Originally published on January 25, 2008
Michael Baisden

Syndicated personality aims to cross color lines,
invite all listeners to the party

Michael Baisden learned about the power of radio firsthand by appearing as a guest on outlets across the country to promote his books. An amazingly energetic, dynamic self-starter, Baisden has since turned those appearances into a successful broadcast career, among an endless array of media opportunities. Author, motivational speaker, host of TV One talk show “Baisden After Dark” and host of his own ABC Radio syndicated radio show (airing 3 p.m.-7 p.m. ET weekdays), he is doing it all.

Getting into the business: I started in 2003 on WQMG/Greensboro, N.C., doing a 10 p.m.-midnight show Sunday nights. The radio bug hit me as a result of traveling around the country promoting my books. When I had this opportunity, they told me there was no budget, so I said I’d do it for free. From there, New York City had some time available on Sunday night, so I was doing New York from 9 to 10 and ’QMG from 10 to midnight. That went on till about June 2003. I started having serious talks with [urban AC WRKS/New York] about being on in the afternoon. They didn’t have the budget and I said I’d do it for free; just put me on and I promise we’ll be No. 1. Everybody laughed, but they put me on because there wasn’t any risk. At the time, Wendy Williams was killing them in the afternoon talking, so I already knew people wanted to hear more content. About three months later, we went from nine or 10 to two and then the next book we were No. 1.

Liner Notes
Profile:
Michael Baisden
Title:
Radio/TV talk show host, author, motivational speaker
Favorite radio format: “Anything that plays all kinds of genres.”
Favorite TV show: “I love the Biography channel.”
Favorite song:
“I don’t have a favorite song, but as an artist I would have to say Marvin Gaye.”
Favorite movie:
“The Godfather.”
Favorite book:
“Think and Grow Rich.”
Favorite restaurant:
“Anything on South Beach.”
Beverage of choice:
“Water.”
Hobbies:
“Working out, exercising.”
E-mail address:
via Minglecity.com
and Michael
Baisden.com

Going national: I knew this would be a great national show because it was topical and everybody could relate. If you’re a New York general manager and you’re No. 1, you don’t want to take a chance on losing your numbers, so at the time, [then-GM] Barry Mayo was not hot about the idea, but I told him, “It’s either get me a national deal, or I’m leaving in six months.” They started shopping the show and then met with ABC, who stepped up, made me an offer, I accepted it and the show went on the air on four or five stations. We’ve grown to 55 markets.

Describe your show: Topical, controversial, provocative, informative, enlightening and empowering. This show is about 10%-20% relationships. We’re dealing with business, legal, health and social issues, and we have a lot of fun. And we do a lot of things adult shows never did: We talk to kids. We have created a niche because parents can listen to the show with their kids.

How you prep for the show: Working 24 hours a day. I work with my music coordinator to program music that goes with the topics. The energy of the show is different from any other urban show. Urban radio has slowed down and adult urban radio is boring as hell—no energy; I mean, it’s putting people to sleep. My show not only reflects the topics, but my energy. I love life, I love sex, I love women, and I love all people, which is another thing that separates the show. I’m talking to everybody: white, Asian, Native American, blacks.

Biggest challenge: Being on a black radio station. Once you’ve established yourself as a personality, you’re limiting yourself if you’re about nothing more than being black. You can deal with black issues and civil rights, but the major issues we all have have nothing to do with race: children, education, health care, which affect everybody. Why are we focusing on things that can separate us instead of those that bring us together?

State of radio: We’re in trouble. Nothing is going to change and that’s going to be the downfall of urban radio. The same people have been in it forever, and the only reason any show is successful is because they stepped outside of the box. People in radio are not necessarily creative thinkers; they are trying to keep their jobs. They are not in a position to take a lot of risk because they can be replaced if they don’t do what corporate tells them to. Another problem is that radio personalities are not demanding enough change. The power has to come from the talent.

Something about you that would surprise readers to learn: I work 24 hours a day to make this show great, every day. There are no days off, no hours off, no breaks taken lightly.

Most influential individual: Howard Stern and Tom Joyner. Howard because of how much of a maverick he was. He was the guy that made a lot of what we do possible. He said the things we were afraid to say on radio and created that whole shock jock genre so people who wanted to be outrageous, different and alternative could be . . . Tom in the urban sense, because of how big he was and how he eventually worked to take over his own show. And Oprah [Winfrey], because who doesn’t want to be that kind of a force in media?

Career highlight: Jena 6. [A racially charged incident that occurred last fall in Jena, La., in which six black students allegedly received trumped-up charges for the beating of a white student.] That will be my legacy, because when there’s an opportunity to do something socially, to step outside of your job and define yourself as a man and as a human being, that was the moment for me. I hope there’s other moments that I get a chance to stand up and speak out for something bigger than radio.

Career disappointment: I wish I had more knowledge of how network radio works, because I would have signed a different deal. I don’t know if I call it a disappointment; it’s just education. Education costs, so I’m paying for it.

Advice for broadcasters: Reach out. Expand programming to include more people. Yes, take care of P1 listeners, but don’t be afraid to reach out to people of other races, ages and cultures. We’re just too narrow. We know who’s listening, but we don’t know who wants to listen or who could potentially listen. All we’re focusing on is our target. How do you grow if you just have a target?

Advice for talent: Don’t be afraid to be yourself.

'We're just too narrow. We know who's listening, but we don't know who wants to listen or who could potentially listen. All we're focusing on is our target. How do you grow if you just have a target?' —Michael Baisden