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How Sports Radio Can Learn To Connect Better From Taylor Swift

Jason Barrett




Before you change your glasses or contacts or wipe your eyes to make sure you read the headline right, yes I did mention Taylor Swift on a Sports Radio blog. Before you assume I’ve completely lost my mind, let me explain why she’s relevant in this space today.

connectingOne of the real pleasures of creating sports talk radio is connecting with people. When you think about the position we’re in, we’re not really different than those who listen to us. Sure we may have more training, a microphone and broadcast signal that allows our opinions to be heard in our local markets and we may earn a paycheck which classifies us as professionals but at our core, we’re people who love sports, talking about it passionately and entertaining one another.

The reason it works, is because others care enough about the same things we do. Thru the bond of talking about sports, we’re given an opportunity to engage with audiences each day and get them emotionally invested in our content and people.

Celebrity Sightings In New York City - October 28, 2014Similar to sports, music has a lot of appeal as well. One performer who has built an incredible fan base is Taylor Swift. To date she has over 73 million LIKES on Facebook and over 49 million followers on Twitter. That’s over 120 million combined associations to her fans.

So with all of those fans, it must be impossible for Ms. Swift to connect with people aside from when she’s performing on stage right? Guess again! Not only does she get active on social media, she also takes time at some of her shows to take photos with fans.

Today I watched this video and was genuinely moved by it. I encourage you to watch it too. While some of you may not care for Taylor’s music, I think you’ll agree that this is a brilliant way to showcase connecting between Ms. Swift and her fans.

While some will focus on her buying gifts and taking road trips (which by the way was very cool), what I got out of this was that Taylor Swift cares about her fans. Because she invests time and thought into connecting with them, it helps her relate more to her most passionate and loyal supporters and that gives them a reason to continue rooting for and supporting her.

When this type of bond exists between performer and fan base, there’s less concern about the next single being well received or the next arena being sold out. Because Taylor has made her most loyal and passionate fans part of her experience, they will be there to support her thru thick and thin. Click this link and you’ll see even more photo evidence of her connecting.

makingconnectionsNow think about this and how it applies to what you do as a sports radio personality or executive. How much time do you spend interacting with your audience? Do they know you beyond your talk show? Have you ever responded to one of their tweets, texts or facebook messages? Are they able to reach out and provide feedback on your radio station beyond an email address on the contact page of your website? How many photos would show up if you google searched yourself and/or station with fans?

Is it taxing to engage sometimes? Yes. Does it get annoying when people take personal shots or reach out simply to complain? Yes. But people are entitled to free speech and having an opinion and sports talk is a very passionate and emotional format. I’d much rather receive a high volume of passionate replies and know what’s pushing the buttons of my audience then have them disappear and have to hire a research firm to find out why.

donotenterThe way the world thinks and acts today is very different and we’ve got to continue evolving or we risk being left behind. In the past, hosts were seen as untouchables. They’d spend a few hours on-air spewing their thoughts on issues and aside from reaching out thru the on-air phone number, fans could not connect with them or learn anything further about who they were. The world outside of the talk show was very private and irrelevant.

Today, people want access and information more than ever and just hearing an opinion thru a set of speakers isn’t enough. They now want to join the conversation at the bar rather than eavesdrop in the distance. They also want to know who you are and what you’re about when the microphone is off. Being a private personality is a lot less acceptable by the audience today and that just goes to show how the world has changed.

wipIn thinking of this topic, I couldn’t help but think about how different radio has become in this area over the past 20-30 years. Back then there was a stronger sense of community, marketing and investing in forming connections with local people. Over the years though that focus has shifted more towards ratings, ad revenue and metrics to determine what is and isn’t working.

Some of these changes have definitely been for the better. I know I’d much rather deal with this current flawed ratings system than the previous one and I’d much rather invest money in people and partnerships than marketing but I do think our industry as a whole can be much stronger in the way we connect with and view the association with our listeners. It’s not just about the people with meters or inside of focus groups, it’s about anyone and everyone who takes the time to listen and/or interact with your product and people.

allinalloutFurthermore, executives can’t preach the importance of a strong digital and social media presence and strategy and then not be visible themselves. You can’t encourage or require participation from those inside your building if you’re not leading the charge yourself. You’re either all-in or all-out.

