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Adam Hawk Knew Life Outside Radio Was Possible

The funny thing about radio is you may leave it but it takes time for it to leave you. Meaning, your daily routines in the business don’t just go away the day after you walk out of the studio for the final time.

Tyler McComas

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Waking up at a normal time the day after the Super Bowl was another pleasant reminder to Adam Hawk that his life wasn’t consumed by the grind of radio. For the previous 15 years, watching the Super Bowl meant the stress of constantly taking notes, and trying to create content for everything that was happening, all while facing the inevitability of waking up at 4 a.m. the next day to prep for the biggest The Jim Rome Show of the year. 

But not this year. Instead, Hawk spent the night with family and friends and even indulged in a few drinks, all while watching a classic finish between the Rams and Bengals. It was his first Super Bowl in several years where he wasn’t an executive producer of a nationally syndicated radio show. And he loved the change of pace.

However, that feeling is in no way indicative of what his time on The Jim Rome Show was like. It’s just the opposite. Hawk left the show in late July of 2021 because he wanted a different lifestyle than what radio could offer. He was always passionate about creating the best show possible daily and doing it with a group of coworkers he calls close friends, but he wanted a less demanding lifestyle. 

“I feel like I’ve lived a couple of lifetimes since leaving The Jim Rome Show and radio in general,” said Hawk. “It’s just been a completely different lifestyle. I’ve been super busy with my own business, working another job for a golf association, and then two kids. I filled up my schedule and I felt a sense of freedom that I hadn’t felt in a long time before. That’s not necessarily indicative of The Jim Rome Show, that’s just radio. You’re always chasing content and glued to your phone and TV. Just to have that away from me, it’s felt like five years, in a good way, not a bad way.”

The funny thing about radio is you may leave it but it takes time for it to leave you. Your daily routines in the business don’t just go away the day after you walk out of the studio for the final time. If you’re used to waking up at 4 a.m. like Hawk was every weekday, you’re bound to find yourself waking up at the same time for several days after. 

“The two things I couldn’t shake right away were, my body clock was still waking me up at 4 in the morning,” laughed Hawk. “The show started at 9 a.m. but we were showing up at 5 a.m. I also couldn’t shake the feeling of whenever I would see sports on television, the idea that I needed to form an opinion about what I’m seeing and then turn it into content. When it sunk in that I didn’t have to do that anymore, it was a massive relief.”

Deleting Twitter has also been a massive relief for Hawk. Like so many others in radio, it used to consume his everyday life. It never allowed him to leave work at his actual workplace. Work was always on the screen of his iPhone even at home. So when he decided to leave radio, he couldn’t wait to delete Twitter. Sure, it was odd at first, but he swears by a lifestyle that isn’t controlled by an app. 

July 25th marked one year since leaving the radio business. On that day, some reflection likely happened with Hawk on his decision. Though he’s still happy with the way he decided to take his professional career, you can bet there was a moment when he looked back at the great times he had on The Jim Rome Show. Those good memories that popped into his mind were the camaraderie he had with the rest of the staff. The days were everyone pulled together to accomplish something great. That happened a lot as an executive producer and those are the days he looks most fondly at over his 15-year career.

“I’ve also missed the invitation to be creative every day,” Hawk said. “Radio affords you the opportunity to be creative because every day you have to build a sandcastle, a wave is going to knock it down and you start all over again. The content changes and you have to start over every single day. There aren’t a lot of jobs where you start from zero every day.”

Hawk will always have a special legacy with The Jim Rome Show, seeing as he was the executive producer at the time Rome was elected to the Radio Hall of Fame in 2019. Not only was he there at the time of the highest honor in show history, but he pushed to make it happen. Hawk was even mentioned in Rome’s speech, which was one of the most surreal moments of his entire career. 

“Jim had to stump for votes, which was kind of demeaning for a guy of his skill set, talent, and importance to the industry,” said Hawk. “But I can see how the Hall of Fame, in order to get some buzz going, would want to have these hosts ask their listeners to vote for them because at the very least it gets the hosts talking about it. We had to ask our listeners to vote and find a way to entice them to do so. We created this thing called The Box of Chaos, where we threw a bunch of things into this box, like, we’re going to do these things if we beat the hosts we were up against.”

