NEW YORK — When it comes to radio programming executives most closely associated to superserving the African American consumer across the New York Tri-State Area, none perhaps comes close in recent memory to Skip Dillard.
For the past year, Dillard has served as VP of National and Community Partnerships for iconic Adult R&B FM WBLS and its hip-hop sibling, WQHT (Hot 97), under the ownership of Mediaco, the joint venture between Soo Kim’s Standard General and Jeff Smulyan’s Emmis Communications. For 12 years before that, Dillard was VP of Programming and Operations Manager for WBLS and Emmis-owned WLIB-AM in New York.
Now, Dillard has moved to 345 Hudson Street, and is now the Brand Manager for recently launched Rhythmic Adult Contemporary and classic hip-hop formatted WXBK-FM “94.7 The Block.”
The move solidifies the musical direction of the station, which is mass appeal and designed to attract Millennials who were raised on Ice Cube, Jay-Z, SWV, Ja Rule, 2PAC, and Aaliyah. Dillard will oversee WXBK’s full portfolio of broadcast, digital and live experience assets.
In explaining the selection of Dillard to lead “The Block,” Audacy/New York SVP/Market Manager Chris Oliviero said, “Skip knows the music, the artists, the community and this city and has a depth of knowledge and relationships that make him the premiere choice to be the building block for this new brand. His arrival solidifies our commitment to making classic hip hop and throwbacks a vibrant sound on the New York dial, and we are excited to welcome him to The Block.”
Dillard added, “I am truly grateful for the opportunity to join the Audacy team here in New York City. There’s nothing quite like the chance to build a new, fun and exciting station for the greater New York City area that will be rooted in the community. I am honored to accept the challenge.”
Dillard’s career in radio began at Hampton University’s WHOV-FM 88.1 as a student, working at the Smooth Jazz FM serving the Norfolk area. Early in his career, he worked in multiple radio markets as both a talent and programmer. Among the stations on Dillard’s resume: WPGC-FM in Washington, D.C.; WOWI-FM in Norfolk; WMXD-FM in Detroit: WBLK-FM in Buffalo; and WYLD-FM in New Orleans. He was recently reappointed to his second two-year term to serve on the FCC‘s Communications Equity and Diversity Council.
In a recent interview with AllAccess.com, Dillard was asked when and why he decided to go into radio. He replied, “I was a music junkie who’s love of radio as a child drove me to try out for my college radio station at Hampton. I failed the first audition, but someone said, ‘let’s give him one more try.’ After graduation, it seemed like every door opening for me was coming from the radio industry regardless of whatever else I tried (law enforcement, Air traffic controller, Ad agency rep, video producer, etc.).”
Also asked what frustrates him the most about the radio and the music industry, Dillard replied, “Lack of vision at times from the top and lack of investment in people. We’re also sometimes too slow to innovate.”
Now, Dillard will have the chance to innovate at a station that on October 22 dropped Country to embrace programming that would have broader appeal in the Big Apple.
