Get to know the man behind the ship that generated MASSIVE (sound) waves! How did he challenge the radio station monopoly in the 1960s?

FROM THE DESK OF MILES EVERSON: Each Monday, I feature different famous personalities whose names have become widely known in the business and marketing industries. Today, allow me to share with you another great businessman who had great contributions to the kinds of music we are hearing nowadays: Ronan O’Rahilly! O’Rahilly was known as the “rebel rock broadcaster” in the UK during the 1960s. He pioneered the idea of pirate radio stations, particularly Radio Caroline. Curious to know more about this man? Keep reading to learn about O’Rahilly’s great contributions in the music industry and how you, as an independent business owner, can apply his principles in marketing. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Get to know the man behind the ship that generated MASSIVE (sound) waves! How did he challenge the radio station monopoly in the 1960s? Ronan O’Rahilly: The “Rebel Rock Broadcaster” and The Creator of Radio Caroline Ronan O’Rahilly was an Irish businessman who is best known as the pioneer of the idea of pirate radio stations, or stations on ships in international waters outside of British authorities’ jurisdiction. According to the National Public Radio (NPR), these stations were the result of Britain’s refusal to grant radio licences to commercial broadcasters. Allow me to share with you a brief context about why the likes of O’Rahilly rebelled against the authorities in their time… Back in the 1960s in the UK, people were used to having and listening to just one supreme radio station―the British Broadcasting Corporation (BBC). No one dared to challenge the monopoly. Until… “Rebel rock broadcaster” O’Rahilly came. It was in 1964 when the sound of pop music was changing the UK. People were starting to welcome new genres and different artists. However, listening to hit songs on the radio was another matter, since pop music was only played an hour per week by the BBC through its Saturday morning’s Light Programme. Influenced by offshore radio stations in Scandinavia and the Netherlands, O’Rahilly launched his own radio station, the Radio Caroline, outside British territorial waters. Part of O’Rahilly’s decision to create Radio Caroline was his frustration at how difficult it was to get artists an airplay on official radio stations, since those stations only accepted established musicians like Frank Sinatra and Perry Como. The pirate radio station began broadcasting on March 28, 1964 with a pre-recorded message from presenters Chris Moore and Simon Dee announcing: “This is Radio Caroline on 199―your all-day music station.” The first track played by O’Rahilly’s radio station was rock band The Rolling Stones’ version of the song, “Not Fade Away,” with the opening line, “I’m gonna tell you how it’s gonna be.” This opening line was O’Rahilly’s jab at the BBC bosses, challenging them and their radio monopoly to eventually “get with it.” It was only a matter of time when the pirate radio station attracted millions of listeners, especially teenagers and “postwar boom babies.” Radio Caroline became famous that musical group The Fortunes recorded the pirate radio’s theme song, and a Radio Caroline t-shirt became the latest fashion fad during those years. O’Rahilly was also able to attract an audience of 25 million and was credited with helping spark the “Swinging 60s,” the youth-driven cultural revolution in the UK during the 1960s. Additionally, the success of Radio Caroline made BBC launch Radio 1, Britain’s first legal pop music station in 1967. Indeed, O’Rahilly succeeded in telling the BBC bosses “how it’s gonna be!” As an independent professional, what can you learn from O’Rahilly in terms of marketing your brand? Cross Promotion As mentioned earlier in this article, Radio Caroline’s theme song was recorded by The Fortunes. Just like the pirate radio station, you may enlist influencers to advertise your brand in their own channels. This will help expose your brand to a lot more people who could eventually be one of your loyal customers someday! Use the right platform Thanks to the digital era, there are now various platforms where you can promote your business―social media, TV, email, etc. Radio Caroline’s platform served as a way to connect the people, bands, artists, and musicians at that time, especially when other technological devices were not yet as developed back then. As an independent professional, you have to choose the most suitable advertising platform depending on the nature of your business and your target market. Doing so will help you utilize your resources wisely. Create your own Who says you can’t start your own business or create your own trend? O’Rahilly got frustrated that the reigning radio stations at that time wouldn’t entertain his artists and variety for music. That’s why Radio Caroline was born. Put that in the context of your business… Don’t be afraid to make a brand for yourself; don’t be afraid to make your own wave! As long as you know the right approach to take and how to appeal to your target audience, you will succeed. Be inspired by O’Rahilly’s resourcefulness and persistence! Analyze how you can position your brand in a manner that appeals to your target market. Learn to creatively tap a niche and know how to make a profit out of it. Who knows? This might also lead you to bigger opportunities to promote your business well and expand your reach in the market. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Monday’s MicroBusiness Marvels! When New York’s Metropolitan Museum of Art hired Sree Sreenivasan as its first-ever Chief Digital Officer (CDO) in 2013, the move made it to the headlines of different media outlets. Learn more about Sree Sreenivasan and the power of social media on next week’s MicroBusiness and Marketing Marvels!