The blog.
Thinking out loud on music marketing, radio, and building careers that last. From the Disruptive Soul team in Nashville.
Fix Your Feed: The Front Door to Your Radio Station Has Moved
You can improve your radio station today without touching your radio station.
There's a Strange Currency in Radio
I've been thinking about this one for a long time.
Actually... Stop Building Radio Stations. Period.
The audience didn't stop caring about music. They stopped caring that it came from a radio.
Please Stop Launching Radio Stations Like It's 2005.
Radio doesn't have a branding problem. It has a value proposition problem.
Is Your HD2 Winning? If Not, Keep Reading.
Let’s be honest.Most HD2 channels aren’t brands. They’re leftovers. They’re the format you didn’t have room for, the idea you didn’t fully commit to, the “nice to have” that got thrown on the air and mostly forgotten about. No marketing. No real identity. No strategy. Just… existing.And th
We Need More Celines. More Rachels. More Stuarts.
A dispatch from CRS 2026, and a real reason to feel hopeful about radio.I love being behind the scenes. Today at CRS, I got to watch a panel I helped design come to life, moderated by my friend and consultant Kenny Jay, who did a phenomenal job.

We Need to Fix Our Feeds
A dispatch from CRS 2026Izzy and I walked into our social media session at CRS this week not knowing exactly what to expect. What we got was a full room, real engagement, and a lot of people who didn’t need convincing that social matters. They already knew. That was the most encouraging pa
Part Two: How We Fix This
In Part One, I argued that AI is not the threat. AI is the mirror. It reflects back the patterns, shortcuts, and sameness that have shaped the music business and radio for years. It exposed how predictable the system has become and how easy it is for a machine to reverse engineer what we k
The Real Problem Isn’t AI. It’s How Predictable We Have Become. (Part 1)
AI Music Is Not the Threat. It Is the Audit.The conversation around AI in the music business keeps heating up, and most of it is based on fear. I hear people worried about being replaced by a machine. I hear people insisting that AI will ruin creativity. In my day-to-day work at a tech com
Welcoming Izzy to Disruptive Soul
Two years ago, I started Disruptive Soul as a small consulting and marketing venture, helping artists, brands, and creators tell their stories better. It’s been growing, evolving, and taking on a life of its own.And now… it’s time to take it up a notch.I’ve said this for a while: if you wa
You Can’t Get Good at Social Media if You Don’t Use It
I get questions all the time from artists, radio people, and creators who want to do better at social media. They want to “figure it out.” Here’s the truth. You will not get good at social media if you don’t use it.You can’t dip your toes in the water and expect to swim like a pro. You hav
How to Stop Embarrassing Your Brand on Social Media
If you’re a musician or a radio station, here’s how to use socials to be so much more effective when you need to include a sales message on your social feeds. Use the tools that already exist. Specifically, Meta Ads.Let’s be honest. Marketing is the job now.If you’re convincing advertisers
For Radio Hosts and Musicians: Social Media Isn't Optional. It's How You Win.
In my work, I’m helping two very closely related groups: radio professionals and music artists.Both are storytellers. Both are building audiences. Both have a love-hate relationship with social media.Radio people want to shine on the air.Artists want to craft songs in the studio.But in 202
Radio, Social Media, and the Client Problem: We Have to Do Better
PART 1: THE PROBLEMSocial media is hurting radio.Not because of the algorithm.Not because of TikTok. Because we’re using it wrong.

You’ve Got Artist Access. Are You Using It the Right Way?
Let’s have a real conversation. Specifically with my friends in country radio.You’re in the one format that still gets regular, personal access to artists. That’s not just cool, it’s powerful. It’s something most other genres lost long ago. But the question isn’t whether you have access. T
Radio Needs Its Savannah Bananas Moment
Saturday night, I sat in a sold-out Nissan Stadium in Nashville, not for a Titans game, not for Beyoncé or Swift, but for a baseball team that doesn’t even play in the majors: the Savannah Bananas.I’ve never seen anything like it.Thousands of kids were decked out in yellow hats and jerseys
Radio’s Last Line of Defense: Why Protecting the Brand Is Everyone’s Job
The radio industry has endured a challenging few weeks, with historic downsizing that has displaced many talented programming professionals. While it’s easy to lament these changes, this isn’t about dwelling on the past. This is a wake-up call, a plea to general managers (GMs), salespeople
The “Death Pic” Debate: Rethinking How We Honor Artists
When an artist dies, the instinctive response from many in radio and media is immediate: share a photo with the artist, adding some caption about how they were “my guy” or “my dude.” It’s an automatic response, one that seems genuine in the moment, but, if we’re honest, it can come across
The Power of "What Works": Lessons in Social Media for Radio and Beyond
Radio has been a big part of my life, and I’m always thinking about how to make it better. A lot of what I do now focuses on helping radio stations and individuals refine their social media strategies. Whether you’re managing a station, promoting music, or building a personal brand, there
Be Human with Your Community: A Lesson from Influencer Justin Nunley
Sometimes, the most impactful content isn’t about promotions or programs, it’s about simply being human.
Radio People, Let’s Talk Social Video: Get Your Audio Right!
Alright, radio pros, we need to address something that’s hurting your content, and it’s not the camera angle or lighting. It’s the audio. The same audio you’ve spent years mastering on air, but for some reason, when it comes to social videos, we’re seeing studio mics front and center but n
Radio’s Visual Problem: Why Our Images Need a Makeover
Let’s be real: radio stations need to step up their image game. We’ve all seen it, images going out with logos plastered everywhere, stretched beyond recognition, or just looking like someone hit the “90s Photoshop Effects” button. The worst is when you see these coming from big brands. Th
Who the eff is this guy?
Fair question. I'm Bo Matthews, a long time radio guy.
I got downsized twice. Both times with a bonus check in one hand and a severance package in the other, walking out the door. That is when it clicked: I needed to change it up.
Now I do that every day as Director of Radio Services at Super Hi-Fi. We need to change our models. We need to drastically change almost everything if we want to hang around.
Outside of that, I work with brands, artists, and personalities on the stuff that actually matters now: brand and content curation, social, and staying relevant while the ground keeps moving.
This blog is where I think out loud about all of it.
Our team does this every day.
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