DJ Indie Jake of WUVT - Interview
Valdyr interviews Jacob Bock, radio dj for WUVT 90.7 Blacksburg, VA
Valdyr: First off, could you tell us a bit about you and what you do?
Jacob: Well, for about two years now I've been hosting my own show on WUVT 90.7fm in Blacksburg, an independently owned radio station (and one of the last of its kind). Basically, I'm responsible for finding and playing music that people haven't heard of, stuff that would slip under the radar in the mainstream radio of today.
Valdyr: How did you first get involved with WUVT?
Jacob: Every semester there's basically an organizational meeting that's open to anyone, and one year I said "I really need to be doing this" and went to the meeting. Everyone was really friendly and, basically, they just wanted more people.
I had to start on AM, of course, which we kinda use a a training ground for new DJs. As luck would have it, I was on AM while the AM director was on FM, so I got to stand in on his show every now and then. And when they had some slots open, he suggested me to move up to FM. I was pretty lucky in that regard, getting to be on AM when he was on FM. So I was on AM for a total of four weeks before I got my very own FM slot... 2-4am on Tuesdays. That was quite a change from the midday AM that I was doing. But when you get the chance to move up, you don't pass it up.
Valdyr: What's the goal of a station like WUVT?
Jacob: Well, our main goal is to play music that people haven't heard yet, and to intentionally play stuff that challenges the listener. We played a lot of bands before they became "big"... Death Cab for Cutie, Modest Mouse, The Flaming Lips, things like that. College radio across the country is really a hotbed of new and rising artists. A lot of it stays in college radio, because some stuff is just too complex for mainstream radio. Bands like The Mars Volta - who strain the limits of what they do as far as they can - for example. "The Widow" was a good breakthrough single for them, but I don't think other radio stations are going to be playing the other four songs on the album that are 10+ minutes, no matter how mind blowing they are. Since we don't have corporate sponsorship, we get to be a lot freer about what we play and how we play it. And we try to take advantage of that as best we can.
Valdyr: What's been the most difficult aspect of being a radio DJ? The most rewarding?
Jacob: Heh, probably the most difficult was doing 2-4am for a year! Seriously though, a lot of the most painful and rewarding aspects of being a DJ have to do with the music. I've found some absolutely incredible bands through there that I never would have heard of otherwise...and then there are times that I've taken a stab at something new and wasted five minutes of airtime as a result.
Though probably one of the most rewarding things is when you do hit on something new and incredible, and the listeners let you know. I always get a big kick out of it when someone calls up and asks me what I'm playing, since I know that's at least one person who's going to try something new off the beaten path.
Valdyr: How do you feel about the state of the industry today?
Jacob: Heh, isn't that a tough question... well, on the one side, there's the major labels that are really concerned with the dollar count at the end of the day, which is always hard to see; especially when one of your favorite bands is having troubles with their major label and not getting their music out. On the other hand, though, things today are getting awesome - independent labels are on the rise, and they're gaining power fast.
The internet has really helped with that, I think - it's much easier to find out today what's going on with some small label out of Kansas. And the rise of indie labels is really refreshing - especially when the bands that they have are getting mainstream notice. Take Franz Ferdinand, for example - they got huge buzz in the indie circles months before the album ever hit the US; now, they're getting played on Sony PSP commercials. I'd like to think that college radio helped that along somehow.
Valdyr: Are you involved with any other aspects of band promotion, and if so, what?
Jacob: Well, I work at a local venue too, not really promoting as much as just working there; but through that I've met a ton of bands that aren't even on labels yet, and wouldn't get a chance to be heard.
The whole thing kinda works as one system in a college town... the DJs and the people who go to shows are the same. So the venue can help the DJs find new bands, and vice versa. Live music is so important to independent music...it's how most of these bands make a living.
Valdyr: Where are you hoping to take your career as a DJ?
Jacob: Well, I'd love to stay in the radio industry as long as I can, and hopefully move up to larger radio stations in the future; there are a lot of stations around that still try to play music that's new and groundbreaking, and I feel I really need to be a part of that. The number of stations like that are shrinking, but they're still out there and need to be heard.
Valdyr: What kind of promotional opportunities do stations like WUVT provide for bands?
Jaocb: Well, we have a few different things - of course, any band can send us their stuff and if it fits in, we'll play it. WUVT has also sponsored several shows in the area with some decently big-name artists (Engine Down, Blueprint). We also love to have bands come in and play if they can, there's a show on Wednesday nights which is live in-studio performances.
Valdyr: What advice would you give to bands trying to get their music more airplay?
Jacob: Well, that all really depends on where they want to get played, I guess...but of course the biggest thing that will get you heard is to stand out and be different; try doing something that hasn't been done very much. Try something new. Try something old, but make it sound new. Think about bands like The Strokes, The Killers - these are bands that didn't invent what they're doing, but they're doing it at a time when nobody else was, and people listened up. Also, it's important to find the right place to get your stuff played - different cities will have different audiences. Portland, Oregon and Austin, Texas aren't going to play the same things.
Valdyr: What advice would you give to aspiring on-air personalities?
Jacob: That's a tough one...I'd say the hardest yet most important thing to do is to be relaxed. Make the listener feel like you're talking to them, not just talking to anyone who listens. Watch out for dead air! Nothing makes people want to change the channel more than dead air.
College radio does get a stigma of people who aren't really the best speakers, I guess. And the best way to fight that is to, well, get better at talking! Take speech classes, public speaking. And really, just don't over think it too much.
Valdyr: Well, that's all the questions I had; is there anything else you'd like to say or add?
Jacob: Play shows! And for people that aren't in bands, go to shows! Taking chances on live music is what keeps independent music going strong. I don't know how many times I've gone into a show with no expectations and been really surprised. Support live music!
Oh, and if you're in a band, sell those little one-inch buttons. Those things are excellent advertisement. I'm totally serious about that buttons thing, too. I've had people ask me about such and such band, and I've told them that they're playing a show; and then the people go to the show they wouldn't have known about otherwise.
Valdyr: Thanks so much for the interview, and for supporting good music!

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