Todd Kennedy, Program Director for WFIT 89.5 FM Melbourne
• When asked to describe WFIT's strongest asset, the ingredient that sets it apart from other noncommercial radio stations, Program Director Todd Kennedy's answer is simple: "Localism." "In surfing it's a bad thing," he says. "But in radio broadcasting it's crucial."
A cornerstone of the Space Coast community since its first broadcast from Roberts Hall on the Florida Tech campus in 1975, WFIT has always prided itself on the attention it pays to local issues through a variety of award-winning programs. "All our DJs are a wealth of information about what's happening in our community," he tells me. "We also strive to publicize many local events through PSAs (Public Service Announcements) — 'Music & Arts Calendar,' 'Coastal Connection,' 'Inside FL Tech,' 'American Variety,' 'Florida Frontiers,' and other special announcements." In addition, the station offers Jack Simpson's beloved "Jazz on the Beach" and invites local musicians to perform live during "Sound Waves," Kennedy's own program devoted in part to the local scene. Broadcast Monday through Friday from 10 a.m. to 2 p.m., "Sound Waves" is a trusted source of what's cooking musically around town.
It's hard to think of someone more suited to the role of WFIT Program Director than Kennedy, an avid music lover, surfer, and champion of the community he so loves. Originally from Massachusetts, Kennedy began his radio experience while in college. "I was fortunate to be near Boston in 1977-1984, during the renaissance of new music. I saw firsthand all the great bands coming over from England, as well as terrific bands from Boston and the NYC music scene. I was still working in record stores to put myself through school. I would unload the latest UK imports during the day and have them on the radio by nightfall," he recalls. "The Northeast area is also full of all sorts of public radio stations with a wide range of formats — jazz, classical, folk, and news. I expanded my musical repertoire to include reggae, world beat, blues, jazz, and classical music. When I moved to Florida in 1984, I managed a record store that sold music to WFIT, which began my relationship with the station."
During the late '80s, WFIT became one of the top alternative college radio stations in the U.S. Shortly after it was linked with the public radio satellite system in 1993, it changed its central format from jazz, expanded the variety of its programming, and became an NPR affiliate. In 1998, the FCC increased WFIT's signal, gaining them a much wider audience that reaches as far south as Vero Beach, and in 2004 became the first radio station in the County to offer a high-definition broadcast. Today, 89.5 FM is still where people turn to hear insightful commentary and interviews, eclectic music, culturally diverse programming, and indispensable news. Thanks to audio streaming from their website — www.fit.org — WFIT now broadcasts both nationally and internationally.
We spoke to Kennedy about the phenomenal changes he's seen since he first began volunteering with WFIT as a late night DJ, his broadcasting heroes, and how his vacuuming skills have come in rather handy.
What is your favorite thing about living in the area?
Sun, surf, and tunes.
When did you first begin working for WFIT?
I became a volunteer with WFIT in 1992 as a late night jazz DJ. I had a program called "New Jazz Visions" playing the works of up-and-coming straight-ahead jazz artists, as well as masters like John Coltrane, Miles Davis, and Sonny Rollins. I was hired as Director of Operations in 1998 and became Program Director in 2004.
What prior experience did you have before signing on with them?
I have been around music my whole life. My very first job at 15 was selling bootleg records in the storefront of a pizza parlor. Bootleg records are live recordings and studio outtakes that are somewhat unauthorized, but provide a valuable documentation of an artist's craft. It was there that I was exposed to an eclectic mix of music by Bob Dylan, Bruce Springsteen, Grateful Dead, the Rolling Stones, and Led Zeppelin, as well as new punk records from Patti Smith, Elvis Costello, Talking Heads, and the Ramones. It was a wonderful educational experience for me to discover different styles of music. I still find all music fascinating and I am still on that journey today.
What does your position as Program Director entail?
Well, it ain't what people think it is. Basically, I try to formulate the sound of the station. With multiple formats it can be a challenge. WFIT is very blessed to have so many talented DJs who bring a wealth of knowledge to the airwaves. I just try to give them the tools to create their craft. On top of programming, I am also an unqualified electrician, part-time plumber, computer technician and psychiatrist, and I do some vacuuming on the side. When my daily chores are done, I host "Sounds Waves" Monday through Friday from 10 a.m. to 2 p.m.
What is the station's strategy for acquiring new listeners?
Our core audience is NPR listeners, who also have a wide variety of musical taste. Our goal is to bring some of those new music fans to the station. Perhaps a listener can hear a new Wilco song, learn about an environmental study on global warming on NPR's "Morning Edition," and later hear about a new kind of MP3 player on "All Things Considered." I always urge young people to get involved in public broadcasting. Not just for music, but to support public media. WFIT was recently honored for our public affairs programming. While a WFIT intern, Ryan Arens did a terrific piece on the Daily Bread in Melbourne that won a top award from the Council for the Advancement and Support of Education. Also our work with the FL Tech Panther podcasts has been recognized. WFIT offers intern positions to those that want to be a part of the public radio experience.
In reaching that broader audience, there are some concessions that must be made. What are some of the ones you've experienced?
