DJ Bonics has spent two decades bouncing between the artist side and the radio side of the business. He is a member of the Heavy Hitters DJ crew and has served as Wiz Khalifa’s official tour DJ as an integral member of the Taylor Gang family since 2010. While touring the world with Wiz, he never fully left radio, and today he still hosts shows in three different markets. That dual perspective makes him one of the more interesting voices to check in with as the industry keeps shifting.
Fresh off a run at the iHeartRadio Music Festival, Bonics reflected on his career, the state of radio today, and where he thinks the platform still wins.
A Family Moment on a Big Stage
Bonics was at the iHeartRadio Music Festival performing with Snoop Dogg and Wiz was a special guest that night. For Bonics, the whole night carried extra weight.
“It was surreal,” Bonics said. “I was there actually through Snoop and Wiz happened to be his special guest, so it was all family there. Just in general, it’s a ‘pinch me’ moment performing with Snoop. Who really is bigger than that in Hip Hop?”
One moment stood out above the rest. Bonics got to see Snoop fulfill a Make-A-Wish request for a young fan, and said it reminded him what music can mean across generations.
“It was heartwarming to see what Snoop means to all generations,” he said.
From a Hometown Anthem to a Global Stage
Bonics has ridden alongside Wiz since before “Black and Yellow” turned into a Pittsburgh anthem and a national hit.
Looking back at how far that song traveled, Bonics still marvels at the timing and the reach.
“You don’t even realize how big of a moment and the chances of anything like that happening,” he said. “Think about writing a song called ‘Black and Yellow’ repping your hometown when your NFL team goes to the Super Bowl. That’s just next level.”
The Steelers did not win that year, but Bonics said the cultural impact stuck around anyway. He still sees the black and yellow Pittsburgh Pirates hat popping up on fans overseas.
Radio Never Really Left
While touring the world with Wiz, Bonics kept his hands on the radio dial too. He worked shows in Philadelphia, including a stint where he and I met while both working at Wired 96.5, and later in Portland with Alpha Media and in Minneapolis on GO Radio. I remember doing a super cool promotion with Bonics where a winner got to “go on tour” with Wiz Khalifa and traveled to three tour stops. Bonics was able to give them a VIP experience backstage at each show. Although if I remember correctly, I believe the winner may have missed the second show because of partying a bit too hard the first night.
Today Bonics hosts a daily jazz, soul and funk show on KUNV in Las Vegas, plus a Friday mix show that runs on iHeart stations in Pittsburgh and Philadelphia. “I think radio makes your part in music a bit more real and accountable,” he said. “It gives you the opportunity to be a part of a community and a voice within it.”
His years in radio have also sharpened skills that carry over to the stage. He says specifically the interviewing and simply being comfortable on a microphone in front of a crowd.
What Radio Used to Give Artists
Bonics has watched the relationship between radio and touring artists change from both sides of the glass, and he does not think it changed for the better.
“I think there has been a lack of artist development now that radio then provided,” he said. “There was a label and radio relationship that was mutually helpful for both the station and the artists.”
That old system let artists connect directly with a city through the personalities who lived there, he explained. Social media now gives artists a different kind of reach, but it also pushed radio further from center stage. Even so, Bonics said radio personalities who stay visible in their market still matter to touring acts.
“The moral of the story is: if you’re in radio, build your impact in your market so the artists don’t skip you,” he said.
Wiz caught the tail end of that older system, Bonics noted, building real relationships with personalities across the country early in his career. Many of those same people have since grown into bigger roles, and the connection stuck. Today, Bonics said, Wiz reaches fans through not only music and radio, but also in fitness, fashion, streaming and the cannabis industry.
Still in the Seat, Still Fighting for Local
Bonics never left the personality chair, so when asked what would be hardest about breaking into radio today, he answered from experience rather than hindsight.
“I still am in that seat,” he said. “And I think the guardrails that RADIO put on RADIO makes it harder for people to break and stay relevant. Having platforms on your station to show the personality of your CITY and COMMUNITY are vital. Imagine there are shows that are syndicated to cities where the morning show might not even mention your local football team. Yes, there are national trends but putting an emphasis on LIVE and LOCAL could make the difference in your brand connecting with the community.”
Why Radio Still Matters
Despite the frustrations, Bonics has not given up on the medium that raised him.
“What I love about FM radio is not everyone can do it or be a part of it which gives some exclusivity to the platform. However, the platform is AVAILABLE to EVERYBODY! No subscriptions. Some radio still captures the essence of the city they’re in and have personalities that actually mean something to their city. I think radio will always be a platform that’s important, but I feel like it could sound more LIVE and LOCAL. I hope to see radio as a continued reflection of the culture and community that it’s in, not just TOP DOWN telling you what’s ‘cool.'”
Advice for the Next Generation
For young DJs and personalities eyeing a similar path from the booth to the road, Bonics offered a simple message.
“Don’t be afraid to take that leap,” he said. “Find your mentors. And it’s okay to take your time. The best stories are the ones that take you through ups and downs and twists and turns. Build the legend.”
Giving Credit Where It’s Due
As always, I like to ask someone I respect as much as DJ Bonics who he sees doing radio “right” today. Bonics was quick to spotlight Mikey and Big Bob from 96.1 KISS in Pittsburgh.
“They are a true reflection of the Pittsburgh community,” he said. “Original, relevant and visible. They do it right. They mean something to the city. And unfortunately, a lot of radio personalities don’t.”
From the studio to the stage and back again, Bonics has spent his career proving that the two sides of the industry still have plenty to partner on.
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