How SiriusXM Evolved the Traditional Broadcaster to the Satellite Star

Hard to fathom that there was a time—not too far back—when Sirius and XM were openly mocked inside terrestrial radio’s hallways. Legacy radio, with its century-old dominance, dismissed satellite radio as a novelty at best and a punchline at worst. “Who’s going to pay for radio?” was radio’s favorite jab, often echoed at national conventions. While legacy radio chuckled, SiriusXM slowly built national reach, fewer rules, and a growing roster of legendary talent that captured the attention of audio consumers everywhere.

When traversing the country on long trips, the void between radio markets is filled with entertaining, real personalities who feel like friends across multiple SiriusXM channels. These industry giants once owned the markets in which they were stationed.

Now free from playlists dictated by research, the stress of weekly ratings, and clocks ruled by stop sets, legendary broadcasters prove that great radio isn’t about frequency or market. Instead, their craft is solely about the voice behind the mic.

I caught up with a few of these personalities who host on gold-based SiriusXM channels to get their thoughts on what’s the same—and what’s different—about being on “the bird.”

Phlash Phelps

Phlash Phelps started in radio at 17 and is a veteran of more than 17 terrestrial radio stations in 17 years, from Baltimore to Washington. In his words, “Employment was based on months at a job and not years.” Best known as the host of The Flash Phelps Funny Farm, Phlash was an early adopter of Sirius XM in 2000 and now hosts mornings on 60’s on 6. He has built a reputation for high-energy humor, unforgettable characters, and parody songs.

Kevin Robinson: What rules don’t apply to SiriusXM that apply to terrestrial radio?

Phlash Phelps: When I started at XM, they only hired the “unhireable”. The rule was, don’t do anything AM and FM radio would do. All had to go through “boot camp” once we started. XM was you had to rethink everything and get rid of everything we knew of AM and FM’s past. Now the latest is you can’t sound like a disc jockey and be a storyteller. They don’t tell us what to say, we have to tell stories and relate. That’s why working here is so much fun still 25 years later.

Kevin Robinson: Do you communicate with listeners like you did in local radio and if so—how?

Phlash Phelps: Those that listen don’t know if it’s local radio or national. I’ve been to all 50 states many times over and over. There are 3,142 counties in the USA and I’m now less than 200 away from completing every county in the country.

I drive 80,000 miles a year and take pictures of everything. When you get to learn all about America because you’ve been there, you can tell local stories. I play “City of the Day” every morning, celebrating big cities to places with just a few people. All based on matching the name of the city back to something in the news.

Not sure how many play a national game like this using your map to learn America while playing and learning. If you listen long enough, you’ll hear some local city mentioned that’s probably by you.

Kevin Robinson: Is there music freedom and content choice at SiriusXM?

Phlash Phelps: Programmers help you by setting up the music so you can concentrate on your content. They also give you the challenge of throwing in songs, and it’s up to you to know why they’re there. It keeps you on your toes and sees if you miss why a certain song was placed.

Sounds great when listeners have stories, then you play their song. It’s one of the greatest places to work if you love radio and being creative. They encourage it for you to just have fun.

Kevin Robinson: What aspects of radio remain the same for you, no matter where you broadcast?

Phlash Phelps: My first 17 years in radio some said, “Your sound doesn’t fit our station sound.” My objective wasn’t to sound like anyone else. A number of great programmers told me they liked my sound, but not all the programmers agreed.

Here we do morning shows around the clock, not just in the morning. Now I do the show remote from anywhere in the country and haven’t seen the studio in six years. My cellphone is now the studio phone that goes on the air for on-air calls. Never thought I’d see a day to do the show from anywhere.

Reach Phlash at Phlash.Phelps@siriusxm.com.

Ron Parker

Ron Parker is a longtime radio personality and one of the familiar voices on SiriusXM’s gold formats like 70s on 7. He spent four decades on radio stations across America, including Atlanta, Phoenix, Chicago, and Dallas. Ron is an encyclopedic savant of 1970s pop culture with a classic listener-first approach to being an air talent. His transition to satellite radio nearly two decades ago allows him to share his folksy, old-school style, making him a perfect fit for fans reliving the music and memories of the ’60s and ’70s.

Kevin Robinson: How does tight AM/FM formatics compare with what you do at SiriusXM?

Ron Parker: One main difference with satellite formats is that we have stripped away certain Top 40 elements from the days of “BOOGIE” high energy to a more toned-down format. Not soft or easy listening, but a more personal conversation with the audience. I like to think of it as more adult sounding.

