-
10 Questions with ... Brant Johnson
November 15, 2005
Have an opinion? Add your comment below. -
NAME:Brant JohnsonTITLE:Program DirectorSTATIONS:WQHHMARKET:Lansing, MICOMPANY:Mid-Michigan FM, Inc.BORN:Detroit, March 18, 1964RAISED:Detroit
Please outline your career so far:
WQHH Power 96.5 FM, starting in 1990.
1) What was your first job in radio? Early influences?
I did college radio at Michigan State University. MSU has a great Telecommunications Program, particularly for broadcasting. I learned from "The Rootsman," a local personality who does a reggae show. He knew how to come alive through the radio.
When I was a child, my uncle, Bobby Dawson, did radio in Detroit with WCHB and WJZZ, and I used to listen to Alan Alda (Almond) who used to do "Pillow Talk", a quiet storm show. He was great. And of course, the fabulous Mojo and John Mason, who I grew up listening to. I then did an internship at an all news station, WXYT, and my mentor was Scott Lewis, who was a big-time news reporter in Detroit. But I caught the bug when I was in Campus Radio at MSU for WLFT and WDBM.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
Campus Radio and a broadcasting class. I loved it.
3) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?
Yes. I love radio. It's the love of radio that drives me.
4) Where do you see the industry and yourself five years from now? At what point did you decide to pursue a law degree???
The industry will be challenged greatly. The industry is experiencing competition from Satellite Radio, iPods, and Internet Radio. However, local radio wins and you see that more often as syndicated shows have disappeared in several markets. Corporate radio has changed the landscape of radio and is here to stay.
I decided to go to law school about 5-6 years ago. I've always wanted to provide options for myself, so that I will never have to dig a ditch for a living. I was blessed to have an opportunity to pursue law school while working full-time, and it all worked out. It took 4 years and a lot of sweat and tears, but I did it.
5) What's your take on radio currently? Is it as good as six months ago, better, or about the same? Elaborate.
I've always been amazed by how confused young broadcasters are. Young broadcasters, aspiring programmers and personalities, can't see the whole radio picture. They see the "glitz and glamour," but all that glitters ain't gold. They really have no clue what it took for the likes of Nate Bell, Steve Hegwood, Tony Grey, Jerry Boulding, Micheal Saunders, KJ Holliday, Kathy Brown, Tom Joyner, etc. These veterans labored and labored for no money, in small markets, and did radio from scratch. Young broadcasters mostly want it all "Right Now." There are some exceptions, though. Nothing comes without sacrifice and hard work. When I began radio, I used to damn near live at the radio station. I did everything, not just every shift, "everything" I could do at the station. Holler at your boy. Young broadcasters will look at you like you're crazy if you ask them to work in a market below 70, let alone 100.
Also, people don't realize that while working for a station the station comes before your status. The station will remain, and you can be replaced. Therefore, you must represent the station well. I've learned to put the station first, but not ahead of my personal life. I acknowledge the station, the opportunities it's given me, and its commitment to the community and not to me. Mainly, be humble and confident.
Radio has not changed in the last 6 months, other than being consistently challenging.
6) What is the one truth that has held constant throughout your career?
Be Patient!!! Be patient on career decisions, be patient on new music, be patient with staff (to an extent), just be patient. It's a virtue. Tony Grey told me to be patient.
7) What was the transition you had to make in your this position to stay in the market as long as you have?
Patience. Also, I had a few goals to accomplish before pursuing other opportunities. I went to college in East Lansing, MI, so I was acclimated with the town. The biggest challenge in a small town is that everybody knows everybody. And, everybody knows or wants to know everybody's business. So, I must be very careful about where I go, who I'm with, and what I do. As a local personality, you become somewhat of a celebrity. I represent WQHH no matter what, because I'm a "celebrity." And everybody wants to be down with the "celebrity." If they only knew.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
There's always areas to learn more. What are more creative ways to increase TSL? Improving NTR in market with not much promotion budgets? Music research, if it works in one market, can that research apply to another market? How much crossover music offends urban listeners? I'd like to pursue more ownership knowledge. How to research media markets? How to determine stick values? Why urban stations do not perform at 1 to 1 power ratios? And there's more I want to know.
9) How well do you think today's urban broadcasters really understand Arbitron?
They understand #1, #2, #3, and #4. No, some broadcasters are educated in Arbitron, but many lack the ability to apply Arbitron to market strategies (from advertising and promotion strategies to music selection, scheduling and rotation). A lot of people lack the knowledge of listener habits and how listeners fill out diaries, particularly when it comes to identifying stations. There's a lot more that I need to know, also. We're all in this together.
10) As you look back over your career ... any regrets? Missed opportunities?
No regrets. I regret nothing. God has blessed me and put me where he wants me to be. I'm glad I have the courage to do my part.
Many opportunities have come my way, and I appreciated all, but I'm lucky and fortunate to be at one station for 15 years and programming for more than 10 years. Not many programmers, GM's, OM's, or personalities can say that (and when it comes to becoming a lawyer in the process, well, forget about it).
No Regrets!!!
Bonus Questions
What's been your biggest disappointment in Radio today?
No more turntables.
How did you get your present job?
Inquired about it, sent my resume, and bugged the hell out of them.
What is your biggest challenge working at this station?
Keeping young broadcasters focused. Focused on practicing their voice talents, writing copy, studying music, and industry information.
What do you do with a song you don't like?
I don't like a lot of songs. That doesn't affect my programming decisions. I just won't put it in my trunk.
What's the best piece of advice anyone's ever given you? The worst?
The best:
The worst (I don't listen to bad advice, I hope). Maybe something like, "You should go to a big market." Just going to a big market doesn't help your career. We've seen hundreds of examples of Big Markets Gone Bad.
"Be patient." -- Tony Grey.
"You got to prepare for the exit." -- Ronnie JohnsonDo you read ... everything? Books, Magazines, etc. Nothing? What's your favorite reading material?
Since getting out of law school and taking the bar, I don't read much of anything right now. I like to read magazines though. Industry magazines and entertainment mags.
-
-