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10 Questions with ... Eugene Brown
August 4, 2020
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1. Does Internet radio still have a lot of growth potential?
It’s an interesting time for independently owned and operated Internet Radio stations. Internet Radio is gaining in popularity from a listener standpoint; gaining a certain level of respect from record labels, especially now that BDS (Nielsen Broadcast Data Systems) has allowed Internet Radio to be monitored entities. Also, it’s my feeling that Internet Radio is being looked upon as becoming a potential competitive force from owners of traditional radio outlets, and an attractive advertising vehicle for companies and ad agencies alike. All of these factors are going to have some interesting consequences on the medium in the foreseeable future, regardless of what genre you represent. Right now, there are not many barriers to starting an Internet Radio station, but those days are numbered if one has been in a position in the past five years to see how far Internet Radio has come. There will come a time when Internet Radio will become big business, and for us Internet broadcasters that are already positioned to face these upcoming changes, this is definitely the time to make the necessary preparations to have a plan in place to deal with what lies ahead so one is not completely caught off guard when these changes start taking place.
2. How are things going with your station?
Eugeradio is steadily growing. The most important initiative over the past couple of years was to expand our music library, which we were successful in accomplishing. As a result, we've been able to increase our programming offering. The anchor of Eugeradio is the Sheryl Underwood syndicated show, Sheryl Underwood Radio, which airs Monday through Saturday, and her Late-Night Cup-caking show which airs on Sunday evenings. In addition, we've added the syndicated Al Rucker Show that airs midday Saturday. We've also added a Southern Soul feature, a classic Motown related feature and a Jazz show. All of these specialty programs run on the weekend and has resulted in a noticeable increase in listeners, especially overseas. This increase has also been noticeable during the weekdays. The most ambitious project we've implemented on Eugeradio is the addition of an old school Hip-Hop show on Saturday evenings that has been well received. With Eugeradio being an Urban-AC internet radio station, logically it made sense to do an old-school Hip-Hop feature, especially when you consider the fact that we're 20 years into this millennium. It's hard to believe that children who were 5 and 10 years old 20 years ago are 25 and 30 years old now; and part of our target audience. The more popular Hip-Hop records from the mid-90's through the mid 2000's had an R&B feel to them, so the program fits the Eugeradio lineup perfectly. All of this being said, there is direct correlation, or domino effect if you will, with the expansion of Eugeradio's music library and the broadening of its programming initiative; and that we were able to accomplish this feat 6 months ahead of schedule was quite a surprise.
3. Where did you get your start in radio?
I got my start in radio back in 1983. It was a part time summer job at Flint radio station WDZZ following my sophomore year in high school. I left there in my senior year, and after completing my first college degree, I decided that I wanted to get back into broadcasting, I tightened up my skills at Flint public radio station WFBE beginning in the fall of 1990 and in the spring of 1991 the late, but still great Kris McClendon gave a part time slot at WDZZ after he took over the reigns as Program Director. Prior to his departure six months later I was offered my first full time slot. In 1995 I became Music Director, which lasted two years before a major managerial shift occurred. I segued to WTLZ in Saginaw, Michigan in 1999, becoming Program Director in 2002 after previous PD John Long left after being offered a PD post in Shreveport. I handled PD duties until December 2008.
4. Would you share your thoughts on other audio platforms?
The future of audio media will continue to become more complex due to the fact that there are so many forms of competition for a listener to experience it than ever before and how we as programmers, be it Internet Radio; Traditional and even Satellite Radio; presenting our content is extremely important. In terms of mobility, back in the day radio’s biggest competition was prerecorded audio (records, 8 track tapes and cassettes), however there was a direct connection between the two as the only to experience new music primarily was on the radio, and that stimulated sales of prerecorded music. In the real world today is radio is competing not only with the different forms how its distributed (internet; traditional; HD or satellite) but with outlets like Pandora, Spotify, Tik Tok, YouTube, iTunes, Amazon, and others, I’m sure this landscape is going to expand over time, however my goal with Eugeradio is to try and make it a strong enough brand that its listening audience will not only maintain, but expand and viewed as a viable outlet to enjoy “The Best in Today’s and Yesterday’s R&B”
