Radio is one of the most common mediums through which audiences discover new artists or become familiar with their favourite artists’ music. It’s therefore no surprise why many musicians seek to rock the air waves and listeners just the same. Artists know that getting air play on radio signifies the mass appeal of their artistry, which is a plus when it comes to selling records and garnering huge audiences at their live shows.
However, there’s more to radio than just the crusade for the coveted “most played record” title. There’s also competition between radio stations to deliver the most relevant and compelling content to their listeners. This is where different individuals involved behind the scene in radio play vital roles in ensuring that their radio stations stay relevant. Thato Hlatshwayo is one such person.
Thato is a young lady who’s cutting her teeth as a content producer at Kasie FM, and can vouch that creating content for radio is not a child’s play. In this information age where almost anything is available at a click of a mouse, it’s important for radio stay current by providing up-to-the-minute news, traffic reports, live interviews, sporting updates etc. Considering that time is money on radio, the content has to be accurate and comprehensive in nature but also condensed and summarised.
Known as “Miss T” in her turf, Thato spoke to Lavatory Records and gave us an account of her day-to-day life on radio, the changes within the scene and other insights that are important to her as a content producer for radio.