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10 Questions with ... Pio Ferro
February 9, 2021
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BRIEF CAREER SYNOPSIS:
WXDJ would move to Spanish Tropical, and the transition eventually earned me the Assistant Music Director role. I was named PD at WXDJ in 1992 at 19.
In 1994, my wife and I ventured to Los Angeles and KLVE (K-Love 107.5). K-Love soon became the top rated overall radio station in LA, a rank it had from 1995 to 2000.
In 2000, I took the opportunity to grow and became National programmer for SBS working with stations in LA, NYC, SF, Chicago, and PR.
In 2009, took an opportunity at CBS Radio to work with its Spanish brands in Dallas, Houston, DC & Tampa.
I made the jump to general market in 2012 when I became PD of my childhood favorite station, WPOW (Power 96)/Miami.
A larger opportunity became available in 2015. A chance to lead the largest hip hop brand in the world. I was named Director of Programming at WQHT (Hot 97) in NYC.
Today, I'm the SVP/Operations & Content for Hot 97 and WBLS.
1. What got you into radio?
My mother worked in the office at WXDJ/Miami and I hung out as much as I could. I made friends and made myself available to run the Sunday morning PSA shows that nobody wanted to come in and do.
2. What did you dream of becoming when you were a kid?
An F-14 Tomcat fighter pilot, like every other kid that watched Top Gun.
3. At what point in your radio career did being a program director become something you wanted to do?
It just happened, I was 18 or 19 and assisting Gino Latino the PD of WXDJ (El Zol 95) with music, etc. He exited and station management gave me the nod. Bill Tanner was our consultant at the time and he felt he could mentor me.
4. You're programming in New York. Is programming in Market #1 everything you thought it would be?
I have been working in NYC since 2000 (WSKQ/WPAT from 2000-2009) before that, I spent 5 years in LA, I didn’t realize how major it was to be in the largest markets, it was just.. the job. Looking back now it hits me.. I have worked in the biggest most exciting markets in the country and I got to do it at such an early age.
5. New York is Market #1, what is the biggest similarity you see between programming in #1 versus #100?
I feel like I won the radio lottery – PD at 19 in Miami, PD in LA at 21, National PD at 27 working in LA & NY. So, if I went to work at market #100, I am aware of the limitations I would have, but the fundamentals are the same.
6. How has your appreciation of Hip Hop evolved as PD of Hot 97?
It has, the history makes you dig deep and it’s interesting how Hip Hop has evolved. I am happy I have lived through its evolution.
7. What has managing a team through the Covid-19 pandemic taught you, or emphasized to you, about leadership?
The value of a great team and how important it is to make sure I am always available to create, problem solve, and sometimes just listen. Surrounding yourself with the right people takes a whole new meaning when you don’t see each other day to day.
8. Personally, how has the pandemic changed how you spend your spare time?
I love that I see my wife and my kids more. It’s like we’re all working in the same office. The issue is disconnecting. It’s 7:40 as I write this and I am being called to dinner...
9. Any pandemic food discoveries?
My wife is a helluva cook! So, I have discovered 15 new lbs. since March. She is going through recipes like a pro and there’s always something new to try. Ina Garten has a new book so I estimate at least another 5 lbs before 2020 is done.
10. If you weren't in radio, what do you think you'd be doing professionally?
"Radio" is a platform, we’re not in the "radio" business, we’re in the entertainment bizz. I love working with talent. I will always want to be involved with people I can coach and pass along what I have learned. There aren’t many businesses that mix art and science, but I truly love that about broadcasting. I would look for that.
Bonus Questions
I'll give you a few scenarios...care to recommend a scotch for each?
I am a single malt guy… so you came to the right place.
A: watching sports?
The Glenlivet or Glenfiddich – a little extra water if the game is going well to keep it going – less water if my team is losing.
B: listening to jazz?
Oh, this happens to be one of my favorite pastimes. I would recommend The Balvenie. Honestly, this is where I do most of my tastings. Bowmore is excellent and I love Japanese whiskies, so there’s a wide range here!
C: After an Italian dinner while you enjoy a cigar?
And Oban or Macallen. Something with tons of body to compliment the cigar!
D: Unwinding after a particularly stressful workday?
Ah, that’s when I crack open Lagavulin or Ardbeg. I have to refill those bottles.. LOL
Which actor portrays Pio Ferro in an autobiographical series on Amazon Prime?
Sacha Baron Cohen as Borat or Ali G. That's the only way anyone would watch.
If you could be on any TV reality show or game show, which would you want to be on?
Jeopardy, just to meet Alex Trebek…
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