URBAN AIMS TO REKINDLE THE SPARK Radio and Records Clear Channel/Chicago's own Elroy Smith moderated the R&R Convention session, "Rekindling the Spark: How to Make Radio Fun Again," which featured an outspoken and unbashful quartet of programmers: Nate Bell of CC/Memphis, Carla Boatner of CC/New Orleans, KJ Holiday of CC/Detroit and Cedric Hollywood of WEDR/Miami.
After a rousing opening performance by Big Keyz and Young Sup on Money Tree Records, the group got down to the business of fun. Acknowledging that many PDs spend too much time behind the desk and not enough time on the streets where the audience lives, Bell said that he does make a point of hitting the clubs to witness firsthand the crowd reaction to new music. This lead to his recent add of "Hollaback Girl," perceived in some circles as a Pop record, but a huge favorite of the club crowd, which helped alter that perception.
A discussion of sexual song lyrics back in the day vs. today's more explicit versions lead the panel to conclude that the old-school sentiments were actually the same, just more cleverly communicated: Said Bell, "It's the same thing expressed a different way for a different generation."
A discussion of how consolidation has affected radio's fun quotient yielded differing views. "I'm having less fun now, but I'm still having a lot more fun than the average guy in an average job," Hollywood said. Boatner respectfully disagreed: "I'm having more fun now running four radio stations than I did before. It gives me a better chance to exchange ideas, promotions and records" with her fellow PDs. Added Holiday, "The world is different now, but for me it's still fun."
Addressing the topic of cookie-cutter radio and its possible adverse effect on fun, Smith said that he recently completed a road trip and heard nothing but the same songs, liners and promos. While "Less is More" is the CC mantra, Boatner said it's still possible — and critical — to be creative, even under that banner: "We as program directors have to be the producers of our radio stations. Yes, the music will be the same in many cases, but it's up to us to produce imaging that's compelling, creative and spontaneous enough to set us apart."
A highlight of the session was Smith paying public tribute to two "unsung heroes" whose accomplishments he feels are sometimes overlooked by the industry: WRKS/New York PD Toya Beasley, a station vet since 1989, and his "right-hand man," Armando Rivera, longtime APD/MD of WVAZ/Chicago. Rivera was presented with a special plaque from CC/Chicago RVP/Market Manager John Gehron, generating a standing ovation from the crowd. |