The Philadelphia Inquirer takes a look at celebrities playing DJ in the realm of satellite radio. They examine the Bard, Snoop Dogg, Rancid, Tom Petty and Bob Dylan, on XM; as well as the stars on SIRIUS like New York Dolls front man David Johansen, hip-hop producer Prince Paul, Eminem and Little Steven.
Unfortunately the article isn't necessarily the most complimentary. Of all the star DJs, the only kind words were for Johansen and Bob Dylan (who they blessed with being their 'best celebrity DJ on satellite radio').
What I don't think they understand is that the celebrity DJ isn't really "what makes satellite radio different from an iPod" - because that's done by the channel programming on it's own. Celebrities bring awareness, that's it. Yes, a majority of these people don't have much experience as jockeys and don't spend a whole lot of time on the air either. But its the name recognition that allows people to associate SIRIUS or XM with something they're familiar with. "Snoop is on The Rhyme! Eminem has his own channel!" Then they subscribe because there's an emotion connection.
Aside from Talk Radio, there's really not many (any?) celebrity DJs left on radio. Gone are the days of high school girls storming the local radio station's van. That passion from the listener (and from the station) is long gone. As a result, there's no emotional connection.
So instead, take celebrities and nurture them into DJs. It gets people listening to the service and falling in love with it (and realizing what they've been missing). Once they experience satellite radio, that emotional connection will return.
Perhaps that's why terrestrial has begun to adopt the same approach themselves? Too bad it won't work.
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