In my opinion, connecting with people and being accessible is as much of a job requirement today as anything else we do. You can’t say you care about your ratings and making a better living and then do little outside of your show to drive people back to the show. We should be thrilled that people care enough to tell us their opinions but smart enough to weed out what matters and what doesn’t.

accessThat said, being accessible doesn’t mean you have to respond to every piece of feedback or change your show or station due to a handful of negative replies. It means the audience can follow you and reach out to you and you will engage when it makes sense to. The audience doesn’t control your brain, your voice or your emotions. You set the tone because that’s what you’re charged with doing but they also deserve to be included in the process.

As I bring this column to a close, the main thing I want you to take away is how vital it is to connect with your audience. Remember, people don’t have to listen to us or interact with us, they choose to do it. It’s our responsibility to find ways to further strengthen our bond with them and it starts with accessibility and engagement.

I understand we’re pulled in many directions as we try to balance life, work, personal passions and numerous other things but if the job matters to you, than invest the time necessary to make it pay off. Judging by Taylor Swift’s 30 million CD sales, 80 million singles downloads and 120 million fans on social media, I’d say connecting with fans has worked out pretty well for her. Maybe it’s time you considered doing the same.

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Rachel Nichols and Baron Davis Headline Final Speaker Announcements For the 2023 BSM Summit

“I’m sure Baron and Rachel will have all eyes and ears focused on them when they take the stage together next Tuesday at 2:45pm PT.”

Jason Barrett




The 2023 BSM Summit schedule is set. After months of planning and talking to everyone across the industry, I’m ecstatic to roll out next week’s agenda including making one final announcement involving seven great additions to our conference.

For starters, it is a pleasure to welcome Showtime’s Rachel Nichols to the BSM Summit. I’ve admired her work on television for years, and am thrilled to have her guiding a session which I think many in the room are going to really enjoy.

Rachel’s guest will be former NBA star Baron Davis. Baron runs his own company, Baron Davis Enterprises, and he has been active in investing in media brands, and exploring ways to evolve the industry. Among his areas of passion, athletes taking more control of their brands, and the media industry needing to improve its track record with diversity. I’m sure Baron and Rachel will have all eyes and ears focused on them when they take the stage together next Tuesday at 2:45pm PT.

Also joining the Summit are a few longtime industry friends. For starters, VSiN’s program director Jon Goulet is someone who I’ve known and worked with, and he understands the sports betting audio space extremely well. Jon and BetQL VP of Programming Mitch Rosen will spend time with another industry friend, Bryan Curtis of The Ringer. Collectively they’ll examine the state of sports betting audio on Tuesday March 21st from 3:35p-4:10p, and what they look for when it comes to sports betting talent, and how they determine what is and isn’t success in the sports gambling content world.

With Mitch taking part in the sports betting panel, Jeff Rickard of WFNZ in Charlotte steps into The Programmer’s Panel alongside Jimmy Powers, John Mamola and Raj Sharan. The session is scheduled for Wednesday March 22nd from 9:10a-9:45a PT. Ironically, all four of these programmers work for different companies, so it’ll be interesting to hear how they differ and where they align while navigating through a few sports radio programming topics.

Next, I’m excited to introduce a social media session with Karlo Sy Su of ESPN Los Angeles and Matthew Demeke of AM 570 LA Sports. If you look at the performance of their brands on Instagram, TikTok, Twitter, and Facebook, they’ve each delivered strong audiences and engagement. I’m looking forward to hosting this one and learning about their processes, how they decide which platforms to focus on most, what they consider a social media win when analyzing social statistics, and how they develop their content process. Given our location, we’re calling the session ‘Social Media Goes Hollywood‘. It’s scheduled for Wednesday March 22nd from 3:35-4:10 PT.

I realize you’re not going to remember all of these session speakers and times off the top of your head, so to make it easier, log on to and scroll down past our speakers. That’s where you’ll find our detailed list of sessions/times and activities planned each day. We have eighteen sessions, two awards ceremonies, and two parties. Our kickoff party is presented by the WWE and takes place Monday March 20th from 7p-9p at the 1880 Founders Room. The ESPN Radio After Party takes place Tuesday March 21st from 6p-8p at the Lab Gastropub. Both party locations are in walking distance of the USC Hotel and our conference venue.

