Top Creators Depict: The Appeal and Potential of Radio

The radio program "Sawamoto & Gonpachi's It'll Be Over Soon" (TOKYO FM), which explores various topics through the lens of "advertising," is gaining attention. Hosted by Yoshimitsu Sawamoto of Dentsu Inc. and Naruhiro Gonpachi of Singata, with semi-regular appearances by Hiroki Nakamura of PARTY, I visited the studio during recording to discuss the contemporary appeal and potential of radio.

"Sawamoto & Gonpachi: It'll Be Over Soon."

TOKYO FM: Fridays 8:00 PM - 8:30 PM
http://www.facebook.com/suguowa

The program launched in April. Sawamoto and Gonpachi casually start their banter, with semi-regular (but appearing every episode) Nakamura interjecting perfectly, developing variety talk centered around "advertising." It aims to evolve the personal world unique to radio, incorporating ingenious SNS integration where participants and listeners jointly energize the show.

On the Facebook (FB) page, any posted content is treated as "fan mail" and becomes material for the show. Despite being radio, the recording sessions are filmed each time, with "making-of footage" uploaded to YouTube. Previews are announced on FB just before broadcast, and highlights are shared afterward, ensuring timely program promotion.

The standout feature is the "Like Pledge." The show makes promises like, "If we get a certain number of Likes, we'll do this." On the day of filming, they fulfilled the pledge: "If we get 600 Likes, we'll have Nogizaka46 as guests." Thanks to Sawamoto and Gonpachi's connection from working on their music videos, Rina Ikoma and Nanase Nishino appeared. The primary goal? "Verifying the 'Ikoma-chan and Nakamura-san look alike theory'." That's so "Sugu Owari"-like. The results are on Facebook!

Other pledges include: "For 1200 Likes, Sawamoto Gonpachi will create a radio commercial for your store (company) for free," and "For 1700 Likes, we'll broadcast with a random uncle who looks like Kunie Tanaka as a guest." Furthermore, the program is actively seeking ideas like "We want you to do this!" or "Do this!"

 

■ "Personal" is Radio's Appeal

──Tell us what prompted you to start "Sawamoto & Gonpachi's It'll Be Over Soon" (hereafter "It'll Be Over Soon").

Sawamoto: I served as the chair of the judging committee for the radio commercial category at the ACC CM FESTIVAL, and Gonpachi was also a judge. Even when excellent works were selected, people outside the industry rarely got to hear them. So, I consulted with TOKYO FM, and they agreed to create a program introducing the winning entries. Gonpachi and I co-hosted it, and it was quite well-received. That led to the idea of doing a regular show. The challenge was how to get people who aren't familiar with radio to listen. How do we convey that "radio is personal and interesting," something older generations instinctively understand? Fortunately, the timing was good as "Radiko" was starting to gain traction. We'll start by focusing on how to reduce the number of young people lacking radio literacy.

 

──Did you rediscover "the fun of radio" after the show started?

Sawamoto: Compared to TV, radio is more relaxed, and you can say more in-depth things. On the show, we speak quite candidly. The hosts can also get quite personal. That's the fun of radio.

 

──Mr. Gonpachi, how do you find the program interesting?

Gonpachi: First, we have creators of legendary radio commercials appearing on the show, sharing behind-the-scenes stories that convey the appeal of radio ads. Also, a core pillar of this program is discussing all kinds of topics from an advertising perspective or angle. We apply advertising mechanisms and communication principles to everything under the sun. I hope we can convey that kind of fun.

■Something happens when it connects with "social"

──Nakamura-san participates semi-regularly. What's your role?

Nakamura: "Sugu Owai" has two kinds of fun: interesting fun that sparks curiosity and attention, and funny fun where slightly offbeat topics fly around. I focus on that "funny" aspect, posting information on Facebook (FB) to throw the ball to listeners. What I personally want to hear from the guest creators is about the behind-the-scenes artistry of advertising. They're incredibly talented in the industry, yet they say slightly offbeat things. I aim to skillfully draw out those "glimpses of their unique charm."

── Mr. Sawamoto, you mentioned the "personal" aspect of radio earlier. Do you see room to explore that further?

Sawamoto: Absolutely. This time, we're running the show with guests who are friends. It's like, "Enough with the personal stuff already!" (laughs). But within those conversations, there are tons of stories that would be interesting even to listeners outside the advertising industry. Even with radio commercials, if we approach creators who haven't worked much with radio before and say, "There's a platform where you can reach the whole country with just audio," or "You can do whatever you want," they might create something completely different from traditional radio shows or commercials. Another area with potential is exploring what happens when "social" and radio intersect. In that regard, Nakamura-kun deeply understands the show's goals and content while also being very knowledgeable about utilizing Facebook. I think we can do all kinds of experiments.

