Livin' La Loca
" The funniest moment, was during an interview with another DJ and I said I love big d***s. I almost lost my job. The worst moment, was when I cursed on the air (I said m****f*****) and quickly lost my job."
BY: @DJCEDESO 1/25/17
Tell me about your first break into the radio industry, how old were you?
I was 25 yo in Tampa Fl as an intern on 933 FLZ for the MJ Morning Show. I spoke on air and even got my teeth fixed thanks to a radio bit. But my 1st on air gig was on WMNF in Tampa for the Saturday Night Shutdown.
Did you go by the name La Loca?
As the intern I went by my legal name of Sharon Montero. I didn’t get La Loca till Tony Montana cracked the mic on my 1st day on Saturday Night Shutdown.
What station?
933 FLZ & WMNF
What drew you to the radio industry?
Like any Jersey Latina, it was a mix of La Mega and Hot 97. But what opened me up was Angie Martinez & Wendy Williams, two powerful women who said what they wanted and showed me that I can do it, too.
Tell me about the creation of La Loca and Its La Loca TV?
The creation was organic, I feel because it’s who I am. I grew up being told I was crazy because I was different. I know crazy has a negative tone to it now days - crazy is different and we are all different. I’m just comfortable in my skin and I own it. ItsLaLocaTV came to be from wanting people to see that being crazy is not a bad thing. I was told I was crazy because I had a dream that I wasn’t going to give up on.
As of right now, I know you currently are the midday host at Radio 103.9 and worked for Orlando’s Power 95.3 as weekend host, nights at Tampa’s 95.7 The Beat, afternoons at Orlando’s 102 Jamz, and nights again at Tampa’s Wild 94.1. You’re from Boston, Mass. What drew you to Florida?
Let’s correct one thing I was born in Boston and I rep it till the day I die but Jersey (Perth Amboy) is where I was raised and I love sooo much. Florida came into the picture because my dad was diagnosed with cancer and he decided to move there with my mom and brother. I never wanted to move there but I knew that if I wanted to do radio in NYC I had to move to a smaller market and I thought Tampa was small. Boyeee I was mistaken because Tampa is not small at all, Tampa is big and it allowed me to birth La Loca and I will forever LOVE Tampa FL. Tampa taught me the good, bad and ugly of this business. I LOVE YOU TAMPA!!!
What other stations have you worked at? What did you learn while working at those stations?
The only station you missed above was WMNF a community station. I learned to enjoy the ride and your listeners. Be real to you are and never ever give up. As a woman, you will be treated like shit and disrespected but don’t ever let that define your career. You will get jobs, lose jobs but you need to keep going. What God has for you it will be yours.
What awards or accolades have you won as a radio host?
No awards right yet, keyword yet. But to be honest awards don’t do anything for me because a lot of them is paid for. I rather have listeners tell me they love what I do because when you’re getting broken apart by your PD that award is not going to make me feel better.
What is your most memorable moment on air or interview? Why?
Most memorable was my 1st time cracking the mic and hearing my voice over the air on 933 FLZ. Till that moment, it was a dream and at that moment it was reality even though I was an intern I was on my way up.
What is the funniest and worst thing that has happened on air?
The funniest moment, was during an interview with another DJ and I said I love big d***s. I almost lost my job. The worst moment, was when I cursed on the air (I said m****f*****) and quickly lost my job.
Compare radio to when you started and now?
Radio is the same to be honest, because I came on the scene during PPM so I didn’t have the pleasure of life before the devil ppm. One thing I have to say is the location has changed my experience because in FL they are able to do more with the community and in NYC you have union stuff preventing you from that. People in the #1 market are comfortable because they are protected by the union and they don’t have to fight like we did in FL. Or better yet they are in a better situation then me now due to my signal. I still have that FL hunger because I’m fighting to keep my dream alive.
Were there fewer women on air?
Women are important and we are there but the question you should ask is if do we get paid the same or more than our male counterpart. We work harder and do more and get 20% of what a man makes.
Can you tell us any other projects you are working on?
Nothing special right now. Just enjoying my new ride at Radio 103.9 NY
Where do you see yourself in five years?
I see myself as a PD and travel host.
What is your advice for women who want to work in the radio industry?
