Are syndicated shows killing Urban Radio?
Depends on how you look at it. As a die hard extremely good looking radio pro, I have to admit, I find it a bit unnerving that celebrities can take a break from a lack of Hollywood gigs to jump into MY pool and not only swim but SAIL and on a CRUISE ship at that, while urban radio announcers struggle to stay afloat in a life raft paddling with their hand s to just to get some motion in this turbulent industry ocean. GET THE FOOK OUT! OK enough with the metaphors. Celebs, unlike many announcers don’t come with baggage, and many of us are pissed off and rightfully so. If you are a black announcer with 5 or more years experience, you have had some sh… happen to you that was uncalled for, I’m sorry, this is just the way it is with us.. In radio and in LIFE…..but while we come with baggage the syndication celebs come with LUGGAGE, and I’m talking DESIGNER luggage…. Many of the black syndicated stars are stark raving divas (both the females and the males) And they are often treated with kid gloves as many of us are relegated to serve them if we want to keep a job. Have fun doing that sh… if that’s what YOU want to do.
There are certainly, in some cases, WAY too many syndicated shows eating up valuable time slots preventing local talent from shining and robbing the station of earning a true “community” identity… but I can see the station’s point too.. how hard is it to sell an established entertainer’s show as an added benefit in selling the station?
Well that’s where the other hand comes in…
Celebrities have not been trained, like many of us and that’s a great thing. They also have carte blanche when it comes to freedom of the airwaves. They don’t have to have great diction, timing and style, (well sh…, apparently many of today’s urban announcers don’t either) and they don’t have to play by the rules all they have to do is their gimmick they get a nice high 6 or even 7 figure check and they can still tour, arrange their own concerts and events and even their own money-making organizations without the radio corporations flinching or even bothering them. Many urban announcers on the other hand , are terrified to take on even a part time gig for fear of a conflict and termination.
Keith Sweat, for example, I’ve never heard the show but the reviews from radio pros are not good, they say he sounds HORRIBLE…. Like I said, I have not heard the show but I get updates weekly on stations he’s adding via Premiere Radio. Sure Keith is NOT a trained industry vet but if I were in his shoes, I’d jump on that sh… too. I mean. Fame is fleeting. So after a few hit albums in the 80s and 90’s he all but fell off. The radio show has helped revitalize his career (sans recording) to the point that he is reaching those people he used to reach with or without radio playing his sh…. He also gets to tour and do shows. Al B Sure is no different. Before he started doing his show in LA, I would see him at the gym and the grocery store all the time more there than at any industry events. Stars like him in LA (before his radio gig) were considered “Z-listers” and they were even considered below radio people.
Let’s face it, the industry can be ice cold. Like the old saying goes “when you’re hot you’re hot..” If an announcer feels that he can’t get very far at a station, he or she has to examine what his/her goals are, how far they want to go in their careers and MOST IMPORTANT making sure we set goals and if they are not met.. MOVING ON… When an announcer is asked to assist a celeb’s show, based on his or her experience and goals, that’s an insult, to me and a sure way of becoming a slave to someone else’s success instead of your own….but if that’s good enough for you… Make it happen…
We’re all in this, for our passion first, I hope, then to make money, not necessarily in that order for many, but believe it or not, if you’re in it for the passion, you have a much greater chance of making the big money. “Do what you love and the money will come” That’s the absolute truth, I LOVE doing this Radio Facts blog and there are times I can’t believe I make money doing it. When it doesn’t seem like a job but you are getting paid you are doing what MOST American’s will never get to do.”
There are not going to be a lot of Tom Joyner’s or Wendy Williams’ in this industry. When you look at it, both of them were/are “seasoned” when they reached their level of stardom. This is not the case for let’s say Ryan Seacrest or even his predecessor Rick Dees but it’s the way the industry works, love it or change it. The key is program directors who allow their announcers the freedom to be stars. I don’t see this too often and announcers complain about it a lot. I hear one sentence repeatedly “Why are some black programmers jealous of the announcers?” I don’t know if that’s it or if the programmer is just following the stations or corporation’s rules and he or she is trying to keep the peace (or a low profile). Whatever the case may be the answer to the question… “Are syndicated shows destroying Urban Radio” remains to be seen (or heard).
