Erik Bradley has been with Top 40 B96 in Chicago for nearly 32 years. He is the Music Director for the station and in the leadoff spot for Barrett Media’s “Meet The Music Directors” series.
In addition to B96 music duties, Bradley is also Assistant Brand Manager, The Brand Manager for 104.3 Jams in Chicago, and Brand Manager for KS107.5 in Denver.
I caught up with Bradley to discuss his longevity and how he handles the barrage of music he receives as the music director for one of the country’s premier Top 40 radio stations.
“It’s been an incredible run. I’m very, very lucky. I’ve loved the station for my entire career. When I was invited to be a part of it, I was obviously thrilled beyond measure. And yeah, it’s going to be 32 years in October, which is insane.”
With a station as important to artists as B96, how does Bradley decide as the gatekeeper what gets on the air and respond to all the requests for airplay?
“We’re choosy on our station. We have to go for the creamiest cream of the crop. A lot of the position is being accessible and at least being able to provide feedback and provide an answer.”
“That is important to me. I want to make sure that people always know that I am reachable, and I will give you the truth. It may not be the answer the promoters want to hear, the labels want to hear, but I will always try to be honest with what I give my feedback on.”
Country radio has what labels and promo people call “push week.” Do Top 40 labels have the same thing?
“No, they don’t. We all know about push week. Truly, Jeff, I think they would probably love to have it be that kind of structure. But honestly, the audience is what dictates what goes number one in our format for sure.”
Is there a predicted life cycle? Again, like Country, where a 52-week to number one is not abnormal?
“There’s really not a defined period of time that it has to be, or if it doesn’t happen in this time, it won’t happen. Sometimes there are exceptions where things do take a little longer. In general, I’d say we know what’s going to wind up going all the way pretty quickly. Within a month or two.”
“There are certain things that go faster that really explode. Alex Warren has a song called “Ordinary” that’s out right now, which went really fast.”
How does Bradley feel about Country crossovers like Morgan Wallen and Top 40?
“Country is market-specific to some. It’s a little harder in markets like Chicago than it would be in Nashville or maybe Tampa or Atlanta. I love it because I’m a Country music fan as well.”
“I think that he’s having a moment. He’s just a big star. He’s one of the biggest stars in music. If not the biggest star in music, arguably, of the last few years. I love his records, they’re all hits. I love that he’s collaborating with Tate McRae because it does make it a little more pop accessible than maybe if it were just him on his own. But this one feels like it’s maybe another gear for pop because it has one of our own on it.”
Bradley has been known over the years as someone who has broke artists and has helped along the way.
“Thank you for saying that. It makes me feel good that I’ve had that kind of reputation. I take it very, very, very seriously. Having those relationships is important to me. I don’t want to go through a list of whatever. I’ll just highlight one that I’m particularly proud of or fond of.”
“That’s one of my very best friends to this day, for 30-plus years, Mariah Carey. I’m glad that she’s back with a new project that people seem to be very excited about. It’s having a really good first week.”
“We’ve all experienced Mariah in many album cycles over the years, and Christmas and all that. She’s just a hall of famer in every way, career-wise, but also as a human being. She’s a real person that I am extremely proud of having that friendship with.”
Does friendship ever get in the way when it comes to music meetings?
“I do have to defer on a lot of things involving that, just so I’m not being biased in my friendship. There are certain times when you have to make that decision. I wear my Audacy hat, and I wear my Mariah hat.”
The Top 40 is known for being cyclical when it comes to music. Bradley sees the music leaning to the pop side right now.
“We’re in a pretty good pop, pure pop phase right now. There are hits from many different sides of the genre. I think we’re in a pretty good position. We have Lady Gaga with new music out. We have Ed Sheeran and some exciting young new artists, like Doechii, Alex Warren, among many others.”
“Sombr is another one that’s having a nice run right now. There’s a lot of variety, and I think that’s good for the format for sure. I don’t think that anybody wants to play only this kind of music or only that kind of music within the Top 40 landscape. Having multiple sounds to me is a good thing.”
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