“We were up against some conservative talk radio guys, where we had no shot, because they had this built-in fan base that’s so much bigger than even Jim Rome’s, but we ended up thanking the listeners and pulling some of that stuff out because they went so hard for us. The box of chaos was super, super fun and it ended with my good friend James Kelly, who works on the show, reading mean tweets about the size of his forehead and it was one of the funniest payoffs and one of the most fun couple of weeks. I got to work really hard on something I really believed in, which was Jim getting into The Hall of Fame. Ultimately it didn’t work, but he got in the next year on his own merit. I got name-checked by Jim Rome in his hall of fame speech which, as a kid, that’s something I would have never imagined. Radio was some of the best times of my life.”

There’s also the thrill and excitement of producing Smack-Off which is one of the most well-known sports radio features the business has ever seen. It’s a huge time for the show and likely a stressful time, as well. 

“Every Smack-Off was a proud moment because there’s a lot of things going on behind the scenes in terms of producing that show,” said Hawk. “That show, in my opinion, is still the most important radio show of the year for our genre, because it’s been around for 30 years and it trends on Twitter and people take it very seriously. It was always a proud moment to produce those.”

Those memories were undoubtedly on Hawk’s mind when he started to consider leaving radio in 2020. He didn’t leave the business until 2021, but the pandemic contributed heavily to his decision. Hawk watched as so many people around him transitioned into a work life from home, where they could set their hours. He was envious of their ability to work remotely and reconnect with family and friends on a different level. 

“I know people have Comrex setups and things like that, but you can’t do The Jim Rome Show from home,” Hawk said. “That’s not possible. I realized that I was in this business where it’s incredibly hard to get time off because content never stops. I think anyone in radio can attest to this. It’s stressful around Thanksgiving and Christmas to think about taking time off because everyone wants it but someone has to be on the air. There’s a lot of games during the holidays. It’s not a normal life. After 15 years of this, I finally thought, I want to trade this in for a normal life. Everyone is thinking, with us, this is the greatest gig in the world. And in some respects it is, but it’s not what the general public thinks. It’s not sitting courtside at Laker games. It’s not flying on private jets to the Super Bowl or being best friends with Odell Beckham Jr. it’s a lot of work and that content doesn’t produce itself.”

If Hawk was going to leave sports radio, he wanted to chase something he was passionate about. He found that in 2020 with a company that specializes in preserving the swanky style of a well-dressed golfer. Nation Golf is a clothing brand for golfers and a style that Hawk believes in wholeheartedly. He was immediately drawn to the business and knew it was a venture he wanted to chase.

“I’ve always been drawn to the timeless, aesthetic of yesteryear,” said Hawk. “You look at these old timers that are wearing these clean pressed shirts and slacks, you’re just like wow, they look as good today, as they did 50 or 60 years ago. It’s the pure definition of timeless. You turn on TV and watch the PGA Tour, nobody is dressing like that, they’re like NASCAR drivers covered in logos or clowns like Ricky Fowler in his bright Orange. There’s no style, charisma, or charm and I think when those guys see photos of themselves in 10 years they’re going to be embarrassed.

“I started looking immediately for vintage golf clothes and Zuckerberg is listening to everything you’re thinking so he put Nation Golf in front of me. I was like, holy s***, I can’t believe someone is doing this and I can buy it new, I don’t have to go to a thrift store. I can buy it new. I just got immediately sucked into it.”

Hawk noticed the Instagram following for Nation Golf was much lower than he thought it should be for a brand so cool. Something clicked for him at that moment. As the executive producer of a Hall of Fame radio show, he had confidence in his abilities to operate promotions and social media on a big-time level. He was curious if he could apply those skills and apply it to the business. He was out to see if he could do just that with Nation Golf so he reached out to founder and CEO Ryan Engle.

“I loved the logo, I loved the name, I loved the clothes and I ended up loving the guy,” Hawk said. “He told me he had taken it as far as it could possibly go on his own and it was the perfect time for me to come down and pitch him. He said, hey, Let’s play 18 holes together, if you’re not a serial killer, we can do this. And we did.”

