Frost’s day never ends, radio never sleeps
By Jose Garcia
Since owning his first recording studio at the age of 22, Victor Frost knew he would venture into the radio circuit, but never thought of becoming the urban program director at Hot 104.5.
“That is how musicians make it. Without radio, musicians would be nothing. Music would be nothing ‘cause nobody would hear it,” Frost said.
Frost said he started as a musician/producer and that his curiosity for radio was always lurking around.
“Through recording records I got into radio, trying to put together the whole process from starting as a no-name musician to fame and fortune, but for this to happen I had to cover all aspects,” Frost said.
Since Frost is the program director at the station, he said that his day never ends because radio never sleeps.
“I think the most popular misconception of radio is that it’s easy and anybody can do it,” Frost said.
They figure all you have to do is talk and play music, but it is much more than that,” he said.
His daily routine consists of programming the station to run 24/7, seven days a week, including holidays and bad weather.
The actual programming is what the listeners hear, such as the commercials, station identification, on-air personality and music.
In addition to wanting to become the CEO/owner of the station, Frost hopes to use his production side to remix popular artists’ singles.
Frost feels that being a musician, songwriter, vocalist and program director gives him an edge on the competition.
“I think whenever you combine all those assets you come up with a person who understands the music and one who has a better feel of what the listeners like to listen to,” Frost said.
“I am always in touch with the community and that is what sets me apart from other program directors,” he said.
Frost’s work, along with his voice, can be heard weekly from 3 to 7 p.m. on WCCG 104.5 FM.