Brotha Fred’s passion for the radio business is not only refreshing… it’s contagious! Since he first cracked the mic doing overnights at KRBV/Dallas in 2001 Brotha Fred was destined to be a great on-air personality. In 2003 Fred landed at KHFI/Austin to do nights then moved to afternoon drive. His passion for music landed him in the programming department where he became APD/MD at the Clear Channel Top 40. But Brotha Fred knew growth and development in the radio was the key to success. In 2006 opportunity knocked with a shot to host a start-up morning show on Rhythmic CHR WIBT (The Beat)/Charlotte. It was too good to pass up and he made the move from Austin to Charlotte. He now hosts “Brotha Fred’s AM Mayhem” (with co-host David L, Jacinda and Cubby). His out going personality even landed him a TV gig on the FOX affiliate, WCCB as co-host of “FOX News Edge,” a nightly TV news/entertainment/lifestyle magazine show. Radio needs more people like Brotha Fred, an up and coming star whose passion for business is a real breath of fresh air!
How did the opportunity come about to do mornings in Charlotte?
Rob Wagman, Bruce Logan and I had talked about a few opportunities in Charlotte while I was in Austin, and when they decided to launch a morning show on The BEAT and made the call, I responded immediately. I knew there would be SO many challenges, but, in all, the experience has been everything I hoped it could be: I’ve grown as a talent and as an individual, and I am expanding my abilities in a part of our industry I hope to be in forever. For on air talent, it’s all about performance and personality, first and foremost! I seek polarity in emotion from my audience—love me or hate me, but nothing in the middle. There is no worse condition than indifference.
What factored into the decision to leave a pretty decent job as afternoon drive host and APD/MD in Austin and wake up at 3:30 am for morning in Charlotte?
I tried not to think about the waking-up part. Considering I used to go to bed at 3:30am, the change was absolutely life changing. Add to that my role as co-host of a nightly, live TV show on the FOX affiliate here (FOX Charlotte/WCCB), and the challenge intensifies. Sleep has become tertiary to working and eating, but, it is all very much worth it.
KHFI is a legendary station and I am proud to have been a part of a tremendous heritage in Austin–and the city itself is one of the best in the world! But, I wanted to take a shot at morning radio and I knew that I had to leap at the opportunity to do so in Charlotte–a strong, large, competitive market where I knew I could grow. I felt, when successful (and fortunately we are on our way!), that I could make big moves from there (here).
What was the biggest challenge in making the transition from afternoons to mornings?
Focus! I was decent at saying what needed to be said in a creative, compelling and entertaining fashion in 15 seconds over an intro. I now believe THAT is as tough, or maybe a more difficult skill, than being entertaining and compelling in a 7-10 minute segment. It’s easy to say TOO much, to be loquacious, to stray from the point, to miss opportunities. I am learning and improving, and as a show, we are more streamlined and efficient than ever.
We have been able to use focus groups and research projects of late to see, visually even, where the audience LOVES what we are doing and where they lose interest. When executing content, I see “the graph” in my head at this point, and try to make smart decisions, accordingly.
Making the leap to morning drive is no easy task and it takes some time to get and create that chemistry with your co-hosts. How comfortable are you with the direction of the show and where it’s at now?
We’ve had growing pains and have made adjustments to achieve the great chemistry we have now amongst our team. They stuck three of us in a room who had never met and we did our best, but in the end the changes and additions that have occurred were for the best, and I feel we have a fantastic rhythm now.
When working alone in solo-dayparts, I took for granted the importance of leadership skills in the studio, because I never needed them. I was a solo entity within a larger team, at least when on the air, executing an airshift. I am working to be a better leader, and to give and take, always. I truly don’t care if I am the most recognized or most “loved” or “liked” of the cast. Sure, that would be great, but, if we as a whole work well together and the end result is positive and generates the desired audience connection and ratings dividend we want and need, I am grateful and satisfied.
