10 Questions with ... Sam Weaver

BRIEF CAREER SYNOPSIS:

I'm the owner of SamWeaverMedia.com, a radio talent coach/strategic advisor business. I work with air talent, Operation Managers, Program Directors, and Social Influencers at various career levels. From beginners to industry veterans -all Formats. I have spent my career analyzing announcing, air interview techniques, ratings strategies, programming, marketing, and communicating. Radio and all audio platforms are a continuing learning process. As a coach I help clients stay on top of their game or teach the up-and-coming talents the steps to get into the game.

I also advise independent music artists & managements on various projects. I was the Urban/R&B Editor/Columnist at All Access for 10 years.

I've had a multi-format career as an On Air Personality & Program Director: Top 40, Mainstream Urban, Urban AC, R&B Radio, Gospel, and Country (Music Director for 2 years at WUSN, Today's Country Chicago)

20 years of programming experience: KRNB/Dallas (5 years); Programmed KPRS/Kansas City (10 years); WAMO/ Pittsburgh; WDIA/Memphis; WQMG/Greensboro, NC, and WYLD/New Orleans. I have the distinction of being the only programmer to have programmed the oldest Black Operated station WDIA/Memphis and currently the oldest Black owned and operated station KPRS-KPRT/Kansas City.

I've regularly Moderated or been a Panelist at conferences for Billboard Magazine, the Canadian Music Festival, National Association of Broadcasters (NAB), National Association of Black Owned Broadcasters (NABOB), Keynote Speaker for the Annual Intercollegiate Broadcasting System, and for the Library Of Congress Radio National Historical Collection.

In addition, I'm currently on the Board of Directors for the Living Legends Foundation LLC and I'm a former member of the American Arbitration Association.

Other Highlights:

• Nominated Program Director of the year 10 times Combined (R&R & Billboard)
• Named Programmer of the year (Gavin)
• Twice named Programmer of the week for Billboard Magazine.
• My trophy case includes station awards for the NAB Crystal and The Marconi
• Communications Adjunct Professor at Columbia College in Chicago for 4 years
• Served as National Host of the Westwood One's Superstar of R&B Concert Series
• Former Comedy Writer for Urban Network Countdown Show

This will be my last All Access10 Questions as the company transitions to a Music/Radio Services based organization. I thought I would do last one with myself and share some parting thoughts.

The good news for you is that I will continue the 10 Questions feature and my "Coaches Corner" column at SamWeaverMedia.com. If you would like to continue to read both, send me your email at SamWeaver@SamWeaverMedia.com.

1) What's the biggest change you've seen in the business?

Technology and people's attitudes in dealing with it. I'll give you an example, back in the 90s we were waiting for the next music trend. What we got instead was new delivery systems for music and information. The attitude about the best ways to utilize technologies is always interesting. On one hand companies de-emphasize the human element, and on the other hand, companies look for that one air personality or influencer they can utilize throughout their media empire. Things also changed a lot faster than they used to. New software programs, more improvements for smart phones, more music services, the metaverse, Crypto Currency, and pretty much more of a lot of things. But the one thing that never changes, too many people still use the dismissive statements "everybody is doing" and "nobody is doing." Regardless of the century, too many are still stuck on categorize by two's, Black Hats versus White Hats, Democrats versus Republicans, Tall or short, and my favorite, heads, or tails.

2) What do you think Urban radio is doing a better job of these days?

One of my pet peeves is distinguishing the difference between Urban broadcasters and Urban radio. When using the term "Urban," people associate the term with African Americans. However, today, many Urban broadcasters (African Americans) work in formats other than Urban mainstream or R&B radio; it's safe to say the majority in those formats are African American. At the same time, many of those who have worked with Urban radio properties are White and from other cultures.

3) How's the future look for on air personalities?

There's always room for personality. On air personalities are important to the entire process for terrestrial radio, and the other audio platforms that they are now branching off into. And too many people get confused when it comes to personalities having personality. How many times have we met someone for the first time, and we just got a good feeling. It might've been the cashier at the grocery store, and they didn't say much, but what they did say made you laugh or smile. That's personality. And that's the same thing that I explain to my clients that I coach. It's about finding that way to make the words that come out of your mouth spark something inside the other person. It's the spin to what you say, not how much you say.

4) What's your creative process?

I transfer information from every part of my life I'm exposed to and repurpose it to fit whatever it is I'm working on. It's how I managed to survive and consistently reinvent myself. My mission has always been "Idenify, Clarity, Connect, Influence, and Teach" and pass on what I've learned to clients and friends.

5) Who are some of your influences, past and present?

By Category:

