Business and Finance
How a Black-owned radio station stayed independent for 50 years while other media became corporatized.
If you have ever checked out a radio station’s call letters, it can have gave the impression of they were just letters to you.
But at WDKX radios in Rochester, New York, the letter “D” stands for Frederick Douglass, “K” stands for Martin Luther King Jr., and “X” stands for
In a media environment where many Black radio stations that air promoting to Black listeners usually are not Black-owned, WDKX exemplifies the legacy and power of independent Black media. This yr the station is celebrating 50 years in business.
According to African American Public Radio Consortiuman estimated 10,000 industrial radio stations broadcast each day within the U.S., but lower than 1% are black-owned. This discrepancy reveals greater than just an ownership gap; highlights a systemic problem that ends in fewer Black leaders being accountable for the voices and messages that claim to talk for Black people.
“Anyone can play black music or turn on black shows, but with black creators there is a different kind of authenticity and connection,” says Andria Langston, current co-owner of WDKX and national sales manager.
Langston is Andre Langston’s daughter and granddaughter Andrew Langstonwho founded WDKX in 1974 in Rochester. While the northern New York city is commonly considered a destination for abolitionists like Frederick Douglass, that does not imply racism wasn’t prevalent in the realm.
“My grandfather was a visionary, and interestingly enough, he moved to Rochester, New York, because he was promised a job at CBS,” Langston tells Grio. “But when he got there and they saw he was black, they didn’t want to show him on TV. Being in Rochester during the Rochester Riots, my grandparents saw there was a need to tell our story.”
Today, WDKX is a model of resilience, being certainly one of the last independently operated Black-owned radio stations within the United States. The station organizes community events and highlights issues related to health, education and politics. Its mission is deeply rooted within the vision of Mr. Langston, who overcame regulatory and racial barriers to create a platform dedicated to authentic Black voices. For Andria, who began learning the station’s operations on the age of 5, that is of great importance.
“I’m a third-generation owner and seeing my grandfather build this station throughout my life and my father continuing it, I think it’s a testament to the American dream; what can be achieved with persistence and community and simply focusing on your goals,” Langston tells theGrio.
Like many Black-owned public radio stations, WDKX attracts socially and culturally aware listeners who help keep this legacy alive. Although many African-American public radio stations are licensed by universities – accounting for 70% of all such stations, including NPR affiliates – WDKX is certainly one of the few that also operates independently.
This weekend, as WDKX celebrates its fiftieth anniversary, it does in order a testament to the importance of getting Black people in media. From its commitment to unfiltered storytelling to its ability to construct authentic connections, WDKX stays a critical voice in an era where community-centered, Black-owned media is required greater than ever. For listeners in Rochester and beyond, WDKX is greater than just a radio station. It reminds us of the strength and resilience that comes from having your personal narrative.
“My grandfather was in his 40s when he finally started a radio station,” Langston explains. “So you may have a dream in your 20s and it should take you years to comprehend it. Don’t surrender in your dreams. To proceed. Because you have got time and there may be enough for everyone here.