Randy Hawke
WJJO/Madison has built a reputation as one of the preeminent Active Rock stations in the country. But generally when it comes to industry recognition and “awards season,” the station has been a bridesmaid and never the bride. That stood true until this past December when FMQB readers voted WJJO as the Rock Station of the Year for 2006.
For some insight to the workings at WJJO, FMQB caught up with PD Randy Hawke in this candid one-on-one conversation.
eQB presents excerpts from the FMQB June Magazine Rock Up Close featuring WJJO/Madison PD Randy Hawke
On why he thinks WJJO was voted by FMQB readers as the top Active Rock station in the country… JJO is authentic. That makes it stand out. People don’t get fooled. Saying you’re the Slipknot station and only being that after 10 pm is not being authentic. I am not saying being that is bad. I am saying if that is what you do, tell people that is what you do. The industry is not fooled and the listeners are not fooled. We are true to our promise. We are authentic. We do not daypart. Our jocks are tattooed and pierced. I think people respect that we are what we are with no gray area.
On WJJO’s competitive landscape in the market… Any and all competitors on a music front have been destroyed. We have killed an Active leaning Alternative as well as an Alternative station in the past five years. We did that by staying true to our brand. For the most part, our competition is on a sales front.
On dealing with new artists… Our product is based on playing current music. In order for that to work, we must break bands. It has to be your philosophy. I can not stand when I hear PDs talk about MTV not playing our bands, the label signing faceless bands. BLAH BLAH BLAH. It is your job as the PD to play bands you can break. If you do not believe the band you’re playing has a chance, DO NOT PLAY IT.
On the vibe of the JJO airstaff… There is no one on the JJO staff that is faking it. My crew lives it, so the vibe they create is to be themselves, be authentic and be true.
On how terrestrial radio can ensure it is a priority with listeners… Create good audio people want to hear and be a local radio station. You’re not an MP3 player. You’re not a website. You’re a radio station. The reality of podcasting, internet radio and satellite radio is that it is still radio. The device it comes out of is different, but they have not come up with a better, more effective or different product than terrestrial radio.
On Band Camp and its importance for JJO… To our audience it is simply the biggest event of the year. We sell piles of tickets to the event before we announce one band. It is an awesome day. Every band that has ever played it has asked to be invited back.
On being PD and pulling an airshift… I need that time in the studio. I still play the monitors to loud, still love the feeling I get when I do a good break (a great one every once and a while.) I am not ready to give that up. I got into this business to be on the radio.
** QB Content by Michael Parrish **
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