10 Questions with ... Deja Vu

BRIEF CAREER SYNOPSIS:

I got my start in radio in Jacksonville. FL, as an intern at WXQL. Shortly thereafter I landed Overnights/Middays/Afternoons at WHJX all in about a 2year period. I was offered APD/ MD/Middays as we launched WBHJ in Birmingham, AL. After a few years in Alabama, I joined the launch team for KATZ as APD/Afternoons in St. Louis, MO. I then landed the Program Director/Afternoons position for WBTJ in Richmond, VA. I launched Power 105.1 in NYC and eventually segued to WBLS. I partnered with ABC Audio for The Deja Vu Show in 2018. Whew. That’s a lot of moving!

1. How hard is it to balance your personal life and work?

Hmm, I’ve pretty much given up on the work-life balance concept. It seems I’ve been working even more since the pandemic, but since the hubby and I are both still working from home, we try to structure our “breaks” at the same time. We’ll pause for a meal, but even after the end of the so-called workday, various audio needs may pop up and I’ll have to do a quick read. Oh, and don’t forget about Social Media. I’m sourcing stories and posting all day. I think having a partner that understand the industry is key, as well as setting Priority Calendar Appointments for “we time” and “me time”!

2. Who were some of your influences during your career?

I’ve been fortunate enough to have some amazing people in my life who have had an impact on my career! Here a just a few:

• Colleen Cassidy a.k.a. Colleen the Vinyl Queen: Colleen and Mark Shands taught me how to program music. Colleen also gave me advice on how to deal with issues I was facing as a woman in the industry.
• Doc Winter: Doc was one of the first people outside of my sphere to recognize my talent. I think having confirmation that someone outside of my local area thought I had potential, boosted, and strengthened my confidence in what I was doing on air. He became a mentor and helped to navigate my career trajectory.
• Black Women in the Industry: When I got started in radio, I didn’t know many women who were programming stations, let alone Black women. Throughout the years I’ve been touched by various women who make things happen in this field through their insight, resilience and perseverance behind the scenes and on air: Cathy Hughes, Helen Little, Dyana Williams, Carla Ferrell, Tiffany Green, Sheila Eldridge, Tammi Mac, the list goes on and on. These women have and continue to inspire my growth.

3. Why did you decide on radio as a career?

My Mama made me do it! No, seriously, she’s the one who planted the thought of a being a broadcaster in my head. I’d been recording myself and had created my own pretend radio station at age 8, but I somehow thought I wanted to be an oncologist, a cancer doctor. Knowing their children, the way mothers do, my mother knew math and science were not my strengths. She kindly “suggested” I use my talent for speaking as a profession! I initially thought I’d end up doing television news, but the radio opportunity presented itself first, and I’ve been in it ever since!

4. What’s your approach to radio interviews?

When I book an interview with an artist, I try to get as much current info as possible to see what they’re up to now. I also try to find something from the past or an angle everyone else hasn’t already asked or taken. I want it to be a conversation, not just a “hey what’s your new project” type of flow. Of course, it always helps when the artist isn’t afraid to actually open up. We’ve all had those experiences, right? Why even come if you don’t want to be there? But that’s a whole other subject!

5. Would you tell us the history of your syndicated radio show?

Steve Jones (ex Pres. ABC Radio) and Heidi Oringer (Exec. Dir./Programming ABC Audio) reached out to me through my agent, John McConnell, about partnering with them for a syndicated show. They had been exploring a product in the Urban AC format, and unbeknownst to me, they had been researching personalities and had a whole Deja Vu file. Good reconnaissance. At any rate we launched The Deja Vu Show at the top of 2019 and everyday my producer T-Storm and I make magic.

The show has the flexibility to be used in any daypart, which still allows the program director the power to make it fit the needs of the station. I am a positive person by nature, so we keep that same energy throughout the show. Our features are like “So What You Sayin,” let’s our listeners sound-off about various life scenarios, while “The HustleHer’s Tip” gives entrepreneurial and tech information so we can all learn how to make that money. I believe there use to be (and possibly still is) a stigma about syndicated shows not having a “local” feel. With advice from our consultant Kenny Jay and our affiliates director, Chris Venice, we counter that by doing local production, shouting out local areas doing spots for the local businesses and pre-COVID, market visits.