I work on the “decades” formats with music from 60 and 50 years ago. We’re all grown up now and maybe we are a bit hipper in format to attract some younger folks. On these two formats (60’s & 70’s), we now do not chat on record intros like the Top 40 days. Over the decades, there have been some beautiful intros that people really want to hear in the clear. The approach is definitely a lot less DJ sounding than Top 40 radio.

One big rule that still applies from Top 40 radio to SiriusXM is that no matter where you are, who you are, format or station, some things still work the same. There is a switch that turns a microphone on when you push a button. We get to be personalities. That never has left us.

In a typical hour, we might chat about an interesting fact about an artist or song, plug you into something happening of note, or mention bad weather on the way for 42 million people in the Northeast. We do promotions like a special Valentine’s Day love song feature. We even do shout-outs to our other station formats.

Kevin Robinson: How do you handle localism on satellite radio?

Ron Parker: We have formats that cover across America and also Canada with SiriusXM. I am able to localize with area mentions in many ways. Maybe read some emails that I get from listeners in various locations. “Bob and Susan checked in this afternoon listening at their pool in Tampa, Florida!” We even have shows that take requests.

I love sports, especially college football, and often mention my favorite team, “UGA Bulldogs,” where I went to college. Like the Top 40 era, we as personalities paint the picture for the listener and have fun doing this. Even though there have been changes, I feel the same way I did when younger. There is still fun in it for me.

Kevin Robinson: Tell us about the freedom programmers at SiriusXM give you with music and content.

Ron Parker: There is absolutely some freedom of choice in the music we play on SiriusXM. I simply let the Program Director know what songs I may want to play for a particular reason. After 18 years, I’ve never been turned down to play a song that I asked for with the PDs at SiriusXM.

As far as content choices, nothing has changed for me between Top 40 and Sirius. I find great stories or information and plug you into it. With everyone having internet access, I try to find stories I think nobody has seen or heard yet. Like Top 40 radio, I never get political with my show. The same is true with SiriusXM.

Kevin Robinson: What advice would you give to an emerging broadcaster?

Ron Parker: It doesn’t matter which band of broadcasting you start on. If you have an early interest in radio, try one of the stations near you and become an intern to get your foot in the door.

In the ninth grade, I started hanging out at a big Top 40 station in Atlanta. I became a gopher for one of the DJs and helped with the request lines. Something very important missing today is networking. It certainly helped me early in my career.

If you are a SiriusXM fan and live near one of their facilities, apply to be an intern. Many interns I knew 18 years ago are now Program Directors. Follow your dreams and see where it can take you.

Reach Ron at ronparker@outlook.com.

Jaybeau Jones

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Jaybeau Jones is a four-decade veteran air personality and longtime host on SiriusXM’s 70s on 7. His voice has graced legendary terrestrial stations in Boston, Chicago, New York, and Hartford, and he is still heard on Binnie Media’s Frank FM in New Hampshire. Jaybeau is a member of the Rhode Island Radio Hall of Fame and has been involved with the Music Drives Us nonprofit.

Kevin Robinson: What have you discovered about the difference between terrestrial radio and SiriusXM?

Jaybeau Jones: Whether it’s SiriusXM or terrestrial, it’s still all about connection to the listener. It’s about triggering an emotion, whether happy, sad, or even a little mad, for 40 seconds on 70’s on 7 or Frank FM. It’s a fun challenge to make a 20-second break as compelling as a minute-long break. Sometimes the longer break is harder because too many words can create clutter and become a tune-out.

Kevin Robinson: Terrestrial radio lives by localism. How did that shift change your relationship with listeners?

Jaybeau Jones: It didn’t change at all, but it took work and time. After our live all-request New Year’s Eve show, my VP Lou Simon sent me a note saying: “Jaybeau, you were LIVE and LOCAL in all 50 states.” I still am every single night. Listeners contact me daily through social media and email. If you make it compelling and relatable, you can be live and local everywhere.

Kevin Robinson: Is there music freedom and content choice at SiriusXM?

Jaybeau Jones: If I need a special song for a story, they are very accommodating. The music is scheduled, but the content is all mine. We stay far away from politics. As long as we are connecting with listeners, it’s wide open. I balance each hour with real-life stories, humor, pop culture, and sometimes musicology if it’s compelling.

Despite all the technology and platform changes, one thing remains constant: the people behind the microphone.

You might think these legendary personalities would rest on their history and ride off into the satellite sunset. As you’ve read, Phlash, Ron, and Jaybeau are far from finished. At minimum, they seem revitalized by their involvement with SiriusXM.

If you haven’t embraced the idea that what we do is more than just radio, it’s time. Phenomenal audio is generated by talent, not a delivery system. Audio genius isn’t confined by a tower or a market.

It’s now—everywhere.

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