Slow and steady win the race. Know who you are and live in it. Also find your God and ask him/her for strength because you going to need it.
What do you want your legacy to be?
I never took no or a loss of job as my end all be all.
Who are your inspired by in the radio industry?
Right now? God and myself because I’m still going after my dream because he strengthens me. So many times, I hear people say I would have given up if I went thru what you did in radio and I didn’t I kept going.
You have experience in the television industry. You’ve worked for MTV, BET, and NBC. Will your big personality return to the big screen?
If God allows it, I will. During my mini break from Radio 103.9 NY I dabbled in tv doing extra work on Orange Is The New Black, Law And Order and more. So yeah my bad that is a project I’m on. This year look for me I’m one of the inmates walking around
You represent your ethnicity to the fullest on air. I appreciate you so much for that! What are the negative aspects of being an on-air Latina radio host?
Wow being told that I shouldn’t be doing R&B because I’m Latina, that if they tuning into a “black” station they should hear a black woman. Followed by I should be on La Mega or something like that.
16. How can we keep up with you on social media?
@Itslaloca on IG and Twitter, Sharon Montero on FB along with Itslaloca, Imjustplayingdressup on Sname and Itslalocatv on Youtube.
Catchin up with Cappuchino
“Well you know how some people say, don’t bring work home, leave work at work? Well, I have nothing to worry about when im at work, im in my zone, it’s just me, I don’t let too many things bother me when i'm doing a certain job.
BY: @_deebrady11/30/16
Philadelphia’s Hip-Hop and RnB Power99 FM radio personality and FAMU Alum, Cappuchino, shares her journey as being a woman in radio.
When you first started radio, during your time in college, you got your degree in newspaper journalism, so what is it about radio, that attracted you?
- “It was more so about entertainment… my whole idea and my mind was 'ouu' im gonna do entertainment writing! Dealing with what’s going on with the celebrities or something that was fun and upbeat as supposed to seriousness of news. So that kind of grabbed my attention, just the idea of being able to speak and infotain folks, gained my attention a little more.”
Being a woman in the industry, how did you gain respect, or did you feel like you had to prove yourself, in order to get respect?
- I think it’s a combination of both. Just being me and always being the person to get things done, or willing to learn, I think that kind of proved my worth. I don’t think I’ve ever been disrespected by any of my male counterparts. I guess just being me and being assertive and wanting to learn more kind of helped out too.
What makes your radio personality unique?
- “I guess my name alone! Most women go by a “name name” as supposed to an object, but I guess my voice too. It’s kind of hard to answer that, because when I was younger or when I first started, most women had more of a feminine, extra friendly, parental sound whereas me, my voice was more aggressive and a little deeper than most women, but now it’s almost to the point where women, their voices sound about the same, so it’s kind of hard to answer that as supposed to when I first came out in the industry. I guess even till this day, it [my voice] still kind of stands out.”
What is a myth about women in radio that you’ve heard before?
- That we’re crazy and we hold on to our emotion, we wear our emotions on our sleeves. I don’t believe that at all. In fact I had a caller and he said, “Wait I have a question for you… how do you manage to keep yourself, so hype, so energized, so friendly?” and I was like, “Well you know how some people say, don’t bring work home, leave work at work? Well, I have nothing to worry about when im at work, im in my zone, it’s just me, I don’t let too many things bother me when i'm doing a certain job.
Any advice for young women that wants to be a part of radio or the music industry?
- Definitely be assertive, don’t just want to do one thing because you're not going to be doing just one thing in the entertainment world, you're going to be doing multiple things. So learn every facet of the job that you can now.
Where is the next step for you, Cappuchino?
- Eventually I want to go for the top T. I want to become a program director somewhere, I don’t want to own a station, I still want to be in the radio industry, I want to be someone’s program director and still be on air. I don’t have a long term goal anymore, I’m comfortable and content, I just want more growth in my career.
Keepin' It Real With K Foxx
"Get a mentor... Get someone that you trust to kind of guide you through this crazy jungle. Also, don't forget to have fun. Stay passionate about the music, but also make sure that you focus on your writing skills. If you do get opportunities to interview people, make sure you do your research and you're not presumptuous...."
BY: @MISSMAYALUNE 10/5/16
What did you do to get started in your career? What was your process like?
