Steve Hegwood Thrives as Corporate Radio Ignores Community Roots

Editor’s note (Updated September 2025): While staff and market dynamics have evolved, this conversation with Steve Hegwood remains one of the most important examples of independent radio done right. The strategies and insight here are more relevant than ever.

Independent radio wins when it serves what research can’t see: **real people and real culture**. Steve Hegwood built Streetz 94.5 on that principle. While corporate radio gets lost in consultants and quarterly forecasts, he made moves rooted in instinct, speed, and connection.

Beating Corporate at Their Own Game

When Hegwood launched Streetz 94.5 in Atlanta, the market was crowded—and soft. Corporate-owned stations were too busy pleasing stockholders to recognize the shifting culture on the ground. He saw the gap and went straight for it, using a translator station with limited signal but a sharp, hyper-local focus.

While others were chasing safe bets, Hegwood broke new artists, featured unfiltered voices, and built trust with an underserved community. It wasn’t just rebellious—it was strategic. And it worked.

The Streetz Strategy

Hegwood didn’t follow the industry playbook. He rewrote it. His station hired respected street DJs like DJ Holiday, promoted talent like Rashan Ali, and included voices like Miss Sophia, a drag performer—something nearly unheard of in urban radio at the time.

He wasn’t being “inclusive” to check boxes. He was reflecting Atlanta as it actually exists. That’s why listeners showed up. That’s why advertisers noticed. That’s why Streetz 94.5 thrived.

The Interview: Kevin Ross x Steve Hegwood

KEVIN ROSS: Most programmers would love to do what you’re doing — run their own station, call the shots, and make a serious dent in the market. What drove you to launch Streetz 94.5?

STEVE HEGWOOD: Atlanta is my favorite city in the world. I joined Radio One in 1995 just to be here — we launched Hot 97.5 that same year. But since 1993, I’ve had one dream: owning my own station in this market. That’s always been the goal.

KR: What did it actually take to pull it off?

SH: After leaving Radio One, I tried to launch Streetz in 2009 — but I made some expensive mistakes. Learned from them. When we came back in 2012, Streetz 94.5 launched as a translator station feeding Lincoln Financial’s HD-3 signal. Not traditional, but it worked.

KR: You brought in people from other stations. What do you look for in on-air talent?

SH: Fit. Rashan Ali had just left WVEE. DJ Holiday was already a strong street/club name who wanted radio experience. Jay-Tek, our Assistant PD and Afternoon Drive host, had been on my radar for a while. I knew what I needed, and I wasn’t guessing.

KR: Why stay in Atlanta? Why not launch somewhere smaller with less competition?

SH: Atlanta has over 1.4 million Black residents — second only to New York. The market had room. Plus, the economic base here gave us confidence that we could generate local revenue.

KR: Some folks say Streetz shook up V-103’s dominance. Did you expect to make that kind of impact?

SH: We just wanted to be one of the real options for 18–34. That’s always been our focus.

KR: How do you approach programming? Are you following research?

SH: We use research — but it doesn’t own us. We saw early chances to break local music and took them. Migos, Trinidad James, K Camp, Rich Homie Quan — we gave them spins when no one else would. That mattered.

KR: What can you do that corporate-owned stations can’t?

SH: Move fast. Make decisions right here in Atlanta. Support local advertisers without running it up a chain of command in New York or LA. That’s the difference. We don’t ask for permission — we just do.

KR: You hired Miss Sophia, a drag performer — something most urban stations wouldn’t touch. Why?

SH: Because she’s talented. Period. Man, woman, drag queen — it doesn’t matter. If you’re funny and connect, we want you.

KR: Rashan Ali leading mornings was another bold move. Why her?

SH: I worked with her at Radio One during the A-Team era. She’s smart, relatable, and respected — especially by women. She had the connection. And it’s working.

KR: Why don’t we see more urban programmers following in your footsteps?

SH: Access. Most aren’t trained on how to buy a station or raise funding. That’s the main roadblock — not talent or drive.

KR: What advice do you have for programmers who are out of work, over 45, and still waiting on an opportunity?

SH: Learn everything. Don’t just program — understand sales, promotions, engineering, digital. Read every trade. Pay attention to FCC changes. Look for other ways to bring value. A check is a check.

KR: How do you feel about syndication?

SH: I like it. I’ve worked with Russ Parr, Big Boy, Steve Harvey — and our Little Rock station airs Rickey Smiley. Used the right way, it can work well.

KR: Where do you see urban programmers in the next 5 years?

SH: Hopefully evolving. Picking songs and scheduling jocks isn’t enough anymore. If you’re not on top of social media, branding, and business — you’re replaceable.

KR: Will we see Streetz expand into more markets?

SH: Right now, I’m focused on Atlanta and Little Rock. That’s plenty.

KR: Name five programmers you respect the most.

SH: Elroy Smith (WRNB/WPPZ), Reggie Rouse (WVEE Atlanta), George Hamilton (KKDA Dallas), Jon Ivey (KIIS LA), and Brian Douglas (WJMH Greensboro).

KR: And a few PDs to watch?

SH: Dionne Burkette (WMMJ Washington DC), Talus Knight (WFXM Macon GA), Devin Steele (WHRK Memphis), and Nate Bell (WQOK Raleigh).

KR: Anything else?

SH: I thank God for the blessings.g Grind host on Streetz 94.5)