WVIP-FM sale highlights challenges faced by Caribbean media entities in New York
Publisher’s Perspective:
July 2023
In a recent development, WVIP-FM (93.5), a prominent radio station based in New York, has been sold, shedding light on the struggle faced traditional primarily catering to the Caribbean community, particularly Jamaicans.
Notable players in this space, such as IrieJam Radio, Groovin Radio, and Linkup Media, have achieved significant success over the years by leasing time on WVIP-FM.
This arrangement allowed local personalities like DJ Roy, Clement Hume, “Ras Clem,” Irwin Claire, and Dubb Master, to establish themselves as community icons, brand ambassadors, and spokespeople.
However, the New York radio market, being the largest in the country with over 15 million listeners, is a fiercely competitive landscape dominated by a handful of corporate entities. Consequently, these Caribbean media outlets had to construct their empires on rented territory, metaphorically building apartments rather than homes.
Despite the efforts of individuals like me and others within the industry, who warned about the unsustainability of relying on borrowed airwaves, these entities often overlooked the advice.
While owning a legal, commercial, and reliable radio station in New York is prohibitively expensive, the collective annual lease payments of over $4 million made by these entities in 2016 could have been seen as an investment towards building something they truly owned.
Moreover, fueled by oversized egos influenced by historical experiences of enslavement and colonialism, everyone aspired to be the dominant force within the community, neglecting past opportunities to establish a dedicated radio station for the Caribbean population.
In the late 1990s, during my time as a consultant, I attended a meeting aimed at exploring the feasibility of acquiring WNWK-FM (105.9), a station that leased airtime to the Caribbean community. Like WVIP-FM, the independent programmers on WNWK-FM were mainly Caribbean nationals, broadcasting music, news, and cultural content.
The station’s owner had fallen behind on their payments and its license was being auctioned by the FCC for $5 million.
Regrettably, the meeting quickly devolved into a clash of egos, with various individuals vying for control, leading to its premature dissolution within half an hour. It was later reported that some attendees were seen having dinner with the eventual purchaser of the station, who sold it years later for around $115 million.
Since then, several attempts have been made to establish radio stations dedicated to the Caribbean community, such as “One Caribbean Radio,” where a Guyanese immigrant invested approximately $2 million to launch a 24/7 station.
Similarly, Caribbean Radio HD, an internet and traditional radio network, attempted to target the Gospel community by offering programming on WVIP’s HD platform in New York and another in Miami.
However, these endeavors were short-lived, plagued by issues stemming from egos, inadequate guidance, and limited funding.
While publications such as Caribbean Life, Street Hype, and to some extent, the New York Daily News provides coverage of issues impacting the lives and livelihood of New York’s 1.5 million Caribbean population, and nationals from respective countries, keep abreast of what’s happening back home, through websites and online news report, the absence of a viable radio station, with its ubiquitous reach across a broad demographic section of the community, leaves a community, and its off springs born in the US, with a void.
Internet Technology and the lowered cost of Broadcast equipment has leveled the playing field.
The evolving landscape of media technology, marked by reduced costs of broadcast equipment and the growing popularity of podcasting, presents a significant opportunity for New York’s 1.5 million Caribbean nationals to establish their own powerful voice.
In the past, the high cost associated with acquiring broadcast equipment and securing airtime on traditional radio stations posed significant barriers for communities seeking to establish their presence in the media landscape. However, advancements in technology have democratized the broadcasting industry, making it more accessible and affordable than ever before.
The reduced cost of broadcast equipment, including microphones, mixers, and recording software, has opened doors for individuals and community organizations to create their own audio content with professional-quality production.
The benefits of podcasting extend beyond the production aspect. The podcast format allows for flexible consumption, enabling listeners to engage with content at their convenience, whether during their daily commute, workout sessions, or leisure time.
Furthermore, podcasting offers an intimate and personal connection between hosts and listeners, fostering a sense of community and shared experiences.
To leverage this opportunity effectively, members of New York’s Caribbean community can tap into their rich pool of talent, expertise, and diverse perspectives to produce engaging and informative podcasts.
These podcasts can cover a wide range of topics, including Caribbean culture, history, cuisine, music, social issues, and personal stories. By utilizing their unique voices and perspectives, Caribbean nationals can educate, entertain, and inspire listeners within their community and beyond.
Collaboration and strategic partnerships can play a crucial role in amplifying the impact of Caribbean podcasts.
Working together, individuals and organizations can cross-promote podcasts, share resources, and leverage their collective reach to attract a larger audience.
Additionally, connecting with existing National and international podcast networks, media outlets, and community organizations can help increase visibility and facilitate the growth of Caribbean voices in the podcasting realm.
Caribbean Life with a 30-year relationship, is a viable partner.
Along with the resources of Schneps Media Group, Caribbean Life with an estimated 101,000 weekly readership, can help Caribbean nationals establish a prominent voice, create a sense of unity and representation, and contribute to the vibrant tapestry of voices that shape New York City’s diverse media landscape.
Let’s talk.
Patrick Buddington, Publisher
