Devi Dev  (February 2009) | Interview By: Jonathan Hay

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Interview was done in February 2009

Questions Asked By: Jonathan Hay

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Devi Dev Interview
A Woman’s Touch (The Special Dubcnn Series)
By: Jonathan Hay
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Dubcnn: What is your day to day like working for KDAY, one of the most prestigious radio stations in the world?

Hectic, to say the least! (Laughing) I wear a lot of hats at the station. So, in a typical day I’m coordinating on-air promotions, serving as APD and MD, and handling my On-air Bia. I see the station more than I do my house. And, of course, when I’m off, I’m in networking mode, headed to the next spot and the next hustle.


Dubcnn: With you holding down one of the top positions at the highest level of radio broadcasting, what is your next personal career milestone goal?

I really want to branch out into TV. Since a young age, I have always had a passion for broadcasting and community. I would love to tie those two together -- think Teen Summit but aimed at bringing a cultural and political awareness to the youth. So many kids growing up, especially in the minority communities, thinking the world consists of their six-block radius…but there are so many things you can be, so many things to do and to learn. To quote my Homie, Charlemagne: “Intelligence is the new Gangsta in ‘09”


Dubcnn: Do you ever still get a little nervous before you go on the air?

Nope. When I’m on air I’m just being myself, and since I’m never nervous to be me, I figure I shouldn’t tense up (laughing). Sometimes though, when I’m interviewing someone I’m a fan of, it can be a little intimidating.


Dubcnn: When you do an interview, how prepared are you? Do you have all your questions ready, or it is more spontaneous?

I make a mental outline before hand, basically of the time break down and what I want to make sure I hit on; but other than that, it’s all straight off the dome and spontaneous. A lot of times you end up with a better interview by free styling and letting the artist lead themselves then you would have by doing a full-on Q & A.


Dubcnn: What is your all-time favorite interview that you have ever done?

I have two: the first is interviewing Game on Election night from the set of “Camera Phone” for HardKnock.tv because he was so inspired and awed as history was made and Barack was elected. The second was when I did a Kanye West Takeover on my show for 93.5 KDAY. I’m a huge fan of Kanye, as an artist, and it was fun to pick his brain and see what makes him tick.


Dubcnn: On the other hand, what is the worst interview you feel you have ever done?

Luckily, I haven’t had any bad ones that I can think of. I did one once with my homegirl, Bombai, and Ne-yo that was taken wrong by a lot of bloggers. We were just addressing the Yung Berg/Chris Brown comments he had previously made and some folks apparently thought I was instigating. I got a lot of Yung Berg fans hating me after that, but it was really, really taken out of context. Ne-yo and I were joking around, and next thing I know, I’m getting angry Berg fans flooding my inbox! That situation was a hot mess. I can’t stand Keyboard Thugs.


Dubcnn: Speaking of interviews, is there anyone you haven’t had the opportunity to interview that you would like to?

So, so many! I would love to interview Oprah, to be honest. She is one of the most influential and powerful people in the world -- and a huge inspiration of mine. Artist-wise, I would have to say Ice Cube, Common, Rakim and Nas top my list. I would say Jay-Z too because he is such a staple in hip-hop culture and globally respected, but I don’t think he would be too forthcoming during an interview (laughing).


Dubcnn: Obviously having a degree in broadcast journalism helped you land a pretty nice job; but how has your degree helped in other ways throughout your career? In other words, how has your education helped you?

I’m a huge advocate of people going to college. For me, going to school was a great experience. But to be honest, even though it prepared me for a lot of things, college hasn’t gotten me a job yet. I started off interning at the station and at Universal Music Group and just grinded and took opportunities as they came. You have to use the tools you have, like education, etc. and accompany it with passion, lack of sleep and a hustler’s spirit.


Dubcnn: Have you personally broken a major hit record that was exclusive to you?

Unfortunately, none [that are] rap related. We were the first station in the country to really break Jazmine Sullivan’s “I Need You Bad” -- which turned into eight Grammy Nominations for her -- and we gave Bishop’s “Grow Up” a huge push, courtesy of the legendary Mr. Choc.


Dubcnn: Have you ever been approached by a celebrity who was upset over content discussed in “The Dirt with Devi Dev" show?

