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Time well spent with ...
Jamillah "Jam" Muhammad, PD of WMXD-FM (Mix 92.3), Detroit
Jamillah "Jam" Muhammad is the PD of Clear Channel-owned WMXD-FM (Mix 92.3) in Detroit (market No. 9), making her
one of the top PDs in the country. She segued from WKKV-FM (V100.7) in Milwaukee three years ago. A seasoned programmer, Jam
has worked with Elroy Smith in Chicago and was a staple at WVAZ-FM (V103) for 10 years. Jam and her Mix 92.3 are among a short
list that stepped out with Steve Harvey in the mornings in a market where he will go up against Tom Joyner. Jam talked about
that move and more in another EXCLUSIVE from Starpoynt.
Star - What made you want to get into radio?
Jam - I always wanted it. It was going to be TV or radio. I started at Columbia College in downtown Chicago. I was born
in Detroit, but raised mostly in Chicago. I was studying television production and one day volunteered at WGCI. I was hanging
out and learning and when a board op spot came up, I took it and then it turned into morning show producer at WVAZ. That was
December 26, 1989. I worked there for 10 years in a variety of positions and got a chance to work with some of the most incredible
veterans in the biz, including Elroy Smith, Barry Mayo, Steve Harris, Ron Atkins, Max Myrick, Tony Kidd... those were the
Chicago days. Those experiences were priceless. And on the label side... the James Cochrans and A.D. Washingtons... they are
really missed.
Star - Well, the next question was who have been your teachers, mentors and inspirations in radio, so I guess you pretty
much answered that?
Jam - Add Doc Wynter to the list above. He has taken me under his wing and been teaching me ever since. He is a gem.
Star - You have worked in some pretty good markets. What's your take on Detroit? I hear Detroit listeners are very fickle,
that you have to really be on your game...
Jam - I wouldn't say that Detroit listeners are anymore fickle than any other market. But it does have a rich musical
history and some of the bigger names on the AC side still live here... Anita Baker, Aretha. The listeners are more educated
musically. If you are half
steppin', they ain't gonna hear it. They expect the best here and that's the beauty of it. You have to show love, you can't
hate in a market like Detroit. They can go to the grocery store and see some of these people shopping, so they are totally
aware of their artists.
Star - What would you say is your target demo for Mix 92.3? And what's a typical day part hour contain as far as music
to serve that demo?
Jam - African-American adult, 25-54. We are a true urban AC. We are not a hot urban AC because we don't have to be. A
music set for us might include Marvin Gaye "Sexual Healing," Jill Scott "Cross My Mind," R. Kelly "Your
Body's Callin'," Alicia Keys "Unbreakable," Al Green "I'm Still in Love," Eric Benet "I Wanna
Be Loved," Luther Vandross "Never Too Much." We are true to the core targeting the adult listener. Barry Mayo
taught me this: focus narrow and market wise. I stick to that every day. Music is universal and has an appeal to everyone;
however, I am only appealing to the African-American adult, but anyone is welcome to come in. The way we are set up with [sister
station] WJLB targeting 18-34 and us targeting 15-54, there is no need for a sandwich (in between).
Star What's your take on research? How do you go about deciding what records to play?
Jam - It's an important key. It's an incredible resource we have and we do use it. We research records with our listeners.
Research is a necessary tool because it's important to have as many resources as possible to do your job. It usually tells
me what I am already thinking. But the bottom line is the listeners.
Star - Do you have any type of program for independent artists?
Jam - Nothing specifically, but our door is open to the majors as well as the independents. If you have a legitimate hit,
we welcome it. We did play Kem, for example, while he was independent.
Star - What do you do to cultivate new talent? And as far as existing talent, how often do you go over air checks, have
meetings, etc?
Jam - We have a lot of veteran talent. I don't have any new talent. We have a plethora of seasoned talent. I learn from
these guys. I'm more of a hotline PD. I'll call to the
| Elroy Smith, Jam, Jive's Larry Khan and J Moss |
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| Bishop Merrit, Kirk Franklin, Jamillah Muhammad, J.Moss, Walter Kearney |
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... Barry Mayo taught me this: focus narrow and market wise. I stick to that every day. Music is universal and has an appeal
to everyone; however, I am only appealing to the African-American adult, but anyone is welcome to come in ...
studio and let then know if something is up on the plus or negative side. Everyone here is a star already.
Star - Let's talk about being a female in what is still very much a male-dominated industry. You are one of a hand full
of female programmers in a strategic position. Does this come with any extra pressures?
Jam - No. I don't think so. It amazes me, though, that this is still a male-dominated industry when almost every radio
station you listen to is female targeted. I look at it as an opportunity to be me and do my thing as a female listener as
well as a programmer. So this is natural for me.
Star - Your morning show host search... Was that the ultimate goal to end it with Steve Harvey, or did it just happen
to fall into place like that?
Jam - Let me just say that any good business plan has a plan A and a plan B and a plan C. And anything can happen from
the start of the plan and when it goes into action and when it ends. I could not be happier than with the way this worked
out. It worked out well.
Star - I asked Skip Dillard (Radio One Detroit), your competition, last month how he was going to deal with Steve Harvey
and he said Harvey didn't stand a chance against Tom Joyner, who is one over at their urban AC. What do you think? Can Steve
Harvey compete with TJMS?
Jam - First of all, I give all props to Tom Joyner. I can say some of the stations that I have worked for have been a
part of his success. However, he is facing the biggest challenge of his life. This is a new day in radio and he has a direct
competitor in Steve Harvey. He's a household name, a brand all in himself. He doesn't even need a sidekick to be funny. He's
known to my demo and more. To wake up with the combo of Steve Harvey, BET's Jackie Reid and Cousin Tommy... This show has
only just begun. I love Tom Joyner personally, but it's a war now. I am proud to say I have the
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| Mix 92.3's Ramona Prater, Jamillah Muhammad, singer Eric Benet, Foody and Bekki Yang |
household name on my team. He's done radio in the second largest market in the country. I am excited to have him on my team.
Star - How would you define your management style?
Jam - I tell them what my vision is. I'm not into micro managing - we're talking about grown people here. I'm here to
learn from them and they are here to learn from me. I'm reading a book called "The Hot 10 Mistakes Leaders Make."
One of the mistakes is managing from the top looking down. It's gotta be a team thing. I have the horizontal management style,
meaning I sit across from you, not above you. We're on the same plane. I don't have to do it all myself, although I am responsible
for the station. I like to create a camaraderie effect.
Star - What do you think is a key to longevity in this crazy industry?
Jam - The keys for me are being true to what I do, never believing your own hype, always willing to learn and having fun
while doing it.
Star - What kind of impact has the recent payola scandal had on the way you deal with labels?
Jam - It hasn't really affected the way I do business because I have always operated within the guidelines. It does make
me want to educate others to be careful and understand the dos and the don'ts and about protecting themselves.
Star - Comment on the state of the music industry today. Has the music gotten better or worse?
Jam - (laugh) Wow. Well, I would say that the music is a reflection of the times that we live in. In saying that, young
people are different today than when I was younger, and so their music reflects that. It's different programming for adults
because they know what real music is.
Star - So what's in your CD player right now?
Jam - Kirk Franklin "Hero." Charlie Wilson. Eric Benet "Hurricane," Mary Mary, Alicia Keys "Unbreakable."
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