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The Demise of Hyphy

Continued from page 2

Published on February 20, 2008

In the late 1980s and early '90s, KMEL earned a reputation for innovative programming, creating the blueprint for the "hot urban" format, a mix of hip-hop and R&B later adopted by New York's Hot 97 and Los Angeles' Power 106. Its annual all-star concert, Summer Jam, was widely copied. The station was the original home of The Wake Up Show, the first hip-hop program to be syndicated nationally. To this day, fans have fond memories of Wake Up Show exclusives like the 1995 Saafir vs. Casual battle, a defining moment in Bay Area hip-hop. KMEL is often credited with being the first commercial station to play the likes of Too $hort, MC Hammer, Digital Underground, Tony! Toni! Toné!, En Vogue, Tupac Shakur, E-40, Souls of Mischief, the Luniz, Mac Mall, Goapele, and the Federation.

Unfortunately, the station hasn't always supported local artists. Following a backstage altercation at the 1995 Summer Jam, Too $hort was temporarily banned from the airwaves, as was Tupac just before his death in 1996 ("At least I'm in good company," F.A.B. jokes).

In 1996, KMEL's parent company, Evergreen, was purchased by Chancellor Media. In 1999, amid an industrywide consolidation trend, Chancellor's Bay Area stations were bought by Texas-based media conglomerate Clear Channel Communications, becoming part of a national chain which at its peak had more than 1,200 stations, including several in the Bay Area. Even before the Clear Channel takeover, KMEL's programming had become more mainstream. As former KMEL air personality Davey D recalls, "The playlist suddenly shrunk. We had to follow dictates. That was a rude awakening with respect to the local stuff."

In 2000, Michael Martin, KYLD's program director, became the overseer of both KMEL and KYLD, its sister station and onetime rival. Over the next year, Martin methodically cleaned house at KMEL, slowly but surely replacing the station's core staff, who had forged key relationships with the local hip-hop community.

In 1998, Oakland's Delinquents sold 30,000 copies of their album, Bosses Will Be Bosses. The group felt its single, "That Man," had the potential to be a big commercial hit on KMEL. "We had a current record with a current single," rapper G-Stack recalls. "We had a street buzz." The Delinquents also had decent sales figures, moving 2,000 copies a week. Despite sending their music to the station, "they still wasn't playing our stuff," he says.

Out of frustration, the Delinquents and a large number of thuggy street dudes confronted former KMEL DJs Trace and Franzen at a club one night, demanding that they receive airplay; rumor has it that someone in the group's entourage pulled a gun on one of the DJs. Urban legend or not, this incident led to a meeting at the station with the DJs and then-program director Joey Arbagey.

G-Stack remembers the meeting well: "We got up in there. They weren't trying to let us in. We told them, 'It ain't gon' be okay to ride your vans through the 'hood.'"

Faced with the threat of retaliation against its marketing street team, KMEL grudgingly conceded a modicum of airplay to the Delinquents. But by then, their album had been out for six months, and the group's momentum fizzled. "We never really had that radio support again," G-Stack says.

The Delinquents' experience wasn't uncommon. In a 2001 interview, E-40 wondered aloud about KMEL, "If you're 'the people's station,' why aren't you playing the people's music?" And in 2003, producer EA-Ski complained that other regional scenes benefited from radio play: "Everybody else is supporting their music, but KMEL isn't doing it."

Rappers haven't been the only ones upset with KMEL. Over the years, community activists have frequently targeted the station. One flashpoint came when Davey D, host of the popular public affairs show Street Knowledge, was fired three weeks after the 9/11 attacks when he hosted interviews with Rep. Barbara Lee and Boots Riley of the Coup that ran afoul of Clear Channel's pro-Bush agenda.

In 2002, Malkia Cyril, executive director of Youth Media Council, formed the Community Coalition for Media Accountability, which studied KMEL's social impact on young people in the Bay Area. Cyril says the station allowed local artists little airtime, and promoted music that tended to criminalize its primary listeners: young people of color.

In January 2003, the coalition met with Johnson, then-community affairs director Cunningham, and a Clear Channel executive who flew in from Texas, to discuss their concerns. Cyril says KMEL didn't share the view that the station should be a public resource: "Big Von's stance was — I'll never forget him saying this — 'This is my radio station.'"

Possibly as a result of the public pressure, KMEL added "Closer," a jazz-tinged R&B single by then-unsigned Oakland singer Goapele, to its playlist. The song ended up being the most-played song on KMEL that year.

"Closer" may well have opened the station's eyes to the fact that there were local records out there that could compete with national hits. Still, KMEL resisted opening up its playlist – until its hand was forced by the emergence of an unlikely rival that threatened its market dominance.

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