Friday, February 7, 2025

Playbook: On The Beat

At 11am on September 16, 2014, the song “H-A-M” by Kanye West and Jay-Z played over the air on 94.9 FM, and The Beat, Toledo’s newest hip-hop station, came to life.  Since then, The Beat has played thousands of hours of hip-hop and R&B tracks, morning talk shows, and late-night dance mixes.  

Toledo is unwavering in its support for hip-hop. It has been a place for up-and-coming Detroit artists to perform, from stars like Big Sean to independent rappers like Black Milk.  Toledo has even loved Eminem through the ups and downs of his long career.

Our city has always been ready for more hip-hop and R&B, and now The Beat is banking on that fact.

Toledo’s hip-hop and R&B

The Beat is owned and operated by iHeartMedia, formerly called Clear Channel Communications.  They are a massive corporation with over 850 radio stations throughout the country, including over 70 with a focus on hip-hop and R&B.  The Beat is a new model that they are trying out in a few markets like Miami, FL.  It features rising rap stars playing seamlessly alongside established R&B artists like Usher, and well-picked recent classics from Drake and Notorious B.I.G.  “We knew the format would resonate well with [Toledo’s] listeners,” said Kellie Holeman-Szenderski, who oversees marketing for iHeartMedia throughout Ohio.

The Beat’s operations manager, Nathan Reed, moved to Toledo five years ago from Flint, MI.  Reed’s view of The Beat—whose slogan is “Toledo’s Real Hip-Hop and R&B”—is a more contemporary source for music.  “Hip-hop isn’t like it used to be . . . it’s part of everyday culture,” Reed said.  Reed believes hip-hop fans have patience when listening to artists for the first time, which gives the station a chance to earn the trust of listeners who want to hear new music.  “Urban audiences will spend a little more time with you,” he said.

The voice

The Beat currently has just one full-time DJ, Chris Proctor, a native Toledoan who attended Start High School and the University of Toledo.  On the air, he often shortens his name to “Chris Proc” or just “Proc.”  He speaks with youthful authority, like a confident high school sports captain.  But he’s also a little goofy.  His sentences end with a nasal hinge, like he’s holding back a spot-on Kermit the Frog impression.  During intermissions, he talks about everything from Kim Kardashian’s dress choices to upcoming charity events happening in Toledo.  He’s constantly talking to fans on Twitter, Facebook and his daily blog, letting them know what he really thinks about the songs he plays.  Even during scripted commercials, Chris Proc sounds like Chris Proc.

Proctor is a devoted hip-hop fan.  He told me that he won’t die happily unless he sees the Wu-Tang Clan perform live.  He dissects songs and albums, and gets to know them as well as old friends.  When I told him that I was not a huge fan of Kanye’s last album, Yeezus, he instantly responded, “Try listening without the lyrics and to just the beats.” 

Proctor is excited about the new music he plays on 94.9 The Beat.  “Hip-hop’s entering another golden age,” said Proctor, “It’s becoming more fun.”

In the studio

I sat with Proctor in the studio while he recorded a set for Saturday morning.  The Beat’s studio is newly but minimally remodeled, with just a couple speakers, a TV, a station ID poster, a microphone, and a few computer monitors with recording equipment.  

“Check—check,” said Proctor, as he took the air.  He introduced himself, and then faded into Nikki Minaj’s “Only”—a song where she discards NBA players as nonchalantly as chicken “cutlets.”  Proctor loves the song and Minaj’s lyrical confidence.  He then let a few more tracks play without interruption.  Proctor explained, “It’s more about music than it is about me.” 

Got a comment? Tweet us @TCPaper 
Tweet Dorian @DorianMarley

Dorian Slaybod is an attorney happily living in Toledo.

At 11am on September 16, 2014, the song “H-A-M” by Kanye West and Jay-Z played over the air on 94.9 FM, and The Beat, Toledo’s newest hip-hop station, came to life.  Since then, The Beat has played thousands of hours of hip-hop and R&B tracks, morning talk shows, and late-night dance mixes.  

Toledo is unwavering in its support for hip-hop. It has been a place for up-and-coming Detroit artists to perform, from stars like Big Sean to independent rappers like Black Milk.  Toledo has even loved Eminem through the ups and downs of his long career.

Our city has always been ready for more hip-hop and R&B, and now The Beat is banking on that fact.

Toledo’s hip-hop and R&B

The Beat is owned and operated by iHeartMedia, formerly called Clear Channel Communications.  They are a massive corporation with over 850 radio stations throughout the country, including over 70 with a focus on hip-hop and R&B.  The Beat is a new model that they are trying out in a few markets like Miami, FL.  It features rising rap stars playing seamlessly alongside established R&B artists like Usher, and well-picked recent classics from Drake and Notorious B.I.G.  “We knew the format would resonate well with [Toledo’s] listeners,” said Kellie Holeman-Szenderski, who oversees marketing for iHeartMedia throughout Ohio.

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The Beat’s operations manager, Nathan Reed, moved to Toledo five years ago from Flint, MI.  Reed’s view of The Beat—whose slogan is “Toledo’s Real Hip-Hop and R&B”—is a more contemporary source for music.  “Hip-hop isn’t like it used to be . . . it’s part of everyday culture,” Reed said.  Reed believes hip-hop fans have patience when listening to artists for the first time, which gives the station a chance to earn the trust of listeners who want to hear new music.  “Urban audiences will spend a little more time with you,” he said.

The voice

The Beat currently has just one full-time DJ, Chris Proctor, a native Toledoan who attended Start High School and the University of Toledo.  On the air, he often shortens his name to “Chris Proc” or just “Proc.”  He speaks with youthful authority, like a confident high school sports captain.  But he’s also a little goofy.  His sentences end with a nasal hinge, like he’s holding back a spot-on Kermit the Frog impression.  During intermissions, he talks about everything from Kim Kardashian’s dress choices to upcoming charity events happening in Toledo.  He’s constantly talking to fans on Twitter, Facebook and his daily blog, letting them know what he really thinks about the songs he plays.  Even during scripted commercials, Chris Proc sounds like Chris Proc.

Proctor is a devoted hip-hop fan.  He told me that he won’t die happily unless he sees the Wu-Tang Clan perform live.  He dissects songs and albums, and gets to know them as well as old friends.  When I told him that I was not a huge fan of Kanye’s last album, Yeezus, he instantly responded, “Try listening without the lyrics and to just the beats.” 

Proctor is excited about the new music he plays on 94.9 The Beat.  “Hip-hop’s entering another golden age,” said Proctor, “It’s becoming more fun.”

In the studio

I sat with Proctor in the studio while he recorded a set for Saturday morning.  The Beat’s studio is newly but minimally remodeled, with just a couple speakers, a TV, a station ID poster, a microphone, and a few computer monitors with recording equipment.  

“Check—check,” said Proctor, as he took the air.  He introduced himself, and then faded into Nikki Minaj’s “Only”—a song where she discards NBA players as nonchalantly as chicken “cutlets.”  Proctor loves the song and Minaj’s lyrical confidence.  He then let a few more tracks play without interruption.  Proctor explained, “It’s more about music than it is about me.” 

Got a comment? Tweet us @TCPaper 
Tweet Dorian @DorianMarley

Dorian Slaybod is an attorney happily living in Toledo.

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