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(Expert in the Wings) Willy B.


Today completes a two-fer of Experts In The Wings. Last week we featured Lynn Hoffman column. Today it's her husband Willy B. My first encounter with Willy in the mid-90s was when he was working for American Radio Systems and WBMX. He was working closely with Greg Strassell and was launching stations all over the country. It was an exciting time, he says.

As Willy and Lynn migrated to NYC, post 9/11, Willy began expanding the scope of his work. According to Lynn, Willy opened the doors officially to his newly formed full-service production company called TV for RADIO.

It seemed like the minute those doors opened, everyone from the likes of CBS, to Greater Media and Citadel came knocking and he was off and running. He has since become the premiere go-to guy for all of the imaging and branding needs of major media companies across the country.

Willy's warm demeanor, personal touch, and extreme attention to detail with every client is what makes him stand out from the rest. He is not happy until its perfect, even if it means working around the clock. He always goes above and beyond and it shows in all of his work.

What keeps us going?" asks Willy rhetorically. "The same thing that always haspassion and the constant need to be creative!

"Passion for the work and passion for the business overall. While many radio veterans gather around the water cooler and discuss how good things used to be and the downfall of our business, we see just the opposite. Not that we didnt feel the pain in 2007-2008 like everyone else during the economic crash, but it drove us harder to want to see our business succeed and come out stronger than before.

When you work with Willy he loves becoming part of your think tank. Collaboration = Fun.

This is how we work with clients today," Willy explains. "Were not subcontractors, were part of the team! This is the core of our business. Some may see this as a scary time for radio; we see it as an exciting time. We are at the forefront of all sorts of new ways to receive radio, broadcast radio, and create revenue for ourselves and our clients. Now more than ever image is everything. This is a content-craving environment we find ourselves in and we are always looking to give our clients the most exciting brand imaging possible.

As Willy and Lynn continue to provide quality work in a number of forms of media, they remember where it all began.

In short, no matter what we do, it all comes back to radio," says Willy. "We will always be radio geeks at heart. Its in our blood. One of the most important and valuable lessons we have learned in business and life is 'pay it forward.' Teaching and mentoring have been very important to both of us. We firmly believe that to receive you must give.

If you are looking for OZ to make your stations shine on TV, On-Air, or Internet check out< or give Willy B a shout at 617-233-3593.

Buzz Knight is the Vice President of Program Development for Greater Media and he can be reached at Knight was named among Best Programmers by Radio Ink Magazine in 2007 and 2010. He has served on the programming subcommittee of the National Association of Broadcasters(NAB) and is currently a member of the Arbitron Radio Advisory Council and the National Association of Broadcasters (NAB) COLRAM Committee.

If you want to recommend an "Expert in the Wings" email Buzz at

(11/18/2013 6:52:50 PM)
XT6IGX Thank you ever so for you article post.Really thank you! Really Cool.

- NY
(9/13/2013 6:00:38 PM)
o1jp15 Say, you got a nice blog.Much thanks again. Will read on...

- NY
(9/6/2013 11:37:41 PM)
o29ssV I really like and appreciate your blog post.Thanks Again. Really Cool.

- NY
(7/24/2013 12:01:20 PM)
Great story!
Everything in this article is 110% on target! I have been working with Willy B and Lynn over the past 15 years. They are genuine, talented collaborators. Love working with these two! Nice to see them get this kind of recognition.

- Rick Alpern

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