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10 Questions with ... Clarence Natto
January 26, 2021
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BRIEF CAREER SYNOPSIS:
I began my career in radio as an intern in the promotions department at WCFB in Orlando, FL. I earned Marketing Director stripes and continued working in that capacity for 8 years before a move to Atlanta in the same role for WALR. Later, I added WSB-AM, WSRV, and WSB-FM to my marketing and promotions responsibilities. Throughout my time in Atlanta, I expressed an interest in learning how to be a brand manager and committed time to learning the craft by working closely with Tony Kidd and Steve Smith. When our Jacksonville cluster had an opening for a brand manager to oversee its urban properties in early 2013, I was ready to take on a challenging new role in programming.
1. How have you been coping with the pandemic?
I’ve been in COVID’s headlock for the last 10+ months. My number one priority has been to keep our staff and our assets safe so that we can continue to be of service to the community, our customers, and our partners. It also goes without saying that local radio has played a huge role in keeping our audiences informed and empowered to keep their families safe during what has turned out to be a challenging year.
2. What do you think makes your station special?
Beyond the music, our urban mainstream (POWER 106.1) is presented with swagger through the imaging, the talent line-up and our blend of Tru Hip Hop music. Our urban AC is positioned to super-serve the adult audience in Duval with a quality blend of high-testing R&B songs presented with unique imaging and some of the biggest personalities in the format.
3. How about sharing some of your programming wisdom for the position?
First, I believe one must have passion for what they do. If there’s no passion then it can’t be fun, which is a big part of what makes a career in the medium so rewarding. Creativity is also an essential ingredient, it gives me the ability to differentiate the brand on a continual basis. The music is key, protect it by playing the best testing songs for the overall taste of the audience, period. Another key component is leadership, which includes knowing your people and looking out for their welfare. Provide your people with ongoing training, constructive feedback and empower them. Finally, stick to the plan and never ever lose sight of the fact that this is a business. Programming and Sales must be joined at the hip so that the brand is successful across the board.
4. What’s the funniest thing that has happened to you in radio?
It might not have seemed funny at the time, but I once chaperoned a dozen listeners to the Bahamas for a festival only to find that all our rooms were given away to Kool & The Gang. On the shuttle ride to the back-up hotel, the driver drove with the vehicle’s headlights out. When I asked him why he was driving with his headlights out, he turned to me and said it was because he feared drug smugglers would shoot the lights out at that time of the night. I’m relieved that I can now look back at that experience and laugh.
5. Who were some of the air personalities you grew up listening to?
Vaughn Harper, Howard Stern, Frankie Crocker, Marley Marl, DJ Red Alert, Chuck Chill Out, Mary Thomas, Mr. Magic, Bugsy, Tony Humphries. My boom box would go back and forth between 98.7 KISS-FM, 107.5 WBLS and occasionally Z-100 and K-Rock in New York City.
6. How did you get started in radio?
My first stint in radio was as a promotions intern with WCFB in Orlando. I took to radio like a fish in water. I ran the streets of Orlando day and night sharing the magic of this new radio station we called STAR 94.5. They would often page me from the station to tell me it was time to wrap it up for the day. Yes, I did say a pager. LOL.
7. Who has influenced or have been mentors to you?
My parents, David Green, Manny Henzel, Irwin Peck, Sean Quinlan, Angela Brilis, Steve Holbrook, Rich Reis, Bill Hendrich, Tony Kidd, Steve Smith, Neil “Hondo” Williamson.
8. What’s your forecast for radio innovation for 2021?
Radio continues to be one of the most listened to mediums, but as an industry we cannot take that for granted. We must continue to innovate by evolving with the advances in technology, audience fragmentation and the audience’s ever-changing media consumption habits. To innovate and remain competitive, we must identify and develop the next class of influencers (radio talent) who will embrace the modern era of digital, audio and video delivery across multiple platforms. Furthermore, we need to reorganize and design our station operations to support this new era or I’m afraid we’ll find ourselves playing catch up or worse. One of the founders of Intuit, Scott D. Clark famously said, “A brand is no longer what we tell the consumer it is, it’s what they tell each other it is”. Keep your fingers on the pulse of your audience so that you can continue to deliver content they can’t get anywhere else and remain agile so that you can pivot to meet their needs.
9. Fill in the blank: I can't make it through the day without _______?
Doing 20 pushups. Oh, did I mention those were Marine Corps push-ups. 1-2-3-1; 1-2-3-2; 1-2-3-3; 1-2-3-4…you get the idea - now HIT THE DECK AND GIMME 20!!!
10. What’s the best advice you’ve ever been given?
Deliver on your agreements and once you accept and begin a project, see it all the way through.
Bonus Questions
What are you most proud of?
Our amazing children and their remarkable achievements, my service to our country serving as a U.S. Marine, and making a positive difference in the community through the power of radio.
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