This week I’m introducing you to someone who might be the first TikTok jock. Someone who has millions of followers on social media, yet has an unabashed love of radio. Josh “Bru” Brubaker was just added to the lineup at WNEW in New York this week.
He continues on all of the Audacy CHR stations, led by B96 in Chicago.
Even though his entry into radio happened just 10 years ago at age 18, his early story is like those of a different generation.
Jim Ryan: Let’s start at the beginning. How did you ever get interested in radio and decide to pursue it as a career?
Bru: Growing up in the suburbs of Detroit, we had a long drive into school every morning. So we’d listen to the great Mojo in the Morning. There was another show on KISS FM Toledo we liked, and we’d float around to WNIC and Jim Harper on 105.1. My mom, sister, brother, and I built relationships with these people on the radio. It’s one of those things I never really knew was a path or even an option as a career.
My grandpa bought me a little cassette recorder. And I would record fake shows with an iPad for sound effects, use my sister as a contestant, do games, fake callers, and all that. I did that growing up and always had a desire to entertain. It wasn’t until I stumbled across a school in Southeast Michigan — Specs Howard School of Media Arts — that it clicked in my brain that this could be a path. Honestly, at first, my ultimate goal was to end up on SportsCenter, because sports is such a passion of mine.
When I got into that school, they would teach you radio on some days and TV on the others. But there was something about radio — getting to be in the studio and find your voice. That unlocked a different level of comfort and creativity. I love music and people and how the two come together.
I ended up falling in love with that side of things. At 18, I started pursuing internships. Those turned into part-time jobs. I’d then bother every PD I could get in touch with, and began the radio gauntlet of bouncing around. I was lucky to stay pretty close to my home state of Michigan. I eventually ended up in Detroit. That obviously led me to where I am now, 10 years later. It feels like it’s been one year and also 30 — but an absolute blast. I wouldn’t change a thing.
How TikTok Helped
JR: How did social media come about for you? Was it a companion to your radio show, or was it a separate goal to be big on TikTok and Instagram?
Bru: It almost became like a void filler. When COVID hit, it cut a bunch of stuff that we all love so much about radio. I was starting to get my footing in Detroit. So it was my first experience doing promos, going to concerts, interacting with listeners, and putting on our own station shows. I really began to value and love that community we built. Once that was gone, I started looking for a way to continue it and still reach people who were craving the type of connection radio provided.
Social media grew into something even beyond that. I think the very first TikTok I did was about a sleep app recorder I used, and I had some wild response during a nightmare that went nuts. Then I recorded myself talking about it on the radio, and people just became really intrigued with what I was doing.
It felt like a bridge for the next generation that really hadn’t experienced radio yet, or what the medium was. It blew my mind that kids were commenting, “What is this?” or “What is radio?” It snowballed into different series of content. Showing behind the scenes of my job and life. Doing trends with games on air. Or letting followers chime in with words to use on the radio. And it was a great all-encompassing thing that shared my personality while also shedding light on our station and something I was really passionate about.
When all those things come together, it just works so well. I’ve learned that usually a piece of content or a story that works on the radio will work on social media. It’s about knowing how to reformat it for the right platform. They play off each other, and it’s been working so far.
JR: I think one of your secrets is that you’re very likable and have a lot of charisma. But short of having a great personality, what would you suggest other radio people do to grow their social media presence?
Bru: I think it’s finding the thing you truly love to do — content you can’t wait to make over and over. Not saying it’s always easy, but you’re inspired to do it. It doesn’t have to be focused on radio either. People will be drawn to you.
We can all fall victim to solely doing trends that are just content to throw up online and maybe get a one-off viral moment. But when you find what’s unique to your voice and passion, that’s when the community will come. I look back at old videos I did and think, ‘These are edited so poorly.’ Or ‘These just aren’t best practices for great-performing content.’ But it was so genuinely what I found interesting and entertaining, and people are drawn to that.
JR: How many followers do you currently have across all your platforms?
Bru: A little over five million. TikTok’s the biggest, with about four and a half million over there, but YouTube and Instagram provide great opportunities to try out content as well.
Balancing Social Media and Radio
JR: This week you’re starting on WNEW in New York, a station with a couple million listeners every week. Will that grow your social media platform?
Bru: It’s tough to say in that scope. It’s interesting because I’m lucky to have followers from all over, and certainly some in New York. I think it’ll be a really fun opportunity to work with WNEW’s team — on air and on socials — to connect with the strong audience they already have. I’m ready to help in any way I can. I’m so excited to make content in New York and bring my audience on this journey of being on air in such an iconic city and market. I feel like that’s what people will connect with.
JR: Social media has afforded you so many opportunities to travel the world. Of all the amazing things you’ve done, what is the most memorable?
Bru: That’s probably the thing I’m most grateful for in that aspect of my career. It’s hard to pick one, but the few that immediately pop into my head are: my first-ever international travel, getting to film The Circle with Netflix in Manchester, England back in 2021 — that whole thing still feels like a fever dream. Working with NBC for the 2024 Summer Olympics in Paris, where I basically got to live my best Parisian summer life in a dream job. And getting to take my dad out of the country for his first time to Rome to see the Ryder Cup in 2023 with Ralph Lauren. All-time memories.
Defining Yourself
JR: You won Sports Emmys for your work at the Olympics. When you meet someone new, what do you tell them you do?
Bru: I always start by saying I’m on the radio. I always lead with that. People will mention the Netflix show or interviews — people really want to know what Harry Styles smells like, or they’ll say they know me from my girlfriend or from TikTok — but I always say I’m a radio host. Then I’ll say I make some videos on social media.
Radio is my first passion and love. And I wouldn’t still be doing it if I didn’t absolutely love it. I’m so honored to be a part of the stations and brands I’m on at Audacy. I love learning new things and growing and becoming a better on-air talent. Because I think it really does help everything else I’m doing in my career.
I will also say, radio people are some of the best at being multi-faceted. Whether that’s storytelling, hosting, social media, or marketing. Through all the hosting jobs I’ve been blessed to get through social media, when I get client feedback, it’s always about how impressed they are with the ability to interview, hold a conversation, and make someone feel comfortable.
Those are all things radio taught me. Those skills are so valuable. And being able to let them shine in different formats like social media is a way to let the world know how special radio is.
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.