──How do you think the personal world and social media intertwine? What are your thoughts, Nakamura-san?

Nakamura: To put it bluntly, radio allows for a certain level of "backstage humor." It's truly a personal world. Listeners might think, "I'm the only one hearing this funny story," and chuckle to themselves. While the broadcast reaches a mass audience, the world it creates is personal. That's the charm of radio. Recently, TV stations often ask me, "Can we do something live that links with smartphones?" But if you want to mix live broadcasts with social media, radio is more casual and versatile—it's a better fit. On "Sugu Owa," we make promises on Facebook, and then Sawamoto-san and Gonpachi-san agonize, "Well, we made the promise, so we have to do it. What should we do?" That struggle becomes Facebook content too.

──How do you feel about doing the show, Gonpachi?

Gonpachi: It's like we barely have a script (laughs). We just freely talk about whatever's on our minds at the moment. If I could wish for anything, it'd be great if various clients would join us on the radio too.

■Considering Content and Commercials as One

──Your thoughts on the future potential of radio commercials?

Sawamoto: In terms of being a platform for creators' expression, there's still plenty of potential for making great radio commercials. Realistically, though, it's rare for a radio commercial alone to lead to a huge hit product. So rather than thinking of it as a standalone element, it might be better to consider it as part of the program package. Making the program itself popular content, where the commercials airing within it are seen as interesting – that's definitely a viable approach.

Nakamura: Advertising is fundamentally unpopular, after all. If listeners are tuning in thinking, "I want to hear something interesting," and a commercial is seamlessly embedded within that, it can get through without resistance. For example, if a personality incorporates the day's entertaining content or context and runs a commercial on the spot, it could become even more engaging.

Gonpachi: TV has too much influence, inevitably leading to all sorts of regulations. But radio feels like it could try new things in a guerrilla-style way. If creators who are hitting it big started getting involved in radio, I feel like something completely different from before could happen.

Sawamoto: For instance, imagine a radio show with a rule: only interesting commercials can air. We decide what's boring. If we built a show around that vibe, commercials wouldn't just be ads—they'd become fun content. Listeners might start thinking, "This is the show to tune into when I want to hear funny radio commercials." Fundamentally, the humor in radio commercials comes down to the strength of the idea and the wit of the words. That's the core talent of creators. So, I think young creators could start by aiming to "make something funny in a radio commercial."

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Providing the radio industry and listeners, both old and new, with a "new way to enjoy it"

Junichi Miyano, Director of Programming and Production, TOKYO FM Programming and Production Bureau

The spread of "Radiko" and smart devices has created a new momentum in the radio world.
Unlike television, which can achieve instant popularity, radio is a medium that builds momentum gradually. Sawamoto and his team deeply understand this characteristic and are exceptionally skilled at devising mechanisms and structures. Their use of personal networks both within and outside the industry is truly impressive. They also skillfully utilize digital media. Techniques like announcing "promises" in advance are very radio-like in their conception.

Their experimental and challenging ideas and projects radiate a passion for "making something happen on radio," leaving a truly exhilarating impression. For the program, it's more interesting to push forward with unfinished elements than to pursue perfect completion, and they clearly envision how buzz will spread. It's eye-opening for those in the radio industry.

Both Sawamoto and Gonpachi are hitmakers behind commercials everyone recognizes upon hearing them. Hearing from these usually behind-the-scenes figures offers fresh, compelling content even for general listeners outside the ad world. They break conventional production methods in a good way, revealing methodologies and new possibilities we hadn't noticed. I see them providing a "new way to enjoy radio" for both the radio industry and listeners of all generations.

We want Japan's leading creators to serve as radio's cheerleaders, fully utilizing this great "toy" called radio.

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Promoting the Radio Commercial Project

 

Takuya Matsumoto, Deputy General Manager, Media Services / Radio,TV Division, Dentsu Inc.

Radio possesses unique strengths, such as the deep bonds formed between personalities and listeners based on trust. From a communication business perspective, the challenge lies in helping clients understand this potential. Our programs not only convey radio's appeal but also run initiatives linked to social media reactions. The nature of the resulting buzz provides significant insights.
Dentsu Inc.'s radio division is currently advancing a radio commercial project. Working with understanding creators, broadcasters, and partners, we are striving to reintroduce the potential of radio to listeners, clients, and advertising professionals through the development of radio commercials and content, and by promoting awareness of how to utilize it.