BEHIND THE MACHINE: Reggie Hawkins & Ron Mills.
I recently had the great opportunity to talk with the programming generals over at SIRIUS-XM radio (which houses Hip Hop Nation and Eminem’s SHADE45 channel) to discuss their respective professions in helping to guide the SIRIUS-XM radio satellite brand to the next level! Of course, these moments could only be captured by the legendary Source magazine brand as we take a walk into the world of the radio industry…..behind the machine…..
Where and when did you first get your start in the radio industry?

(Reggie Hawkins): Like a lot of people I started in promotions for the Legendary Smooth Jazz Station CD101.9 (WQCD) in New York City fresh out of New York University. It was owned by Emmis Communications which also owned WQHT where I eventually began working as Programming Coordinator and Assistant Morning Show Producer for the legendary Star & Buc Wild Morning Show.
Did you know that you wanted to be in this particular business at an early age?
(Ron Mills): Honestly, I did wish and I strived to move forward into this business at 100 miles per hour. I was a DJ in my earlier days and I met some good people along the way and it led me to Sirius back in ’01 where I started as Facilities Manager [hey, I was thinking ‘let me in and I’ll move up fast’..And I did]. 11 years later here I am! This is all I dreamed it would be so I give it my 150%.
Before you ventured off to SIRIUS XM, you were at Hot 97FM, which is considered the strongest station in the #1 New York marketplace. Why the change from commercial to satellite radio?
(Reggie Hawkins): Nas has a line on the song, Stillimatic, where he says, “They thought I’ll make another ‘Illmatic’, but it’s always forward I’m moving, never backwards stupid here’s another classic…” Sirius (now SiriusXM) was a challenge. They same reason why the question is asked, is why you have to push yourself. It was my opportunity to be a Program Director like my mentors Tracey Cloherty and Sean Taylor. People told me Sirius would be dead in the year when I took the job, but God had other plans.
Looking at the DJ talent you have on both Hip Hop Nation & Shade45, does it ever feel like the operation runs on auto pilot successfully or can it still get tricky overseeing such talented individuals?
(Ron Mills): Our talent is amazing, no question about that. I’m honored to be a part of their movements from the early stages to the point that many are at now. We all learn from each other and we have to be on the same page if the channels/stations are to have a certain sound and feel. Our national platform allows for a variety of different tastes of music but nobody is more important than the next and we aim to deliver radio to the masses as it should be heard…Uncensored. There is no such thing as auto pilot, every trip has a flight plan in order to arrive at the correct location… #1 spot!
What’s the greatest advantage of having such a diverse young and veteran DJ staff covering different regions and styles of music?
(Reggie Hawkins): As I’ve lived in New York for several years, you start to think the world is New York, New Jersey, and Connecticut. There are 47 other states. God has perfect timing, when I came to Sirius the southern takeover had just begun. Ron and I gave DJs like Drama, Mick Boogie, Smalls, E-Rock, Clinton Sparks, Skee, and others there first national look through our Wax 42 channel. Early relationships have made us stronger today. It’s a blessing to have powerhouse DJs like DJ Premier, Green Lantern, Envy, Scream, Skee, Eclipse and others on our airwaves. It’s also exciting to watch up and coming air-talent and DJ like Renada Romain, Nina 9, and the Femme Fatale mixshow come into their own.
What do you find to be the most difficult part of your job? Describe the average day at the station?
(Ron Mills): I believe the most difficult part is trying to create new features for shows/programs and to do things on radio that haven’t been done on any platform. Secondly is aiming to increase our audience nationally and finding out what are new trends outside of music that will steer folks to our service being that we are in New York, so this is why it is important to stay in tune with our DJ’s at all times being that they are in L.A., Atlanta, Florida, etc. Lifestyle is a very important part of today’s music so we have to keep that in mind with the sound of our stations.
Do you feel you have to work that much harder in programming because you’re dealing with a national and international audience?
(Reggie Hawkins): We have to work hard in general. Yet, you have to look for these trends in music and stay hot.
Any advice for up and coming aspiring youths looking to get into the radio field and the positions you and Reggie currently hold?
(Ron Mills): Network. It’s very important to be at certain places and shake hands but not be aggressive and understand everyone needs their space. Personality is key. Of course, school and internships are very important in this field. Dream it, Live it, and make it happen. I’m honored to be in this position and I don’t take it for granted as I also had to learn and still am. Remember, it’s not just playing records and talking on the radio…this is a business, gain knowledge of all aspects of this industry.
What does the Source legacy and brand mean to you?
(Reggie Hawkins): The Source Magazine is an institution. I still have some of my original copies that I collected overseas while in the military. While it’s been through its ups and downs and ups, I think the brand is in good hands (Call me Londell! lol). You gotta understand, you first saw Biggie in the pages of The Source, the last time you saw Kim & Foxy together was on the cover of The Source, Snoops iconic cover, The Wu Tang, and when Pac, Big, and Pun died, we cried between the pages of The Source.
BTW There will never be anything like The Source Awards (Andre 3000, “The South got something to say!”)
What’s in the future for Shade45 & Hip Hop Nation?
(Ron Mills): The future, in my opinion is more viral. Radio & Video worlds seem to be growing at a rapid pace. We will continue to break new music, create a world that surpasses any type of radio, and I personally want to do Hip Hop concerts so that is a work in progress but for now, we’ll bring you concerts on our airwaves how about that! Once you get a taste, you’ll be hooked… mark my words!
-Derryck “Nes” Johnson