I grew up in New York City, which is the entertainment capital of the world if you will. I grew up acting, dancing, and I knew that I wanted to be a performer on any aspect of any level. So, I went to Professional Performing Arts High School in Manhattan and studied at the world renown Alvin Ailey Dance Center. I was also with a non-profit organization called the “52nd Street Project”. The Non-profit took me in when I was 8 years old, but In high school, they gave the kids an opportunity to travel to France and perform Shakespeare’s, “Twelfth Night”. I had to choose to between performing in France, and going to my high school graduation. I definitely chose France. I figured since I was already done, why not get the life experience. After that, I decided to go to college, because I knew I loved performing arts, but I knew I wanted to be practical as well. I went to Shaw University in North Carolina. My major was Mass Communications. We had a radio station on campus, whichwas a Jazz Station originally, but they let us switch it up and spin Hip-Hop once a week. In doing that, I got an internship at WQOK 97.5 in Raleigh, North Carolina, which was the main station for Hip-Hop and R&B. I also wrote the news stories for the local affiliate that was on air, which was the Adult Urban AC Station Foxy 107/104.
Why did you choose a Historically Black College or University (HBCU)?
When I was in high school, we all applied to the same schools and Shaw University, was the school that my best friend and I got accepted into. I wanted to see something outside of New York City and this was something really different. Growing up, one of my favorite shows was “A Different World.” which really inspired me to want to go to an HBCU. They were funny and socially aware. All of the things I saw on there I wanted to experience.
Do you feel like college is necessary for a career in radio?
You know what, I think if you choose to go to college it’s totally up to you. I know I got the discipline I needed, which was necessary for my family and I. But, is it “necessary," not really. If you know somebody that can get you in the door, just go for it. There’s no “one” formula.
What tips would you give to aspiring radio personalities?
I would definitely recommend getting internships. Even if it's not the internship what you want, just get in the door and move where you want to be once you get in the building. Don't be afraid to speak to people and make connections. Don't be afraid to be proactive and tell people what you want.
How did you get to THIS STAGE IN YOUR CAREER?
Well, I’ve been in radio for a long time. I used to work at WEDR 99 JAMZ, DJ Khaled and I, had a show there for about 7 years together. Then, I moved back to New York and did the Hot 97 morning show for about 4 years. Then, I got an opportunity to move back to Miami to spearhead my night show for 103.5 The Beat. I also have midday shows in Jacksonville, FL and Texas as well.
What is your best/ favorite interview?
I’ve had so many... There was this one interview I did with comedian Patrice O’neal. He passed away shortly after the interview, but it was a heated discussion about men, women, relationships and things of that nature. He held his ground and I held mine. Till this day, people still ask me about that interview.
What are some outlets for women in radio who are looking for employment/ internships?
There was a few websites I used to live by, allaccess.com, iheartmediacareers.com and urbaninsite.com. As far as internships are concerned, if you go to school, it can lead you to an internship, because you need those credits. There are different outlets for internships like; News departments and promotion departments. If you know someone at a record label, that's a plus. With technology, now you can go to different “.com” sites and try to intern there as well.
Would you want to do TV Again?
For sure, that’s definitely on my list. I’m working on my own documentary series on different artists, in different fields. So, when I do go back on TV, it's going to be on my own terms. There’s no date on when we can view it just yet. But, I did interview some new artists, as well as, some legends. Besides television, I'm also working on my own podcast, which we’re working out the details now.
Do you feel like women in radio are treated differently than men?
Oh, for sure, we definitely get paid less. There are different sacrifices that women have to make that men don’t. One of those are starting a family. If radio isn't your priority, you're looked down upon, with men it’s different. They really don't have to choose between a family and a career.
Being a woman in this career is very competitive, what are some tips you can give for staying positive and keeping your head above water?
Get a mentor... Get someone that you trust to kind of guide you through this crazy jungle. Also, don't forget to have fun. Stay passionate about the music, but also make sure that you focus on your writing skills. If you do get opportunities to interview people, make sure you do your research and you're not presumptuous. Develop relationships with different labels, so you can have access to upcoming or established artists in your area. Don't be afraid to think outside the box for events and initiatives you want to drive forward. You're there to be a personality, not a robot.
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