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10 Questions with ... Bill Black
November 17, 2020
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BRIEF CAREER SYNOPSIS:
I build all-star radio talent, program legendary Radio stations, and pick and mix hit records!
1. You come from a radio family, don’t you?
My dad did it for years… and his dad dabbled too.
2. How did you get your start in radio?
I started as a board op on my Dad’s station WXVI in Montgomery, AL. I ran the Gospel Shows on Sunday mornings. Larry Steele hired me at WZHT also in Montgomery, out of high school to be a board op and mixer and somehow, I wound up on air when somebody didn’t show up one night. I’ve been in ever since.
3. Would you share some of your programming philosophies?
It used to be “music is the star,” but in 2020 I can get music instantly. So now I say, ‘Content is KING.” It’s what you say between the records, it’s your relevancy. Can you effectively speak on the new Travis Scott shoe, tell me where to get them and still hit post over a :10 second Drake intro? A programmer must be able to see the trends BEFORE they happen. For example, I’m willing to bet once Clubhouse goes public… sheesh. (and if you aren’t hip to Clubhouse yet… catch up). I keep the demo of my station near me at all times. I’m pretty hip and stay up on trends, but I am not as immersed as I was with 18-34, So my staff, social media, family, and whatnot keep me up on things. I’ve never been an 18-49-year-old female, but if that’s the direction of my station, that’s who I’m going to bounce ideas off. Sell your dream to your Sales team, make them see your vision, and get a promotions director that sees your vision and can pretty much read your mind and speaks your language.
Your jocks have to be branding machines. They must understand that they are not bigger than the brand and if they combine the two brands (the station and theirs) we can all win.
4. What’s the funniest thing that has happened to you during your radio career?
There was the time I was doing the morning show and fell asleep in the studio and the GM was giving a tour of the station to a potential client… walked in the studio and I’m laid back in the chair… snoring. And yes, I got suspended.
5. Would you share the names of some air personalities you grew up listening to?
I used to run Radioscope as a board op… so Lee Baily always fascinated me with the production side of that show. The Countdown with Walt “Baby” Love, his personality and delivery were always on point. Tom Joyner and Doug Banks. I learned the art of appointment setting and storytelling from listening to Casey Kasem and Rick Dees had timing. Watching Donnie Simpson’s interviews on Video Soul and Mitch Faulkner’s On Mic Production changed the game.
6. What are your plans for the future?
I’m gonna keep letting God guide my steps.
7. Who have been some of your influencers and mentors?
I was probably a fan of EVERYONE I worked with at various stations. Hurricane Dave, Larry Steele, and Bridgette Cannon boosted my confidence. Colby Colb pushed me to be better. Ray Boyd, Michael Long, and Monica May changed my life and got me into programming. I can go on; Phillip David March, Jerry Smokin B, Stanley Toole, Chris Conners, DJ Nabs, DJ Herb, Jaycee, DJ AK. DJ Hershey, DJ Montay, Lonnie B, Biggidy Banksta, Pat Garrett, Cayman Kelly, Vanessa James, Sam Sylk, Elroy Smith, Steve Hegwood, Reggie Rouse, Jay Stevens, Dwight Stone, Derek Harper, and Bruce Demps and my lil brother Jay Tek keeps me on my toes. Even more recently The Breakfast Club, Rickey Smiley, or working with Doc Wynter and Michael Saunders--that was a dream come true. There are too many names to type. I’m a teacher… and still a student!!
8. What’s your forecast for radio in 2021?
Companies are learning to do more with less. Unfortunately, that means less training and development of talent. I’ve gotten addicted to podcasts. I think your next big radio star has a podcast right now and that will be our developmental stage of training and finding radio talent. The next big radio star is also going have to be transparent and personable.
9. Fill in the blank: I can't make it through the day without _______?
Music
10. What’s the best advice you’ve ever been given?
Actually it was in the Howard Stern ‘Private Parts” movie. There was scene where Howard was handed a liner. He glanced over it and freestyled the liner on how this particular store was his favorite store and he shops there all the time --only to get to the end of the liner and it says ‘Grand Opening This Saturday.” Humbled, he got outta character and just talked to the audience and told them he had never been to this store but makes sure they go on Saturday. When he got home, he asked his wife did she hear the show? She said Yes and her favorite part was when he was himself.
Bonus Questions
What thing or things you are most proud of?
The talent I have developed and seeing them go on to greatness.
Any advice for those wanting to get into broadcasting?
Have persistence and patience. Don’t wait, start a podcast, start doing mixes, send them out. Also, be able to take constructive criticism, stay ready, and become a branding machine.
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