10 Questions with ... Geronimo

NAME:Geronimo (aka: Jonathan Broth) POSITION:Director of Music Programming STATION:Shade 45, Hip Hop Nation, Hot Jamz, The Beat, Area 33, The Strobe COMPANY:Sirius Satellite BORN:Brooklyn, New York RAISED:Brooklyn, New York

BRIEF CAREER SYNOPSIS:

first radio gig: Overnights at WWUF/WAYCROSS, GA
Z102 SAVANNAH
B97 NEW ORLEANS
MD at WABB/MOBILE
PD/Mornings at WWKX PROVIDENCE
Nights at WBLS/NEW YORK
Nights/Music Director at WKTU/NEW YORK
Consultant at Hot 97/NEW YORK
SIRIUS Director of Music Programming.

1. You've been at SIRIUS since about the start. Has your experience been all that you expected?

It's been much more. When I started, we were just under 30,000 subscribers and now hitting more than 6 million and being here for the launch of the Howard Stern channels has all been surreal.

2. What has surprised you about the move from terrestrial radio to SIRIUS?

The biggest surprise has been terrestrial radio's move away from being as local as possible and capitalizing on having individual signals in every market in the country. It seems that consolidation was more prevalent in 06 than any year prior.

3. How have your stations/channels evolved since your arrival?

Yeah, they got better. (lol) Honestly, I took a lot of the things that I learned from TRACY CLOHERTY at HOT 97 and FRANKIE BLUE at 'KTU and try and create compelling, original and exciting content and PLAY THE HITS. Obviously at SIRIUS there's more freedom than at terrestrial radio and fewer boundaries as well. Without commercials, we have the opportunity to play 3 or 4 more songs per hour, which for programmers, creates additional challenges like repetition and burn.

4. Who is on your programming team?

I've got an amazing support staff. REGGIE HAWKINS came from HOT 97 and is the Program Director of our HIP HOP NATION channel. He's not only any innovative thinker and great developer of talent but also a Sergeant in the U.S. ARMY. HOWARD MARCUS programs some of the SIRIUS Dance channels and can find hits with the best of 'em. TONYA BYRD programs our HIP HOP & RnB channel and has a lot of major market radio experience. One of our music coordinator/music directors RON MILLS , is the best mix show guy in the country and has relationships with EVERY big name Mixer in the music biz and VANESSA GRULLON for HOT JAMZ is one of our most up and coming programmer/air talents. On EMINEM's channel SHADE 45, ROB "REEF" TEWLOW is our senior producer and has created some brilliant specialty programming and EM's right hand man 'LIL SHAWN comes from KKFR and KZZP runs the music for the channel.

5. What do you think people will say about you and your career when you are roasted at your retirement dinner?

Why and how did he do it ? Really, I think my legacy will be my honesty, integrity, fairness, resourcefulness and passion for winning. But just to let you know, there's still a lot more that I'd like to accomplish so retirement is not in my future.

6. You're stuck on a deserted tropical island for one year with one Sirius air personality.... Who's it going to be?

Tough question: Personality wise it would be EMINEM and 50 CENT who work with us on the SHADE 45 channel. Other than that, it would have to be our newest DJ on HOT JAMZ, supermodel MELYSSA FORD. Google her to find out why.

7. Most, if not all, of Sirius and XM's programmers came from radio. Have we seen anyone start at satellite and move to radio yet?

No one comes to mind but I image it's because of the recent consolidation and fast growth of both satellite companies.

8. What do you see as the biggest difference in day-to-day programming at SIRIUS compared to terrestrial radio?

I realize that the sales department helps to keep the bills paid at terrestrial radio but with over 60 commercial free music channels, we don't have to be concerned with client or sponsor inventory. There's never been a case where a sales person calls after 5pm on a Friday to squeeze in a last minute spot. In the satellite world, since our listeners are paying for the service, it's all about them. We take customer service very seriously (no pun intended).

9. Say someone decides to make a biographical feature film about you. Who would play the lead role? Who would be cast as Frankie Blue?

I would hope that BRAD PITT would be cast but it would probably be ADAM SANDLER. FRANKIE BLUE would be played by a slimmed down JAMES GANDOLFINI. I've had some interesting "sit downs" with FRANKIE but I can tell you this, when it comes to radio, FRANKIE BLUE is brilliant.

10. Who would you rather have over for dinner: The NEW YORK YANKEES or the METS?

I'm a lifelong NY METS fan, I loved REGGIE JACKSON in pinstripes back in the day and DEREK JETER is a Hall of Famer but, to this day, I'm still a METS Season Ticket Holder.

Bonus #1. Which new artists from 2006 do you expect to still be playing in 10 years?

With Global Warming I'm hoping to still be here in 10 years but, T-WEAPONZ, an indie Hip Hop act from NEW YORK but with Latino roots in the South, Southwest and West Coast. I think their music and their style is what will fuel the next generation of Hip Hop.

BONUS #2. How aggressively are labels promoting their records to you at SIRIUS? Who was first to step up?

In 2006, labels have stepped up the promotion of records to SIRIUS. We are very content oriented and labels like DEF JAM, INTERSCOPE and ATLANTIC have been supportive and have made SIRIUS an important part of their promotion as far as bringing artists by for interviews. Being located in between MTV and RADIO CITY MUSIC HALL doesn't hurt either.