Never! I’m not that type of entertainment reporter. I don’t get into all the drama or negativity -- I’m not with that. Personally, I don’t care enough about “Gossip” to push it like that; I try to add a positive/informative twist to the stuff I’m talking about. I wouldn’t want a celebrity to talk sh-- about me, so I extend that same courtesy to them (laughing). There are enough haters and obstacles in the world without radio folks pushing that through the airwave, too.


Dubcnn: Have you ever been in a situation where you could have exposed some real dirt on an artist and chose not to? If so, why did you choose not to do it?

So many times! (Laughing) The industry is a very small world. You see a lot, you hear a lot, and you’re exposed to a lot. But if it’s not my business then I have no reason to speak up on it, and even if it is my business I’m not gonna speak up on it (laughing).


Dubcnn: Do you think Rap Beefs are played out?

Beef is played out! I’m a vegetarian, so I’m used to Tofu. (Laughing) So much negativity is draining. Stuff like the 50 cent and Rick Ross situation is entertaining, though. 50 had me rolling with that curly video! But when it’s beef that’s closer to home, on the West, it makes me kind of embarrassed…I hate that this coast is so divided.


Dubcnn: Who are your top five favorite emcees of all-time?

Oww Wee….okay here I go, in no particular order: Tupac, Q-tip, Crooked I, Common, Jay-Z. Yo! I can’t stick to just five…I got to throw DJ Quik and Rakim in there, too. That’s my top seven. (Laughing)


Dubcnn: You definitely went on a personal soapbox for Barak Obama during this election -- How much of a difference do you think we will actually see, and how quickly can people expect to see any changes?

Yes, we did! It’s such a blessing to be alive right now and experiencing this monumental time in history. I’m not expecting any actual definitive changes until next term. The next four years will be spent cleaning up the huge mess that George Jr. left our country in. But one of the most incredible things to me about Barack Obama is that he is truly a Lifestyle Brand. Barack being elected has already changed so much in this nation in terms of the way people think. For so long we have been an extremely self-focused and selfish society. Barack changed our thinking from being “Me” and “I” to being “We”, “Us” and “together”. Volunteering and community endeavors are at an all-time high. We’re all a part of something that we made.


Dubcnn: With the music industry also in a recession, what do you foresee for the future of the music business?

The game has got to change. Labels need to get a better grip on the whole digital revolution and think of new ways to market their artists; they’ve given up on putting in money for street promo because their prematurely thinking they can get away with only doing digital stuff. There needs to be a better balance of the two, and they need to get behind their artists more.


Dubcnn: What is your involvement with P.E.T.A?

I believe in the ethical treatment of animals. I’m a vegetarian and I always try to convert the people I know (laughing). The way we treat the animals we farm is disgusting.


Dubcnn: How do you feel about the current West Coast hip-hop scene?

I’m very excited about it! There is so much talent out here, and so many different sounds: Glasses [Malone], Bishop Lamont, Crooked I, Mistah F.A.B, U-N-I, Jay Rock, Tiron, 211, Nipsy...the list literally goes on and on. A lot of moves are being made, so I hope ’09 is the year everybody can get recognized nationally.


Dubcnn: You have definitely supported Glasses Malone very hard; what is it about Glasses Malone that you think will really make him impact as an artist?

Malone is just ill, he speaks for the people. I love the way he’s able to relate on a song and fully construct a track. He’s creative, he’s focused, and when all else fails he puts himself out. He’s not an artist that waits around for an opportunity; he makes opportunities wherever he goes. He steadily puts out consistent projects. ’09 is going to be big for him, and he deserves it.


Dubcnn: Do you think The Game has already experienced his peak as an artist, or will he always be relevant in the business?

I think The Game will be relevant for a long time to come. He’s talented and has a very loyal fan base that will consistently support his projects.


Dubcnn: Do you think Bishop Lamont will have the same major success as the other Aftermath Artists and people affiliated with Dr. Dre?

Personally, I think Bishop is bigger than Aftermath. The amount of talent and personality he has is bananas. Bishop Lamont is a force to be reckoned with! He needs to be out already. Once he does hit, it’s going to be a typhoon!


Dubcnn: Do you think Detox will really come out this year?

Detox is such a unicorn. It’s this mythical creature we all believe in but haven’t yet seen (laughing). I hope it comes out this year; I can’t wait to hear it.


Dubcnn: Any final thoughts or plugs for Dubcnn?

Support shows, support album sales, support artists! And, of course, tune into me – I’m ya speakers type! www.myspace.com/devidev