News

10-year radio careers may not exist anymore, warns former breakfast radio host

Media personality and former breakfast radio host, Maz Compton, has opened up about her time on radio and the current social media landscape in an interview with Mumbrella prior to her appearance at the Entertainment Marketing Summit.

Compton, who runs Super Rad Productions and previously hosted a Facebook Live breakfast show, will sit on a panel discussing Facebook Live at Mumbrella’s Entertainment Marketing Summit on November 30 at the Seymour Centre.

Detailing the current radio environment she said that it was an extremely tough market to break into today, with radio personalities that virtually owned timeslots.

“I feel really grateful that I had a 10-year radio career,” Compton admitted. “I don’t know that they exist anymore. You either have my type of experience, you never make it, or you just keep switching between networks until something happens.

“Somehow there has to be a radio academy. I don’t mean a place where you just go and learn how to panel and go and get a job because you have to go out to a regional radio station because you have to do 10 things to get your flying hours up and hone your craft. I’m not talking about that. Where is the talent academy that seeks out really talented, passionate, empowered, young people and gives them the microphone to go and do good stuff?

“For the next turn of radio that would be my hope that there are some young people out there that can just get in there and rectify the medium.”

Compton also suggested the balance of power in the media was shifting dramatically, although the traditional mediums would remain strong. Of more concern, however, was the way brands were trusting their reputation with influencers without proper collaboration.

“I think that brands can be lazy,” she insisted. “Instead of going ‘this is our brand and our ethos and DNA and the people that we want in our fold believe in all these things’ … some of the people responsible for getting the message out are just flicking it out to some people on Instagram with a bunch of followers and saying, ‘hey why don’t you come up with a concept.’”

Compton said brands had to believe in what they were doing and find an influencer who would believe in it, too.

Influencer Maz Compton will discuss her experience using Facebook Live at the Mumbrella Entertainment Marketing Summit

“There is too much of, ‘oh yeah I’ll give you $50 and you just make this thing and put hashtag ad and it’s all good.’ Is that what we are doing now? I feel like there has to be more of a purpose to what people are doing and you have to be more calculated in what you are going to create and for what reason.”

You can watch the full interview above. Compton will appear on the panel “Live Now! Is Facebook Live a Genuine Marketing Opportunity?” at the Mumbrella Entertainment Marketing Summit, joined by MediaCom’s Ryan Manning, News Corp Australia’s Nick Smith and Universal Pictures International Australasia’s Suzanne Stretton-Brown. Get your tickets to the Entertainment Marketing Summit today by following this link.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.