“NONCOMM THURSDAYS” THIS WEEK: INSIDE THE URBAN ALT FORMAT

Public radio’s best new virtual meeting event – NONCOMM Thursdays – continues this Thursday (6/18) with a look at stations carrying the Urban Alternative format. 

The event features Urban Alt creator Mike Henry and the programmers of three of the four stations involved in the CPB-funded initiative.

Henry will moderate a panel discussion that includes: Nikki Swarn from The Drop in Denver, Silvia Rivera from Vocalo in Chicago, Mike Mauzone from WNSB in Norfolk and Jacquie Gales Webb, Director of Content at CPB.

The panel will discuss the ways Urban Alt is a gateway for engagement and how stations are implementing the new format.

Jonah Mutono

Jonah Mutono, a core artist on Urban Alt playlists, will join the webinar for a performance. 

Mutono won praise for his single "Shoulders" and the album GERG, released by Universal Music in 2018.

The songs are inspired by Mutono’s acceptance of being a gay man and his roots in Uganda, a country that condemns homosexuality and has imprisoned or even killed gay men.

Mutono has appeared on World Cafe and on NPR Music. You can sample his thoughtful and under-the-skin mood music in this clip from YouTube here.

All of this happens on Thursday June 18^th at 6:00pm ET on Zoom. Register to attend this NONCOMM Thursday virtual meeting at this link.

MORE ABOUT THE URBAN ALTERNATIVE FORMAT

In 2018, the Corporation for Public Broadcasting (CPB) announced an initiative to connect with young, multicultural audiences.

CPB agreed to provide $1.3 million to Paragon Media Strategies CEO Mike Henry and four beta stations to develop the new format. 

The stations now involved are Vocalo, WBEZ Chicago’s second channel; The Drop, KUVO Denver’s second channel; WNSB in Norfolk; and KTSU in Houston. KTSU replaced KPVU, also in Houston, as a participant a few months ago.

Spark News asked Mike Henry via email for an update about the format's progress:

Mike Henry

SN: The term “urban” has been in the news lately. Several music-oriented companies have decided to not use the term because they feel it is a euphemism used to “red line” people of color. Will the term “urban” be deleted from the “Urban Alternative” format?

Henry: “There have been recent discussions between the 4 Urban Alt stations about the word “Urban” in the format name, but opinions are split on changing it and nothing is planned at this point.”

SN: According to PPM data from Nielsen, Vocalo and The Drop are reaching a relatively small number of people. Will these stations become self-sustaining financially once the CPB funding ends in early 2022?

Henry: “Yes they’ll have to become self-sustainable.  WNSB Norfolk launched in December and hit a 2.0 share in March.  They are all on their way to being self-sustainable.”

SN: KTSU in Houston is a heritage Jazz music station. Will the sound of the station change with the new format?

Henry: KTSU will air the Urban Alt format during certain hours of the week called ‘The Vibe.’  KTSU will keep airing Jazz music most of the time.

GIG ALERT

KTSU/Houston is looking for a Content Director and a Marketing and Community Engagement Director for their forthcoming Urban Alternative programming on “The Vibe.” You can find more information here.