I was speaking with a respected former Urban programmer last week. Yes, the conversation leaned into the good old days. But what sparked my interest was the pivot they made — the core inspiration behind last week’s column.
When Experience Doesn’t Seem to Translate
I’ve often talked with radio and record folks about how the experience we gain in these industries doesn’t always seem to translate well into other careers. Somehow, the hours of strategy, planning and execution we’ve accumulated over the years don’t seem to correlate — at least in the eyes of others — to strategic roles in different fields.
Listening With New Ears
Now, I’m not a record promoter. I’ve never had the opportunity — or the necessity — to switch from defense to offense. To borrow a metaphor from my favorite sport. Ironically, I was listening to a podcast the other day where a record label marketing executive explained how promotional budgets for artists are calculated as a percentage of their projected revenue, allowing them to craft a strategy based on the budget. My radio ears initially heard, “blah blah blah, play my record.” But the 2025 version of me — the one who has pivoted — heard strategy and planning that fuels execution.
A Programmer’s Balance Sheet
When I think back on the responsibilities I held as a programmer and later as a brand manager, the entries on that balance sheet were all assets — none of which depreciated. That list includes:
- Review ratings and analytics for company goals
- Participating in promotional strategy and event ideation
- Writing promos and liners
- Critiquing and coaching on-air talent
- Drafting perceptual research questions and presenting findings
- Strategically choosing songs for music testing and implementing database updates
- Preparing and participating in department head meetings
- Leading staff meetings
- Collaborating with sales and digital teams
- Engaging listeners and interpreting brand perceptions
And I’m sure I’ve left out a few items, but you get the point.
Connecting the Dots — or Drawing the Line
What set me down this path was learning that the ex-programmer I spoke with had successfully pivoted into television, as a producer. I’ve always believed that becoming a TV producer is a natural next step for a seasoned radio programmer. Ideation, execution, talent development, coaching — it’s all there.
While I’ve never pursued a career in TV production, I’ve had trouble getting others in that space to see how the dots connect. But this ex-programmer didn’t just connect dots — they drew a straight line from their experience to the responsibilities of the position they desired. That’s the key.
The Hidden Asset: Reputation
Of course, one important step is landing a face-to-face with the person doing the hiring. And here’s something I’ve purposely saved to bring this home — something that should be at the top of your professional balance sheet: a good reputation.
Your reputation should precede you. It should be in the room even when you aren’t. When it is, it gives you equity with people you’ve never met. But here’s the catch: once you do meet them, you have to be the person they’ve heard about.
Prepare for the Moment
That initial meeting may be the hardest part — but it should motivate you to prepare. Be ready to draw those lines, to demonstrate the value of your experience, and make your pivot.
I’d love to hear about your pivot or plans to make one.
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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.
