Slow Jams with R-Dub!
February 12, 2024
By Bob Burke
R Dub
R Dub! is the creator, producer and host of the internationally syndicated radio show, Sunday Night Slow Jams, in addition to a weeknight version, that can now be heard all across the country and around the world in over 200 cities. He started the show when he was just 16 years old and with Valentine’s Day around the corner, we decided to catch with leader of the People’s Republic of Slowjamastan (that’s a whole other story) and we talk all things Slow Jams!
How did the idea first come about for you to create your own Love Song show?
I’d love to say playing love songs and dedications on the radio was my idea, but alas, there were many pioneers before me that blazed this trail. I’ve just been lucky enough to take the torch and run with it, to the next level. Call me obsessed.
I actually discovered “The Quiet Storm” on the radio by accident, late one night…I was only 13. I was amazed because the song that was playing at the moment really spoke to me – it was exactly how I was feeling at that time in my life, crushing hard on a girl in eighth grade. Then the next song, and the next. It was like these artists knew exactly what was is my head (and heart!) Then the DJ came on. He didn’t sound like the rest of the “normal” radio personalities. Laid back. Super personable. Loose. Then came the dedications and call-ins from other listeners like me. This show evoked such deep emotion. WOW! Slow Jams was the drug and I apparently got hooked early.
I began doing my own version of Slow Jams at just 16 years old, on the community radio station in Tucson (KXCI) and then the commercial hip-hop station (KJYK). Today, that very same show airs on over 200 radio stations in 17 countries, including New York City, L.A., San Francisco and Chicago. Never in my wildest dreams could I have imagined this.
What was the initial feedback and when did the thought of syndication enter your mind?
As the local show picked up steam, I had a handful of very kind colleagues and listeners who told me that I should be syndicated; but I conceded that I didn’t have “the voice” of those amazing Quiet Storm mentors I grew up listening to. While a very nice sentiment, I honestly didn’t even give syndication a thought…until it just happened.
There was no big-time syndication deal or call from an SVPP of Clear Channel. It was simply two, separate PD-acquaintances that asked me if they could run Sunday Night Slow Jams: They wanted to know if I could make them a non-call letter specific version they could play on their end. I’ll never forget that first Sunday night – broadcasting from my house – when my home phone rang and it was a caller listening to my show in Tulsa, Oklahoma. What a feeling to be making a difference in someone’s life so far away from my hometown of Tucson, Arizona! But would this “Arizona” show work in Oklahoma? Apparently so. We went from 19th to first place in one book. The “drug” that was Slow Jams just became ten times more potent and addicting.
The show has evolved over the years, what’s been the difference maker in terms of success and being heard in nearly 200 markets?
The show has Rhythmic roots. We quickly secured coverage in the West, where Rhythmic radio stations plugged me in – it was a no brainer…many of these stations even had their own Slow Jams shows during the week, so the formula and playlist was not foreign. But it’s when we got to The South and The East Coast where things changed. The Urban PDs told me the show was too Pop. And the Pop PDs told me the show was too Urban. That was frustrating, because I knew it was a perfect mix of female-targeted hit love songs appreciated by every demo. However, if I wanted to expand and get the show on in these areas, I had to adapt and give programmers what they wanted. That’s when we developed and rolled out Sunday Night Slow Jams in multiple formats. And it worked! In fact, some of our best numbers came from markets airing these new versions. We kept the idea, the story and the vibe the same, and just switched out some of the ingredients…and it worked. In fact, it killed! Today, we offer the show in multiple versions, for Top 40/Pop, Hot AC, Rhythmic, Urban, Urban AC and Throwback and Classic Hip-Hop stations.
Finally, our station retention is second to none. Who wouldn’t want a 50 share? (This is an actual number that came in last month from one of our affiliates). In fact, our highest share was a 90. I’ve never seen a NINETY SHARE and actually didn’t even know it was possible. Slow Jams wins, consistently. It’s a passion, a lifestyle, a brand…and definitely a listening appointment. A huge thank you to all of my amazing PDs who have me on their team. I appreciate them more than words can ever say.
With Valentine’s Day coming up you’ve offered a special two-hour version of the show free to markets. What do programmers need to know?
As a local jock and Program Director myself (I do afternoons in San Diego), I’m not out to replace anyone local. But let’s be real…too many stations are jockless at night now. It’s too bad, but (for the most part) it’s out of our control. Here’s something you do have control of: Just pick a format, take my Valentine’s show, promote it, and play it! It’s Valentine’s Day (night)…why wouldn’t you want your station to be “in the moment” on this special night?
The show is commercial free, no contract, no commitment. Comes in many formats and we can customize it together to sound as if it’s coming from your studio. We’re so convinced your listeners will adore the show and it will make them even bigger fans of your station, we’re letting you try the show with no strings attached. And what better time than February 14th?
You just added a new major affiliate in Philadelphia with WTDY (The New 96.5). What’s been the key to the success of the show and its growth over the years?
We’re so pumped to be on in Philly…thanks Tim (Herbster) and the whole New 96.5 team!
Working with Benztown has made a difference. Like me, this is a small team of radio fanatics that also really care about our business. Many thanks to Chachi, Masa, Mark Wilson and the entire crew behind the scenes at Benztown. They are some of the best in the business. They’re not about clearing shows, they’re about cultivating long-term relationships and helping stations win.
And candidly, it’s because I care. I care about the show, I care about my affiliates, and I care about our listeners. A lot. I’ve been accused of caring too much, to a fault. But I don’t know any other way. I try and treat my smallest affiliates with the same care and service I provide my New York and L.A. affiliates.
In addition to the format flexibility we have, we provide all the phone calls and listener interaction that used to be commonplace and is sadly missing on so many stations today. Sunday Night Slow Jams (and the weeknight version) solves this. In fact, the show isn’t about “me” at all – I’m just the facilitator for a ton of passionate listeners, calling in and being passionate on YOUR radio station!
You’re a man who loves to travel and are the self-appointed Grand Leader and Sultan of The People’s Republic of Slowjamastan – an 11-acre sovereign nation created for people who love Slow Jams. Is it safe to say life has been good for “The Sultan?”
Man, that’s a whole ‘nother Oprah, but if you have twenty minutes to spare and want to Google “Slowjamastan,” you won’t be disappointed, I assure you.
Short story: In 2021 I annexed some land from the United States and started my own country. We have our own currency, passports, laws and even a kick-ass national anthem. You can sign up to be a citizen for free. I hope to see you in Slowjamastan soon!
R.Dub! featured on the hit television series “Shark Tank” to pitch the show with a special musical guest, platinum selling artist, Brian McKnight.
Slow Jams is a registered trademark of Slow Jams LLC, a division of Fusion Radio Networks.
