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10 Questions with ... Rick Party and Sasha The Diva
February 5, 2019
Have an opinion? Add your comment below. We believe to have success in syndication you have to super-serve your affiliate markets, concentrate on the listeners, and make sure your content touches each person within the sound of your voice. The content needs to be relevant, timely, funny and captivating. The key to having the ultimate success is to always speak the language of the listener and sound like you are a part of their daily community. You also have to go the extra mile for affiliates. For us, we need to move both the ratings and revenue bars
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BRIEF CAREER SYNOPSIS:
Sasha: I've enjoyed a 20+ year career in this industry. I started out as an intern just yesterday and quickly worked my way up to become a veteran radio host. establishing a successful career in Baltimore, MD both as a radio and TV host. All of this took place before entering the Atlanta market, where I emerged as one of Atlanta's top broadcasters and revenue generators. While at KISS in Atlanta, I took great pride as being the #1 talent in the company as it related to local sponsorships/endorsements (millions annually).
Rick: My experience spans over three decades and ranges from doing mornings, afternoons, and evenings in markets such as; Chicago (WGCI and WKSC), Dallas (KJMZ), New York (WBLS), Atlanta (WVEE) and Miami (WHQT and WEDR), just to name a few.
1) How did the Rick and Sasha morning show all come together?
Sasha: My dream was to follow in the footsteps of "the fly jock" Tom Joyner. With his pending retirement on the horizon, I was ready for a career move that would make syndication a reality. However, I still needed to find a strong partner who had a similar hustle and grind. I knew this person needed to be youthful, down to earth, talented, and fresh. Out of the three people that I was considering, only Rick Party checked all the boxes as someone who could fit perfectly for a winning national broadcasting brand.
Rick: Sasha and I were doing afternoons in separate COX Media Group markets; Sasha was PM-drive host at WALR/Atlanta and I was PM drive at WHQT/Miami. Then one day, Sasha The Diva telepathically tapped into my bald head, and somehow she knew that I was longing for something much bigger than just a local platform. So, it worked when I used my magic powers to encourage her to text me. Sasha's text read, "Hey, Boo! It's Sasha The Diva, call me."
Immediately after both of our afternoon shifts that day, we hopped on the phone and discussed the possibility of joining forces and entering into syndication. The very next day we recorded a demo via IP-to-IP technology. Honestly, it scared us both at the apparent instant chemistry that we shared.
Approximately a week later, Gary Bernstein called me during a random Miami visit and I presented the demo Sasha and I created. He was amazed at our natural chemistry. He went around the country playing the short demo to respected broadcast executives. We even joined him for meetings in several cities where the response was unbelievable. Four months after the first meeting, he secured a syndication deal with Westwood One. The very next day we were off to the 2018 Radio Show conference in Orlando. Before we had a chance to blink, 20 radio markets signed up.
2) Would you share with us how you prepare each day for the show?
Rick & Sasha: Preparation actually happens 24/7. We start by immediately going over that day's show to improve the next day's show. We follow the headlines, trending topics via social networks, and brainstorm ideas with our team. We have group texts, chats, e-mails, and threads constantly going with our producers all day - even weekends. Each member of the team contributes. We always meet the day before to work on the show rundown for the next day, which includes choosing all the "bells and whistles" to bring the show to life. We also meet daily, at least an hour before the show starts, to make any necessary adjustments. All this ensures that we are as topical and entertaining as possible.
This kind of preparation and teamwork makes for great moments, like our recent two-hour interview with Andrea Kelly (ex-wife of R. Kelly). We all took great pleasure in the feedback we received from our stations. Al Payne in Kansas City said, "I know great radio and this is it."
3) If budget was no object, what kinds of things would you like to do to market Rick and Sasha?
Rick & Sasha: We would produce TV commercials, billboards, as well as photos and logos on public transportation, both in our current and future affiliate markets. Because we live in a digital world, it's also necessary that we pour into the branding of The Rick and Sasha Show utilizing technology such as GPS apps, character voiceover in gaming systems, and ads on every social platform where our target audience is connected.
We would make sure we had a vast footprint in the communities we serve, helping to connect each individual to resources and activations that enhance their neighborhoods, quality of living, principles of unity, education, empowerment, and prosperity. We think marketing should have a heart while also making an impact.
4) Would you share with us some of the funnier moments of your careers?
