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10 Questions with ... Brian 'B' Paiz
January 15, 2019
Have an opinion? Add your comment below. Research is a wonderful tool to have, but you also have to understand what is going on in your market. I program an hour-and-a-half south of the mecca of hip-hop music right now, Atlanta, so you have to respect the records that are breaking out of there, and the influence they have not only musically but on the culture itself
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BRIEF CAREER SYNOPSIS:
- Attended East Carolina University and started college radio at WZMB
- WPEG (Power 98)/Charlotte 1998-2000 MD/on-air
- WPRW (Power 107 )/Augusta, GA 2000-2001 APD/MD
- WMNX (Coast 97.)/Wilmington, NC 2001-2004 PD
- WLZN (Blazin 92.3)/Macon, GA 2004-2005 Dir./Urban Programming
- WIBB-WRBV/Macon, GA 2005-2007 PD
- WXBT (100.1 The Beat)/Columbia, SC 2007-2010 Brand Manager
- WRHD-HD2 (Fresh 97.9)/Greenville, NC 2016-2018 Brand Manager
1) What's your approach to programming a Mainstream Urban station and an Urban AC?
A combination of using research and gut. The Mainstream Urban format is quick moving. You have to be able to stay up on the music and trends because social media and Internet, etc. moves much quicker than in the past. I also rely on my team to help with that. On the Urban AC side, the demo has gotten younger, in my opinion, so you have to make sure that you are not too "dated." A 42-year-old woman loves late '80s and '90s records because that is what she grew up on, but will also listen to the mainstream side because she still likes Drake, Kendrick Lamar, etc.
2) Why do you think super serving your female audience is important?
I was always taught that females drive the bus. It's like a club; you let the females in for free, especially on the hip-hop side, what street records the male audience might be feeling.
3) Could you give me some examples of how you balance research with gut?
Research is a wonderful tool to have, but you also have to understand what is going on in your market. I program an hour-and-a-half south of the mecca of hip-hop music right now, Atlanta, so you have to respect the records that are breaking out of there, and the influence they have not only musically but on the culture itself.
4) Who are some of the people that have influenced your career?
Andre Carson and Nate Quick (RIP) who gave me my first shot at Power 98 in Charlotte. Minnesota Fattz in Augusta taught me how to promote a radio station in the community. Jerry "Smokin B" taught me how to get radio in the streets and knock off a heritage. Phillip March taught me the business side of the game. Doc Wynter is also a heavy influence on my career. Jim Kennedy, Al Payne, Ken Johnson, along with Hurricane Dave and Derrick Baker are some I have leaned on for advice.
5) You still like being on the air, don't you?
I do! Keeps me in tune with my staff, and I still just enjoy doing an air shift. It can get crazy at times with all my duties, but you have to figure out a way to balance it out.
6) What led you to go into radio?
I did a HS internship at a local radio station in Salisbury, NC and then when I got to East Carolina University, I had a chance to host the hip-hop weekend show. I was hooked.
7) Is college radio a good way to break into radio?
College radio built the love and values I have for radio today. I am a huge proponent of college radio and the influence it has on our future radio superstars.
8) How do you approach the other platforms that accessorize your on-air presentation?
In today's world, social media platforms are just as important as the on-air product. Our listeners have so many ways to get music, information, etc. that we have to respect that, and do everything we can to push our brand outside of the on-air portion.
9) When you were a child, what did you think you were going to be when you grew up?
Actually, radio or something in sports. I used to call the radio stations and win all the time, and I have a love for sports, especially college.
10) Would you share the life lessons that being in radio taught you?
Relationships are huge and to persevere through the bad times. This industry can eat you up if you let it, so you have to find a healthy balance. I have had many highs and lows, but radio has always been my love. I enjoy getting up for work everyday and having new challenges.
Bonus Questions
What's your favorite radio memory?
In general, just working early on at WPEG (Power )/Charlotte. I had the chance to interview the Kings of Comedy, Jay-Z, Eminem and a ton of folks at that time who were just breaking out. When you are in the moment, you do not realize what a special time that is, but it was unbelievable to be able to do that.
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