I remember getting my first gig at Oak FM. I was really excited to finally have a radio show. The crunch moment came quite early on. The Programme Controller sat me down and dished out the following speech:
"Right, Nick, I like your stuff. You're good at what you do but you're going to have to make a few changes if you want to work in commercial radio. First of all, from now on, you are a salesman. Nick Margerrison is a brand. When you're on air you're selling the brand Nick Margerrison. You've always got to think, what will people take away from what I've just said about brand Nick Margerrison? Good radio is where you sell that brand and make people think, 'okay, I like that brand'".
I was horrified at this little speech. What about being creative and doing funny things and stuff?
"You're job is to create a brand that makes people listen longer".
How dull it all seemed. I was crestfallen. "Oh and by the way, you'll need to change your name to Rick. We've already got a Nick on the station, people will get confused. Good commercial radio always keeps things simple".
And that was it, I was called Rick.
Thank f#ck that didn't work out.