Steve Dubbz

iHeartMedia National
Urban Imaging Director

Steve Dubbz

iHeartMedia National
Urban Imaging Director

Biography

I am the National Urban Imaging Director for iHeart Media and Creative Imaging Director for iHeart’s Miami cluster and Production Vault Urban Format Director.

1. When did you know Radio Imaging was the job for you?

Sophomore year of college, a friend of mine was the production director of my college radio station. I fell in love when I heard the sweepers he was producing. It was then that I taught myself ProTools and the rest was history.

2. What (or who) motivates you or gets you excited about producing?

In the past, producers that I looked up to kept me motivated. Today, there are many factors. One – my own satisfaction and sense of pride when listening back to a completed project. When you have that “oh sh*t” moment and give yourself goosebumps, you know you’ve succeeded. Next, is the reaction of others. I love writing and really going outside the box when it comes to promo copy. When I can write/produce something that’s topical, funny and not forced . . . that’s when I get really excited to bring what’s on the paper to life. The anticipation of hearing that final product.

3. What’s the toughest part about being an imaging producer?

Today’s imaging producers are treated like assembly workers. Quality is sacrificed for quantity and quick turnaround. My everyday struggle is to never sacrifice the quality and integrity of my work while continuing to handle production for dozens of stations around the country.

4. What’s the difference between Good imaging and Great imaging?

Good imaging is a dime a dozen . . . and most of the time what’s considered good in today’s industry is really mediocre. Great imaging truly stands out and is the pure definition of branding. You can’t be a one trick pony. Too many producers worry about tricks and flashy production but lack writing and creativity. That’s what makes a great imaging producer. Someone who can do it all . . . . always getting the message across in a unique way that relates to the listener on a personal level, plays to their interests and catches their ear.

5. What’s the #1 piece of advice you’d like to give new producers just learning the game?

HUSTLE, NETWORK, HUSTLE, NETWORK and NEVER feel entitled or act as if this game owes you something. Too many young people in radio expect to be superstars and make a ton of money right out of the gate, or after a few years. It’s more true today than ever . . . if you want something you need to work your ass off and go get it. It will never fall in your lap. Always continue to perfect your craft and never get comfortable. This industry changes constantly and you need to adjust with it.

 

All session by Steve Dubbz