16 illinoisentertainer . com july 2017
RADIO U
W
hen Len O ’ Kelly was working in Chicago as a music director and disc jockey for radio stations like WJMK ( 104.3 ), academia was the furthest thing from his mind . At the time he was a college dropout and working in one of the top markets in the country . He thought he ’ d be doing that the rest of his life . But a stint in Grand Rapids radio led to a post at Grand Valley State University , and before he knew it , the college dropout had become Dr . Len O ’ Kelly .
“ While working here I finished up my masters , and I wanted to teach full time , so they said I needed to get my PhD . I was motivated to do that . My dissertation was about ' 60s rock and roll and whether or not there was racism in those playlists , and it gave me an opportunity to talk to the alltime radio legends – John Records Landecker , Ron Britain , Herb Kent , a lot of the Grand Rapids guys .”
He is now teaching several media courses at Grand Valley State , and loving it . The best part of the job , as far as O ’ Kelly is concerned , is mentoring the next generation of broadcasters . His background gives him some credibility . “ I do let them know I was on the air in Chicago , but I don ’ t like to share too much . I don ’ t want it to be me telling war stories . I ’ m seriously trying to teach them what broadcasting and media is all about . I take them through every aspect of the radio station . We cover on-air performance , news , sports , ratings , and as part of that course they are required to work at the campus station . As their final project , they have to apply to me with a demo and resume .”
That kind of hands-on experience is really what they need if they ’ re serious about pursuing a career , and O ’ Kelly doesn ’ t pull any punches when he explains the current reality . “ I do let them know it ’ s gonna be tricky for them to get started . Big companies like iHeart [ Radio ] aren ’ t taking internships anymore because of the corporate rules . That has caused me to get creative and go to little stations in places like Holland , Michigan who still allow students to come in and learn every aspect of the station . I ’ ve been working with the ( syndicated ) ‘ Free Beer and Hot Wings ’ show and they ’ ve been great about bringing in interns and allowing them to do more than just get coffee . They ’ re good to the kids , they leave their egos at the door , and they actually teach the kids a thing or two along the way . I ’ ve had more than one student come out of there saying ‘ Boy I ’ d really like to do this .’”
The students also get to experiment on the campus station . That ’ s where many more of them develop their love for the medium . “ The radio station is internet only and delivers it directly to phones where is where students are listening anyway . The station doesn ’ t have a format . I want them to do what they are interested in . I had a guy a few years ago who did an
Len O ' Kelly
By Rick Kaempfer
all Star Wars talk show . It ran two and half years . It was outstanding , and a lot of fun . Another group did ‘ Bedtime stories for grownups ’– interpretations of literature . Some want to play music , and they play all kinds – rock , country , hip hop . That ’ s what I want . I want them to communicate with the audience of their peers in the language they want to hear .”
This led to the development of a more advanced curriculum . “ We did an advanced radio course for the first time last year , and it filled right away . We started studying things like National Lampoon ’ s Radio Hour , Firesign Theater , and the Conception Corporation , and they ended up
writing their own comedy and long form segments . There is a lot of interest in wanting to do radio , and wanting to tell stories . The interest really isn ’ t so much in music formats . They feel like their generation is not being heard , so they want to do talk radio . Talk radio has been relegated to the 65 and older set , and you ’ ve got a bunch of 20-somethings who want to consume it , but they are forced to go podcasts to get it . You don ’ t get the same sense of community there .”
That ’ s something the broadcasting industry needs to hear . O ’ Kelly is working hard to get that message out there , and his students are his best messengers . “ There was a girl who was on our station for a year – Ashley Z – and she ’ s now doing nights in Atlanta . Last year one of our entertainment show demos was entered into the Michigan Association of Broadcasters competition and they took second place for best radio personality in the state . A lot of them want to do it . It ’ s not a dying medium in their eyes at all – the reports of radio ’ s demise are greatly exaggerated . Generation Z ( the generation after the Millennials ) has exceptionally high usage for radio – AM & FM – because they came of age during the recession . Free entertainment was part of their lives . They listen to radio , but they are looking for ways to engage with it . They are clamoring for that . Radio has to figure out a way to give them that opportunity .”
Message delivered . We still need to see if the message is received .