5. Are we any closer to commercial radio doing stand-alone Internet radio stations?
Absolutely. Terrestrial/traditional radio will eventually get into producing/programming original content in lieu of basically streaming or simulcasting their current radio signal(s) via internet radio. This situation can be a great opportunity for those independent internet properties that are already up and running in much the same way as a traditional music oriented station…For example, if Eugeradio should have the opportunity, somewhere down the road, to partner with a concern entrenched in traditional radio broadcasting who wants to have a stronger presence with internet radio their risk wouldn’t be that great, given that technically and format wise (Urban AC) Eugeradio is already efficient in what we’re doing, so a partnership of sorts logistically would make sense as neither entity would be growing from the ground up. The challenge would be how to monetize the situation effectively and efficiently in a way that mutually beneficial. In other words, partnerships of sort may become necessary to maintain a certain level of growth of all parties. If history has a way of repeating itself, and it always does; just as the independently owned and operated radio stations and record companies in the ‘70’s and ‘80’s were courted by their larger corporate counterparts, the same will happen to Internet Radio. This is something that I’ve started giving a lot of thought to during an unexpected Eugeradio hiatus that lasted a year and a half in the wake of a decision by the Copyright Royalty Board in 2016 that put the brakes on music-oriented Internet Radio stations.
6. Who governs Internet radio?
Currently there isn’t a governing agency that regulates Internet Radio like the FCC does with traditional radio and television outlets. However, there are rules pertaining to Internet Radio by way of the US Digital Millennium Copyright Act. The goal of the Act is to protect creators from digital illegal usage of their respective intellectual properties. For Internet Radio the DMCA sets certain parameters for scheduling of music such as the number of times a song(s) can be featured from an artist, album/compilation, and the minimum length of time allowed for a playlist. Depending how an Internet Radio’s stream is managed there are ways in which to see if you’re in compliance with DMCA rules. A Google search can provide a more detailed outline on how DMCA works. Internet radio is also monitored by the majority of performing rights organizations and Soundexchange as Internet Radio stations are required to pay performance to artists’ whose records we play. And there is the FTC too.
7. What has been mobile technology’s effect on Internet radio?
The major effect that mobile technology has had on Internet Radio is that it has made the medium more relevant. When I started Eugeradio in 2009, pretty much the only way you could be a part of the experience was from a stationary position in front of your desktop or laptop. Wi-fi provided a certain level of mobility, but it was limited at best. With the development of apps and the growth of Androids, iPhones, tablets, and various other types of technology. Increased mobile technology has aided in the growth of social media which has put situations like internet radio on a entirely new platform. Eugeradio has attracted several new listeners through social media.
8. How do you get started putting together an Internet radio station?
Depending on what is you want to do broadcasting wise, starting an Internet Radio station is relatively cost effective. For starters you’ll basically need a computer (desktop or laptop); a mixer or console; scheduling and playback automation software; editing software, a microphone; and wi-fi. Once you’ve acquired this necessary equipment you can be ready to broadcast for around a $1000.00. Do note that if you’re an independently owned entity and your format is music, depending on your circumstances based your music library can turn out to be a huge expense. This is just a basic overview of getting an Internet Radio station off the ground. For persons that want to go all out and acquire office/studio space leasing; insurance, rent, etc. these costs will up the ante’ accordingly. So, approach your options cautiously.
9. Who are some of the people that have influenced your career?
Wow, I wish I had the time and space to list everyone, as there are so many people that fall into these categories. For starters I would have to say my parents, and my Grandfather, the late William McKinley Organ, Sr. were the first people to have a huge impact on my career. My mother was the one who purchased many of the records in our home, and my father, though he loved music, was the one who bought the books and documentaries. My grandfather was a combination of both, but was into technology as well, and drilled in me to get into jazz. As I got older and started taking my aspirations more serious, I became conscious of fact that the roles they played in my life had a significant impact professionally as well as personally.
The people who inspired me to want to get into radio were Gerald McBride; Don Wiggins; Cleodia Myles and Art Franklin. The first three individuals mentioned I became familiar with via radio stations they worked at in Flint and Saginaw. In fact, I remember meeting Gerald McBride when I was 10 or 11 years old and he worked at Flint radio station WAMM 1420AM. I had won some free albums from the station via a phone call-in contest and when my mother took me to pick up my records, the PD allowed Gerald to take me and my family into the studio and that was the first time that I saw what went on behind the scenes at a radio station, which was a life changing experience.
Don Wiggins was the most passionate radio person I had met in the late ‘70’s. This guy had an energy I had never seen before, and that attribute holds true to this day, he’s the consummate radio person. Cleodia Myles was the overnight DJ at WDZZ when they launched in 1979 and I would listen to his show on a regular basis .He had a smooth demeanor and his music selection was different from anything I had ever heard during that time .To this day certain tracks that I play on Eugeradio, I first heard listening to Cleodia Myles’ show .Art Franklin worked middays at WDZZ when I started working there in the summer of 1983, and all three were the ones that taught me how to navigate in the on air studio and production room.
