The man who has KZN in a tizz
Not everyone likes ECR’s new DJ, Phat Joe, but he’s not worried
HE has been called arrogant, irritating, fake and “the worst” by angry listeners on East Coast Radio. But what many don’t know is that Phat Joe has been called worse.
In a move that has surprised the industry and listeners alike, ECR has made one of its biggest power moves in years by hiring Phat Joe to replace Damon Beard as its afternoon drive time radio show host. It’s a move no one could have predicted, including Phat Joe himself.
“I never thought I would find myself at ECR, but I’m more shocked at the people who think I’m making a mistake by leaving Metro FM for a regional radio station,” he said over the phone from Cape Town’s Heart FM studios.
“What people forget is that I have done regional radio all my life. Metro is the only national station I have worked at. The rest (Kaya, Yfm, Heart) have all been regional.”
While some may see this as a demotion from the big time national broadcaster with more than 6 million listeners to the more modest ECR, which has 1.5 million listeners, Joe disagrees.
“East Coast Radio is one of the most respected in the country. It has clout in the industry.”
Joe’s appointment has had mixed reactions. Checking the social media channels of the station, many of its core listener base is upset. Comments ranging from “His accent is fake” to “He’s arrogant and doesn’t know what he is doing” are interspersed with others that say “Phat Joe just made me listen to East Coast Radio for the first time in years”. Does he feel pressure to win over those who feel alienated by his appointment?
“No. I’m used to talking to a diverse audience in my experience as a broadcaster, whether it’s on TV or radio. I know the common thread that keeps us as people entertained. That’s my strong point as a broadcaster. I’m here to entertain.
“Sometimes people won’t like your style, and that’s okay. I always equate this to comedians. Not everyone may like them, but they still go out there and entertain many people.”
And his views on those listeners who think he is arrogant? “That’s actually one of the biggest misconceptions about me. I guess it’s because I try to push the boundaries more than the average radio presenter. But it’s my job. I leave my show at the end of the day knowing that I have entertained the listeners. That’s my goal.”
When Metro FM’s Tbo Touch left the station, many expected Joe to take over but, surprisingly, he didn’t want to.
“I was at Metro for three years and I presented the weekend breakfast show. It was four hours of great radio and it was enough for me. Presenting a daily drive time show on a national radio station is too much pressure. I had no desire to do that show. It’s a different and difficult environment and I’m a busy person. It consumes your life after a while.
“Regional radio for me is the best – you have a more intimate relationship and rapport with your listeners. You feel closer to them and you get to know each other.”
Radio stations are constantly looking to one-up each other in the pursuit of winning over listeners. By signing Joe, ECR has put themselves at the top of the pop culture zeitgeist. While they may lose listeners, they stand a chance to gain more, simply because Joe’s fan base is national. Was that part of his mandate when he was approached to join the station?
“Actually, for the first time in my career, there are no expectations of me. I have total freedom. I was told to go wild and be myself. That has never happened before. Never in my career have I been given freedom to do whatever I want with a show.
“I’m actually controlling myself and making sure that I don’t go overboard. It’s so rare to get people who actually get what you are trying to do.
“Boni (Mchunu, station manager) and Kagiso Media (ECR’s owner) understand my brand of radio and what I’m trying to do. They understand the science of what it means to keep listeners entertained and for them to stay tuned in. And I appreciate that level of trust that they have in me.”
Even though he doesn’t have a mandate, Joe also doesn’t want there to be an exodus of listeners.
“I’m still finding my feet. It’s a new environment, new people, new city and a whole new vibe. I think the audience needs to come along for the ride with me.
“It’s like with a new TV show – you give it a try before you decide whether you will continue watching or not. I’m also asking for people to give me a chance.”
Will his new radio job cost him his SABC TV shows, Real Goboza on SABC1 and The Weekend Edition on SABC 3? “No. I still have my TV jobs, and I might have even more.”
Does that include bringing back his iconic late-night talk show? “There have been requests and I’m checking options. Let’s just say I’m in a number of conversations.”