10 Questions with ... Benjamin Burnside

BRIEF CAREER SYNOPSIS:

Wow, that’s tough. In essence, I’m a creative. I have worked in radio for 31 years. I have worked at some of the world’s greatest call letters that have led their respective markets (WQHT, WRKS, WQCD, WPGC, KKDA, etc.) I’ve worked at the majority of Urban radio syndicated shows from Michael Baisden, DL Hughely, Dede McGuire, and many more. I have been able to produce for stations in just about every medium to major market in the US. There’s more but I don’t want to tip my hat too much. I can only give credit to God for my accomplishments.

1. When, why, and how did you decide to go into radio?

I got into radio because of my cousin. We attended the University of South Carolina together. I was a music major. She was a communications major. Well, she ended up getting a job at our hometown (small town) AM radio station. I’m the type that, if you can do it, so can I. So I decided to hound the hell out of the Program Director, the late Kevin St. John for a job. It took me most of the summer, but on July 4, 1990, I started my first on-air shift.

2. What's the story behind your first Production Director job?

Well, I didn’t start as a production guy. I was an on-air personality for 6 years before I started to “edit tape” on a full-time basis. I was at WJMZ working over nights for “Marvelous” Marv Hankston, and working at MCI, the telephone long distance company, in my part time. I was making more money selling long distance than I was working at the radio station. I had just married and needed to make some “big boy” decisions, and the money at MCI was winning. One day I went to work early to ultimately quit working at the radio station. I was nervous because I felt like I was giving up on my dream, but I needed to provide. Marv and I kicked it for about an hour while he did afternoon drive. As I got up the courage to tell Marv I was out of there. He cut me off and said “Hey! You’ve been killing it in production. I want to make you Production Director.” I was stumped. How do I go home and report that I stayed at the station to take thousands less a year? But I did it, I couldn’t help it. It just felt right, and in the long run it paid off. I look back on that day a lot. Again, I can only thank God for taking me so far from that day.

3. How does someone prepare themselves for what you do?

Believe in what you’re called for. Sometimes you don’t know exactly what that is but it will show itself. I wanted to be the next hot jock in the biz. Turns out I was given production to do from my first year of being in the biz. I remember having to cut a boxing spot in year one. We didn’t have a multitrack system or anything. All we had was 2 turntables, 1 cart machine (where we put multiple sound effects), and one reel to reel machine and of course a potted board. You had one take to read a spot all the way through, play the sound effects, crank up the turntable, and turn them off at the right time, crank up the next one, play the cart with sound effects, and record it all in one take to reel to reel. I got pretty good at that after I cut about 10 or so spots. I eventually moved to up to WLWZ at Z 104 with the great Wayne Walker “The Smooth Talker” as PD. I did the quiet storm and had to cut recorded promos. I learned a lot from him and production guy, Vince Davis. One quick note, Wayne would make me read the newspaper to him every morning to sharpen my reading skills. Man, that paid off in spades! There’s so much more, but I don’t think there’s time to tell it all. This was just years 1 through 3 in my career.

4. What Inspires You?

That’s a good question. If you had asked me this 20 years ago, I would be reaching for the stars. Since God has granted me to make it that far, my legacy is what is on my mind now. I know it seems a bit egotistical but it’s not just radio that I consider my legacy. My children, and their descendants are a large part of what I consider a legacy. What can my company, BBTheKing accomplish before it’s all said and done? I hope it can last after me. That’s the kind of thing I’m thinking about right now.

Now, creatively, life and everything involved with it inspires me. There are so many different viewpoints that can take you into wonderful creative moments.

Also, I love listening to music producers. I pick up on little tricks and techniques that they use. More lately than ever have they started to use many of the tricks that radio production guys use. It’s great!

5. Didn't you work in the music industry for a while?

Yes, I worked on remixes quite often. Daryl James, Fred McFarland, and I worked on a lot of projects. Everything from India.Arie to R Kelly to Britney Spears. It was a ton of fun. I wrote a few songs for an artist in London. They got released and did pretty well. I eventually got some writing contracts. I’ve worked with Warner Brothers on the record side. Nothing, unfortunately, got going there, but I also signed with Wise Buddah in London to write production music and jingles. That came about because I wrote the jingle to “The Afternoon Rush,” a show syndicated a few years back that had moderate success. The jingle was pretty hot. if I say so myself. That was fun.

6. What are you most proud of?

I think being a father is my proudest accomplishment. I love all my kids.

7. Who have been some of your influencers and mentors?

Wow, that’s a tough one. Oh, I have to thank my wife for putting up with me and my ups and downs in this journey. I’ve learned so much from so many people, and I’m grateful for all of them. I’ll do my best. If you’re close to me and I don’t mention your name, please know it wasn’t on purpose. I love you all.

Kevin St. John, my first PD. - He helped me understand the basics of radio. How music rotated. How to be an announcer and not just a jock.

Wayne Walker, my second PD. - As I said before, he made me read the newspaper to him every morning for almost a year until I read it like an announcer without any slipups. That helped so much.

Paul Jackson - The one person who lit a fire in my belly to be the best I could be by telling me I should quit radio.

Marv Hankston - He really molded me to be a true radio professional. He cussed me out when I needed it, but he was also a cheerleader! I truly appreciate him for that.

