Spark FM: A digital radio station for the people and by the people

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In the brisk winter of 2020, Danielle Johnson was preparing to launch her online radio station. She had raised the money, purchased the equipment, put a down payment on the location, and transformed the space into a studio.

Just when she thought that all the pieces of her dream were coming together, two days later the COVID-19 pandemic began and the world shut down.

However, Johnson was not deterred. She became even more determined to push forward, recognizing the critical need for authentic and accurate information sharing and community connection.

“A lot of people were inside of their house, isolated. They didn’t have anyone, and the radio was able to provide a live person that they could listen to—[that] they can call in, they can speak to. So, it became an information resource,” she said.

And with that, Spark FM Online was officially live. Johnson describes the station as a multidisciplinary media platform, with the primary medium being radio.

“We are a 24-hour-running radio station. So, music is playing all day, every day. We have about 25 live shows per week and about a 37-person staff. We play music that [is] catered to the Urban and Caribbean markets. So we’ll play anything from your favorite hip-hop, soca, dancehall, amapiano and so much more,” she said.

In the studio at SPARK FM. PHOTO: SPARK FM

Five years later, the privately owned, independent station is thriving and growing exponentially each year. She credits their unique band of programming and meeting the market where they are.

“When we’re listening to mainstream media music, we’re hearing the same things over and over again. We’re not getting introduced to real music. And then on top of that, we offer resources and information that’s relevant and real to the community,” she said. “Whereas others might not cover a grand opening, a listening party or a local festival, we make sure that we give the community…everything that they need to succeed in the community, and it’s been a blessing and a journey so far.”

Johnson said that she was initially surprised that the community has been so receptive and supportive of her and the station. That support of the community has extended to local businesses and corporations who see the value in her brand.

“I think that people, [local] organizations, businesses and companies realized that there was something that was for us, by us. They can get their business brand or messaging on a major scale and shown to everybody,” said Johnson.

Johnson has also been struck by the engaged audience. “From the morning show that I host, all the way to the late-night show that ends at 11 p.m., they listen. They tune in,” she said.

Listeners also have the option of watching all the shows live streamed on various social media platforms, including Twitter, Facebook, YouTube, Twitch and TikTok.

When asked what makes Spark FM Online stand out from other radio stations in the city, Johnson said that being directly inside the communities they serve helps them to better engage with listeners.

“We are the people that live, work, breathe, walk, run, raise children in these communities. So it’s not like there’s outside people that don’t know when we’re talking about Dudley Street and Blue Hill Ave. or Crawford Street,” she said.

Another distinguishing factor of Spark FM Online is its wide range and fusion of music across the Black diaspora.

“There’s no other radio station here at all that really fuses the Caribbean, which is probably one of the biggest sectors of people of color here in Boston. …We fuse that music. So not only would you hear some Kendrick Lamar, but you’ll also hear some Machel Montano. Very shortly after that, you will hear some afrobeats, or some Vybz Kartel,” she said.

The station also prides itself on sharing important community resources with listeners and being a digital hub for civic engagement. “We do things like Super Tuesdays. We’ll bring in different politicians or different organizations that deal with civic matters, and we’ll explain these things in really basic form to the community, so that they can start entering these conversations, volunteering their time and knowing exactly what they’re voting for and who they’re voting for,” she added.

Johnson acknowledges that along with the community, she was also supported by those who were looking to break into the industry.

“My biggest supporters were mostly the people who always wanted to do radio or have a platform, like DJs and radio personalities, because there was another problem that we were solving,” Johnson said, noting the lack of representation of Black women hosts in the mainstream market.

“I have been one of those people who have tried to intern, or applied, or spoke to someone who was very interested and never really got the opportunity,” she said.

Johnson is currently holding an open call for local DJs and personalities on the station’s social media to help fill some of the spaces in the radio schedule. The final deadline is June 14.

“Before, I handpicked all of the DJs that were there since we started. This was a way to really give other opportunities to up-and-coming personalities and DJs,” she said. “We’re looking for people that have a little experience, whether it is professional or whether it is independently taught. These are people that are passionate about music, communication, and information.”

Interested DJs or personalities may submit an application via Google Forms, which calls for recording a three-minute radio mix or air check, which is a short sample that shows your radio voice, show style and personality.

The air check must include a brief introduction (name, show name, vibe), a sample talk break (news, opinion or entertainment commentary), and smooth transition into or out of music. It is highly encouraged for applicants to record like you are already live on Spark FM.

Finalists will be invited into the studio and for a live audition.

Johnson spoke candidly about some of the obstacles that she faced when launching Spark FM, along with how she overcame them, which included growing the audience, figuring out how to market the station and deciding whether to live stream or just focus on audio.

“What’s really realistic about life and entrepreneurship is that when you get into these things, no matter how much you research, no matter how much you read, or how much you study, nothing beats a real life experience—going through a situation and figuring out, ‘Okay, I read about this, but now that we’re here, how do I figure it out?’ ” she said.

Other obstacles included raising funds. Thankfully, she was able to obtain some grants and won pitch competitions, which she said kept the station afloat.

Johnson shared her advice for Black and entrepreneurs of color who may want to open a business of her own, which includes starting where you are and continuing to push forward.

“A lot of us have this problem of…wanting to wait until everything is perfect until we get going. What that does is hinder us from actually starting and figuring out where we want this to be,” she said.

“Another thing is once you start, you have to keep on swimming. Just keep swimming, because as soon as you stop swimming, you’re going to drown. If you keep on flailing your arms and you keep on kicking your feet, eventually you’ll get to shore or you’ll get to some place that you can rest, and then you can go on from there.”