Radio imaging voice for stations that need to sound bigger
Sweepers, liners, IDs, promos and show opens — voiced by a former Program Director, for 135+ stations across the US and Canada. Direct access, same-day turnaround, no agent in the middle.
The voice between the songs
Dave Steele has been on the other side of the imaging desk. He started in radio at 15, was a Program Director by 22, and founded Steele Imaging in 2000 specifically to voice station imaging — the sweepers, liners and promos that make a station sound like a station. Twenty-plus years later that roster is past 135 stations across the US and Canada, from major-market AMs like KOA Denver to small-market FMs that need to sound bigger than their signal.
That background changes how the work gets done. Scripts come back read the way a PD would want them read, not the way a generic announcer would guess. Format, daypart, attitude, pacing — the stuff you'd otherwise spend a revision round explaining — is usually right the first time.
What's covered
- Sweepers and liners — top-of-hour, over-intro, back-sell, positioning statements.
- Station IDs — legal IDs, branded IDs, jock IDs.
- Promos — contests, concerts, events, station promotions, sports coverage.
- Show opens and stagers — morning show, sports talk, specialty shows.
- Sports imaging — play-by-play promos, pre-game and post-game, tunnel walks, recap shows.
- Social and digital — station Facebook/Instagram promos, podcast intros, streaming pre-rolls.
- Dry reads or fully produced — your production department drops in the lines, or Dave delivers finished pieces.
Formats
Imaging that works is imaging that fits the format. Dave has voiced for CHR/Top 40, Hot AC, country, classic rock, active rock, classic hits, sports talk and news/talk stations. The energy, the pace and the amount of attitude in the read change with each — a country station's summer concert promo should not sound like a rock station's weekend takeover, and a news/talk top-of-hour should sound like authority, not hype.
The station call signs in the demos below give you the range: KOA-AM Denver sports promos, WLKZ-FM's cliché movie-trailer promo, a WCST-FM classic rock piece, a WGTR-FM concert promo, and a KWFF-FM Cinco de Mayo promo.
Hear it
Real on-air pieces, not a demo reel. Every one is downloadable from the portfolio.
How it works
- Send the scripts. Email or the contact form; a batch or a single line. Tell Dave the format and, if it's a new station, attach one existing piece so the read matches.
- Recorded in the studio. Broadcast-ready studio, Neumann microphones, direct-to-digital. Live direction over Source Connect Pro if you want it.
- Delivered your way. Dry or produced, WAV or MP3, named to your spec, same day for standard batches.
- Revisions, directly. A different attitude, a faster pace, one word changed — it goes straight to Dave, not through an agent.
Radio imaging questions
What is radio imaging?
Imaging is everything a station says about itself between the songs and the talent: the sweepers, liners, IDs, show opens, promos and stagers that give the station one recognizable voice. It's the sonic logo. A good imaging voice makes a station sound bigger and more consistent than any single air shift can, and it holds that sound across every daypart.
How does an imaging package usually work?
Most stations send a batch of scripts on a schedule — weekly, bi-weekly or monthly — plus one-offs when a contest, event or format tweak comes up. Dave reads each batch dry (no music, no effects) so your production director can take over.
Can you match a specific format or daypart?
Yes. The read for a CHR morning show is not the read for a classic hits midday, and neither is the read for a news/talk top-of-hour ID. Send a couple of existing pieces or tell Dave what the station sounds like and he'll match energy, pace and attitude to the format.
Can you direct the session live?
Yes — Source Connect Pro is set up in the studio, as well as a number of real-time communication options, so a PD or production director can direct in real time from anywhere and hear the read as it's recorded. Most stations don't need to; a clear brief and a reference piece is usually enough.
What about turnaround?
Same-day is the norm for standard batches; genuinely urgent pieces can usually be turned around inside a few hours during studio hours (Mon–Fri, 9am–4pm ET). Say what the deadline is and you'll get a straight answer.
Do you work with stations outside the US?
Yes. Dave has voiced imaging for stations in the US and Canada and around the world. Everything is delivered digitally, so the station's location doesn't change the process.
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Ready when you are
Direct access to Dave Steele — no agents, no drawn-out negotiations. Send the script, the deadline and the format you need.
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