Group Harmony by Goosman Stuart L.;

Author:Goosman, Stuart L.;
Language: eng
Format: epub
Publisher: University of Pennsylvania Press

Radio stations woke up to an African American market, particularly as these early black radio personalities (and the whites who, sometimes with less flare, played black music) plied their wares. They in turn nurtured a clientele that consisted of listeners as well as businesses. Through the disc jockeys, stations developed relations with local commerce, especially the various stores that sold records, appliances, or clothes, and could afford to sponsor programs, and maintained an indispensable closeness with local residents.

Radio at that time, as a business and as a form of entertainment, prescribed music style and taste as much as it reflected it. Radio helped establish what became popular, and this had a considerable economic side. It also placed a lot of power into the hands and mouths of savvy DJs. In addition, and aside from their on-air style, the local black DJs, along with a few whites like Jack Lowe and Felix Grant, worked the neighborhoods with a combination of self-promotion and honest, civic responsibility. They made friends in the neighborhoods, pushed local talent, and promoted whatever they had to, whenever they could. They were visible and approachable in those days—walking, talking entrepreneurs of their own talents and of current popular culture.

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