New York’s 94.7 The Block WXBK is much more than a Throwback station. It’s a cultural home base for Gen X and older Millennials raised on Jay-Z, Mary J. Blige, and Notorious B.I.G.
The station is the vision of Skip Dillard, Brand Manager and Audacy’s Vice President of R&B, Rhythmic AC, and Throwback Formats. 94.7 The Block is today’s featured brand.
“The Block is really, truly a Throwback radio station,” Dillard says. “That’s a music format focused on the ’90s and early 2000s, Hip-Hop and R&B vibe for the block in New York. That’s the era where New York contributed probably the largest amount of contemporary music. You’re talking about Jay-Z, 50 Cent, Mary J. Blige, Notorious B.I.G., and numerous other artists.”
Aside from New York, Throwbacks has seen success in markets like Chicago, Las Vegas, San Francisco, and Miami.
“It makes you feel good. It makes you want to dance. It’s all the music that many of our listeners know and love and grew up with.”
Nostalgia fosters community and expands demographic reach.
“You reach Latinos, you reach white, you reach Black, you reach everyone else because of the just universal appeal of the music. From Tupac to Rihanna, these songs are part of people’s lives.”
Curated Like Classic Rock but Cooler
I asked if my perception that Throwbacks was programmed like a Classic Rock or Classic Hits station was accurate.
“It’s basically like a Classic Rock or Classic Hits format, just curated with different music. I think there’s more of a community and local focus. And because of the nature of the music, the format does tend to skew younger. We convert a larger amount of our audience between 25 and 54 than traditional Classic Hit stations. So that’s a win-win for the sales department as much as it is for us.”
As far as the coalition balance of Throwbacks, it isn’t one size fits all.
“We tend to be a bit more male on The Block here in New York. About 58 to 59% male. In other markets, it might be 65% female. It depends on the market and the music. New York is a hip-hop town, so we’re going to play more of it.”
Like any gold-based format, the challenge is keeping it fresh.
“Testing, testing, testing. Music tests are a big part of it. We also have mix DJs that were very popular at the clubs at the time or other radio stations at the time.”
Those DJs do more than spin the hits; they bring cachet and connection. Ted Smooth, DJ Scratch (Wu-Tang Clan’s DJ), and Coco Chanel (DJ for Salt-N-Pepa) are just a few of the influential names involved.
It also provides a way to slide in songs that might not fit regular rotation but still have an ‘oh wow’ factor.
“You can throw them in the middle of a mix, and they sound pretty darn good.”
“Our DJs not only play the ‘oh wow’ records, but they’re also huge influencers. They can tell the audience, ‘Hey, you love what I do, I’m back on the radio.’”
Being Present In The Community
In a market as large and geographically diverse as New York City, The Block can still connect on the street.
“You absolutely can still make that one-on-one connection on the ground. New York is a very location-type city. We have a concert in two weeks over in Harlem outside the Apollo Theater. We’ll have our DJs, nationally and internationally known artists there. And we’ve done it every summer since The Block’s been on.”
The Block goes deeper than just connecting through concerts and music.
“We’re partners with the New York Urban League. We’re doing a men’s health initiative in Newark, New Jersey, this weekend. These stations, regardless of their makeup, are still very, very community-oriented.”
Digital Is Also A Focus
The local focus includes a digital strategy that includes artists.
“Instagram is our key driver. That’s where we’ve had the most engagement. Collabs with artists and organizations have been huge.”
The Block has a studio partnership with the Hard Rock Hotel in Manhattan.
“We had Chuck D from Public Enemy. We’ll have Jermaine Dupri in a couple of weeks. We also have a performance space in our building, and we use long-form content for Facebook with excerpts on IG and other platforms.”
While the station is rooted in Throwbacks, it occasionally plays new music when it makes sense, particularly when it comes from artists who defined the era.
“Some surprisingly, pleasantly, have new projects. Even though we’re a Throwback station, we’ll give them a little play while they’re in on the air. It inspires other artists to still be active.”
Creating the Next Generation
With radio’s diminished farm system I asked Dillard how young people can hope to break into the business.
“If Ryan Seacrest walked through the door today, he would not get the deal he was able to get 15 years ago. You have to have a mindset like an entrepreneur. You’re sharing your brand with us. You’re sharing your creativity, your uniqueness. Once that mindset is there, you have to think about what makes you unique, authentic, and can cut through the clutter.”
Dillard suggests being well-read as an advantage.
“Talents that are very successful know how to use their words. They know the power of words. They’re obsessive readers. I try to out read everyone.”
He cites Bill Clinton as an example of someone who could speak fluently on any topic because he always read ahead.
“When I’m at a reception or a fundraiser or whatever, I don’t feel like I’m out of place. You’ve got to truly be well-informed.”
Why He Still Loves Radio
Over the years, Dillard’s passion for radio has not diminished.
“Radio is still a great business. It’s more expensive to operate than ever, but I got into it to serve people, help people, reach and touch people.”
“I was always fascinated by why people are emotionally attached to this box. What makes radio so attractive when it’s at its very best? That’s always been my driving reason for being here and wanting it to thrive, not just survive.”
Listen to 94.7 The Block here.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
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.
