Feature Article

Brian Sanders “Unicorns, Glitter, & Rainbows”

Momentum cometh.  

It’s Christian Radio’s largest annual event.

Radio pros, newbies, consultants, ministries, artists, record companies and the occasional George Noory fan will show up in Orlando to learn, build relationships, pitch an idea, sign a new client, hire talent or find a job.

Around 750 Christian radio peeps play “find the air conditioning” for a few days in the Florida heat.  

Watch carefully and you’ll see humidity destroy perfectly coiffed hair.  

Others of us, myself included, try to make it from building to building without dying from heat stroke.  

Most of all…it’s fun.  

You’ll see old friends and make new ones.  

A few drips and drabs of news will filter throughout the convention hall…such as, “So and so is leaving their job to join XYZ group.”  Everyone acts shocked and then spends hours theorizing what that move could mean for the industry.  

Independent artists roam the halls hoping to corner an introverted program director to listen to their latest project.  

In all honesty…it’s a blast.  

I get asked so many questions about PAR and CMB.  Allow me to try and answer a few of them here.

Why is PAR a major sponsor of Momentum?

That’s the question I get asked the most.   

Recently, a person sat across the table from me and said, “This is all about your ego isn’t it, Brian?”



I’ll be the largest guy at the conference.

I’ll be one of the few radio people there who actually struggle with a speech defect…I stutter.

This is not about me.  It takes every ounce of courage I can muster to enter the convention hall, shake hands and make small talk.  It’s not because I don’t like people.  It’s due to personal shame regarding my size.  

But there’s a purpose bigger than me.  (And that’s a pretty big purpose.)

We sponsor Momentum to be an encouragement to others. 

Many who work in radio just see it as a job.  

We want to raise your vision.  It’s a calling.  There’s a world to change.  We want to stoke the fires of passion for your labors.  

PAR has been where so many organizations are.  





We’re there to cast a vision that you can be great.  Your teams can do more than you ever imagined.  Work can be a joy, not a drudgery.  

That’s why we sponsor Momentum.

Why does an organization of 70 individuals send 16 of its leaders?

It’s the power of impact.

By taking PAR’s leadership team, we can have more conversations and influence.  Not to further some secret PAR agenda – but encourage those in attendance.  

We don’t send 16 PAR team members for their personal sake, we do it for those in attendance. 

We want side conversations where we can speak life into you, encourage you and be available for questions.  

Without fail, multiple attendees will take team members aside and ask if the culture at PAR is real?  How did you create an organization that prides itself on high performance?  How do you get your team to enjoy their work?   

And with joy, we answer those questions.  

By having 16 of PAR’s leaders there, we don’t just have those conversations once or twice.  We have them twenty to thirty times.  

Are we there to sell something?


We’re there to encourage.

We want to inspire you to change the world.  

That’s why we launched the #ENCW Project.  

It’s free.

All we’re asking Christian Radio to do is to come together and let’s impact one billion lives in five years.  

We’re not claiming a billion people will come to Christ.

But some will.

We can open the door to the gospel.

We can mobilize listeners to do diaper drives to moms in crisis, coat drives so kids can be warm or child sponsorship campaigns so food, water and medicine reaches the least of these.

PAR will produce a monthly update to the industry telling the stories of lives changed because of your efforts.  

Our goal?  To encourage you to not grow weary in doing good.

We believe in you and this industry enough that we will invest our dollars to inspire you to change the world.  

What should your role be?

First, you and your team need to attend Momentum. 

Make friends, learn from the speakers, be inspired, win a door prize and by doing so – you’ll help your team bond as one.

Second, be a sponsor.

Put your money where your mouth is.  

This is our industry and future.  

Be a part of it.

Be a voice of encouragement. 

Don’t think you must have a product to sell to be a sponsor.

Shine a light on the local operator who worries about the future.  

Be a sponsor to do nothing more than cheer the weary leader.  

Third, enjoy the conference.

Eat a cookie.

Share a laugh.

Give a compliment.

Listen more than you speak.


Ask God for a fresh vision.

Dear Christian Radio, CMB’s Momentum Conference is September 6th – 9th at Universal in Orlando.

Be there.

Be a sponsor.

Join the #ENCW Project.

Bring a portable air conditioner and a box of blister pads for your feet.

Did I mention one big bonus?  You get a ticket to enjoy the Universal park on Friday night!  (Did someone say Harry Potter???)

This is the last week to register.  

You in?   

I’d love to meet you, shake your hand and offer you some encouragement. 

See ya there.


Brian Sanders

EVP for Positive Alternative Radio

P.S. Unicorns, glitter and rainbows have nothing to do with this article.  But I figured it might make you raise an eyebrow.

Brian is the Executive Vice President of Positive Alternative Radio in Blacksburg.

PAR has five brands which include Spirit FM in Lynchburg, VA; WCQR in Kingsport, TN; Positive Hits, WPER in Richmond/Fredericksburg, VA; Joy FM in Winston Salem, NC; Walk FM in Ashland, KY, Huntington,WV.

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