The Game Changer
There are theories that the absence of Black radio has negatively affected how African Americans in the new millennium view themselves and the world. And, that whether present or not, Black radio still affects the community. As emphasis on Black radio has decreased, the concerns decreased. The need to stimulate change and encourage us to hold onto things we have created is paramount.
With fewer and fewer Black-owned radio stations and larger corporations like Clear Channel and iHeart dominating the markets, there is little room for community concerns. The landscape of radio has dramatically changed as a voice and outlet for local community issues, in favor of advertising dollars. Black radio stalwart WVON, in a local marketing agreement, is now under the direction and influence of general market iHeart Radio, which owns the 1690kHz frequency.
Step in Ms. Tracey V. Bell with her reputation for not doing the obvious and being willing to push limits, to fill the void and become the owner of the only Black music radio station in the city, 95.1 FM Club SteppinTM Chicago. Bell has a stellar reputation in the business community as a corporate strategist, business developer and diversity expert. Her particular niche is to help small businesses to structure or re-structure their businesses—help them to standardize commerce to compete in the general market.
Bell says, “Can you imagine that the third largest market in the country didn’t have a Black-owned radio station?”
Her intent is not only to remedy that situation but to make it a centerpiece for communicating to Chicago’s Black community. Bell believes that Black radio plays a role in shaping and transforming the social, economic and political life of the Black community.
“Radio is for the community.”
Bell’s vision for 95.1 FM Club SteppinTM Chicago is to help uplift the community by becoming the people’s station and building a gateway for the exchange of Sam Chapman, has also helped to accelerate its success.
Bell comes from Moundville, AL and attended the University of Alabama, where she received a dual degree in political science and criminal justice. Her original goal was to become a member of Congress to “positively impact the African American experience.” In the early 1980s when Harold Washington was Chicago’s mayor and Jesse Jackson, Sr. first ran for president, Bell was so influenced by a visit that Rev. Jackson made to her campus, that she became his presidential campaign coordinator in Tuscaloosa. After graduation she made her way to Chicago and with degrees and some law school experience, she applied for a job at the Public Defender’s Office. Her reception by them was less than enthusiastic. She ended up taking a job as an executive assistant in the radio division of Johnson Publishing Company. Fortunately she landed under the tutelage of WJPC’s Vice President of Broadcast, Charles Moutrie. Tom Joyner was on the air at that time and Black radio was at its peak.
Over the years, Bell has been quietly behind the scenes sharpening her skills helping to brand, market and grow small Black businesses. She has had stints at SoftSheen Carson where she was an assistant brand manager; product manager for Medela, Inc.; Director of Marketing for Helen of Troy, a monolithic brand licensing corporation; vice president of marketing for Warm Spirit, a direct marketing company that produced skin care products; and manager of supplier diversity for Walgreens. She helps build business development gateways to grow and strengthen minority businesses and multicultural communities. Her major strength is customizing solutions so that small minority and women-owned businesses, exceed expectations as corporate partners to achieve their business goals. She positions small businesses to do business in and compete on the open market.
Working in corporate America has taught Bell how money works, production values, media savvy and given her retail exposure. She says she learned capitalism from the people who control it. She intends to share it so that businesses in the Black community can flourish. Bell says that the most important thing that she learned in law school was not the law, but how to think, how others think, how to process information and how someone else is going to think with that same information. Although she did not continue her pursuit of a degree in law. That’s her gift. She sees things and asks not why, but rather why not?”
As a professional problem solver, Bell is taking her vision to the masses with her communications vehicle, for the African American community. She is enabling businesses, that lack the finances to advertise on radio, to do so using cooperative or ad sharing.” This is where two or more small, non-competing businesses share the cost of radio advertising, giving viability to them both. “You can’t do the obvious,” is her mantra. “You must go deeper and be willing to push the limits to stand apart from the competition.” Bell says, “One of the reasons we don’t have more jobs in our community is because our businesses don’t survive.” “They open and think the people will just come without any marketing, advertising or positioning. Without those practices, businesses soon close.” She adds, “The role of the Black media is to serve, speak and fight for the Black community and we’re going to do just that.”
Since introducing itself to the Black community, 95.1 Club SteppinTM Chicago has hosted or participated in a series of events including their monthly Steppers breakfasts, coat giveaways at Christmas, a food drive in Roseland, and the Chicago Auto Show. In a full circle moment the station, hosted Tom Joyner’s retirement party at Chicago State University in December 2019. And there is still more to come. Bell’s leadership is taking the station on a path to empowerment for Chicago’s Black community…and we’re grateful!
For additional access beyond the coverage area, listeners can enjoy the station live via the 95.1FM Club SteppinTM Facebook page or the Club SteppinTM App.
