Rod Carrillo
KNRJ (Energy 92.7/101.1)/Phoenix PD Rod Carrillo is one of a few programmers nationwide who programs Dance music. While Urban and Hip-Hop still dominate the musical landscape, Dance music can also be heard in several markets, and with the internet, the audience for the genre is now being served in more ways than one. He’s also doing his part as a producer/remixer to help promote dance music as many superstar artists often have remixed dance versions produced, not only just for the clubs, but radio too.
The Rhythmic world encompasses many different genres of music from Hip-Hop to Urban to Reggae and Dance. Rod Carrillo’s passion for Dance music started at age 15 when he started DJing, and by 1990 he had joined Power 1490 JAMS/Tucson where his radio career officially launched as a mix show DJ working under PD Bruce St. James. In 2003 Rod landed at KNRJ (Energy 92.7/101.1)/Phoenix where he now serves as PD while also overseeing R&B Oldies KAJM (Mega 104.3). While Urban and Hip-Hop still dominate the musical landscape, Dance music can also be heard in several markets, and with the internet, the audience for the genre is now being served in more ways than one. Carrillo is also doing his part as a producer/remixer to help promote dance music as many superstar artists often have remixed dance versions produced, not only just for the clubs, but radio too.
eQB presents excerpts from the FMQB October Magazine Rhythm/Crossover Q&A featuringKNRJ/Phoenix PD Rod Carrillo
On the Phoenix market’s appetite for Dance music…
The pendulum is swinging back to a dance oriented society in Phoenix. Most of the clubs are migrating back to house oriented nights and swaying away from the Urban oriented music. Being around for five years at KNRJ, I have seen the appetite for Dance music grow immensely in the metropolitan Phoenix market.
On the biggest misconception about Dance music nowadays…
The biggest misconception is the question: “What is considered dance music?” Dance music can come in all genres, BPM and mass appeal. Dance music has been put in this 4×4 beat, female lead vocal persona that does not give it justice. Maybe that was the way it was in the early 1990’s but certainly not today. The evolution of Dance music in this country needs to occur with the melting of various genres encompassing some of the traditional dance sounds with a new edge and progressive thinking.
On programming philosophy…
Very simple….conservative! Will our listeners like it? The merit of the record and what makes it sound distinctly different than other records out there. I also look to the local clubs to see the reaction of the crowds to specific records. Bottom line for me, it is all about playing the HITS! There are radio hits vs. club hits, and as a good programmer as you are in the Dance field you need to know what songs make sense for your station. That is not to say that a club hit should not be played on the radio, it just needs to have a special place in the format.
On the importance of mix shows in the overall sound of KNRJ…
Mix shows help us evolve the sound of Energy. They are a very integral part of the Dance community. That is where you find the gem that sets you apart from the rest. Our mixers are the lifeline to the streets and clubs when I can’t be there. Mix shows are the spot on the station where local club hits are integrated into the format and listener reaction is monitored. This is one way that we can evaluate if a club hit will transition to a radio hit. Mix shows are critical for the lifestyle of the audience and format, thus allowing us to feel the pulse of the community.
On the biggest mistakes a record company makes when promoting a new artist and their music…
They are afraid to think outside the box. Sometimes the same recipe is not always the best. They need to take chances or else we will be stuck with the same tired and dated music. In my opinion, labels are repackaging the same old sound. Just remember when Justin Timberlake andTimbaland delivered “SexyBack,” the label thought it was not going to work because it was not the typical Timberlake.
On what the Dance music community can do to improve the genre’s profile in the U.S…
First and foremost it goes without saying that the product has to be consistently good and have commercial appeal. A lot of people forget that radio and clubs are in business to make money. The profile of the artists and music needs to be elevated to gain more acceptance.
In order to progress, we need to re-define what “Dance” music really is. We need to be able to take constructive criticism, in what ever facet of the business we are in, and take that to create better music and business. We need to look outside the box and not take a myopic approach to the format. A case in point is the trajectory of the “Urban/Hip-Hop” format in recent years.
I feel that Dance music is getting a more mainstream focus. Those in our “Dance” family need to understand the dynamics of the business and work together or else we will miss our big opportunity.
** QB Content by Bob Burke **
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