If a Tree Falls on Satellite Radio…

The Promotion Paradox in a 24/7 Content World

Kevin McElroy
Editor, Tune Up Magazine

The other day I heard Big Jay Oakerson, co-host of The Bonfire on SiriusXM, casually drop a line that’s been rattling around in my brain ever since:

“I thought we were doing a radio show.”

He was responding to some new directives from higher-ups, reminding him—and by extension, his crew—that they should be more mindful of how the show performs as a podcast. Not just as a live radio broadcast, but as content to be sliced, clipped, shared, and grown across the internet like everything else these days.

And I get it. I really do.

In my own smaller, scrappier way, I run a 24/7 rock station. And I’ve learned the same thing: the station won’t promote itself. You have to become your own PR team, podcast network, and social media engine—even when you’re technically “on the air” all day, every day. The airwaves don’t shout. You do. Look, I’m blogging here, ya ain’t hearing me say this on WTYU.rocks.

Discovery by Accident, Not Design

What really struck me was this: I discovered The Bonfire on my own. No newsletter. No algorithm nudge. No SiriusXM email telling me it was a hidden gem I should check out. I just happened to stumble on it after following Eddie Trunk from Volume to Faction. From there, I found Jim Norton in the mornings—one of the quickest, most unfiltered comic minds I’ve ever heard. And when Sirius lost him, they lost me in that time slot too.

It wasn’t personal. It was just lightning in a bottle—gone.

Dick Jokes and Deep Insight

The Bonfire, hosted by Big Jay Oakerson and Robert Kelly, is one of the sharpest, fastest, most entertaining hours on any platform—satellite, podcast, or otherwise. Yes, the dick jokes fly—and they land better than most—but if you actually listen between the punchlines, you’ll catch some of the most thoughtful, revealing discussions about the behind-the-scenes world of stand-up, streaming deals, podcasting, and the never-ending hustle of building and maintaining a career in entertainment. It’s smart, it’s layered, and—surprisingly—it’s relatable. Even from the other side of the industry, as a marketing guy, I get it.

That kind of material could easily be dry or self-important in the wrong hands, but this crew isn’t just funny—they’re a true radio team, dialed in and working in harmony. From Christine Evans and Jacob Batat to DJ Lou and Black Lou, each voice knows its role, and the chemistry is the real star. It’s radio done right.

https://www.youtube.com/watch?v=mdZzh1P0f2I

If You’re Not Promoting the Best, What Are You Selling?

So why isn’t this the show being promoted to death?

The truth is, I’m one of the lucky ones. I’ve got a job that lets me listen to radio all day without missing a beat. Most people don’t. They’ve got a narrow window for audio—drive time, a workout, maybe a commute—and if they don’t find something fast, they’re gone. You only get so many hours of someone’s ears. So why is Sirius making us dig?

If I hadn’t been motivated enough to go channel surfing, I never would’ve found The Bonfire. Or Jim Norton. Or half of what makes Sirius feel like more than just a jukebox in the cloud. And if you’re losing people like me—people who want to be loyal, who design their day around listening—what chance do you have with the casuals?

Don’t get me wrong: I like SiriusXM. I came for Howard years ago. I stayed for the deep cuts, the nostalgic joy of Casey Kasem’s AT40, the grit of Underground Garage, the seasoned voices of Earle Bailey and Pat St. John. I even love that Sirius is now the aggregator for some of the best podcasts out there—SmartLess, WTF, Kara Swisher. It’s become a true content hub. There’s no shortage of talent, no shortage of great programming.

But even with all that, I still feel like I’m the one doing the digging.

Who’s Responsible for Getting Heard?

This isn’t just a SiriusXM issue. I see the same debate play out on the local level all the time:
Is it the band’s job to promote the gig, or the venue’s job to promote the band?
Is it the host’s job to grow the audience, or the platform’s job to spotlight its own talent?

We all know the business answer: everyone has to hustle. But I still can’t help but wonder—if you’re sitting on a rare gem, isn’t it your responsibility to show it off?

Instead, we get saturation marketing about “hundreds of channels” and discount offers to win us back at five bucks a month. That’s the value proposition? All this content, and the hook is still quantity over quality?

Look, I get it. SiriusXM needs subscribers. And sure—Jay, Bobby, and the whole Bonfire crew should build out their podcast reach. But I’ll keep tuning in because there’s greatness buried in there.

And here’s the truth: if creators like that have to do all the heavy lifting to build their audience—if discovery is still on us—what value does the platform offer them in return? If they walk, we walk with them.

That’s the Big Jay OAKerson in the forest falling, cracking wise the whole way down.
Did you hear it?

I’ll leave the funny stuff to The Bonfire crew—but I know good radio when I hear it. Somebody should be shouting about it.