No one has their finger on the pulse of Hip-Hop more than Ebro Darden. As PD of HOT 97 in New York, the city is lucky to have a programmer whose passion for the culture extends way beyond the music, and no station makes the streets come more alive out of the speakers than the station that defines Hip-Hop and R&B…HOT 97.
Most Influential Programmer:
Ebro Darden
WQHT/New York
Ebro Darden defines Hip-Hop. His knowledge of the music dates back to his youth, the origin for his ongoing passion for Hip-Hip. Ebro’s radio career began in 1990 at KSFM/Sacramento where he worked his way up from the research department to sales runner to part of the night show to landing as part of the morning show. He would also end up hosting his own weekly Hip-Hop show. In 1997 he joined cross-town rival KBMB (103.5 The Bomb) as its APD/MD while hosting afternoon drive. He would eventually become PD and then OM. Also during that time he was part of a top rated morning show, “The Playhouse,” on KXJM (Jammin’ 95.5) in Portland, OR.
In 2003, Ebro would land the opportunity of a lifetime enlisting in radio’s top market at the legendary Hip-Hop station, HOT 97 (WQHT), a station which was recognized by its peers in 2008 by being voted into the FMQB Hall of Fame. At the Emmis property, Ebro would serve as APD/MD under two great programmers in Tracy Cloherty and John Dimick. Ebro would eventually be named Program Director in 2007 when Dimick exited the station for another career opportunity, and since that time HOT 97 continues to be one of the driving forces and trendsetters in Hip-Hip alongside its sister KPWR (Power 106)/Los Angeles. It’s not just a station…it’s a lifestyle, and no one is better suited to guide HOT 97 into its future than Ebro Darden, one of the most passionate and focused programming minds in the format today.
eQB presents excerpts from the November FMQB magazine
Up Close: WQHT (HOT 97)/New York PD Ebro Darden
“You have to be on your toes all the time because people are waiting to catch you off guard, from competitors to rappers, to city officials and New York Hip-Hop listeners who take this culture very serious.”
“I was a kid that loved Hip-Hop and then learned radio. I lived it and loved it, while priding myself on being a person of my word and always wanting the best for a music culture that has saved many lives and has given young people a voice.”
“WE have worked to learn and adjust to our new competitive landscape. WE take this very, very serious, this is our life…This is not a game. We cannot let the HOT 97 logo down, this is a conversation we have all the time.”
“HOT 97 is a part of the good and bad in Hip-Hop, we are woven into the fabric. Yes we play the hits, but we play “our” hits. We are also very focused on being who we are, not who people want us to be.”
“All music goes through peaks and valleys, but we try to make sure at all times that we are not waiting for the music business to dictate where music comes from. We go find it, get into the community and see what our audience wants from our brand.”
“Hip-Hop has always been at its best when it’s created out of emotion and a need to make sure certain ideas are represented. Then after that if it has commercial appeal that’s added value.”
“The city is unique culturally which allows us to play music and talk about things other stations cannot.”
“Radio in New York City has always been more than just a jukebox; you have to be about something more than music to be successful here.”
“We have a tremendous response to our on-line streaming through the BlackBerry and iPhone Apps. They are very important. The new platforms are where our listeners are these days, so we have to be there as well.”
** QB Content by Bob Burke **
