Greg “The Hitman” Williams has spent most of his broadcasting career in Wichita where he served as MD at Mainstream Top 40 KKRD for 14 years. But then he was hired by Entercom to be PD of KDGS in May 2000. In less than six months, he beat his old station and KDGS became the No. 1 18-to-34 station in the market while putting the heritage station out of business. The Hitman has since become the target of new competition, but this is one man who enjoys the battle while maintaining an incredible passion for the business.
eQB presents excerpts from this week’s FMQB hard copy Rhythm Crossover Up Close interview with KDGS/Wichita PD Greg “The Hitman” Williams
On the passion he brings to his position… I love radio and everything about radio! It’s the only work I’ve ever done in my life. It’s the only thing I’ve ever wanted to do. I love to compete and the spirit of competition. There’s a joy in going out and making people listen to your radio station, and the fun you have in doing that.
On music philosophy for his station… We have to be smarter programmers and find the songs that fit for our markets. If you’re programming off of the national chart you might get snake bit. Just find out what works in your market and play hit music.
On what it’s like working for Entercom… The best thing about Entercom is that they allow programmers to program. Some of my peers can really relate to what it’s like in the corporate environment when you have people looking over your shoulder, asking you what records you’re adding, and why you’re adding those records. Entercom really believes in allowing programmers to program and giving them the tools they need to win.
On the proliferation of Hip-Hop at Mainstream Top 40 and how it relates to Rhythm stations…One of the things we enjoyed, 2000 to 2003 primarily, was product exclusivity with our music in the Rhythmic format. The mainstreams hadn’t really come on board yet. Then reality finally hit them when McDonald’s started using Hip-Hop music in their commercials. Competition is good, and the real benefactor of that is the listener.
On the passionate listeners of Hip-Hop… I’ve often said this format is a lot like Country radio, and people often say to me, “Are you nuts?” Not really, because people who love Hip-Hop music, it’s a badge of honor, it’s a way of life, it’s a lifestyle. They’re passionate about it. People are passionate about the artists who make the music and their loyalty is undying.
On what young programmers need to understand about our business… I often say, “just listen.” Don’t allow your ego to get caught up in the mix, and never get too far beyond where you have all the answers and you can’t learn. I’m still learning today. Listen and ask questions – there’s no such thing as a dumb question – and be willing to take a risk.
QB Content by Bob Burke
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