Since joining 102.9 THE HOG in 2013 as Music Director and Afternoon Co-Host, Borna Velic has steadily climbed the programming ladder. In 2018, he was promoted to Program Director of THE HOG. Just two years later, he expanded his responsibilities to include programming duties at heritage classic rock station 96.5 WKLH. Today, he balances two high-profile brands while remaining a daily on-air presence.
Let’s start with honoring a Rock Legend. When Ozzy Osbourne passed, Velic and his teams at both stations knew the moment was bigger than music.
“Ozzy’s passing was absolutely relevant to both stations,” shared Velic. “On THE HOG, he’s a core artist, but he also transcends formats and media, which made the moment universal.”
The stations ran an in-memoriam piece, played his music extensively, and most importantly, leaned into authentic storytelling. “Our air talent shared personal stories — what Ozzy meant to them as fans, and for some, what it was like meeting him. That authenticity connected with the audience in a way that felt both communal and personal.”
Managing Afternoons, and programming duties for two powerhouse stations sounds daunting. However, Velic says his veteran staff makes it possible.
“I have a team that handles much of the day-to-day, which lets me keep my focus on the big picture — coaching, strategy, and making sure both stations are moving in the right direction. Then in the afternoon, I still get to jump into the studio and do a show. That’s the fun part and the reason I got into this business.”
Community service is central to Velic’s stations. WKLH’s “Miracle Marathon for Children’s Wisconsin” is among the largest Children’s Hospital fundraisers in the country, while THE HOG partners with the MACC Fund through its Radiothon, golf outing, and year-round initiatives. Seasonal campaigns like “Lend A Helping Ham” provide critical support for local families, and when Milwaukee was just recently hit with historic flooding, both stations quickly stepped in with resource hubs for residents.
Velic believes the true “passion project” isn’t a single initiative but staying true to Milwaukee.
“Honestly, if you’re streaming us from outside Milwaukee, half of what we say probably won’t make sense — and that’s the point. It’s hyper-local. It’s authentic. It makes listeners feel like they’re part of something that’s uniquely theirs.”
That authenticity extends to new music and local talent too. THE HOG works in new rock currents while spotlighting Milwaukee’s thriving music scene. “On any given night, you can catch multiple national touring acts plus an incredible roster of local bands. Live music is part of the culture here, and we want to reflect that.”
When asked about Nielsen’s new three-minute PPM rule, Velic noted no significant impact. “If no one had told me, I wouldn’t have noticed. We’ve always focused on grabbing attention quickly, keeping things tight and entertaining. That lined up with the rule before it even existed.”
What he does see missing in the format is localism.
“Listeners want to hear voices that know their town, talk about what’s happening down the street, and connect with their daily lives. Get back to being local. Put real people from the community on the air. Thankfully, Saga has always believed in live, local radio, and that makes a huge difference.”
Surprisingly, Velic says social media strategies for the Active and Classic stations aren’t that different. “If it’s good enough for the air, it’s good enough for social media. We treat it like ‘Face Timing a friend’ — pick up your phone, be real, and connect. It doesn’t have to be perfect; it just has to feel authentic.”
As fall approaches, Velic and his team are preparing for their Q4 promotions, including the “Lend A Helping Ham” campaign and pre-promotion for Q1 2026 initiatives.
For Velic, the formula remains simple: local authenticity, community connection, and genuine passion for rock. It’s a strategy that keeps both THE HOG and WKLH thriving in a crowded media landscape.
Follow Borna’s radio stations on social media. Go to @1029thehog on Facebook, TikTok, and Instagram. Find @965wklh on Facebook, Instagram, TikTok, and YouTube.
