Midlands Media Group has found its missing piece. South Carolina native Robb Reel joins Country WUDE 94.3 The Dude in Forest Acres/Columbia as Brand Manager, morning host, and company Creative Services Director.
What We Know: Reel officially starts August 3. He comes from WVRC Media Classic Country 96.1 WKWS in Charleston, WV, where he served as morning host since 2023. His previous stops include WFMS Indianapolis, KGGL Missoula, WSCH Aurora, WDWQ Terre Haute, and WYGB Columbus. The new morning show will be called “Up Reel Early.”
What’s at Stake: The Dude holds a distinct brand position in the Columbia market. However, local personality has been the gap. Stover made clear that Reel’s role is to make the human element come to life. A strong morning show can anchor a station’s ratings and deepen community ties significantly.
What Remains Unclear: The full scope of Reel’s Creative Services responsibilities hasn’t been detailed publicly. It’s also unclear whether the morning show will expand beyond solo hosting. Additionally, how quickly The Dude’s audience will respond to new local programming remains to be seen.
What It Means: This hire signals a deliberate investment in local content for Midlands Media Group. Reel brings market experience and personal connection to the region. Notably, his own words reflect a homecoming that feels bigger than a job change. For country radio in Columbia, this could be a meaningful moment.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.