Business for Nation Golf has gotten progressively better to the point it’s grown exponentially. But he never wanted to rely on The Jim Rome Show to help with the growth of the company, even when he was balancing both jobs daily. Rome was fully supportive of Hawk’s side hustle and only reminded him to ‘keep the main thing, the main thing.’

“I take a lot of pride in the fact I never used Jim’s platform to sell the company,” said Hawk. “I didn’t feed callers to him that were going to talk about it. I didn’t put emails in front of him that were going to talk about it. I tried to keep it as separate as possible. Even on my last day when Jim asked me on the air what was next, I did say ‘Hey, I don’t want to turn this into a commercial for what I’m doing next, but I am going to run my own business’. Didn’t even mention Nation Golf by name, because I felt like he had been sailing that giant yacht of a radio show for 30 years and I didn’t want to be the clown who’s about to jump off and pulling the parachute that has a giant logo of the company on it. That just wasn’t my thing.”

BSM Writers

The Future Is Now, Embrace Amazon Prime Video, AppleTV+

As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible.

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This week has been a reckoning for sports and its streaming future on Amazon Prime Video, AppleTV+, ESPN+, and more.

Amazon announced that Thursday Night Football, which averaged 13 million viewers, generated the highest number of U.S. sign ups over a three hour period in the app’s history. More people in the United States subscribed to Prime during the September 15th broadcast than they did during Black Friday, Prime Day, and Cyber Monday. It was also “the most watched night of primetime in Prime Video’s history,” according to Amazon executive Jay Marine. The NFL and sports in general have the power to move mountains even for some of the nation’s biggest and most successful brands.

This leads us to the conversation happening surrounding Aaron Judge’s chase for history. Judge has been in pursuit of former major leaguer Roger Maris’ record for the most home runs hit during one season in American League history.

The sports world has turned its attention to the Yankees causing national rights holders such as ESPN, Fox, and TBS to pick up extra games in hopes that they capture the moment history is made. Apple TV+ also happened to have a Yankees game scheduled for Friday night against the Red Sox right in the middle of this chase for glory.

Baseball fans have been wildin’ out at the prospects of missing the grand moment when Judge passes Maris or even the moments afterwards as Judge chases home run number 70 and tries to truly create monumental history of his own. The New York Post’s Andrew Marchand has even reported there were talks between YES, MLB, and Apple to bring Michael Kay into Apple’s broadcast to call the game, allow YES Network to air its own production of the game, or allow YES Network to simulcast Apple TV+’s broadcast. In my opinion, all of this hysteria is extremely bogus.

As annoying as streaming sports is and as much as I haven’t fully adapted to the habit yet, Amazon and Apple have done a magnificent job of trying to make the process as easy and simplified as possible. Amazon brought in NBC to help with production of TNF and if you watch the flow of the broadcast, the graphics of the broadcast, NBC personalities like Michael Smith, Al Michaels, and Terry McAuliffe make appearances on the telecast – it is very clear that the network’s imprint is all over the show.

NBC’s experience in conducting the broadcast has made the viewing experience much more seamless. Apple has also used MLB Network and its personalities for assistance in ensuring there’s no major difference between what you see on air vs. what you’re streaming.

Amazon and Apple have also decided to not hide their games behind a paywall. Since the beginning of the season, all of Apple’s games have been available free of charge. No subscription has ever been required. As long as you have an Apple device and can download Apple TV+, you can watch their MLB package this season.

Guess what? Friday’s game against the Red Sox is also available for free on your iPhone, your laptop, or your TV simply by downloading the AppleTV app. Amazon will also simulcast all Thursday Night Football games on Twitch for free. It may be a little harder or confusing to find the free options, but they are out there and they are legal and, once again, they are free.

Apple has invested $85 million into baseball, money that will go towards your team becoming better hypothetically. They’ve invested money towards creating a new kind of streaming experience. Why in the hell would they offer YES Network this game for free? There’s no better way for them to drive subscriptions to their product than by offering fans a chance at watching history on their platform.

A moment like this are the main reason Apple paid for rights in the first place. When Apple sees what the NFL has done for Amazon in just one week and coincidentally has the ability to broadcast one of the biggest moments in baseball history – it would be a terrible business decision to let viewers watch it outside of the Apple ecosystem and lose the ability to gain new fans.

