10 Questions with ... Guy Black

BRIEF CAREER SYNOPSIS:

This Chicago native and radio veteran is known for his humor and work in communities such as Chicago, Milwaukee, Chattanooga, Dallas, Miami, Indianapolis, New Orleans, New York (WBLS). He also was OM/PD for Jamie Fox's Foxxhole Radio on SiriusXM. Hosted the nationally syndicated Doug Banks Show. Most recently he has been a fixture in Los Angeles at Stevie Wonder's KJLH. Listeners praise his comical grasp of the airwaves and his personal touch with the listeners. As a father of two boys, he teaches them to live right and put God first.

1) What are you up to these days?

Working as an air talent at KJLH Radiofree 102.3 in Los Angeles

2) Would you list the mentors and influencers in your career?

Jerry Boulding was my mentor, He taught me radio! I learned to enjoy my passion. He was the best teacher a young talent could have. That's why I prepare so hard and try to be the best every time I walk into a radio station. I love what I do because I learned from the best. John Gehron was GM of WLS/Chicago, where I interned (my hometown) and he told me to never to limit myself to just one format. I could do Urban, Top 40, Country or whatever I wanted to do. I never forgot his words. Pat Martin gave me my first paying on-air job in Milwaukee in Top 40 radio. He took a chance on a young unknown talent, thank you Pat.

3) What's the most important thing for a new air personality to learn when getting into this business?

They have to learn to be themselves. Don't try to sound like someone else or talk the way someone else does. Relax and enjoy yourself and learn to listen more then you talk. For every hour you're on the air, you should've prepared double that amount of time. Hard work makes you great. That's the difference between you and your competition. Know what you're talking about and treat every break on air as if it were your last, because it could be.

4) Could you share some of the mistakes you've made during your career?

In the first year of my career, I thought I knew everything because I young and successful. I learned that you can fall as fast as you rise. Be humble from the start. I try to stay humble and I am blessed that people will give me a chance to do what I love to do and that's to entertain listeners and give them a great experience.

5) How do you see radio evolving?

I am hoping and praying that radio gets back to serving their local markets more. I understand that every company has to make money, but how can we make money and still be the beacon of light to our own community? I miss hearing a local morning or afternoon show that is talking about my city every day. Listeners miss it, too. When they are forced to listen to something they don't really like or connect to, they aren't as loyal.

6) What's your opinion on the state of the music industry ... including music distribution?

I don't really have one that would be any different than most people. I think people have many options when it comes to music, people can find it one way or another. If we in radio don't play the hits the consumer will find them another way. There are many more options now.

7) How do the other platforms of radio stations come into play for air personalities?

Radio is radio. It could be on the Internet or on an AM/FM signal; it all goes after an audience. That's why we have to entertain all the time. We must have the content people want to hear. I try never take our listeners for grant. I have to give them what they want or someone else will.

8) What are some of the funnier moments from doing morning drive?

To be honest, I have had a lot of crazy things happen ... too many to name, but it was always fun being live in the streets. That's where I love being with our listeners. Any and everything happens there. I've had some great moments on-air -- celebrity interviews, live remotes, phone calls from listeners that made us laugh so hard. Every moment should be a "I remember when" moment. They will be in my book when it comes out ... LOL

9) Why did you choose radio as a field to go into?

I was the class clown and my 10th grade speech teacher taught me a beginner's class of standup comedy. I was good at it and she suggested I try radio because she said I was quick and funny. So the passion began at Alan B.Shepard High School in the suburbs of Chicago.

10) What does it take to do morning or an entertainment show in other day-parts?

Study the craft as everyone can't do mornings. Your body and mind have to be prepared. It has to learn to be awake and ready to wake your listeners up. You always have to be five steps ahead of everyone else. Your show prep for mornings is a 24-hour job. Your head should think, "What am I going to do the next chance I get to open the mic?" You can't hang out all night and get to the station 30 minutes late every day and expect to be great on air. Greatness is earned through hard work. You have to learn to entertain your audience. Your team should always push each other to be the best, results reflect leadership in every instance.

How do you feel about syndication?

It's good for markets that can't really afford the budget to have a full team. It gives their station a "big city" sound. I must say that I often find myself disappointed that a lot of larger markets put syndication shows in place of the local talents who could be their next stars. I don't fault any of the syndicated talent; they have a job to do. We have more shows then we have stations to put them on. No one wants to work with talent anymore. That's why you can listen to the same corny, boring predictable on-air sounds every day in every city. It has to get better. I understand companies are saving money. Someone has to come out and be a leader. Many are still bargaining down to a price instead of up to a standard. We have to get better. I love radio and I want to see us be at our best.

How do you think radio could do a better job?

Staying fresh, by offering more excitement, remembering what our listeners truly want from us. Understanding that there are so many other ways our audience can be entertained. Never take for granted your position. Always know that we serve our listeners; they don't serve us.

What would a Guy Black-programmed station look and sound like?

I can answer that in so many ways. Let's just say when the next great company is ready to win, they can contact me, and I will give them the answer ... It will be EPIC!