As an added bonus, thanks to the generosity of our friends at WWE, we will be giving away a pair of tickets to the first night of WrestleMania, and a WWE title at our kickoff party. WrestleMania takes place this year in Los Angeles at Sofi Stadium on March 25-26. You must be present at the kickoff party to win either prize.

We’ll have more to share next week including providing an ongoing blog with session news and notes for our readers. We’ll also have a ton of content available on our social media channels so if you’re not following @BSMStaff on Twitter, @BarrettSportsMedia on Facebook or @BarrettMedia on LinkedIn, what are you waiting for?

The focus now shifts to finishing our creative for next week’s show, sending information to our speakers for their sessions, and finalizing our attendees list. For those who are attending, we’ll be sending out an email on Friday or Saturday with a complete list of names of who’s coming so you can plan meetings in advance.

If you forgot to buy your ticket after seeing months of promotion about the event and meant to do so, you can still do that, but it costs more. Students on the other hand can take advantage of a low rate established for college kids at

Putting this event together isn’t easy, but I’m extremely pleased with how it’s come together. We have a lot of smart, talented, and accomplished people making time to be part of this, and I appreciate each and every one of them for doing so. Now, it’s all about the execution. Hope to see you next week in LA.

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Sports Broadcasting Icon Al Michaels To Be Honored at the 2023 BSM Summit

“This is a man who has spent more than five decades on your television screen calling the biggest games, and producing some of the most iconic moments sports has to offer.”

Jason Barrett




If you work in the sports media industry you’ve likely heard someone along the way utter the phrase “don’t bury the lead“. I’m usually good about following that advice but I didn’t do that at our 2022 BSM Summit.

We introduced the greatest tandem in sports radio history, Mike Francesa and Chris ‘Mad Dog’ Russo and it was a special half hour. Mike and the Mad Dog were reunited after seven years apart and every individual at the event knew they were witnessing something magical on stage. I created a Mike and the Mad Dog Award for the event, which went to Felger and Mazz, who were the absolute right choice to win it. Even Chris remarked ‘that’s the right call‘.

But I learned quickly that although the intention was right in honoring the industry’s current top performing show, when you have legends in the room and they’re in their element, the last thing you want to do is overcrowd them. The connection Mike and Chris had on the air became the gold standard by which we measure successful sports talk shows, and they didn’t need an award created to deliver a special moment, just two mics and 20-30 minutes of stage time.

As I began thinking about the 2023 BSM Summit, I knew there was an opportunity to build on what we started last year with Mike and Chris, and after talking to a few people who I trust and respect, the decision of who we would recognize became crystal clear. I believe it’s important to honor the greats in our business because those who leave a permanent mark on our industry deserve it. The man we’ve selected has spent more than five decades on your television screen calling the biggest games, and producing some of the most iconic moments sports has to offer. He’s worked with the best of the best inside the booth, has helped elevate the presentation and execution of in-game content for ABC, NBC and Amazon, and his call of the Miracle on Ice, the US Olympic hockey team’s 1980 gold medal win over Russia remains one of the best calls in the history of sports.

Ladies and Gentlemen, I am honored and privileged to share that Al Michaels will join us on Wednesday March 22nd at the 2023 BSM Summit for our awards presentation, where we will present him with BSM’s Lifetime Achievement Award.

Michaels is one of America’s most respected sports broadcasting voices, known for his exceptional work on Monday Night Football (1986-2005), Sunday Night Football (2006-2022) and Thursday Night Football (2022-Present). He’s called the Super Bowl, World Series, NBA Finals, Stanley Cup Finals, Hagler-Hearns, the Olympics, the Indy 500, Horse Racing’s Triple Crown races, College Football and Basketball games, Golf, and more. He’s even held roles as the voice of the University of Hawaii, the Cincinnati Reds, and the San Francisco Giants, and was in the booth in 1989 when an earthquake rocked the Bay Area during Game 3 of the A’s-Giants world series.

