Inside Stories: How FM Radio Is Coming Back With A Vengeance

An insightful discussion with Samuel Zniber, one of the radio industry veterans, about why radio was, is and will continue to be one of the most influential media for the music world.

Jan 16, 2024

90 years. This is how long has passed from the first ever FM broadcast, a technology that led to a global scale development of commercial radio stations. FM radio stations are arguably the most influential channels when it comes to pushing musicians into stardom. Even when TV stations like MTV challenged its position during the 90s’, the commercial radio format not only survived, but has thrived. Pirate stations, national networks, anonymous DJs with powerful voices, both literally and metaphorically speaking have shaped the music industry as we know it, regardless the way music traveled from artists to radio playlist managers: vinyl, CDs, cassette tapes, USB sticks or recently dropbox links. Yet, times have changed and, more important, listening habits have changed. Machines are learning human behaviour patterns to serve the exact type of music they’re suppose to click with. Billions of songs are at one click distance. Broadband internet connections are almost everywhere. So why bother tuning into your ex-favourite radio station when all music is on demand and the music curation is AI perfect? Should we start digging the grave for the FM radio stations and embrace whole heartedly the DSPs and music robots?

For these questions and more, we needed to talk with someone who has been into the radio world long enough to see how it evolved in the past decades. Samuel Zniber, founder of MusicDatak and one of the leading figures in the world of Music Radio Programming, worked for radio stations on almost all continents as the group program director for Lagardere, RTL, NRJ, iHeartRadio, Entercom. He’s what we can call an industry veteran, as his career followed the rises and falls of the radio format across the globe. Following his gut feeling, he founded MusicDatak, an innovative research company for radio stations, that integrates AI and data driven mechanisms to leverage the power of machine learning for radio. It goes without saying that Sam, had answers for all our questions. Without further introductions, dive into this ultra insightful talk we had 👇

First of all, how did end up falling in love with the radio?

My fascination with radio began at the age of 10 in California. It was the superior sound quality of music on the radio compared to records that first caught my attention. I was captivated by the DJs' passion for music, the power of radio hits, and the sense of community that a radio station fostered. It was this amalgamation of great music, enthusiastic presentation, and the positive energy radiating from this medium that sparked my love for radio.

For people who are not quite familiar with the importance of a strong music research for radio stations. Can you tell us in a few words what does this mean?

Music research for radio stations is pivotal. It involves closely observing the station's target audience to identify which songs should be played frequently, which to phase out, and to validate the musical choices of program and music directors. It's an indispensable tool for broadcasters, allowing them to align perfectly with their audience's preferences and to cater to them exceptionally well.

How does MusicDatak fit into the programming workflow at a radio station?

MusicDatak seamlessly integrates into the weekly routine of a radio team. It provides clear, analytical insights on how well each song resonates with the audience, including those not yet on the playlist. This data is vital for programming decisions, ensuring that the station’s content remains fresh, relevant, and satisfying to its listeners.

Can you give us a quick non-technical tour of MusicDatak?

Certainly! MusicDatak is a groundbreaking digital music research tool designed specifically for radio broadcasters, and it's powered by sophisticated algorithms. Each week, it processes playlist segments, offering a wealth of data and analysis. This innovative approach surpasses the limitations of traditional human panel-based methods, such as panel stagnation and misidentification issues. By harnessing AI and advanced algorithms, MusicDatak delivers dynamic, real-time insights, capturing both radio airplays and online music consumption, offering a more effective, cost-efficient, and forward-thinking approach to radio broadcasting.

Does this mean that tools like MusicDatak will replace the Music Director soon?

Not at all. MusicDatak is designed to empower Music Directors, enhancing their capabilities to outperform algorithm-driven competitors. The essence of MusicDatak is to complement, not replace, the human touch in music curation. Just like sound processing units and music scheduling software, it's a blend of art and science, requiring human oversight to deliver meaningful results

During the first lockdown...

The lockdown period was challenging. The company I worked for cut the music research budget, leading to chaotic music meetings with disparate views from different platforms like Spotify, Shazam, YouTube, and others. This experience was the catalyst for MusicDatak. I envisioned a tool that could integrate APIs from all major music platforms and social media, combined with radio airplay data, to bring order, structure, and informed decision-making to the music selection process.

What are the artist / song KPI MusicDatak follow in order to suggest that one song has the potential of becoming a hit?

MusicDatak's algorithms consider a variety of key performance indicators (KPIs) like “playing,” “loving,” “liking,” “commenting,” “adding to a playlist,” and “the weight of the playlist.” It also looks at factors like “added to a video” and “played by a station,” tailored to specific target audiences and locations. This comprehensive approach ensures that we identify potential hits accurately.

Do you think that the music curator job will become obsolete in the near future?

On the contrary, the role of a music curator is becoming increasingly vital. It's already a crucial element in various industries like fashion, cinema, and video games, and its importance is growing in the digital age. Brands are now using curated music in social media posts, advertisements, and even creating their own playlists like for example Chanel, Playstation and Coca-Cola. This trend highlights the growing significance of music curation across diverse sectors

Presuming AI-based algorithms will take over the music curation process...

Even with the advancement of AI and music software, the essence of great music lies in originality and human emotion. The richness and authenticity of music created by artists like Nile Rodgers in the CHIC era cannot be replicated by computers. AI and technology provide tools, but the soul of music creation will always stem from human creativity and ingenuity. As human we have a soul and feelings that make the difference and the originality.

I can feel already that machine learning tools and music software tend to uniformize the pop music world...

Pop music has always been cyclical, with trends emerging and then being overutilized until they fade away. This phenomenon predates modern technology and is driven by human behavior rather than technology itself. New and alternative sound trends will continue to emerge from the underground to the mainstream, as they always have, driven by creativity and a desire for something fresh and original.

Some decades ago, video tried to kill the radio star, but it didn’t succeed. Now, streaming and the AI revolution seem to be much stronger enemies, if we may say this. In your opinion, who will win this epic battle?

The future of radio lies in its ability to adapt and leverage streaming and AI technologies. Radio has a unique opportunity to thrive in the increasingly audio-centric internet landscape. The challenge is not the technology itself but the willingness of radio broadcasters to embrace innovation and change. Radio has the potential to become even more influential if it successfully integrates these new tools.

You have access to a lot of data related to radio listening habits for various age groups. Is the classic radio format appealing to the “always connected” Gen Z people?

We must envision radio as a versatile brand that utilizes various audio and video formats to engage its audience. The appeal of live performance and instant accessibility remains strong across generations. In regions where radio is thriving, it has successfully adapted to the changing media landscape, proving its enduring appeal even to the "always connected" Gen Z by developing DAB a long time ago like in the UK and Switzerland.

Is the radio still able to push songs and artists to become a success story in today’s music scene?

Radio can still propel songs and artists to success, especially if it utilizes all available channels effectively. The key is adaptability and embracing the diverse platforms and methods of promotion that are now at our disposal. The music industry, like any other, requires agility and an openness to evolving trends.

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