It’s time for sports fans to grow up and face reality. Streaming is here to stay. 

MLB Network is another option

If you don’t feel like going through the hassle of watching the Yankees take on the Red Sox for free on Apple TV+, MLB Network will also air all of Judge’s at bats live as they are happening. In case the moment doesn’t happen on Apple TV+ on Friday night, Judge’s next games will air in full on MLB Network (Saturday), ESPN (Sunday), MLB Network again (Monday), TBS (Tuesday) and MLB Network for a third time on Wednesday. All of MLB Network’s games will be simulcast of YES Network’s local New York broadcast. It wouldn’t shock me to see Fox pick up another game next Thursday if the pursuit still maintains national interest.

Quick bites

  • One of the weirdest things about the experience of streaming sports is that you lose the desire to channel surf. Is that a good thing or bad thing? Brandon Ross of LightShed Ventures wonders if the difficulty that comes with going from app to app will help Amazon keep viewers on TNF the entire time no matter what the score of the game is. If it does, Amazon needs to work on developing programming to surround the games or start replaying the games, pre and post shows so that when you fall asleep and wake up you’re still on the same stream on Prime Video or so that coming to Prime Video for sports becomes just as much of a habit for fans as tuning in to ESPN is.
  • CNN has announced the launch of a new morning show with Don Lemon, Poppy Harlow and Kaitlin Collins. Variety reports, “Two people familiar with plans for the show say it is likely to use big Warner Bros. properties — a visit from the cast of HBO’s Succession or sports analysis from TNT’s NBA crew — to lure eyeballs.” It’ll be interesting to see if Turner Sports becomes a cornerstone of this broadcast. Will the NBA start doing schedule releases during the show? Will a big Taylor Rooks interview debut on this show before it appears on B/R? Will the Stanley Cup or Final Four MVP do an interview on CNN’s show the morning after winning the title? Does the show do remote broadcasts from Turner’s biggest sports events throughout the year?
  • The Clippers are back on over the air television. They announced a deal with Nexstar to broadcast games on KTLA and other Nexstar owned affiliates in California. The team hasn’t reached a deal to air games on Bally Sports SoCal or Bally Sports Plus for the upcoming season. Could the Clippers pursue a solo route and start their own OTT service in time for the season? Are they talking to Apple, Amazon, or ESPN about a local streaming deal? Is Spectrum a possible destination? I think these are all possibilities but its likely that the Clippers end up back on Bally Sports since its the status quo. I just find it interesting that it has taken so long to solidify an agreement and that it wasn’t announced in conjunction with the KTLA deal. The Clippers are finally healthy this season, moving into a new arena soon, have the technology via Second Spectrum to produce immersive game casts. Maybe something is brewing?
  • ESPN’s Monday Night Football double box was a great concept. The execution sucked. Kudos to ESPN for adjusting on the fly once complaints began to lodge across social media. I think the double box works as a separate feed. ESPN2 should’ve been the home to the double box. SVP and Stanford Steve could’ve held a watch party from ESPN’s DC studio with special guests. The double box watch party on ESPN2 could’ve been interrupted whenever SVP was giving an update on games for ESPN and ABC. It would give ESPN2 a bit of a behind the scenes look at how the magic happens similarly to what MLB Tonight did last week. Credit to ESPN and the NFL for experimenting and continuing to try and give fans unique experiences.

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BSM Writers

ESPN Shows Foresight With Monday Night Football Doubleheader Timing

ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7 and then 10 on their primary channel.

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The Monday Night Football doubleheader was a little bit different this time around for ESPN.

First, it came in Week 2 instead of Week 1. And then, the games were staggered 75 minutes apart on two different channels, the Titans and Bills beginning on ESPN at 7:15 PM ET and the Vikings at the Eagles starting at 8:30 PM on ABC and ESPN+. This was a departure from the usual schedule in which the games kicked off at 7:00 PM ET and then 10:00 PM ET with the latter game on the West Coast.

ESPN is obviously testing something, and it’s worth poking around at why the network wouldn’t follow the schedule it has used for the last 16 years, scheduling kickoffs at 7:00 PM and then 10:00 PM ET on their primary channel. That’s the typical approach, right? The NFL is the most valuable offering in all of sports and ESPN would have at least six consecutive hours of live programming without any other game to switch to.