The Brooklyn native turned Los Angeles resident has a star on the Hollywood Walk of Fame, and owns a ton of hardware including five sports Emmy’s, three NSMA Sportscaster of the Year honors, the 2013 Pete Rozelle Radio & Television Award distributed by the Pro Football Hall of Fame, and the 2021 Ford C. Frick Award given out by the Major League Baseball Hall of Fame. Though his trophy case may be full, we’re excited to add another to his collection to show our appreciation and respect for the impact he’s made on the sports media business.

A quick reminder, the BSM Summit takes place on Tuesday March 21st and Wednesday March 22nd at the Founders Club at the University of Southern California. Tickets are on-sale at

Be advised, we have started adding sessions and times on the website. As always, the schedule is subject to change. Our final agenda will be posted by the end of next week. In addition, attendees will receive an email by next Friday with details of who will be in attendance. We hope to see you there.

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Rob Parker, Brian Long, Sean Thompson and Matt Fishman Join The BSM Summit Speaker Lineup

“I’m excited to welcome a few folks who have enjoyed success in different parts of the country, and in different areas of the business.”

Jason Barrett




As we gear up for our 5th annual BSM Summit on March 21-22, 2023, I’m starting to get a better feel for how the final puzzle may look. When this process starts I have no idea how it’s going to turn out because so much depends on who says yes and no. Many who’ve attended over the years have complimented our lineups, and I appreciate it because I put a lot of time and effort into featuring a strong mix of professionals from different areas of the industry. Though I’m proud of the work we do and the schedule we deliver, there are so many things pursued leading up to the event that I can’t help but wonder ‘what if this or that had worked out?’

One thing that some folks don’t understand if they haven’t been to the show before is that this is not a talent conference. It’s a sports media business conference. That means we feature radio, TV and digital executives, programmers, researchers, sales professionals, and yes, talent. I believe on-air performers are vital to the industry’s success and I want the best of the best sharing their wisdom with everyone in the room, but we’re also not going to do two full days of on-air conversations. Being successful in sports media requires understanding the on-air side and the business side, and we do our best to offer a blend of both.

For today’s announcement, I’m excited to welcome a few sports media pros who have enjoyed success in different parts of the country, and in different areas of the business.

First, Rob Parker is someone who has made a name for himself as a radio host, writer, TV commentator, and teacher. He’s currently heard weeknights on FOX Sports Radio, teaches students at USC Annenberg, writes for Deadspin, and is helping MLBBro gain awareness and a bigger mainstream media presence covering Major League Baseball. He’s experienced, smart, and never short on opinion. I’m looking forward to having him join Mitch Rosen of 670 The Score/BetQL, and Scott Shapiro of FOX Sports Radio for a session titled “Aircheck On Campus“. They’ll take the stage together on Wednesday March 22nd from 2:10-2:45.

My next three speakers, all come from the sports radio programming department.

Matt Fishman is the Director of Content for ESPN 850 Cleveland. Fishman has been with the brand since January 2020 following stints at SiriusXM, 610 Sports in Kansas City, and 670 The Score in Chicago. He even wrote for BSM for a few years.

Sean Thompson is responsible for programming decisions at Arizona Sports and ESPN 620 AM. He joined the well respected Phoenix brand after more than a decade in Atlanta at 92.9 The Game. Sean has also worked in affiliate relations for Westwood One, and on the air and as a programmer in music radio for Good Karma Brands in Madison, WI.

Brian Long is the program director of both San Diego Sports 760 and KOGO 600 in San Diego. In addition to guiding two of the top talk brands in his market, he has also managed Seattle Sports 710, and served as the Assistant Program Director for ESPN LA 710.

Matt, Sean, and Brian will be part of one of our final sessions on day two of the Summit. The Last Call which yours truly is hosting, will explore unique revenue opportunities created by local brands, and examine a few new ideas and missed opportunities that brands and managers may want to take advantage of in the future.

As of today, the Summit has more than forty accomplished professionals taking the stage at the Founders Club at USC’s Galen Center on March 21-22, 2023. I’ve got a few others still to announce as well, including a few cool giveaways planned for the WWE’s Kickoff party.

If you haven’t bought a ticket and wish to be in the room, visit The last day for ticket sales will be Monday March 13th. I’m hoping to release our final schedule of sessions on Tuesday March 14th. Hopefully I’ll see you in the city of angels.

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