Hip-Hop Community Must Rally For Radio
Without Industry Support, Genre's Future In Danger

BY GREG MACK

Reprinted from Billboard Magazine “Commentary” Column

Remember KDAY?  The legendary Los Angeles-based radio station started the now-successful hip-hop format.  Some call it top 40 rhythmic, others tag it urban contemporary, while others exclaim that their fre­quency is "where hip-hop lives."  Whatever the moniker, KDAY paved the way.

KDAY broke the mold (the station garnered an unheard-of 22-plus share--on AM radio!) while simulta­neously breaking artists from DJ Jazzy Jeff & the Fresh Prince to LL Cool J and Dr. Dre. The list reads like a who's who in hip-hop.

I do remember KDAY, because, as assistant PD/music director, I was there at the beginning, in July 1983. Under the tutelage of super consul­tant Jerry Clifton, I helped launch a format that is remembered as one that changed radio and gave minority kids an outlet for their creativity.  By popularizing hip-hop music, it also helped give mom-and-pop stores a jump on the mega-chains, because at that time, hip-hop music wasn't fully stocked by national retailers.

I do remember KDAY, but where are the future KDAYs going to come from?  We in the industry need to pur­sue the full potential of hip-hop radio and to protect the genre to ensure it will continue into the next century. Certainly it is disheartening to hear radio stations proudly state that they do not play any hip-hop or rap music. This should not be viewed, however, as an attack but rather should serve as a warning and a wake-up call to everyone who loves hip hop: It is time to act.

People involved in rock, country,  and Latin music have all invested in radio, thus assuring that “their” music will never die.  It is imperative that African-American artists, performers, and programmers similarly look ahead to help solidify the hip-hop world and to make certain it has a future.  We can do this by investing in ourselves.  While an all hip-hop station may not be commercially viable, one with a good balance of up-tempo R&B, ballads, and hip-hop can surely win its market.

It is frustrating and confusing to observe that artists within the hip hop community who enjoy monetary success and sell millions of units do not have the foresight to look into investing in radio ownership—to ensure their music will always have a chance to be heard.

Wherever you may drive, you are guaranteed to hear a country, rock, or Spanish station.  Wouldn't it be ter­rific to hear R&B/hip-hop music everywhere, as well?  At present, own­ership by a minority group is still affordable and possible, but with new Federal Communications Commission rules allowing powerful corporations to swallow up stations of all sizes, what does the future hold?

There is a way to guarantee that hip-hop music will remain on the air­waves. Put simply, we need new KDAYs.  As industry insiders who own their own labels and production com­panies already know, when you own it, it's on.

Wake up, because the one thing we must realize is that there is no guar­antee that radio stations will contin­ue to play hip-hop music.  Radio exec­utives don't necessarily have the same passion for it that those of us in the industry do.  Radio, after all, is a busi­ness first and foremost.  And, if we continue to simply stand back and watch, outlets for such music may all vanish right before our eyes.

Rather than buying 50 cars and 20 houses, try 40 cars, 10 houses, and an investment in the future.  We must invest in our music so that the youth of tomorrow will have the same opportunities we have all enjoyed in the past.

Greg Mack is a consultant to KOJJ PortervilIe/ Fresno/Bakersfield, Calif.