Sitting in church this past weekend, one of the pastor’s remarks stuck with me: nothing gets done without community. With that comment, he was just getting warmed up. The message went on to challenge us to get off the couch, be present, stay active, and connect with people. It’s been a chaotic ten years for the world, and most certainly for our country. For urban radio, the challenges started years earlier.
First came the loss of street teams, then weekend personalities. Long before that, the loss of morning show hosts and afternoon talent—casualties of syndication.
So here’s my covert mission for urban programmers and personalities who are still in positions to engage their communities. To paraphrase a post from social media: tell me your station is the people’s station without telling me you’re the people’s station. The assignment, if you choose to accept it, is simple—be the community’s source and resource on what’s to come.
Let me back up.
The response from the urban community to companies retreating from the DEI table has been impressive. Once the call went out, the collective pushback was inspiring. This again shows the power of our collective audience.
My concern, however, is that social media gets all the credit.
That might not be the case if the Tom Joyner morning show were still part of the morning routine for millions of African Americans. There is much more to be done. Urban radio has always been the spark behind community action, and right now there’s a need for a roaring fire to support efforts that could impact the work urban stations have championed since the earliest days of the civil rights movement.
Tom understood this very well.
Yes, this sounds heavy. But the truth is, urban radio has always been filled with pioneers. It has never been just about playing records—it’s been part of a movement. Those of us who work in it should understand that. It’s what has always set us apart and what built the foundation of relevance and esteem we still stand on today.
Of course, music and artists evolve, and that has created challenges over the years. Radio itself has evolved as well, sometimes surrendering ground—and relevance—to other media.
But let’s not forget: focusing on the audience and community is the fun part. That’s what makes working at an urban radio station deeply rewarding and worth the effort.
Looking ahead, there will be times we have to walk a fine line. But no matter what, we have to put the community first. That means providing consistent updates on voting rights and healthcare changes. It means informing listeners about national efforts to resist policies perceived as unfair, whether through town halls or nonviolent protest.
This doesn’t need to feel heavy or consume endless airtime. Give it what works—and extend it onto the station’s social media platforms. Still, don’t shy away from giving these efforts real on-air attention.
Listeners are looking for credible sources to keep them informed. Highlight the local heroes and the community champions who are actively fighting for the issues that affect everyday lives.
Again, as the popular social post goes: tell me you’re the people’s station without telling me you’re the people’s station.
I’d love to hear your thoughts—on this and on the overall state of urban radio. Email me at ken@kenjohnsonmedia.com or find me on LinkedIn.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
