For the first time in a quarter-century, Major League Baseball’s All-Star Game took place at the home of the Atlanta Braves. The annual mid-summer classic serves as a make-up from Major League Baseball following the game being pulled away from the area and moved to Colorado in 2021, following MLB’s objections to changes in Georgia’s voting rights laws. The game’s arrival also coincides with another milestone in Atlanta, as sports radio host Mike Bell celebrates his 11th anniversary on Audacy’s 92.9 The Game.
“A lot of folks, whether they were for the voters’ bill or not, just don’t take the All-Star Game away. That was a big disappointment when Major League Baseball pivoted to Colorado,” explained Bell. “We have a lot of pride to show off what we got here.”
Bell, a native New Yorker, made the move south after beginning his broadcasting career in the Northeast. Following a short two-year stint in Fort Myers, FL, Bell landed an opportunity working for Steak Shapiro and 790 The Zone in Atlanta. His sports radio journey at The Zone lasted 15 years until Lincoln Financial decided to turn to all syndication, leading to an opportunity to join Audacy’s 92.9 The Game in July of 2014.
“Viability is about relatability,” noted Bell about his tenure at 92.9 The Game. “It’s a mixture of not taking yourself too seriously, but I also wear my heart on my sleeve as a fan. I don’t sit in the press box, I buy season tickets to the Falcons, and I like paying for my ticket so I can bellyache like the fan. I try to keep it real.”
The Rise to the Top for Dukes & Bell
For 27 years, this native son of the Northeast has adopted Atlanta and the passion of its sports fans as his own. As the Atlanta market has grown over the time Bell has manned the airwaves at The Game, he’s noticed a different vibe and passion in the demand for success in Atlanta.
“The fan base intensity has ramped up over the years,” said Bell. “The city as a fan base has just gotten a little more intense, but still keeps that southern charm.”
Southern hospitality blended with a vibrant and diverse culture lies in a big city described as a melting pot with a small-town mindset that dreams big and works hard. Bell has embraced the drive to be great in a competitive radio landscape in Atlanta. With a rising demand for unique and compelling content at all times, Bell, alongside co-host Carl Dukes, prefers to compete with everyone and not just their head-to-head sports radio competitor in 680 The Fan.
“To be honest, now we’re competing against the news talk and rock stations,” noted Bell. “As much as we’re aware of them [680 The Fan], we don’t think of it as that’s the primary competitor. If we’re not on point and not entertaining, there is another option, which continuously lights a fire under you to make sure the show is entertaining.”
Dukes & Bell has been a consistent ratings juggernaut for 92.9 The Game in Atlanta. The journey of rising to the heights of success did not come overnight, but the results from the collaboration of both talents have led to success and desire for more.
“You can’t be complacent. Me and Carl [Dukes], we talk about this all the time. If I’m doing the same argument every day at the same time, that’s going to tune somebody out. Keep trying to keep things fresh,” explained Bell. “That’s probably the hardest part. You don’t want to get that ‘fat cat syndrome.’ Just like a sports manager, your role is penciled in. You get a couple bad books and you’re out the door. There’s always that sense that we know we must keep the numbers up.”
Navigating Changes While Adding to the Arsenel
When Bell arrived at 92.9 The Game, the on-air lineup was much different. With time in radio comes change, which Bell has seen happen in every daypart but his own. However, through all the changes in the lineup — with some as recent as earlier this year — Bell believes the current batting order is the best it’s been for The Game.
“This is probably the best lineup since I’ve gotten there. It’s just a solid group,” shared Bell of his 92.9 The Game teammates. “I think our station is the perfect mix of sports talk and guy talk at the intersection of lifestyle and sports. It’s what makes us so different and unique in Atlanta. We do have the right talent, and we get some talented people.”
A key addition to Dukes & Bell’s arsenal at 92.9 The Game was a recent announcement by the station’s parent company, Audacy. Earlier this month, the spoken-word broadcasting giant announced a new partnership with iHeartMedia, which now allows streaming of all Audacy radio stations — including 92.9 The Game — on the iHeartRadio app.
“That’s awesome. People always thought sports talk radio was ‘the emergency satellite.’ Somehow, we’re going to die. I think sports talk is even bigger than ever,” said Bell. “If you’re upset about your sports team, or you like the host, you want to hear their take on something. To me, that’s evergreen. That’s why I think the sports talk business is always going to be successful. Whether people are celebrating or complaining, they’re dialing in.”
Dukes & Bell Embracing the Return of the All-Star Festivities
With Atlanta welcoming baseball’s mid-summer classic for the first time since the turn of the century, Bell notes this event is a special one to showcase the story of Atlanta as a baseball market. He says the plan was to offer Dukes & Bell as a vessel to bring the listener closer to the game and offer an inside glimpse without the cost of a ticket.
“The history of baseball and the continuity of the nostalgia. We have older famous players, and Braves alumni. People always get a kick out of that,” said Bell of the content plans for the event on Dukes & Bell. “You remember when I was a kid, this guy played. Hearing the stories and anecdotes for a lot of folks, that’s always the fun part. The combination of the star power and trying to take people behind the ropes. I’m looking forward to talking to a lot of former All-Stars.”
With live audiences sharing in the moment both on the radio and in person at live remotes throughout All-Star week, as Atlanta gets to show off its love for baseball to the country, Bell looked forward to sharing the moment with Dukes — who he has built a special bond and lasting friendship with in afternoon drive.
“I’m kind of a loose cannon, so he can put up with me. It’s kind of like the Gumby and Pokey theory — I’d be Gumby and he’s Pokey,” joked Bell about the on-air dynamic between Carl Dukes and himself. “We don’t take ourselves too seriously. It’s funny when we do have an argument. The radio audience is like ‘mom and dad are fighting,’ because we don’t manufacture it. We don’t play the radio game of manufacturing arguments. If we have a real argument, it’s legit and the audience knows it. He’s not just my friend, it’s a friend that you work with.”
Bell jokes that his wife likens him to a 12-year-old with a driver’s license, always acting like a big kid doing what he loves and not for a second feeling like it’s work. Although he has no plans on slowing down, he has a goal in mind for his future in broadcasting.
“I’d love to shoot for 60. I think that’s kind of a nice point in my life,” said Bell on his goal to continue hosting in Atlanta. “As long as Rick Caffey [Senior Vice President, Market Manager, Audacy Atlanta] still wants to pay me, we’ll keep doing it as long as I can.”
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
Mike is a great guy and a real pro. I was with him at 790 during the last days. Funny and talented. A joy to work with. Nice article John.
Always a true pro and a fan’s fan!!! Bravo Mikey!!