• PDs: Charlie Lake, Jerry Boulding, Buzz Bennett, Tony Gray, Ken Dowe, Quincy McCoy, Myron Fears, Jerry Clifton and Bill Bailey, Reggie Rouse, Lee Logan, Skip Dillard, Joel Denver, Michael Saunders
• GMs: Chuck Scruggs, Drew Horowitz, Nancy Cooper, Charles Mootry
• Owners: John H. Johnson, Mrs. Mildred Carter, Skip Finely, Mike Carter, Hymen Childs
• Morning Personalities: BJ Murphy, Tom Joyner, Dr. Donald D. Rose, Donnie Simpson, Jeff Foxx, Scott Shannon, AC Williams, The Breakfast Club; Charlamange Tha God, DJ Envy, Larry Lujack and the Deadly Dr. Bobby Brown, Bobby Bones, Bob Wall, Doug Banks
• Non-morning personalities: Jo Jo Kincaid, Ernie C, Bill Lee, Ron Chavis, Harry Nelson, Yvonne Daniels (WLS), Bob Uecker, Chuck Geiger, Johnny Rabbit, Walt Love, Harry Caray, Frankie Darcel, Kitty Neely, Dyana Williams
• Production Directors: Terry Fox, Jerry Vigil, Pat Garrett
• Voice Over/Imaging: Roberta Solomon, Jen Sweeney, Steve Stone, Cayman Kelly
• Interns: Heather Jordan (Now a reporter KNX/Los Angeles, Julie Jonez (KPRS/KC middays
• Promotions Directors: Rich McCauley
• Community Relations: Monica Cassidy-Carter
• Music Directors: Myron Fears, Art Goewy
• Business Managers: Maureen Furlong
• Sales Managers: Bart Horton and Vic Dyson
• Radio Icons: Frankie Crocker, Dick Clark, Chris King, Patty Jackson
• Business Theory: Richard Nixon, Phil Jackson, Malcolm X, Lyndon B. Johnson, Buzz Bennett, Dr. Martin Luther King Jr., my grandfather, George Steinbrenner, Harry Caray, Richard Pryor, Redd Foxx, E. E. Cummings, George Carlin, Flip Wilson, Bill Veeck, John Wooden, Dave Chappelle, Johnny Carson, Eddie Holland, Vernal Beckman (8th grade speech teacher)

6) And the best advice you've ever been given?

Never assume. Always allow someone the opportunity to say "yes or no" to whatever it is you want.

7) What are you excited about these days?

The Urban Alternative public radio format was developed with support from the Corporation for Public Broadcasting and Paragon Media Strategies. The Urban Alternative format was created to engage younger and more diverse audiences in major cities. The stations carrying the format are Chicago Public Media's Vocalo, Rocky Mountain Public Media's KUVO-HD2-K284CI (104.7 The Drop)/Denver, Texas Southern University Jazz KTSU/Houston's The Vibe Streaming Channel, Norfolk State University's WNSB (Hot 91.1)/Norfolk, VA, Radio Milwaukee Triple A WYMS/Milwaukee (88Nine Radio Milwaukee)'S Hyfin Streaming Channel, Minnesota Public Radio KCMP-HD2 (Carbon Sound)/Minneapolis-St. Paul, and Jackson State University Urban Alternative WJSU-HD2 (The Sipp)/Jackson, MS.

These non-commercial stations do not have tight playlists and are a haven for lovers of all forms of Black music that were either created or heavily influenced by Black Culture. From Jazz to Blues to R&B, Hip-Hop and more. It's my understanding that there are plans for more of these stations to pop up in other cities over the coming years.

8) Is there anything that bugs you? It bothers me that so many people and households still do not have computers or

Internet access. It's been this way for a while, but it took a pandemic to point out the magnitude of the problem. A couple of years ago I took part in a music conference and after critiquing a sample done by a 13-year-old, we found out he did all his editing on the school and library computers. His mother who was with him was a single mom raising him and his brother. They could not afford a computer. COVID-19 brought this problem to light in communities all around this country. And I'm not just talking about elementary and high schools--it affects college students too. The good news is that there are a lot of good people consistently trying to correct these issues. It's just something that needs to be corrected in city and rural areas.

9) Do you think the music industry in sync with consumers?

When it comes to the new world of music consumption, they are very on target with Terrestrial radio, satellite radio, Spotify, Pandora, Google Play, Xbox, SoundCloud, iHeartRadio Plus and iHeartRadio All Access, Mixcloud, Tidal, YouTube, Tik Tok, Facebook, MySpace, connected car; Internet-only Radio, and other digital delivery systems yet to surface.

Art and commerce have always clashed. Music companies are making more money than ever from fee deals with streaming and download services. But I hate the fact that song writers are getting the short end of the stick with the low streaming rates. Recently, Snoop Dogg said it best, "What the f##k is going on with streaming and artists making money.

Another money maker for the companies are the "360 contracts" they get the artists to sign. These agreements allow the companies to get a share of revenues in areas other than releasing music projects. But I think this practice is fair because music companies are financial institutions and make an investment in an artist. And just like any bank that loans money, there's interest to pay. The music companies do the same thing, only the interest are the 360 contracts.

And when it comes to traditional album sales don't be fooled, percentage-wise companies don't make as much as they once did, but they are still raking in millions of dollars worldwide with catalogs, publishing, and licensing deals.

10) How should on air personalities view their roles?

They should see the airways as the frontline platform for a station. Air talent is a major asset to the entire process. The mission of their boss is to oversee the strategic programming plan from every angle. The role of the personality should be to execute the plan. It's alright to disagree off the air with your PD, but don't go on the air or social media and not do as you were instructed. Stay in your lane. It's the job of an air personality to be an accessory to the musical journey for the listener.

One more thing, too many times I hear air talents say they don't want to be liner jocks. I respond by saying that Broadway actors are liner jocks. The actors must deliver the same lines in a play day-in and-out. They do so without changing the script. Their job is to perform as if they had written the words, it's called acting. If you're an air talent, think about that the next time you're on the air and have a liner to read.

Would explain what being authentic means?

Being authentic in radio is the ability for a personality to make the listener believe. There's a lot of self-discipline involved with being authentic. Regardless of whether it's the talent's actual personality or a persona they've chosen, staying in character 24/7 in public or on social media is a must.