You’re also in quite a battle with a heritage morning show in Ace & TJ. What are the numbers telling you about how your show is connecting with the audience?
We are connecting and we are growing, and rapidly with women. Ace & TJ are strong and are very entrenched in the market, and I have a high level of respect for their accomplishments. I can only hope that our efforts to be local, community oriented, youthful, entertaining, topical and informative for the people in CHARLOTTE will continue to earn us continued and mounting smaller victories for us, which result in a large win in the war. We can always expand from here.
What’s it been like working under PD Rob Wagman?
Rob is a smart and demanding boss. I have learned a great deal from Rob, and I’m appreciative of his tutelage.
How is the show tapping into new technologies?
We’re as interactive as we can be. All of our on-air content is supported with vast online content. We also make almost all of our show audio available on-demand, every day. We keep in touch with the audience via email, MySpace, Facebook and the like.
My TV show and the addition of web video from the radio show have also added a new dimension to the on air product and to our brand—it helps make our personas “real,” for one—it further brings our content and or brand to life!
I want our brand to connect on every level: from an auditory standpoint, visually, in addition to our show cast being tangible in the lives of the audience. I want our on-air product and its parts to be ingrained in the minds and practices of our audience, from the moment they wake up and hear us on the alarm clock, to the time spent commuting and traveling to work or with the kids, to their arrival at work and throughout the day. I want US to be their source for the issues and information that is important to them…and for the entertainment they desire to make their day better. We achieve that through a strong presence on air, online and on the street, using every advantage available to us.
You’ve always had a great passion for the music. Be honest, how much do you miss scheduling music?
I don’t. Not at all! I love the science of our craft, but prefer the more creative aspects of personality radio. While I sometimes wish I could have a strong vote in music decisions and programming direction, I have enough to worry about with regards to my part of The BEAT’s battle in Charlotte…and I’ll leave the rest to the professionals. We have a good, talented team here.
Is programming still in your blood?
I will always love listening to radio and deciphering strategy. I love the competition, and the assembly and execution of the battle plan. Most of that is very much appeased by my role as a morning show host, though. We’re in the trenches!
What’s your read on format music wise nowadays?
Things move so rapidly, I feel. I do think that the Mainstream stations are experiencing a favorable swing, musically. But, it will come back in the Rhythmic direction, eventually. Rhythm leaning stations like ours need to be creative in times like these with our musical approach…and we need our stars to be stars! Usher, you listening?
What’s the best piece of advice that someone has ever given you that you still use on a daily basis?
I don’t know if it’s one particular adage or statement that comes to mind, as much as it is more of a mantra or attitude. My Mom and Dad, as well as my Grandparents have all been incredibly influential in my life, and aside from their love, loyalty and support, I appreciate the importance they instilled within me of a strong work ethic. It’s about working smart, and a willingness to take on projects that allow for success. There are many talented people in our business—but I don’t believe that all want to work very hard, or smart, for that matter. We’re in a climate where we all have to multi-task. Everyone wears multiple hats these days. Those who don’t want to be diverse and who aren’t willing to branch out into new areas will be outshined by others who take the opportunities to explore unknown and unfamiliar ventures.
What’s on the horizon for Brotha Fred?
I am hopeful there is a great deal in store for me. I am excited about my growth in the industry as a talent and as a person, and I hope to continue to improve and expand my skills and my profile. I believe our show in Charlotte has a bright future, and if nurtured and properly supported, we will continue to surprise people, and make some large waves.
I look forward to continuing to expand my network and skill-set, and to learn from many of my established, and up and coming colleagues. There are a multitude of people who influence and motivate me, and many whom I perhaps don’t know or haven’t met who I hope to learn from.
Whatever the future holds, however, I want to remain true to myself, believe in who I am and what I do, and make the strongest, most positive steps towards success for myself, my family and my professional team that I can—those are some of the very few things about the future I can directly control. The rest is unknown and unwritten, but truly exciting.
** QB Content by Bob Burke **
