Radio imaging consist of a montage of spoken text and special effects mixed to produce branding content for radio stations, DJs and live events. These effects might involve voice recordings, introductions, sweepers, promotional messages and station jingles. The goal of which is a to create a sound montage which helps to clearly identify the individual or the organization in the mind of their listeners. Radio imaging is therefore all about branding and standing out from the crowd while conveying a theme, whether it be that of a top 40 radio station or a dancehall reggae DJ for example.
The content of the message is scripted and pre-recorded, generally by a radio imaging professional with experience of promotional messaging, sound effects and audio composition. The inclusion of a voice-over allows for a narrative to be conveyed to the listener such as information about an upcoming event, a competition or a DJ. Sweepers, jingles, promos, intros also serve as a means to make the transition between different types of programming or music which might be played whether pre-recorded, talk or live content smoother, more enjoyable and somewhat less disjointed for the listener. Radio imaging content is therefore an essential part of playlist programming for terrestrial and internet radio stations alike. With a sizable industry of radio imaging professionals serving the global radio station community.
Getting hold of radio imaging content, unless you have the resources available to produce it yourself, generally means finding a suitable company to do the work for you and providing them with a brief of your requirements. On submission of said brief and having paid of course, you can expect to be provided with early draft versions for review before completion. The finished product can then be added to a playlist by a station or used in a mix by a DJ.