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E-MAN OF POWER 106 (June
2010) | Interview By: Jon Hay
Jonathan Hay of Dubcnn stopped by Power 106 to sit down with E-Man, the
music director at LA’s most recognizable radio station. Arguably, one of the
most powerful commercial radio stations in the country with an unprecedented
amount of influence, Power 106 has infiltrated our radio waves for decades.
(According to BDS, Power 106 KPWR is the top-ranked Rhythmic formatted radio
station in the United States).
E-Man, the man who holds the power of your next favorite song, proficiently
explains all you need to know about west coast radio in this Dubcnn
Exclusive interview.
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Interview was done in June 2010
Questions Asked By:
Jonathan Hay
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Dubcnn Exclusive – E-Man of Power 106
By: Jonathan Hay
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Dubcnn: Where does the name E-Man come from? Is it your government name or a
radio nickname?
E-Man was a nickname that I had since early high school. It’s the
first part of my real name, Emmanuel.
Dubcnn: Let’s begin at the genesis: how did you get your start in
radio?
I started as a mixer here at Power 106. One day, I brought a demo mixtape to
the Baka Boyz, who were doing mornings at the time. 90 minutes later, I get
a call from them asking to do a guest set on their Friday Nite Flavas show.
From there, they passed my name to the music director at the time. He hit me
back and did an on-air audition on Christmas Eve. The day after Christmas, I
get a call back from them to meet. We met and they offered me a mix slot.
From there, I was able to learn, experience and grow within the station as
mixshow coordinator to assistant music director to what I’m doing now:
Assistant Program Director and Music Director…and still DJing every morning.
DJing is my passion!
Dubcnn: You are working at the very top level of radio right now;
what is your next personal career milestone?
Right now, I’m enjoying what I’m doing: DJing and working with great people
here at Power 106. Personal milestone, short term, is to DJ in some
countries I haven’t been to yet, especially South America.
Dubcnn: What is your favorite interview that you’ve ever been
involved with at Power 106, and why?
My personal favorite interview was during our segment of the Friday Nite
Flavas show. I’m usually just mixing during the show, and on the day where
Mr. Choc and I swapped spots, he DJ’d and I hosted for the first time, we
had Q-tip from A Tribe Called Quest on. With Fuzzy co-hosting with me, that
was my first ever interview with an artist on-air. Very dope experience.
Dubcnn: Power 106 seems to have more control over what they play
more-so than the other powerhouse LA stations that tend to just play the
chart-topping hits. Why is that in your opinion? What sets Power 106 aside?
Power 106 is the music trendsetter in LA. From features like New @ 2 mix
with Felli Fel & Yesi, The Takeover with DJ Reflex, Wake Up Show, to our
incredible Powermixers and Jocks, collectively, we find and play that “next
favorite song” for our audience. They are great outlets to showcase good new
music. We have been able to break and develop artists such as Game, Glasses
[Malone], and more recently New Boyz and YG.
Dubcnn: With the internet massively hurting the music industry in
both sales and with print magazine, how has the internet affected major
radio?
[It] hasn’t really “hurt” major radio. It’s another outlet for us to
utilize.
Dubcnn: Looking into the future, where do you see radio ten years
down the road?
[It] still will be a major media outlet. When the internet came out, people
said radio is done. When satellite radio came out, people said radio is
done. After all was said, “Terrestrial” radio is still big to this day.
Dubcnn: Do you think the complaints of many west artists about LA
radio not supporting them are over-exaggerated or warranted?
To me, I feel it’s exaggerated. Here’s why: from what I’ve seen, when an
artist says “you’re not supporting the west,” they’re usually referring to
just themselves. Because we may not be playing one song doesn’t mean we
don’t support. Of course, we will get blamed, but sometimes artists need to
know it’s also on them. At the end of the day, it’s about good music. When
you say “West” artists, I think of Snoop [Dogg], Game, Nipsey [Hussle], New
Boyz, YG, Ya Boy, Mann, FarEast Movement, LMFAO, Black Eyed Peas, Jay-Rock,
Problem, Cali Swag, Roscoe Umali…they’re all from the West and we play them.
Dubcnn: Which west coast artists are you currently feeling at this
time?
Nipsey Hussle is a very dope lyricist. I like his flow and I’m looking
forward to his album. Game and Jay-Rock are dope with writing; YG’s on the
come up.
Dubcnn: Has there been a huge record, or records, that you
personally broke? If so, can share those experiences?
Most recently, New Boyz and Cali Swag broke out of Power 106. They got
signed because of the support we gave them.
Dubcnn: What do you think of the Ice Cube/Jay Rock situation that is
going on?
[I’m] not familiar about the situation. Ice Cube is a very cool person and I
had the opportunity to do a tour with him recently. Jay Rock is the homey;
known him since the come up. If there is anything, that is between them.
Let’s just all get along. The perception I get from many people across the
country is that “west coast” artists don’t get along with each other…we need
to fix that.
Dubcnn: Do you have any inside information on Detox? Is it really
coming?
I hear its coming soon…not sure when “soon” is though. [Laughs]
Dubcnn: What do you think are the biggest differences between radio
in LA and major markets like New York and Atlanta?
The Los Angeles “radio” listener seems to be more open on music styles than
New York and Atlanta. For them, it’s not just about good music from the
west, just good music in general.
Dubcnn: Thanks, E-Man for your endless support of the west coast and
make sure you all tune into Power 106 Where Hip-Hop Lives.
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