerts, and other pieces that can conjure up those rememberings of better epoches, regardless of format or genre.
Airstaff reunions and other uses of virtual rallies are also welcome to bringing the past back to life with a torrent of huge rememberings of your station. It’s why we love those “Where are they now? ” features.
Giving the audience a tone is another way to connect listeners with their more pleasant recognitions of concerts and books gone by. Whether its voting on lists, countdowns, or deferring photos, a digested December audience can be put to work creating content for your end-of-year programming.
Spoken word stations have many of these same opportunities. Sport radio, in particular, have those classic local athletes, as well as former players from championship teams.( In Detroit, that’s about all “were having” these days .) News and talk terminals have their archives, often a primary beginning for retrospectives and podcasts.
Radio stations that simply support the “same old” programming this month will miss the opportunity to cash in “nostalgia marketing, ” both for programing and sales.
When the moving gets tough, even the tough embrace their pasts.
Read more: jacobsmedia.com
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