By Anika Imajo
In a 1978 cinematic misadventure called FM, fictitious radio DJs stage a station lock-in to protest the advertising agenda of their establishment overlords. In the process, the groovy champions of public interest inspired legions of bellbottom-clad listeners to rally in support of their cause, and the result (after notable guest appearances by Linda Ronstadt, Jimmy Buffet, and Steeley Dan) was a definitive victory of local autonomy over remote, tone-deaf influences. Or something like that.
While the movie was far from a cultural highlight of the era, it offers a worthwhile message. That is, when a broadcast outlet proves itself relevant to its listenership, the public will respond with support.
WRIR, Richmond’s community-driven radio station, has demonstrated the power of such symbiosis throughout its eight years on air. Offering 24/7 informational and entertainment programming that speaks directly to Greater Richmond, the station fills a void left by mainstream radio.
“The vision was to provide Richmond with music, news, and views otherwise unheard in the market,” notes James Hickman, a past station president and current treasurer who describes WRIR as “a giant bullhorn” for the community.
Fundraising Chair Ceci Hull elaborates, saying, “If you look at our talk show schedule, and who is on our talk shows, it’s an incredible who’s who of businesses, as well as non-profits, community service and government entities, schools, teachers…just a mix of the community.”
Such local programming includes the Rainbow Minute, which Sarah Freiseis — co-chair of the News and Public Affairs Committee – describes as “one-minute episodes that feature true stories about extraordinary members of the LGBT community, past and present” — and Defenders, an examination of Greater Richmond’s current affairs from the vantage of the African American community.
Inter-Tribal provides a platform for the Richmond area’s Native American population.
“Name another radio station that has an American Indian radio show,” Hickman challenges. “In Richmond, we have quite a few tribes to represent, yet they have a minor voice in the community.”
Freiseis’ committee seeks out shows that contribute to the broader social dialogue that WRIR fosters. “Our local talk hosts are an integral part of who we are,” she explains. “They create segments that enrich the community by shedding light on a variety of issues that concern us locally, and to some extent the world at large.”
Awarded its license by the Federal Communications Commission (FCC) in 2003, the non-profit’s vision for broadcasting low-power FM (LPFM) to a somewhat densely populated area was unique. According to Hickman, whose experience as a project manager was instrumental in launching the venture, WRIR was the only station in an urban setting among the pool of applicants at the time. The station’s scope, combined with its focus on locally significant programming, captured the FCC’s interest.
“We were looking like the type of tool for the local communities that they were hoping to see,” Hickman recalls. “And we’ve been a success in what the FCC defines as a success, so whenever they want to discuss low-power FM, they want to include us. They want to hear what we’re doing for the city of Richmond.”
WRIR’s service to the community is reflected in the community’s response. A dynamic, all-volunteer staff drives the nine committees that keep the station running smoothly. Dedicated locals, representing the city itself, bring diverse skills and interests to the organization.
Janet Lundy, head of the music department, is a museum tech and artist whose musical background (and disillusionment with radio’s dominant forces) compelled her to get involved.
“Commercial radio is so limiting,” she observes. “There are just a handful of companies that are making decisions nationwide about what they think everybody should hear. That’s kind of crazy.”
WRIR’s approach to its music programming – which she says covers varied genres of “old music, new music, local music, and music from the other side of the globe” — has attracted committed and passionate local hosts.
Will Armstrong, whose 12 Fl. Oz show airs on Tuesdays from 9pm-11pm, brought his established rockabilly-soul-funk broadcast to WRIR because he believed in the station’s mission. And he welcomed the idea of a full-time outlet that would allow its DJs creative control.
“Everybody’s in charge of their own show,” notes the full-time artist. “Nobody tells us what to play, and they count on us to put together quality programs.”
Organizing up-close-and-personal time between WRIR’s volunteers and their neighbors throughout the city, the Events Committee plans annual affairs such as such as the Party for the Rest of Us (in honor of the station’s birthday), the Black Valentine’s Day show, a Halloween Monster Mashquerade, and The Commonwealth of Notions Presents’ summertime showcase of local bands.
“It is so important to be able to connect face to face with your listening audience,” says Lindsey Spurrier, events coordinator. Her committee is playing an increasingly significant role as it launches new functions, such as its Richmond Music History Tour that debuted last September.
WRIR’s openness to all manner of contribution allows volunteers not only to invest in a mission they value, but to gain experience that might otherwise elude them.
“With WRIR, it’s learning by doing,” says Hull, whose background in mass communications infected her with “the radio bug” that drove her to get involved. “And not many nonprofits will let someone have that opportunity.”
Hull’s fundraising efforts fuel the budget for assorted expenses — such as fees for airing syndicated programs, power, and basic equipment costs – associated with a round-the-clock operation.
“We are in use 24/7. There’s a volunteer in that studio every hour, every minute of the day, and it just takes its toll on so many things.” On-air fund drives provide a particularly generous boost to the station’s coffers. The station does receive some project grants, but Hull notes, “Our main source of income is the community, which is great because we are a community radio station.”
Hickman emphasizes the true value of this community support in establishing and sustaining the station, explaining that the non-profit raised $12,000-$15,000 in donations before it went live on January 1, 2005.
“We didn’t rely on grants,” he recalls. Ventures like WRIR, he points out, must learn to solicit donations on an ongoing basis in order to survive.
But aside from capital, “serious personal accountability,” was required in order to get the project off the ground. Describing the dozen or so “start-up type people” that not only had the vision, but took the action to create the station, Hickman observes:
“If they said they were going to do something, they really were gonna do it. And that’s what we needed…people who were going to step in there and make a deadline.”
And through the efforts of those pioneers, the dedication of the hundreds of volunteers who have followed, and the support of “the rest of us,” WRIR celebrated another year on air this month.