Summary
On this episode of Startup Junkies, hosts Jeff Amerine, Caleb Talley, and Victoria Dickerson are joined by Noel Sosa, manager of Rox Radio Group. With four different stations across Northwest Arkansas, Rox Radio Group is the largest independent radio company in the region. Growing up, Noel dreamed of becoming an emcee, and by his late teens, he was opening for some big names in the hip-hop scene. When a local radio station manager pulled Noel aside after a show and offered him a job, Noel decided to give radio a shot. With hands-on experience and training, Noel has now spent twenty-two years in the industry. Throughout the episode, Noel, Jeff, Caleb, and Victoria discuss Noel’s start in radio, how podcasts and radio can work together, becoming a staple in your community, and much more.
Show Notes
(0:57) Introducing Noel Sosa and Rox Radio Group
(5:50) Noel’s Favorite Part of Radio
(7:24) Noel’s Love for Boxing
(12:51) Golf’s Impact on Noel’s Life
(16:20) Are Podcasts and Radio Conflicting Interests?
(20:22) Selling to Advertisers
(25:07) Becoming a Community Staple
(28:29) Radio Listener Demographics
(33:39) Connecting Through Music
(36:53) Maintaining Brand Consistency
(38:50) Advice to the Younger Self
(41:36) Closing Thoughts
Links
Quotes
“If you look at the data that is available, radio is doing very well. It’s just so accessible. It’s so accessible to where if I don’t reach you specifically, I’m going to reach someone you know. If there’s a message that my advertiser is trying to get out, we’re going to get that message out…Radio is still extremely viable—one of the most viable products out there.” – Noel Sosa, (17:00)
“You need to be as present [in] as many places as possible. Meet people where they are—and obviously, I’m a radio company. I’m always going to make sure that that is our foundation, but what are we doing to interact in those other spaces? Podcasting, streaming, or do our DJs put together playlists, things like that.” – Noel Sosa, (18:51)
“We’re a local outfit just like you are. We care. We live here. We have relationships here. Our friends live here. Our family lives here. We vote in this community. You know what I mean? We care about what happens here, which means we’re going to care about the work that we do for you. Because if we don’t have these relationships, we don’t have a business, right?” – Noel Sosa, (23:46)
“If you earn someone’s trust, you earn their business or their listenership. They want to know where you’re at and they listen and value what you say or what you’re talking about. I think if you’re genuine and you keep your word, it comes off.” – Noel Sosa, (27:13)
A New Era of Radio with Noel Sosa
On this episode of Startup Junkies, hosts Jeff Amerine, Caleb Talley, and Victoria Dickerson are joined by Noel Sosa, manager of Rox Radio Group. With four different stations across Northwest Arkansas, Rox Radio Group is the largest independent radio company in the region. Growing up, Noel dreamed of becoming an emcee, and by his late teens, he was opening for some big names in the hip-hop scene. When a local radio station manager pulled Noel aside after a show and offered him a job, Noel decided to give radio a shot. With hands-on experience and training, Noel has now spent twenty-two years in the industry. Throughout the episode, Noel, Jeff, Caleb, and Victoria discuss Noel’s start in radio, how podcasts and radio can work together, becoming a staple in your community, and much more.
Rox Radio Group
Rox Radio Group operates four independent radio stations in Northwest Arkansas, each with its own unique style and target demographic. 104.9 The X is home to all the rock music you love, while 106.5 KBVA plays the best variety in Arkansas, including the Beatles and Elton John. If you’re looking for country music with a little dirt on it, Red Dirt 96.7 is your answer. And for all the OG hip-hop heads, 101.5 The Vibe plays throwback hip-hop as well as the genre’s latest hits.
“If you look at the data that is available, radio is doing very well. It’s just so accessible. It’s so accessible to where if I don’t reach you specifically, I’m going to reach someone you know. If there’s a message that my advertiser is trying to get out, we’re going to get that message out…Radio is still extremely viable—one of the most viable products out there.” – Noel Sosa, (17:00)
With the recent rise in podcasting and streaming, some consider radio to be at war with the new age, but Noel disagrees. Rather than viewing them as opposition, Noel considers the new platforms to be opportunities to grow and increase listenership across different demographics. As Rox Radio Group’s stations are all local, podcasts, streaming platforms, and other new media allow the business to reach listeners across the country.
“You need to be as present [in] as many places as possible. Meet people where they are—and obviously, I’m a radio company. I’m always going to make sure that that is our foundation, but what are we doing to interact in those other spaces? Podcasting, streaming, or do our DJs put together playlists, things like that.” – Noel Sosa, (18:51)
Finding Local Partners
For most radio stations, advertising is the name of the game. It pays the bills, keeps the lights on, and allows stations to pump music into speakers across their region. And Rox Radio Group is no different, except that they take the extra time to develop a relationship with their partners and create a plan that results in the highest ROI possible.
“We’re a local outfit just like you are. We care. We live here. We have relationships here. Our friends live here. Our family lives here. We vote in this community. You know what I mean? We care about what happens here, which means we’re going to care about the work that we do for you. Because if we don’t have these relationships, we don’t have a business, right?” – Noel Sosa, (23:46)
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