Music radio’s all tension and release. Building anticipation – highs and lows strung together to keep things moving and bring listeners along with you. Mary Anne Hobbs’ breakfast show on 6 Music this morning was built around a classic music radio high – the long-awaited record release.
My Bloody Valentine have a new record out (seasoned hacks are getting emotional) but things have changed. The band released their new record online, direct to fans, with no build-up and no radio station exclusives. So Hobbs, in the studio for the station’s first live programme since the release, had no advantage over listeners, no head start at all. But it’s OK. It turns out you can still do exciting radio around a new record, even without an exclusive.
@bowbrick we bought it this morning from the band’s website
— maryanne hobbs (@maryannehobbs) February 3, 2013
Hobbs and her producer downloaded the track with the hordes of MBV nuts doing the same thing (enough to crash the MBV web site, natch) – and played it out with all the excitement of fans. The buzz came from the shared excitement of that moment. The reactions of fans who’d already heard the track became part of the build-up. It was a shared moment. A post-social radio moment. Lovely.