The Blackboard Spotlight: DJ Kelly G

EMGWORLD SOAKS UP WORDS OF WISDOM FROM VETERAN DJ AND BET EXECUTIVE KELLY G

Since 1999, DJ Kelly G has overseen the music and production of Black Entertainment Television’s franchise programs such as the BET Awards, 106 & Park, BET’s Music Matters, BET Live, Rap City, Uncut and BET Access Granted.  Prior to joining BET, Kelly G worked for Chicago’s Number One rated hip-hop and R&B station, WGCI.  He now takes a moment to educate EMGWorld with advice on becoming successful within the industry.

Background: Sr. Director of Music Programming at BET, Event DJ  

EMGWorld: For those who may not know exactly how did you get started in the industry?

Kelly G: I started out as a DJ [in college].  I went to North Western University.  I have a degree in Industrial Engineering and Management Science.  My colleagues would often tease me that I was a part-time engineering [student] and full-time DJ.  I loved music, but I didn't know anything about doing it professionally or making a living from it.  I was just DJing parties left and right.  

EMGWorld: How did you know that you were destined to be a DJ? 

KG: People are called to be something way before they are validated by someone formally.  For me, I just loved music.  I loved sharing music with others and as a result I ended up becoming a DJ.  This is in my blood.  This is what I'm going to do naturally.  

EMGWorld: When did it come to a point where you wanted to pursue music professionally?

KG: I got a job at Kraft Foods developing Windows software and met a guy in the mailroom that introduced me to the Program Director of the number one radio station [WCGI] in Chicago.  Since then I never looked back.

EMGWorld: How effective was it to have a teacher like Elroy Smith to show you the ropes at WCGI?

KG: It was a complete blessing and honor.  At the time, he was revered as one of the top programmers in the country.  He was able to teach me the concept of ‘playing the hits.’  He would tell me, “Remember Kelly when you’re DJing a party no one races to the dance floor to a brand new record they never heard of.”  He said, “The reason why you’re a successful DJ is because you play the hits.  You play music that people like to hear and sing along to.  It’s the same thing we do at the radio station.  We play music that everybody wants to hear.”

EMGWorld: What’s one of the most important things you learned from Elroy Smith?

KG: One of the things I learned from Elroy was passion.  This guy was passionate about radio.  He was a radio junkie.  Whenever we would travel to conferences the first thing we would do in the car is turn on the radio.  He would break down and analyze it.  He’d say, “Listen to that record” or “listen to that transition” or “listen to this announcer.”  He made me look at the landscape of radio and the industry differently.  

EMGWorld: What would you say made Elroy Smith so successful as a programmer in radio?

KG: He studied.  This guy was number one in his market for years, but he kept studying.  He continued to ask questions.  We’d be at an airport and he’d ask people “so what’s the hot station here?”  People would just give their honest feedback.

EMGWorld: 106 & Park debuted right around the time you hopped on board with BET.  Did you ever think that it would run as long, if not longer than the infamous Rap City?

KG: Yes.  The reason I believe "106 & Park" works is because we super serve that audience.  There’s no one [else] out there that is serving that audience.  BET has a history of serving its audience.  "106 & Park" is a platform that has its pulse on pop culture and creates pop culture.  It doesn’t surprise me that "106 & Park" is thriving and outlasting many other competing brands.  It’s a show that evolves and goes where its audience is.

EMGWorld: Would you say there’s still a high demand for a program like Rap City?

KG: I think there’s always going to be a demand for great music in hip-hop.  I just think how you serve that audience will change.  Back in the day, the only way we could see the new Busta Rhymes video was if we turned to BET.  Now you have much more options.  Some of the things that are in the development phase [at BET] will continue to serve that audience in the future.

EMGWorld: Which artists would you say have had the biggest influence on BET during your tenure?

KG: I’ve been here since ’99.  I’ve seen plenty of people benefit from the relationship.  That’s the history we’ve always had by shining a light on great talent.  To narrow it down to one single artist would literally be impossible.  Thousands of artists have benefited from what BET has done and vice versa.  We look at it as a family affair where we have developed these artists and they’ve helped develop us.  We continue that partnership.

EMGWorld: What would you say has made BET so successful over the years?

KG: We have a dedication to our audience and to our culture.  There's a responsibility we know we have and that we're forever growing and evolving just like our audience.  

EMGWorld: How much effect has the digital era had on music and its impact on BET?

KG: The digital era has had an impact on music in general.  We're flexible just like any other business would be.  Our audience is in the digital field so that's where we're at.  If you look at "106 & Park" you'll see that the show is pretty much a trendsetter when it comes to twitter.  We have an amazing "106 & Park" application, the 106 & app, which has close to half a million users.  We're definitely a force in digital.

EMGWorld: What gave you the inspiration to create a program like "Music Matters," which provides a platform to talented artists flying under the radar?

KG: I think one of my duties here at BET is to serve a greater purpose.  Martin Luther King Jr. said the true meaning of life is to see the onward movement of something greater than yourself.  "Music Matters" is just that.  It’s to see the onward movement of something bigger.  

EMGWorld: How does a program like "Music Matters" relate to what BET has done in the past? 

KG: For 30 years, BET has been a destination point for what’s hot, groundbreaking and next.  The first time you saw Mary J. Blige, Maxwell, Erykah Badu and all these other great artists was probably on BET.  "Music Matters" is just an extension of that history of what we’ve already done over the past 30 years.  There are a lot of artists out here who are very artistic, compelling and doing great music.  We wanted to give them a platform.  That was the main reason why we developed "Music Matters."  

Stay tuned for Part 2 as Kelly G speaks on the importance of getting educated, studying your craft, promoting music as an independent artist and more!!

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