Sasha: Two moments that come to mind happened to me at previous stations. One time we did this promotion titled "Meet Michael Jackson" ... of course ,listeners showed up in full on "Thriller" outfits, clutching their Jackson 5 albums. When I pulled up, there was thousands of people lined up going crazy. We made sure people met Michael Jackson, but it was wide receiver Michael Jackson of the Baltimore Ravens. Some listeners were mad; thank God, some of them got the joke.
Another moment that stands out is when I hosted an event at the FOX Theater. Somehow, I got tangled up in the curtains, tripped, and ended up falling flat on my face when I walked out to greet the audience. It went from a curtain call to a curtain fall. My embarrassment worked in my favor as two handsome men from the audience rushed up to the stage to help a Sista out.
Rick: There have been so many. To single one out would be unfair to all the other funnier moments. I've had a lot of good times and memorable moments; I'm not sure there is enough space in this column to print everything! Let's just say radio is the ride that keeps on giving.
5) What's the plan on the use of digital and social media for your new show?
Rick & Sasha: Our show is going to live and breathe 24-7 on every platform imaginable. We are constantly producing video content for distribution to social media, affiliates, bloggers and industry tastemakers.
Creating compelling content each and every weekday and weekend (Rick and Sasha's Weekend Rewind) is just the starting point. We also have a continuous focus on extending the dialogue with our listeners even after we finish our daily 6-10a ET LIVE radio broadcast. Our plan is to touch our listeners before, during, and after The Rick and Sasha Show. We decided to hire rising comedic superstar Shuler King, who is huge on social media. Shuler literally goes viral virtually every day on multiple social media platforms. For The Rick and Sasha Show, Shuler King will deliver the funny complete with social media integration. Check out Shuler @comedianshulerking on Facebook and YouTube. You can also follow him on Instagram @shulerking.
We are also in discussions for a reality-based TV/digital content play based upon our lives both on and off the radio.
6) How do you think your show will set you apart from other syndicated morning programs?
Rick & Sasha: Our tag line is "Real People, Real Radio." We want to be honest with our listeners and let them know that we all live the same lives that they do. We also want to make sure we incorporate our listeners into The Rick and Sasha Show so that we can share each other's experiences. Our listeners are like family and we want them to feel and identify with our family. Our lives are truly an open book. In only our second week on the air, we ranked #5 in terms of engagement/calls across hundreds of radio stations and properties using the Radio Voodoo service.
We also want to make sure that we give back to the communities we serve. With that in mind, The Rick and Sasha Show provides a balance of information and entertainment causing everyone to laugh and be motivated simultaneously.
Additionally, the other "syndicated" shows aren't as active on the social/digital outside of radio. Our job is to make the listener feel like The Rick and Sasha Show is part of their everyday lives by extending in multiple ways where they can absorb our content conveniently.
7) How does it work between you, your producer, and production team?
Rick & Sasha: The Rick and Sasha Show is a family. We are all in this together and we leave our egos at the door. All of us, including our producer/production team, took a chance on each other to make The Rick and Sasha Show work. In a very short period of time, we were able to put together the most talented team that radio has to offer. Everyone plays a part in developing creative innovative ideas. It takes a special team to raise the bar and create significant change in a format that has played it safe for so long.
8) Could you share the names of people who have influenced your careers?
Sasha: Randy Dennis - I used to listen to Randy Dennis growing up and just loved him and his show. The first time I met him, I was interning at V103 and couldn't believe I was in the same building. I saw him walking down the hall and when I spoke, he responded "Hello, and what's your name? I've never seen you before." I introduced myself and he welcomed me and told me, "Follow your dreams and work hard." "Wow" is all I could say.
Tony Kidd - Former GM of Cox Atlanta, traveled to Baltimore and sat in a hotel room for a couple of days just to listen to my air shift on Magic 95.9. When we met, Tony told me "I was the one" and from there the rest is history. Tony Kidd allowed me to be in a top market and continue to follow my dreams. Tony was open to sharing his expertise as well as giving me the freedom to be myself on the air.
Rick: Earl Boston - He was the guy who came into my life as a teenager. He inspired me to stay in school and stop cutting class. Because he took time to talk to me, it motivated me to get into radio and subsequently realize the importance of focusing on my education first and foremost. I really wanted to be like Earl Boston. To this day, we are still close friends. We have a father-son relationship that is very rare in this industry.
Steve Crumbley - He's responsible for the name "Rick Party." Not only did Steve Crumbley give me what would become my signature name, he offered me a stage to hone my craft.