Instead, they staggered the starts so the second game kicked off just before the first game reached halftime. They placed the games on two different channels, which risked cannibalizing their audience. Why? Well, it’s the same reason that ESPN was so excited about the last year’s Manningcast that it’s bringing it back for 10 weeks this season. ESPN is not just recognizing the reality of how their customers behave, but they’re embracing it.

Instead of hoping with everything they have that the customer stays in one place for the duration of the game, they’re recognizing the reality that they will leave and providing another product within their portfolio to be a destination when they do.

It’s the kind of experiment everyone in broadcasting should be investigating because, for all the talk about meeting the customer where they are, we still tend to be a little bit stubborn about adapting to what they do. 

Customers have more choices than ever when it comes to media consumption. First, cable networks softened the distribution advantages of broadcast networks, and now digital offerings have eroded the distribution advantages of cable networks. It’s not quite a free-for-all, but the battle for viewership is more intense, more wide open than ever because that viewer has so many options of not just when and where but how they will consume media.

Programmers have a choice in how to react to this. On the one hand, they can hold on tighter to the existing model and try to squeeze as much out of it as they can. If ESPN was thinking this way it would stack those two Monday night games one after the other just like it always has and hope like hell for a couple of close games to juice the ratings. Why would you make it impossible for your customer to watch both of these products you’ve paid so much to televise?

I’ve heard radio programmers and hosts recite take this same approach for more than 10 years now when it comes to making shows available on-demand. Why would you give your customers the option of consuming the product in a way that’s not as remunerative or in a way that is not measured?

That thinking is outdated and it is dangerous from an economic perspective because it means you’re trying to make the customer behave in your best interest by restricting their choices. And maybe that will work. Maybe they like that program enough that they’ll consume it in the way you’d prefer or maybe they decide that’s inconvenient or annoying or they decide to try something else and now this customer who would have listened to your product in an on-demand format is choosing to listen to someone else’s product entirely.

After all, you’re the only one that is restricting that customer’s choices because you’re the only one with a desire to keep your customer where he is. Everyone else is more than happy to give your customer something else. 

There’s a danger in holding on too tightly to the existing model because the tighter you squeeze, the more customers will slip through your fingers, and if you need a physical demonstration to complete this metaphor go grab a handful of sand and squeeze it hard.

Your business model is only as good as its ability to predict the behavior of your customers, and as soon as it stops doing that, you need to adjust that business model. Don’t just recognize the reality that customers today will exercise the freedom that all these media choices provide, embrace it.

Offer more products. Experiment with more ways to deliver those products. The more you attempt to dictate the terms of your customer’s engagement with your product, the more customers you’ll lose, and by accepting this you’ll open yourself to the reality that if your customer is going to leave your main offering, it’s better to have them hopping to another one of your products as opposed to leaving your network entirely.

Think in terms of depth of engagement, and breadth of experience. That’s clearly what ESPN is doing because conventional thinking would see the Manningcast as a program that competes with the main Monday Night Football broadcast, that cannibalizes it. ESPN sees it as a complimentary experience. An addition to the main broadcast, but it also has the benefit that if the customer feels compelled to jump away from the main broadcast – for whatever reason – it has another ESPN offering that they may land on.

I’ll be watching to see what ESPN decides going forward. The network will have three Monday Night Football doubleheaders beginning next year, and the game times have not been set. Will they line them up back-to-back as they had up until this year? If they do it will be a vote of confidence that its traditional programming approach that evening is still viable. But if they overlap those games going forward, it’s another sign that less is not more when it comes to giving your customers a choice in products.

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BSM Writers

Media Noise: Sunday Ticket Has Problems, Marcellus Wiley Does Not

Demetri Ravanos

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On this episode of Media Noise, Demetri is joined by Brian Noe to talk about the wild year FS1’s Marcellus Wiley has had and by Garrett Searight to discuss the tumultuous present and bright future of NFL Sunday Ticket.

ITunes: https://buff.ly/3PjJWpO

Spotify: https://buff.ly/3AVwa90

iHeart: https://buff.ly/3cbINCp

Google: https://buff.ly/3PbgHWx

Amazon: https://buff.ly/3cbIOpX

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