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10 Questions with ... 'Ron Banks' Ron Brewington Jr
November 12, 2019
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BRIEF CAREER SYNOPSIS:
I started in radio at a very young age, board opping, splicing, dubbing, etc. before the age of 10. At the same age/time, I started DJing live in clubs and working at a local record store (Record and Tape World Salisbury MD). I later became one of the youngest PD's in Maryland at WJDY. Then I went to work for Tony Q at WRKE followed by WOCQ. Next, I became the PD for WSBY for about 8 - 10 yrs. I helped launch and was the MD at WZEB before my business partner and I purchased WKTT. While being a lifelong student in the Program Director position, I also held down the #1 ratings in my time slot for many years and still hover at the top as an on-air personality and live club host.
1) What was it like growing up in a radio family?
My father, Ron Brewington, is a 40-year radio vet and currently the host of "The Actors Choice," a weekly entertainment television show. He works as an Adjunct Professor of Broadcasting and Communications at Santa Monica College and is responsible for The Hollywood Walk of Fame star for Marvin Gaye and the Marvin Gaye stamp.
My uncle, Rudolph Brewington, is a 25-year radio vet and a highly awarded reporter and correspondent covering The White House and he was the only Black correspondent on the NASA program at that time, in addition to being a highly decorated Naval Officer. I remember coming home from school, getting off the bus and seeing my uncle on Oprah and thinking ...Wow He's famous!!!!
My father and my uncle are both inductees into the Broadcast Hall of Fame and hold the distinction of being the only black twins inducted. I learned radio from my mother Paulette Brewington, a 30-year radio vet who is still on the air. She is the voice for our Quiet Storm. My mother introduced me to radio, taught me the ropes and put me in circles and situations to learn about radio as I grew up in it. Being at the radio station with my mother, learning music by working in the record store from the age of 8 until I had my daughter, Morgan, when I was 21. All the while, DJing live gigs with my grandfather, Charles Fountain, helped me hone my skills and ear for music.
2) Is there anything Urban radio is currently missing the boat on?
In my opinion, it's being as current as possible on the music. For me, my competition is not WXXX down the street, it's streaming, iPod's, Pandora, CD's. Our listeners have so many ways to access music. We have to be more diligent than they are. I search YouTube, Record Pools and anything I can, constantly searching for the newest and hottest music. Having the ownership component helps with the time it takes to look for music. You have to spend time searching for music and when you do find the music you have to know what you are listening for. I strive to pick songs that impact me and if you look at the first played column WKTT is usually near the top. It is not about just playing the music early but getting behind the music you believe in.
3) Would you share the names of some of your mentors?
Tony Q - Gave me the name Ron Banks, I couldn't use Ron Brewington because my Mother, Paulette Brewington was on a competing station in the same market and time slot.
Vic Sample - Taught me as a child about radio production
Paul Butler - One of my favorite PD's and people.
KJ Holiday - We worked together at WJDY before he went to WOWI, I was proud to see how his career progressed...RIP KJ
Chase Thomas - His on-air delivery and those PIPES are bananas!
4) Are the music and radio industries on the same page?
I feel there is a slight disconnect at times. The music industry and radio are a hair out of sync. For example, the industry is working one song, the artist releases a totally different song, and the artist's fans are calling the station asking for their favorite artist's new song but that's not what radio is playing... What happens next? YOUR listener turns YOUR station off to go find their favorite artists hot new song. Just imagine if everyone was on the same page. The artists, the industry, radio and the most important part of the equation YOUR listener. All on the same accord, What a wonderful scenario, right?
5) How important community is involvement?
I would love for Urban radio to help build better understanding/bridge with law enforcement. It is scary being a young, black male in America today. I'm sure it's just as frightening to be a police officer in today's climate. Whether it's someone acting overzealous in an emotionally charged situation or someone not responding when instructed by the individual giving those instructions. A life is valuable, and we have lost far too many lives. Urban radio is THE trend setter and I would like to see it do something to bridge this gap. If we can save lives it lends credence to the conversation.
6) What's the toughest thing about ownership?
Time...Time is the toughest thing about ownership. Managing programming and sales, is a tightwire act. Between programming, being on-air, PD responsibilities, searching for music and all the responsibilities that go along with sales. Time is the biggest challenge for me.
7) How do you approach selecting music?
Earlier, I stated being as current on new music as possible, without alienating your listeners or making the station sound unfamiliar. I do a great job of insulating new music around familiar music and the listeners favorite songs. You have to play the hits, everyone does, but what keeps your listeners loyal and engaged to your station is what's next.
8) Is research important?
It is the MOST important part of my programming. The one thing you can never have too much of is information. My research consists of using my resources: going to as many live events as possible, live performances, conversing with street/club DJs, artists and other influencers. I go to different cities and find the hottest spots just to watch the crowd and their energy towards the music. Go where your audience is and listen to what they are listening to. If radio is not playing it... the 2019 listener will find it. Which means YOUR listener turned you off!
9) What does it take for an independent radio owner to be successful?
Maintaining a mindful approach to change; the landscape of radio has transformed over the years and is evolving. Digital, on-line radio, etc. are a reality and we are ready for them. Web presence, sustained social media presence on all platforms, podcasts, live streams, and YouTube utilization are just a few ways to reach our audience. The same way that they access their music and entertainment. Radio is moving from homes and cars to cellphones and on-line stations. We will be ready!!! I must admit the allure of internet only stations with its programming freedoms, explicit cuts, uncensored speech and current state of regulation does excite me and I look forward to the future. However, it just doesn't give me the SEXY TERRESTRIAL FM FEEL!!!
10) Do you think the importance of terrestrial music radio is fading?
A January 2nd 2019 Rolling Stone article entitled, "Rap's New Generation Took Over, Rock Ruled the Road and Radio Still Mattered" said it best:
Streaming now accounts for 75 percent of music-industry revenue, and every month about 1 million new listeners join a streaming platform. Those numbers might make radio seem like a relic, but that's far from the case: 228.5 million Americans still turn on a radio each week, far more than the 68.5 million who use streaming audio, and 49 percent of respondents to a listener survey said they found new music on the radio, easily outpacing the 27 percent who found music through "online music services."
This is exactly what I have been saying, this is where our growth lies. Know your listener, know what to listen for and translate that into a programming scheme that captivates your target audience increasing the TSL tying it back to sales. We plan to grow into other Urban markets that are looking for a new take on programming. We have a different approach to Urban programming with a growing and ever-changing understanding of our audience, more importantly growing, our Everything Urban brand on all media platforms and services available. I left the most important piece out...YOU HAVE TO LOVE WHAT YOU DO!!! And I have been blessed since childhood to do just that! Sky's the limit! Bless you all!!!
Bonus Questions
If a Genie gave you 3-wishes, what would they be?
Health, Wealth and Wisdom (For me and mine)
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