Elroy Smith - He took a chance on a skinny 24-year-old who was on the air in Dallas, and believed in me enough to give me my big shot at WGCI in Chicago. I will always be forever grateful to have the chance to represent my city ... the Windy City.
Doug Banks - ... and I were great friends. I could always lean on him and get great advice.
Tom Joyner - I used to listen to him daily. It was like being at Tom Joyner Univ. and being taught the blueprint to implementing a successful syndication party that had a purpose every morning.
There were so many other people I've met along the way that helped grow my passion for radio. It would take 100 pages to name everyone who's made an impact over my 30 years of being in this wonderful medium.
9) What do you think the keys are to having success in syndication?
Rick & Sasha: We believe to have success in syndication you have to super-serve your affiliate markets, concentrate on the listeners, and make sure your content touches each person within the sound of your voice. The content needs to be relevant, timely, funny and captivating. The key to having the ultimate success is to always speak the language of the listener and sound like you are a part of their daily community. You also have to go the extra mile for affiliates. For us, we need to move both the ratings and revenue bars. That is why we are planning a huge concert tour in what should be Year 1 of the show. We are also open to doing local endorsements for several advertisers in each market.
10) Could you tell me about your behind-the-scenes team?
Rick & Sasha: Nathan (Donkis) Wachsman is one of our Associate Producers with many years of syndication experience, including most recently as associate producer for the "Ed Lover Show." Prior to that, he honed his incredible ears and programming sensibilities by working his way up through several local markets. Did we mention that he's also nice on the turntables and can karate chop audio like no other?
Marcus Johnson, Sr. is one of our Associate Producers. One of the many attributes that makes Marcus great is that he's executed a variety of syndicated shows from the local affiliate side. With that knowledge, he makes sure we are on point from a local execution perspective. It's a priority that we always consider the affiliate when it comes to creating tools and resources. This ensures a robust sound and presence in each city. Additionally, Marcus brings some "mean" editing/video producing skills to the table that will definitely help us capture some of our best moments.
Tanita Myers is our Exec. Producer/ Dir./Operations and she has over 18 years' experience in syndication! This baby girl knows her stuff and has strong relationships with the majority of the GM/PDs across the country who have come to respect the quality of her work. She's a beast and works harder than anyone I have ever seen.
Co-Creator /GM Gary Bernstein wears a lot of hats. After securing our syndication deal with Westwood One, he is now securing a record number of affiliates while working in tandem with Neal Bird, the VP/Affiliate Sales, for Westwood One. So far, there are 20 plus markets already locked in and we are just getting started. Gary was the leading force behind some of the biggest syndicated brands in the history of the Urban format including Rickey Smiley, Wendy Williams, Walt "Baby" Love, Donnie McClurkin, Yolanda Adams, TD Jakes, BeBe Winans, Russ Parr, the Baka Boyz, and so many more.
Bonus Questions
What are some things that might surprise people about you?
Sasha: I'm a wife and love taking care of my husband. I cook for my "sweetie," along with doing anything he wants to do. I'm right by his side. In my free time, you can find me in jeans, T-shirt, flip-flops, and eating some good food with my remote in my hand relaxing. Since I spend so much time "on the move," in my off time I just want to be home!
Rick: I'm an introvert. I like to draw and sketch faces. I like quiet times with family and would rather stay at home on weekends and watch a movie. I light up when the microphone is in my hand; the kid in me wants to stay at home and do nothing.
From grade school through now, who've been some of your favorite air personalities?
Sasha:
Randy Dennis - An amazing man who knew how to make you laugh. He was always willing to help. He is my friend for life.
Donnie Simpson - The green eyes, the smooth voice, the delivery. Need I say more? Listening to him over the years taught me the art of delivery, timing and humility.
Tom Joyner - The Fly Jock invented Urban syndication. He holds the blueprint. Not only that, but he taught us all the responsibility of "partying with a purpose." I've always admired him for being an amazing jock, but I love him for making sure he always kept the community first and guaranteeing our issues as black people were never ignored.
Rick: Earl Boston, Dan Shannon, Geno Jones, Alen Kabel, Broadway Billy, Tom Joyner, Doug Banks, Domino, SuperSnake, Elvis Duran, Pat Reynolds, Wolfman Jack, John Garabedian, Russ Parr, Frankie Crocker, Tony Richards, Bruce Davis, Donnie Simpson ... there have been so many others that I've listened to over the years who have influenced me in how I structure my delivery, research content, and connect with listeners.
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