Berry Gordy/Motown has been a huge influence. Growing up in Flint, Michigan and being a lover of music, admiring Motown was a given. I don’t remember the first time I ever heard Mr. Gordy’s name, but I clearly remember the first time that I heard his voice: It was in January of 1977 .My mother had purchased the 5 album box set “The Motown Story: The First Decade” and that recording was the first time the I viewed Motown for more than just its records, I guess you can say that it was the first time that I viewed Motown as a business, and I wanted to learn as much as I could about the organization .Mr. Gordy’s narrative was about 2 minutes long, but powerful .Fortunately, I came up during a time that a lot was written about Motown and Mr. Gordy, so I was able to study both was relatively easy to do.
There are four women that I have to acknowledge, because if it wasn’t for them, I probably wouldn’t have accomplished some of the things that have come to pass: the late Yolanda King; Motown legends Martha Reeves; Claudette Robinson and Janie Bradford. I met each one of these women at some crucial stages in my life and career, and their influence has been a strong foundation for me personally and professionally.
There are several others people who have been important in my career that must be mentioned: Alice “D” Evans; John Long; Sammie Jordan; Ross Holland; Tom Joyner; Michael Baisden; Sheryl Underwood; Harry Lyles; Marcel Thornton; Monica Starr; Maurice Harley; Andrea Harley; Sandra Sullivan-Smith; James Alexander (radio programmer); Clay McMurray; Ken Wilson; Kelvyn Ventour; Gordon Alderson; Leonard Rowe; CeCe McClendon; Glen Wright; Wanda Hayes; Carlos Glover; Brian Harris; Toni Johnson; David Linton; Larry Khan; Shelly Berger; Barney Ales; Nelson George; Chuck D; Richard Nash; Kevin Ross; Kevin Fleming; Jim Baade; Andy Skurow; Harry Weinger; Al Bell; Joby Phillips; Vicky Hill; Yvonne Daniels and Carman “August” Wallace.
There are a few individuals that we’ve lost in recent years whose influence, mentorship and inspiration were important to me that deserve mention: Freddie Gorman; Ewart Abner; Jack “The Rapper” Gibson; Esther Gordy Edwards; Jheryl Busby; Thomas “Beans” Bowles; Dwayne Holmes; Tammy Tisdale; Ken “Crown” Carrol and Bobby Rogers.
This list could go on and on, so for those that weren’t listed charge it to the lack of time and space, not a deliberate exclusion.
10. What changes have you made because of COVID-19?
Back in October 2019 we added Alexander Kaden's Urban Internet News to Eugeradio for inclusion during Sheryl Underwood Radio. I personally wanted to add a news related item to Eugeradio and this two-minute news feature gives us the opportunity to ensure that our listeners are aware of some of the most important news headlines taking place around the world. We knew a major U.S. Presidential election was forthcoming, but obviously we had no idea COVID-19 was on the way and destined to have a major impact on society during the year 2020, it was a blessing we had Urban Internet News at our disposal during this time of uncertainty to keep our listeners informed.
Bonus Questions
Will Connected Car be a game changer?
The connected car’s effect on Internet Radio may be two-fold. It will obviously provide the medium with the possibility of a wider listening audience, but the question is are most of the independents adequately prepared to take advantage of this opportunity? For Eugeradio, I understand from my many years of being in traditional radio that there is a formula for programming; and consuming radio, and there is no way around this. If an indie Internet Radio situation wants to take advantage of the connected car’s possibilities of widening it audience the focus has to be how are you going to not only compete with the other Internet Radio states already in play, but how are you going to effectively compete with the traditional outlets as well, because they have an internet presence as well, and a powerful outlet to drive their listeners to their “online” properties. With Eugeradio, and my background as a Program Director, it is my observation that there isn’t a lot of difference in programming a music oriented, internet radio station from a traditional radio station. Listener want to hear music they’re familiar with and that’s what attracts them to any station…Granted I have complete autonomy with the music on Eugeradio, but the station’s positioning statement keeps me focused by giving our listening audience “The Best in Today’s and Yesterday’s R&B”. This programming concept keeps me in line when making decisions about what’s offered in all aspects of the station. All content must have a certain feel in order to keep things consistent. The advancement in the connected car will also create an opportunity for internet radio to be rated, just like our traditional radio counterparts which will undoubtedly increase our costs of doing business but make us attractive in potentially generating advertising dollars creating a revenue stream to allow us to function.
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