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10 Questions with ... Don “Dj Wrekk-1” Williams
June 23, 2020
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BRIEF CAREER SYNOPSIS:
My career started at Central Visual and Performing Artist High School in St. Louis Missouri. I majored in radio communications and during my senior year, I landed a board operator position and DJ mixer for KMJM Majic 108. On April 1, 1999 KATZ 100.3 The Beat launched, and I was promoted to weekend on-air personality and DJ mixer. In June of 2001, Radio One launched WFUN Q 95.5 in St. Louis and I took a full-time job as Production/imaging Director, weekend on-air personality and DJ mixer. In 2002, I accepted the Music Director position at KATZ 100.3 the Beat. In November of 2002, I accepted a Music Director and Night Jock position in Indianapolis, Indiana for WHHH Hot 96.3. In 2015, I accepted the position of Program Director and Afternoon jock at WMBX X 102.3(UAC) and BEATZ 96.3(Rhythmic) in West Palm Beach, Florida.
1. Is radio unique?
Radio is like a personal relationship. Many people can go into detail about their favorite radio personalities from 20 years ago or a promotion where they may have won concert tickets or an opportunity to meet a celebrity. Continuing to create relationships with the listener is what's going to carry radio into the future.
2. How have you altered from your annual events because of COVID-19?
We’ve had to cancel or post-posted a lot of events because we understand that safety is important and comes first. It’s our obligation to protect the staff as well as the audience to the best of our ability. However, COVID-19 has challenged us to be creative while entertaining our audience.
Independence Day is next week and although there will be no traditional large gatherings in our downtown area, we’ve teamed up with the city and are offering a great alternative. The fireworks show will be at an undisclosed location, but residents will be able to watch the show from their home while our radio stations simulcast the official musical soundtrack.
We have also taking advantage of other innovative technology platforms like Zoom, Stream Yard, YouTube, Facebook Live, Instagram Live and Tic-Toc.
The good that came out of this pandemic is that it forces us to think differently. Events and radio is just one form of distribution. We now know that events and the ability to hear radio in the car can change overnight. In my opinion, we should be pushing the app, email database, smart devices, and website as well as building a following on the stations social media platforms. Even during a pandemic, clients will spend money if you can give them the exposure online. It’s basically a virtual event. It’s a win/win because you are also creating occasions to connect with the listeners while exposing a product.
3. Have you ever been interested in any other profession other than radio?
I didn’t have a backup plan. Radio is all that I wanted to do, and I was determined to get through the door. I knew that I didn’t have the face for TV, but I knew I had the perfect face for radio. My parents wanted to be a preacher and I declined. I also recall my parents telling me that I need to learn a trade because radio wouldn’t last for me. Well, it has been 22 years and counting since I got into radio and it has been an incredible career. I totally understand that my parents only wanted the best for me, but I knew at a young age that I wanted to work in radio. I used to work in a warehouse when I was 17 with former criminals and people over 40. I was making good money, but I wasn’t happy. That inspired me to move faster on my radio journey.
4. You worked your way up through the radio ranks, didn’t you?
I've been a board operator, Promotions Director, Music/Content/Program Director, and almost everything in between. I understand a lot about what it takes to make a life for yourself in this business on almost every level. I was never content just mastering one part of the business. I am a team player and I have no problem lending a hand from imaging, mixing, creating sales packages or even being a board operator for another jock.
5. Would you share the names of some air personalities you grew up listening to?
There were several people that I grew up listening to. Kevy Kev was the night jock on KMJM Majic 108 when I was a teen and he brought an enthusiasm to radio with features like Pump it or Dump it. Chaz Saunders was the Midday goddess with a voice from heaven. Doc Wynter was the host of the Quiet Storm on KMJM and the thing I learned from him, was to cater to the women. You get the ladies on your side; your show will be #1. There are so many to mention but other great jocks include Marc Clarke, Tony Scott, Deneen Busby, Déjà Vu, Dwight Stone, DJ Kut, Eric Mychaels, Brian Wallace, BJ the DJ, Guy Black,Kiki the First Lady, Toss N Ted, Doc Luv, DJ Vodu, DJ Kaos, JJ, Jay Rio, Deacon, Tiffany Green, J Nicks, Mike Foxx, Craig Blac, MoShay, Boomer, Rich Stevens, Dj Sno, J.Moore, Sylvester the Cat, G-Wiz, Fly, J-Nicks, Master Dee, Shock Def, Nasty Nino, Fred Dee, Lou Father Time, Kevin Woodson, Delilah, and Jockenstien.
6. Do you think radio will eventually go by the wayside?
Streaming is a big deal and it will continue to be, but traditional radio's best days are still in front of it. There is an element of community engagement, especially in urban radio that just cannot be duplicated or emulated by online music services.
7. Who have been some of your mentors?
Elliot Simpson was my high school radio teacher and he taught me the basics of radio. I learned everything from splicing tape, how to produce a newscast, how to run a mixing board etc. DJ Kut and BJ the DJ taught me how to be smart while working in radio. Although radio didn’t pay a lot of money, I learned the importance of branding myself and using radio as the vehicle.
Déjà vu, Eric Mychaels, Chuck Atkins, Brian Wallace, Deon Levingston, Mark Wilder, Leo Baldwin, Elizabeth Hamma, Curtis Baker and Jay Stevens are just a few of the people that have given me major opportunities to shine. I am forever so grateful.
8. Care to share your career goals?
I literally started at the bottom as an intern. I did that for years before I was even able to even crack the mic. My goals in this business have evolved every time I've been able to accomplish something else. This is a business where you can never rest on your laurels and say, "I made it." I'm very happy about making the stations I’ve programmed #1 in it's demographic, but I see no reason why we can't be #1 overall. I also have a passion for developing a strong team and sharing the knowledge I have acquired over the past two decades in this business. I wake up every morning and ask myself, "how will I inspire others and help them reach their goals?"
9. What do you think radio needs to work on?
As stated, we must continue to build the brand throughout the many platforms. We have the potential to create endless revenue and traffic like WORLDSTARHIPHOP or TMZ, but it involves creative and original content along with consistency. My nephew created a skit on social media over the weekend and in 3 days, it has over 2 million hits. We have our airwaves as an advantage, and it can be used as the foundation for viral content.
10. If you had a choice for measurement, would it be PPM or diaries?
They are both great systems that have their advantages, but I like PPM a little better because I get the information faster.
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