Who is next? That’s up to us. 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 keep rewarding. Now it is time for the next step. If AI can sound like us, how do we fix the system that allowed that to happen? The answer is not to fight the

Copyright Instagram - Breaking Rust 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 company, I see something very different. AI is best when it handles the tasks that are perfect for an algorithm and gives humans more time to lean into the

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 have to dive in. You have to understand how the platforms work, what content connects, and how the algorithm learns about you and your audience. The more you use the platforms, the more they l

izzy@disruptivesoul.com 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 want to get really good  at social media, hire a 22-year-old. Well, I’m not hiring anyone — I’m just getting out of her way. Our daughter Izzy , 22, has been winning

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 that your station or brand is a marketing powerhouse, shouldn’t you actually act like one? Unfortunately, most artists and most radio stations don’t have someone who focuses solely on mar

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 2025, organic reach on social is one of the most powerful tools either group has. It’s not optional anymore. Here’s what I’m seeing work in real time for both worlds. 1. The First 3–5 Secon

Ever see a post like this? Be honest. PART 1: THE PROBLEM Social media is hurting radio.Not because of the algorithm.Not because of...

Let’s have a real conversation. Specifically with my friends in country radio. You’re in the one format that still gets regular, personal...

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...

Bryson DeChambeau may not have been the most adored figure on the pro golf circuit. Known for his complaints, slow play, and run-ins with...

The radio industry has endured a challenging few weeks, with historic downsizing that has displaced many talented programming...

When an artist dies, the instinctive response from many in radio and media is immediate: share a photo with the artist, adding some...

Hey everyone! I’m Bo Matthews, coming at you from Nashville, where my family and I are deeply rooted in the music industry. From radio to...

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...

Sometimes, the most impactful content isn’t about promotions or programs—it’s about simply being human.

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 ....

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,...