Kelvin Quarrels – He heard my tape and believed in me enough to get me to the majors (markets). Plus, we did a lot of work for OMP (On Mic Productions) for a lot of stations around the country.

Reggie Rouse – My man! We connected on my way to WPGC in Washington, and he was also a confidant and a cheerleader of sorts. He was the catalyst for me submitting my stuff to go to New York. You see, he stepped in the production room one day after going through hell with the PD and laid an R&R on my desk. He opened it to an article with Tracy Cloherty mentioning that her production guy needed some help. I went to him and said no way. He said, “you’re ready”. I sent my package in a Looney Tunes envelope and the rest is history. He will always be my brother! He showed me how to grind and do it smartly.

Jay Stevens – He made me realize that I was better than he thought I was.

Donnie Simpson – He opened my eyes to value myself as a professional and never settle for someone to just pay you what they feel is appropriate.

Alan Wilson – He welcomed me to NYC (Hot 97) with open arms, and we worked on tons of stations around the world together.

Tracy Cloherty – She made me raise my bar to a whole new level. Thank you, Tracy. I know I gave you fits at times.

Toya Beasley – Nothing but love for her. We were a team. Bonnie and Clyde. She believed in me, and I in her and we battled in NYC together.

John Mullen – Man this guy taught me so much. Branding, cart before the horse theory, and so much more. Plus, he’s a great friend.

Barry Mayo – Never be afraid to go against the grain. Thanks Barry. Plus, If you know Barry, him pacing the floor was inspiring in some way.

Harry Lyles - He showed me not to settle for second best.

Judy Ellis – She held your feet to the fire and didn’t take excuses. You either made it happen or you didn’t. She made me a more responsible individual.

Tony Gray – He is radio and will keep you from going off the deep end.

George Cook – He’s shown me there is as method. Focus on the positive and love what you do.

Mike Love – My brother. Period.

Denver Wright – The Wiz! This guy is probably the most creative guy that I know… and that’s saying a lot. He also taught me a ton of stuff in the production room. He also showed me how knock people out the way to pave your way. You see, when I was working in Greenville, SC, Denver and I worked at several different stations. I worked at WJMZ before him. Eventually he got there as a part timer, but I remember him telling me he was about to knock the Production Director out and take his spot. Sure enough, within 2 months Denver had his job. Sorry Doug.

There are so many more, Doug Davis, Stanley Toole, Tessa Spencer, Donny Simpson and more!

8. You've worked with some iconic names in this business, would you share the identities of some and what made them special?

Well, I mentioned just about all of them in the previous question, but I can go a little more in depth about some of them.

Dr Dave – Believe it or not, our first introduction, we cursed each other out. We quickly became friends after that. Dave has a humble side to him that is infectious. He has his standards professionally that outweigh some. That makes him special to me.

Pat Garret – Early in my career Pat gave me a lot of confidence in what I was developing into. I would send him pieces that he voiced, that I produced, and he actually like them. It gave the confidence that I could make it out of Greenville, SC.

Even though Jay Stevens and I didn’t really see eye to eye, I did have respect for his game. He knew how to take everyday life and make it translate to the radio. When the Budweiser Frogs were huge, we did the PGC Frogs. It was a hit. It had to be exactly what Jay was looking for, but it worked, and I respected him for that. I remember one time when we were looking for a fall campaign. We had a meeting, with an all-star cast I must say (Thea Mitchum, Maurice Devoe, Reggie Rouse, myself, and a few others) in Jay’s office and we couldn’t come up with anything. One thing we had were some “Stop the Violence” T-shirts from almost a decade prior. That was it! Yep. No money or prizes. Just a T shirt. Go figure. Well, that turned out to be one the biggest campaigns I’ve been a part of. It got so big that the President chimed in. All over a t shirt. This was the genius of Jay Stevens to me.

I have a million stories like this from the people listed in the previous question. It’s been a phenomenal journey.

9. Fill in the blank: I can't make it through the day without _______?

God. You may not know it, but I was diagnosed with kidney failure back in 2011. It was a blow, but my faith, family and friends got me through it. I almost died 3 times in 2016 – literally. But since then, I received a transplant and feel pretty healthy. I credit God for bringing me this far, and I know he’ll continue to bless me.

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

Cover your ass.

How do you see your future evolving?

I’m currently working on a project called AMPED™. It’s a production for hire service. It’s doing pretty well. We have a cumulative count of about 80 stations. We service all formats with what I believe are the best talents, and well-known talents, in the production business. I also plan on writing more for any music library that wants me on their roster.

Would you share one of your funnier moments in this business?

Going to sleep on the air. I was working as a personality, doing overnights. I remember telling my PD at the time that I was super tired and needed a break. He dismissed it every time. Well, we were having a big contest where we were giving away a BMW-well a club was giving it away, and we were paying off the winner at 2am from the club -live on the air. Needless to say, I fell asleep right before the payoff break. I didn’t wake up until the air talent that was at the club bursts into the studio with about 10 people begging for me to wake up. We paid off the winner at 3am. That didn’t go over very well, but I did keep my job.

Is there anything about you that would surprise people?

Well, I know how to play several different instruments, especially piano. But I’m a pretty good pool player. Some people would say shark…… but I’m just having fun. It did help me keep money in my pocket in college though… Shark???? Maybe…