Celebrating 40 Years of W3 Soul Radio: A Look Back at Saginaw’s Black Radio Legacy
For four decades, W3 Soul, later known as WTLZ-FM, 107.1, was a cornerstone of Saginaw’s black community, creating a unique blend of music and community service. As the station celebrates its 40th anniversary, former disc jockeys reminisce about the impact they had on the airwaves and the connections they formed with their audience.
The Rise of W3 Soul: From Local Radio to Community Icon
W3 Soul first aired in 1969, broadcasting from a modest studio across from the Bancroft Hotel in Saginaw. At that time, the black community in Saginaw had limited access to music from black artists, often relying on distant southern radio signals. W3 Soul changed all that, with disc jockeys like Don Juan, Sweet Meat, and Lolita becoming local celebrities. They played a crucial role in connecting the community to music and culture, becoming figures who were just as important as the artists themselves.
Community Involvement: Beyond the Music
The station’s DJs were not just entertainers; they were community leaders. They advocated for local causes, promoted health initiatives, and pushed for job training. W3 Soul became synonymous with events like the annual Family Fair at Ojibway Island, drawing in large crowds and fostering a sense of unity. “We did a lot of community service,” says Herb Charles Williams, one of the station’s veteran DJs, underscoring the station’s role in Saginaw’s social landscape.
A Legacy of Mentorship and Radio Expertise
The station’s DJs also served as mentors for younger generations, shaping future broadcasters. Howard Sharper, now a program and production manager at Delta College’s radio station, credits W3 Soul’s founders for teaching him the fundamentals of broadcasting, including the invaluable lesson of preparing before speaking on air. “What I do today is a direct result of the training I received from Kermit and Dante,” Sharper reflects. This mentorship laid the foundation for many successful careers in radio and media.
Changing Times: The Evolution of W3 Soul
Over the years, W3 Soul underwent several transformations. From disco to rap, and back to its roots in R&B and jazz, the station continually adapted to the changing musical landscape. The studios moved several times, from Washington Street to Bridgeport and finally to the Bearinger Building on Federal. With its rebranding to WTLZ, the station now resides within the NextMedia complex, continuing its legacy of serving the community.
The Impact of Technology and Corporate Influence
The technological landscape of radio has also changed significantly. Unlike the past, where DJs had to splice tapes and operate equipment manually, today’s radio is more automated. “When we were Power 107, playing disco, it was fun,” says Kermit Crockett, one of the station’s long-time DJs. Despite the technological advancements, the sense of community among the DJs remains a fond memory. “When one of us was cut, all of us were bleeding,” recalls Dante Toussaint, highlighting the tight-knit relationships that defined the station’s success.
The Future of Community Radio: Could W3 Soul Return?
Reflecting on the future, the question arises: could a station like W3 Soul exist today? While the DJs believe the music itself would still resonate, they acknowledge the challenges posed by corporate radio. Today’s stations are often owned by large corporations that favor a homogenized playlist. “We had bosses to answer to, but we really did our own thing,” Toussaint says. In contrast, today’s radio often lacks the unique personalities and diversity that made W3 Soul so impactful. “You don’t really have the personalities anymore,” Crockett adds, citing the legendary broadcasters of the past.
The Enduring Influence of W3 Soul
Despite the evolution of the radio industry, the legacy of W3 Soul lives on in the memories of its listeners and the careers of its DJs. Whether it was through distinctive voices, community engagement, or unforgettable personalities, the station created an atmosphere that resonated with its audience. “It could happen again,” Williams says, reflecting on the enduring power of community-based radio. For Saginaw, W3 Soul was more than a station; it was a voice that brought people together.