Most importantly The Deja Vu show is transcending the stigma of “not actually being there”, by wrapping the new with the old. The new, is being fully present in social connection with the listeners. In this day and age, we can bond and interact on social media in ways we never could ten or fifteen years ago. We were going “Live” even before the pandemic and now it’s a weekly scheduled “appointment” feature.

As for the old technique, well, I think Maya Angelou said it best: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” We talk about subjects that people feel passionately about, we talk about the everyday minutiae, and I’m not afraid to call out myself on drama, too. I tell the business! Sometimes too much, according to Hubby, ha! Ultimately though, The Deja Vu Show makes you feel like you are part of the family.

6. How have you used your social media to connect and market yourself?

I love social media! As I mentioned before, I was an early adopter of the Live format, so I’ve been doing that in various incarnations for a while. (Anyone remember going live on Ustream back in the day?!)

I believe that social media is a must-use tool for the on-air personality. It becomes an extension of your show and brand! As personalities we must be careful though! I had my page hacked earlier this year and it affected every FB page I had connected to my DejaVuSpeaks brand, including Instagram! Luckily, I got it back at the beginning of July, but it did affect the way I was able to market myself.

I would get sponsored posts via our Station Advertisers and I was unable to use that platform for about 5 months. That’s money out my pocket. Yikes. Here’s a HustleHer’s Tip: Get a back-up page for your show and brand, just in case! Better yet, make sure your website is up to snuff! That’s yours, it doesn’t belong to the social media giants. I could teach a whole session on this stuff. Let’s do it All Access! Anyhow, I also use Facebook and Instagram Ads to boost events and products I’m promoting! We must begin to see ourselves as an entire brand.

7. How do you show prep?

I show prep all day long. I’m always checking out stories. I use the ABC Urban Air Power service (shameless plug) for info as well as social media! My friends and I tag each other on stories so we can stay up to date as well. Oh, and there are tools online that will aggregate the content for you based on what your sites and stories you visit. Your CNNs and APs of the world will also email briefings throughout the day. How did I ever even get info, before?

8. Would you tell us about your business interests outside radio?

I’ve extended my radio career into several branches: Speaking, Writing, Personal Growth & Development (Life Coaching). Pre-COVID, I spoke at and even produced various workshops and conferences. Now, it’s just a matter of pivoting to the digital frontier and figuring out the business structure for those things.

I’m also launching the Ignite Your Hustle Academy, a business basics series for everyday folks hoping to launch into their “next”. As for writing, I’m thinking of updating and re-releasing my book, “Live Your Life Transformed & Repurposed.”

This pandemic has made me more aware of that fact that we must not just have a life of “busy-ness”, but we must also Handle our Business, so that if our jobs are impacted by outside areas, we can swiftly shift to another stream of income. #MultipleHustles

9. What is your advice for those wanting to get into radio syndication?

My advice for those wanting to be syndicated is to begin to pursue your own brand of syndication via your on-air show and social media. Craft your story by sharing snippets of your features, and audience interactions on social.

I also think it’s time to transform our thinking in terms of broadcast platforms. I look at many of the new faces popping on air, many of them began within the digital sphere, developed a following and in turn, were given an on-air presence. Create your own buzz and they will find you. Lastly, do your research and find out what is missing within those companies’ portfolios. Pitch them with how your show would fit and/or add value to their brand.

10. What’s the best advice you’ve ever been given?

The best advice I’ve been given, hmm. Not sure who said it or where I heard this, but it resonated with me: Keep It Moving. You had a bad day? Keep it moving, tomorrow is a new day. You got fired from your job? Have your 5-minute pity party, then “Keep it Moving.” The concept is to not become stagnant by life’s obstacles. You may have to pause and re-strategize, but keep moving it spite of it all, toward your purpose, destiny, and success. Sorry if I got a little “Woo-Woo” on you. I told you I’m a Life Coach.