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And yet for years, the reigning Spanish-language morning show in the Miami market has been "El Desayuno Musical," the music-driven, interview-heavy program hosted by Javier Romero on WAMR (Amor). Although the station no longer tops the ratings (like other Univision-owned stations in Miami, Amor isn't monitored by Arbitron's Portable People Meter), Romero is still very much the go-to guy when musical artists release new albums.
On January 12, Romero's 30th anniversary on the air (he started at age 15), the host received calls from an array of artists from around the world, including Julio Iglesias and Chayanne, and was visited in the studio by many others. The show of affection reflects Romero's importance to recording artists. He has made a career out of opening the airwaves to new and established performers, often playing multiple songs during a single interview. His morning show features sounds ranging from jazz to tropical.
"Javier Romero is synonymous with credibility," Universal Music Latino managing director Luis Estrada says. "He's gained the respect of his listeners with a special combination of seriousness and empathy. He's a real opinion leader."
Amor is a top 40 pop station, and not everything Romero plays becomes part of Amor's music playlist. But his daily show -- coupled with his weekend program, "El Hit Parade de America" -- is often the first crucial step toward mass listenership.
"I'm the more serious guy, (sidekick) Osvaldo Vega is lighter, and we strike that balance, which is what most people's lives are: a little bit of humor and a little bit of seriousness," Romero says in explaining his lasting appeal.
The raciness that permeates much of morning radio "has never been our line," he says. "My take is, if you keep it pretty clean, if you keep it classy, you'll have a longer shelf life."
With his three decades on the air, the baby-faced Romero came up in an age when DJs could turn songs into hits and labels would often consult them on choosing one single over another. In an era of research and electronic measurement, that kind of gut instinct plays a small role in programing. But Romero says, "We like to give a window of opportunity to new music and new acts. I like to give new talent a chance, and I like to give the audience a chance to judge." |
