Look to the left when everyone else is looking right, take some time to daydream, but whatever you do, don’t go to the Logies: “It’s a shit event.”
These are the wise words of Andrew Denton taken from his decades in the media at his keynote speech at the National Radio Conference.
He wants the radio industry to brush off the spectre of failure and innovate, because that’s what creative radio is all about.
Denton said that too many people in the media industry are afraid to take the leap with ideas but said there are “not as many people in our industry who are as good at what they do as you may think.”
He added that the beauty of the media industry is that “no one who makes the stuff knows if it’s going to work.”
Using himself as an example, Denton said when he came up with the idea of The Gruen Transfer, David Leckie, Channel Seven CEO looked at the concept of the show and said: “Advertising? That will be fucking boring.”
Denton added that creatives in the media should take every meeting that comes their way, look to the left when everyone else is looking right and to put away the “Satan in their pocket” – the smartphone - in order to find their next big idea.
But he said seeking out what fuels you creatively “will sustain you when the tide turns” and that “at least once in your career you should do something that you don’t think you could possibly do.”
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