10 Questions with ... Derrick 'Lil'D' Greene

BRIEF CAREER SYNOPSIS:

• WEUP/Huntsville, AL; WKRA/Holly Springs, MS; WHRP/Huntsville, AL; WBFA/Columbus, GA
• SVP/Programming, Columbus/Albany, GA
• OM, Radio One/ t. Louis

1) What do you like about radio?

I really like the connection between the station and the community. Urban radio remains the one medium that speaks to the people. In this world of voicetracking and syndicated programs, nothing compares to answering the request line and interacting with the listener. There's nothing more satisfying than working with a local organization, school, or rounding up your staff and helping the community in crisis.

2) Why is community involvement important to you?

There are so many people who don't have a voice or a forum to express their feelings or concerns. My radio stations are not just playing music; we are also a voice for the community. DJ Kut is the voice for the people of St. Louis. He not only speaks to the community on-air, but he also speaks for the community. Community involvement is vital for the existence of radio. We need the community as much as they need radio.

3) Who did you grow up listening to?

I grew up listening to WENN/Birmingham, AL. I would string an antenna outside my window to pick up that station. I remember getting in big trouble after running up my mom's phone bill calling the request line. The DJs had big personalities and a huge presence in that community. DJs like Dave Darnel, Roe Bonner and Chris Coleman.

4) What do you like about being an on-air personality?

I really enjoy the interaction with the listeners. Over the last few years, I ran a segment on my show called "Topic of the Day" with my co-host Miss Pooh. We solicit listeners to send us questions or real-life scenarios on social media and we read them on-air and ask other listeners for their advice. This makes for some very entertaining conversations. We tackle relationship issues, parenting, politics, and more. I have been praised by listeners telling me how much they love the segment, but what they really don't know is that I probably love it more.

5) Do you think art imitates life when it comes to radio?

Yes! Radio is an extension of everything going on in the world. A real radio station is not afraid to talk about the real issues, whether good or bad for the community. Where else can your voice be heard when there is a crisis in your community? Writing a blog or posting online just doesn't have the same effect as hearing a person's happiness or anger over the airwaves.

6) Have you ever thought about working in any other profession?

I am truly a radio junkie. I have been in some aspect of the music business my entire adult life. I have never really worked any other job. Radio is it for me! I'm not sure what I would do if I didn't have radio.

7) Would you share with us those who have influenced or mentored your career?

Phillip David March is my mentor. He hired me when I was just a radio mixer and taught me radio programming. He was very instrumental in my development as a DJ, APD and PD. He helped me fulfill a childhood dream of programming radio stations. I was also influenced by Chris Coleman, Dwight Stone, Reggie Rouse.

8) What's you approach to picking music for your playlist?

Gut. Mixers. Research. You need all three of these elements to make sure you are playing the correct songs on your station.

Gut - As a programmer you run across songs that fit your market. These songs are typically strong records but not top-five songs. Every once and awhile, these songs pop up and you take a chance by trying it out. Sometimes they research, sometimes they don't.

Mixers - Always keep your mixers in the clubs so they can tell you what moves the crowd. All club songs are not made for radio, but most radio songs start in the club. You have to use your gut when it comes to picking the songs the mixers feel are working in the clubs.

Research - Do callout on a song, if it doesn't research, do call out again a few weeks later. If it still doesn't research, you shouldn't be playing it. Let it stay in your gut or in the club!

9) How do you balance sales-based promotions and promotions generated by programming?

It's a thin line. Each station should have a yearly programming promotion calendar accessible by the sales department. This allows the sales department to sell sponsorships and allows a great balance of sales and programming promotions. It's important that you have a great relationship with your sales manager and sales staff. They need to know how you like your station marketed. If a client brings them a promotion, they should know if you would approve it before they present it to you. We want all the revenue, so let's work together on a great promotion that we can agree on to get the money.

10) What are your goals?

• In three to five years, top-10 market OM.
• In five to seven years, EVP.
• I am not satisfied; I want more. I am hungry, dedicated, and focused on my goals. I didn't come this far to stop now.

What are you most proud of?

I'm most proud of my track record working with winning radio stations. Number-one stations in all of my previous markets and now I'm injecting that same winning attitude to St. Louis.