Radio is in competition for a listener's time. Today, listeners do not have the time to sit glued to the radio waiting for their favorite song or hanging on a DJ's every word. As a radio programmer, we have a split second to make a good impression and compel the listener to stick around, or they're gone. Our shows must be focused and of high quality. I use the "NPR standard": the program should be thoughtful, intelligent, and as good as NPR. And our shows must be supported by the community. The program must connect with listeners for them become a supporter.
How beholden are you to the mainstream charts? Or do you feel like you've influenced them?
In order to be successful, you must satisfy your core audience. Public radio listeners like to be challenged, to hear new sounds. They have a curiosity for the world around them and they search out new information. I don't really keep up on the mainstream pop charts, but I do chuckle sometimes when I see an artist on the top of the Billboard charts and we were spinning that record last year. I am a voracious reader of music news. I check out Spin, Paste, Mojo, Uncut, Under the Radar, Downbeat, and Rolling Stone (still). Also online sites like Pitchfork, Magnet, Stereo Gun, my nephew's Smother and WFIT's own Julian C. Lacking's Ink 19.
So how do you "play" tunes over the radio now? Which format do you use?
I spin everything digitally, just little bytes of data. Songs are ripped or downloaded. In fact, most record labels do not provide CDs anymore. You just get a file from them. Now, many for our other DJs are old school and still play CDs. They would still play vinyl if we had a turntable that worked.
How would you define the current state of so-called "college" radio?
The mid-'80s were a special time for college radio. Record labels were flourishing, clubs were happening, and many bands could get played on college radio stations. You could party like it was 1999. Then, the party ended. Record companies collapsed, clubs closed, and suddenly Limp Bizkit was on the radio. Soon college administrators decided they could no longer afford to give thousands of dollars to campus radio stations. There were fewer opportunities for students to have careers in broadcasting or in the music business. Radio stations on college campuses had to learn how to be self-sufficient or perish. Many dropped their music programming for all news or expanded their formats to include classical and jazz. A few metamorphosed into multimedia giants like WBUR (Boston University), WXPN (University of Pennsylvania), KCRW (Santa Monica College), and WFUV (Fordham University). The ones that became successful provided compelling content to their core audience who in turn contributed to the station.
Who are some radio DJs you respect or draw inspiration from? Who is your broadcasting hero?
I am inspired by the work of John Peel on the BBC. He was a DJ for many years and covered every musical style. He championed many new bands and gave his audience a chance to hear some great live sessions recorded for his show. But without a doubt, my broadcasting hero is Jack Simpson, the host of "Jazz On The Beach." I have such high regard for Jack. He still brings so much passion to the music every week. You can tell he loves the music he plays, and he presents the show in such a thoughtful and caring manner. It is such a privilege for me to know Jack and see the respect he has earned in this community.
Give us an example of a dream "in-session" musician or interview.
I think a session with Jack Johnson would be cool if he invites me to his house in Hawaii.
What do you listen to in private?
I don't have any time anymore for private listening.
Where does WFIT get most of its funding?
WFIT receives over 50% of our funding from listeners. It is an incredible business model to have listeners gives you money for programming, but that's what keeps us commercial-free. Another 30% comes from business underwriters. The rest comes from grants, in-kind gifts, and diverse revenue streams.
You just completed a fund drive. How often do you have them? What can people do to contribute even when there are none scheduled?
WFIT has two fund drives a year — in the spring and fall. We make no apologies for them; this is how public broadcasting works. WFIT is not entitled to huge financial handouts or government bailouts. Listener support is vital. Our strategy is to reduce the emphasis of on-air campaigns and develop new revenue streams though out the year. Our direct-mail campaigns are becoming more successful, and WFIT is incorporating more online giving. You can always give to WFIT anytime; we want to give you more choices on how to donate.
How has WFIT changed since you first began working with them?
The growth of WFIT in the last few years has been phenomenal. Our listenership has grown by 125% and our membership has increased by 230%. Our TSL (time listeners spend with us) is through the roof. We are so very fortunate to have a team that really believes in public radio and is up to the challenge.
What do you envision for WFIT five years from now?
WFIT is actively pursuing new technology. In the near future, WFIT will debut a new website with much more content and more user-friendly services like podcasting, playlists, music and arts news, and video content. We want to bring our local content to the world. WFIT is expanding beyond simple terrestrial broadcasting to reach a worldwide market. Recently, the FCC announced the far-reaching National Broadband Plan to greatly increase the country's internet infrastructure. The internet will provide the new airwaves. Content will be flowing through space, adding new technologies as we move along. It is a very exciting time for WFIT 89.5 FM.
Does your non-profit organization have an event coming up that will be open to the public? WFIT can help you get the word out! Send Rose your PSA 2 weeks prior to your event. You can email it to her at rmantle@fit.edu, fax it to her at 321-674-8139 or mail it to her at 150 W. University Blvd., Melbourne, FL 32901.
WFIT, 150 W. UNIVERSITY BLVD., MELBOURNE FL 32901. 321-674-8950. WFIT@FIT.EDU
Source: Todd Kennedy of WFIT 89.5 FM Melbourne | The Beachside Resident http://bit.ly/b38qoV
(Yimber Gaviria, Colombia)
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