Erik Bradley
Nowadays personnel changes within the radio industry seem to be norm but one thing remains a constant in the Windy City, Erik Bradley, who is celebrating 15 years as Assistant Program Director/Music Director of CBS Radio’s WBBM (B-96)/Chicago. The heritage Rhythmic Top 40 remains one of the country’s most respected stations in radio’s third largest market. The success of the station is no doubt due in part to the stability of its programming department under the leadership of longtime OM Todd Cavanah. But it’s Bradley’s passion for music and his ability to find the hits early and often that make him a valuable asset. His acute ear for hit music has earned him multiple radio awards, including several FMQB honors, as well as the respect of his peers. Over the years he’s even cultivated many relationships, including some with music’s biggest stars like Mariah Carey.
It was back in 1990 when Bradley and I first connected as fellow programmers under consultant Jerry Clifton. That was also the year that Carey, a soon-to-be superstar artist, burst onto the music scene. We both became instant fans as well as avid supporters of an artist who would go on to become one of the best selling artists of the 90s. So it only made sense that when we recently caught up with Erik to talk radio, music and trends we would try and get some scoop on Mariah’s new album from someone who we know has actually heard it before anyone else!
e-QB presents excerpts from the FMQB March Magazine Rhythm Crossover Up Close featuring B-96/Chicago APD/MD Erik Bradley
On Mariah Carey… Mariah’s new CD is LOADED with major, major radio smashes. Historically speaking, this could turn in to a legendary release for her and I predict it will. She’s definitely at the very tip-top of her game and as great as she’s ever been. The first single, “Touch My Body” is a runaway smash and the toughest part of having this many great songs on a project is trying to figure out what the follow-up single(s) should be. It’s a blessing and a darn good problem to have though. I’m sure everyone would like to have that “problem”! As far as scoop, I’m not one to gossip but I’d expect that she’ll be touring on this record, it’s too good not to – it has to be heard live, and for other scoop you can go to MariahCarey.com!
On artists or projects to look out for in 2008… The forthcoming Madonna single that Timbaland and Justin Timberlake did is going to be a BIG, BIG record. I’m curious to hear more from Usher’s new project (especially a song called “Moving Mountains”) and I’m really stoked to listen to Leona Lewis’s new music.
On B-96’s longtime pop culture status in Chicago… We’ve maintained it – with longevity and consistently being THE hit music station in Chicago. B-96 is every bit as much a part of the fabric of the city of Chicago as Lake Shore Drive, Oprah, Michael Jordan, Kanye West, Wrigley Field, Michigan Avenue, Brian Urlacher, R. Kelly, Portillo’s, etc!
On B-96’s music mix in 2008… B-96 is a rhythmic HIT music station. The sound of THIS station today originally defined what has become known as the “Pop/Rhythm” format.
On navigating the radio station/record label relationship… My main policy is to treat everyone as I would like to be treated remains true to this day. Honest, respectful communication goes a long way in any industry, especially in a business that doesn’t always have it.
On Hip-Hop/Rap’s tough times… This is a very challenging time for the Hip-Hop community. Where are the new superstars? Where are the hits? It definitely seems to be one of the weakest times for the genre – which is precisely why I expect it to experience its next emergence, so keep your eyes and ears open. As far as how we balance it? That never changes. We have the luxury of having two strong, well programmed Urban radio stations in Chicago – some Rhythm stations have one or no Urban competitors, and lucky for them! We rely on them [WGCI and WPWX] to break a majority of the Hip-Hop in Chicago. B-96 will not miss a Hip-Hop smash. We’re in the position of being able to pick and choose from the biggest of the big. What a novel concept for a hit music station, huh?
On 15 years of being employed at one station and staying challenged… I just love this radio station and the city of Chicago. That is enough of a challenge to keep me driven. Competition is ALWAYS there, in more ways in 2008 than ever before. That also is a tremendous challenge. It’s in my nature to always remain focused and keep my eyes on the tasks at hand. Plus, I’m always on the hunt to find that next smash or the next “star.” A journey that I will never EVER get sick of!
On the importance of artist/manager relationships… Those are among some of my most valued friendships in the world, especially with many of the artists. I’m so fortunate that I’ve been able to nurture some of those for endless reasons, not the least of which being able to get full albums months in advance of the release. But they also know that I can be trusted not to ruin the strategic game plan by playing a new single too early.
**QB Content by Bob Burke**
Also in the March Issue:
Street Scenes:
On the road with Universal Motown artist Ryan Leslie
