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10 Questions with ... Reginald Hawkins
April 10, 2007
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NAME:Reginald HawkinsPOSITION:Sirius Satellite Radio Format Manager for Hip Hop Nation (Channel 40), Talent Manager for Shade 45 (Channel 45), Air-Talent (Co-Host of 'The World Famous' After Hours Spot)STATION:Channel 40/ 45MARKET:The WorldCOMPANY:Sirius Satellite RadioBORN:06/29/71RAISED:Montz, LA
BRIEF CAREER SYNOPSIS:
After 4 years of active duty military service, I came to NEW YORK and worked radio promotions for WQCD-NEW YORK. While working for EMMIS I transitioned over to WQHT-HOT 97 where I served as Programming Coordinator for the station, Associate Producer for the STAR & BUC WILD MORNING SHOW, Producer/ On-Air Personality for STREET SOLDIERS with Lisa Evers, and anything else that keep us the #1 radio station during my tenure. In 2003, after returning from mobilization with my Army Reserve Unit, the Format Manager position opened up at SIRIUS SATELLITE RADIO, who took a chance on a young programmer for its Hip Hop Formats in a young company... and the rest is history, or should I say history in the making. Hip Hop Nation, Shade 45, and Hot Jamz are getting stronger by the day.
1. What got you interested in broadcasting?
I grow up 35 mins outside of NEW ORLEANS where I fell in love with some of the best radio programming on the planet. Whether it was regular programming, the Quiet Storm, or Jazz Workshop on Sunday driving to LAKE PONCHATRAIN, I was a radio groupie!
2. What was your last non-industry job?
Sales Associate for Modell's on Fulton Street in Brooklyn where I use to hock Timberland boots for Biggie and Junior Mafia and every other rapper that dropped in the sneaker department.
3. What's the biggest difference in programming for radio and programming for SIRIUS?
Our experience is 8 levels above what you hear on "regular radio" or anywhere else. We have the most variety and the music is heard in its rawest form. Our air-personalities are outspoken and opinionated and our mixshow lineup smashes anything on anybody's radio station. DJ DRAMA, DJ GREEN LANTERN, DJ KAYSLAY, WHOO KID, DJ SKEE, DJ PREMIER, MICK BOOGIE and THE LEAGUE CREW, DJ NOODLES, DJ SELF, DJ JAMAD, etc., etc. You'll find this nowhere else, nowhere!
4. What about your military background best prepared you for broadcasting?
My Army values have always been my infrastructure that allows me to never compromise myself for short term gains (It maybe the reason why I still drive a '97 Ford Explorer and others "hint hint" push $100,000 vehicles). But it's also the reason why I truly feel we have the best radio on radio, why I feel we give our subscribers more than their $12 worth every month, and why I sleep well at night.
5. What, if anything, is missing in Hip Hop that is most affecting CD sales?
Some cry that Hip Hop is dead, but Hip Hop is suffering from the same ills as the rest of the music industry. Once we come up with another model to sell the music that nullifies all the downloading, the crying will stop.
6. You're trapped on a deserted island with a case of D batteries, your trusty CD boombox and 5 CDs. What 5 CDs would you hope to have on hand?
1) Prince - The Hits & B-Sides
2) BDP - By All Means Necessary
3) Keith Sweat - Make It Last Forever
4) The Notorious B.I.G - Life After Death
5) Tupac - 2pacalypse Now7. If you had to make a sudden career change of your choosing, in what direction would you go?
Teaching. In the bible, Hosea 4:6 says, "My people are destroyed from the lack of knowledge. Because you have rejected knowledge." 99.9% of the problems that I see in this business are due to ignorance. Our total condition would change if we'd educate ourselves and each other. If we only knew how much money people are making off our ignorance (lack of knowledge) we'd live in somebody's library.
8. Hypothetically...you're getting married soon, money is no object...who do you hire to play at the reception?
DJ Self. He's the next level of party DJ, just check out VIP Saturday's on Hip Hop Nation or catch him in the clubs (Tea Bag!!!).
9. What's your favorite vacation destination?
My house. I work 15 hour workdays and I want to figure out all the features of all the appliances at my house. Go to IKEA like normal people; cook something on my brand new stove, etc. Just me and a bunch of remotes and manuals.
10. Who is/are your broadcasting mentor(s)?
I get my work ethic from my mother who worked 5 jobs to keep three kids clothed and feed. My radio mentors are TRACY CLOHERTY, who taught me the values of protecting the brand and being a leader whether that means being popular or not. SEAN TAYLOR, who is currently an executive at DTP, who gave LUDACRIS his first radio gig, dominated the market at HOT 97.7 in ATLANTA, and who is really the person behind WQHT-HOT 97's dominance from '99 - '01. SEAN TAYLOR introduced Southern Hip Hop to NEW YORK, produced the last great Summer Jam when JAY-Z dissed MOBB DEEP on the big screen and brought out MICHAEL JACKSON on the same stage, yet never put himself in front of the actual air-talent. His impact is still being felt today.
Lastly, STEVE BLATTER (SVP of Programming SIRIUS) and JONATHAN "GERONIMO" BROTH (SIRIUS Director of Rhythmic Programming) who are hands down the most technically proficient people I've ever worked for who don't understand the word "can't," who promote the ideals of not being good but being great, and who encourage programmers to learn as much as they can to stay a step ahead of the norm.
Bonus Questions
Bonus: What new artists will still be making hits in 10 years?
The upside of T.I., THE GAME, YOUNG JEEZY, and LIL WAYNE are crazy. As they continue broaden their life experiences, they'll do greater records. Check their sophomore projects and you can already see the growth. Don't worry East Coast, there's a kid named UNCLE MURDER that's gonna take the game back to how we felt when we first heard B.I.G. Regular radio I'm giving that one for free.
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