Offering the unknown rather than confirming expectations
In an interview with Italian daily la Repubblica, Michele Caporosso, known by his pseudonym Wad, shares his vision of what it means to be a radio presenter. For this professional who has been working at Radio Deejay since 2018 with his show Say Waaad?, a program's mission isn't limited to playing what listeners already know. The real challenge lies in introducing them to artists, movements, and cultural expressions they wouldn't have sought out on their own.
This philosophy has guided his work over the years. Among the artists spotlighted early in their careers by his show are Ghali, Sfera Ebbasta, Blanco, Madame, and Tony Effe. All are now established names in the Italian music scene, but they benefited from early exposure thanks to his trailblazing approach.
A show at the crossroads of formats
Broadcast Monday through Friday from 9 to 10 PM, Say Waaad? extends beyond traditional radio. The program also exists on YouTube, Deejay TV, and TikTok, reflecting a multiplatform distribution strategy. Its content isn't limited to music either: content creators, cinema, TV series, and contemporary culture regularly fuel the discussions.
Wad believes his show anticipated certain podcast characteristics, particularly through its conversational format and duration. However, he acknowledges that traditional radio holds a major advantage: its ability to reach a considerably larger audience. The current challenge, he says, lies in capturing attention, which has become increasingly fleeting.
Rap, a language still misunderstood
Hip-hop holds a central place in the presenter's career. He considers the genre an authentic vehicle for telling real stories and regrets that many prejudices persist against it. These reservations often stem, he believes, from a lack of understanding of the phenomenon. Radio can then play an educational role by providing keys to comprehension rather than limiting access to these new artistic expressions.
Regarding the current state of the Italian scene, Wad observes that rap is enjoying great commercial success but also experiencing creative saturation. Indie music seems more conducive to the emergence of original talents today.
What webradios can take away
For webradio operators, this vision opens up concrete avenues for reflection:
- Embrace a curator role by programming emerging artists alongside established names
- Balance discovery and familiarity to avoid unsettling listeners while broadening their horizons
- Develop a coherent multiplatform presence, as Say Waaad? does across broadcast, video, and social media
- Build a community around the station, going beyond mere music streaming
The show has also received the Diversity Media Award for best radio program, recognizing its ability to reflect the diversity of contemporary identities and sensibilities. An acknowledgment that demonstrates how editorial commitment can be a significant differentiating factor.
A model applicable to independent structures
While Radio Deejay has substantial resources, the principle Wad champions remains transferable to webradios of all sizes. Identifying local talents, exploring underrepresented genres, or combining music with other cultural forms are all accessible levers. The key lies in the willingness to guide listeners toward unexplored territories without breaking the trust built with them.
Source: FM-World