Reflections After 3 Years On-Air

Commentary by Mitch Santell

The internet has changed so much since 2012 that sometimes it is hard to get my head around it.

Did you know that 90% of the content that you will find on the internet has only been online since 2012?

Did you know that over 50% of all internet traffic is streamed directly to smartphones?

Did you know that in 2008 there were approximately 616 Million Web sites, but now there are over 1.2 Billion?

The technology and the incredible method of distribution available to us globally has never been this swift. The critical element is not even the technology; it is the quality of the content.

Here are the things I have learned as a producer since our launch of Big Reggae Mix on November 5, 2014:

One) You must listen to your audience at all times. If something is not working and you get negative feedback, change it right away.

Two) You are not streaming to a local audience anymore. Eighty Per Cent of our listeners is not here in San Diego, California. Our listeners are all over the planet with most of our listeners in Asia, Europe, Africa and in the Middle East.

Three) It is better to deal with reggae artists directly. I avoid big three labels, agents, managers and anyone who is on the INSIDE of the "business." Go to the source and ask the artist directly.

Four) You can keep your content pure if you stay true to the objectives of your station.

Five) Build your brand first, don't focus on the money, the money will find you.

You can't keep a good thing down. You can't stop the progress of humanity. For all of us here @BigReggaeMix, we can't do this without you our listeners. We are humbled and honored that you have put so much faith in us.

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