Part of my day job is looking after the programming and the creative elements of our children’s radio station, Fun Kids. Fun’s a very small operation, so to keep us on the straight and narrow we have a rule about what we spend time on. The rule is that we only do something if it:
1. Grows Fun’s awareness; and/or
2. Makes some money.
The rule came out of only having a few resources, but having worked with it over the past few years, even if we were a massive station I think we’d still keep it.
I think a radio station has to know what it’s doing and why it’s doing it. If you get too distracted by other things I think you’re doing your brand a disservice.
For example, at Fun Kids we’d be unlikely to do a Harlem Shake video. These seem to have spread like a virus across radio stations in the last 48 hours. We wouldn’t do one because it doesn’t hit our objectives. There is little reason for a non-station fan to watch the video – it’s not unique, there’s thousands on YouTube so it’s unlikely to generate much discovery – so little awareness growth. It’s also unlikely to make money. If you have a YouTube account that’s cleared for monetisation (ie you’re a partner) you might think you’ll make a few quid from the views – but you won’t because you’re using copyrighted music – it’ll be claimed by the artist so they’ll get all the YouTube revenue.
Harlem Shake videos are, in effect, fine for P1 fans of your station – it’s something fun for people who already like you. It perhaps does a job of connecting with ‘today’ but little more.
We’ve taken a different route with some video for Fun Kids.
One Direction, as you would imagine, are a key artist for us. Their recent video for Kiss You is quite interesting. Have a quick watch. It’s set in a studio with obvious green screen bits and some costume changes. When watching it I thought that it might be something that we would be able to have a go at replicating with our presenters.
After a bit of a chat with our team and the guys from Create (who work with us on Fun Kids production) we booked a green-screen studio, grabbed some props and costumes and had a go. Adam from Create did an excellent job of photography and editing and we’re very proud of the video. Here it is:
On-air we created a nice storyline with Hannah challenging Josh to make the video. He then had to recruit other presenters to take part. This resulted in lots of on-air talk-up in all of the shows – helping us introduce the weekend team to the weekday listeners.
The main objective of the video though is to try and drive further awareness of Fun Kids. We know that these sort of videos can do well on YouTube, especially with key artist fan groups. We’ve tried to describe the video well so it will show up in ‘Related Videos’ a lot and clearly we’ll push it on Twitter to 1D fan groups.
We’ve also added, on the end of the video, a very short explainer about what Fun Kids is. There’s also clickable annotations to take people to a Fun Direction section on the Fun Kids website (something you can only do if you’re a YouTube partner) and also links to other videos on our channel.
I think the section on the website’s an important thing. It provides a rabbit hole that will let people who are interested find out more about the video, the people in it and the station as a whole. It also links through to other content like a Behind the Scenes video and picture galleries.
Overall doing something like this is a bit of a punt – it might resonate online or it might not. The key thing for us was that we had a plan and did it for a reason.
Oh, and if you want to see how close Adam made it to the original, have a look below: