Originally from Toronto, Canada, I’ve been the Creative/Imaging Director at WQHT Hot 97 in New York City for the last 11 years and also the Production Vault Urban AC Format Director.
1. When did you know Radio Imaging was the job for you?
I knew radio imaging was the job for me since the age of 15. I always loved listening to music on my favorite stations growing up, but when I found myself turning up the radio whenever I heard a cool promo or sweeper…that’s when I said “that’s what I want to do for the rest of my life”!
2. What (or who) motivates you or gets you excited about producing?
Listening to other great pieces of imaging from around the world, especially from young and up-and-coming talent gets me motivated for sure! Believe it or not, some time away from my DAW also motivates me. After going a few days without imaging, I miss it and want to get back to it.
3. What’s the toughest part about being an imaging producer?
The toughest part about this job is having to be creative…ALL THE TIME! We’re basically finding new ways to say the same thing.
4. What’s the difference between Good imaging and Great imaging?
To quote Dave Foxx, I think “a good producer knows the rules and follows them. A great producer knows the rules and when to break them”. Taking chances and doing something different (using classical music in a promo on Hot 97 for example), is not something ordinary. I believe great imaging is also very rhythmic, has flow and listeners don’t mind hearing it multiple times.
5. What’s the #1 piece of advice you’d like to give new producers just learning the game?
Patience! I find that many young people today get discouraged pretty fast if they’re not presented with a job opportunity immediately. You have to be patient no matter which career you’re pursuing. There were many times I wanted to give up, but the thought of not doing what I loved simply outweighed quitting.