Beata: In addition to being a great MD, I used to also serve as a buffer in certain aspects in your life (mostly with your relationships). Now that I'm gone how do you compensate for the loss? 
Orlando: Well, after you left, I had to get married! LOL! Couldn’t balance the lay-deeez without my wing wo’man!

Beata: What is the craziest thing you have experienced working at WiLD?
Orlando: Probably the “what would you do for front row” deal, where the infamous Harvey (a show listener), came in to show us his family remedy for smooth skin. He then was escorted to the restroom, pooped into a zip lock, brought said poop back into the booth and began to rub it onto his face, like a mask. Let’s just say, that it’s a good thing Harvey isn’t a cusser, cuz he was left, on-air, alone, while we all threw up in the hall!

Beata: You are very respected and have broad experience in the business. What are three things you regret, either you did or wish you had done? 
Orlando: I regret not getting into that damn payola. People with half the ratings and half as long of a career left this business with much more savings than I’ll EVER have! At least, the ones that did LEAVE! I wish that I would’ve gotten into the corporate programming thing. Declining job after job was great for the team in Tampa, but now I find myself as “the Hip-Hop guy” and people negate my time in Alternative and Top 40. I also wish I would’ve had the TV mind, back then because WiLD truly IS the reality show that should’ve been.

Beata: Now that you are married and have two lovely little girls, do you find that makes the ladies of Tampa want to get some Orlando LOVIN’ even more?
Orlando: LOL!  It’s funny how a ring, a wife and two mini-she’s can make the women forget 10, 20, 135 extra pounds. We all got in radio because we don’t mind the female types being thrown at us!  God bless women with questionable morals AND a PPM device!

Beata: You’ve had the opportunity to work with some great promotion people in your years at radio. Please list your five favorite in order, #1 being your absolute favorite.
Let me start it off for you #1 - Beata/Jive Records…
Orlando: No fair, the others can’t whine like you do, B! The reps I’ve worked with do amazing work, so I’ll make the top 5 from those who’ve moved on. Sorry Michael Williams and Rick Sackheim, continue your pissing match, on another page! F-ing “rank em”! Stop letting them peak, Beata! Marthe Reynolds/IDJMG, first business card I ever got, as a rookie, at the BOBBY POE!  lol);  Richard Spires/Arista;  Richie T./Columbia; Kim Stephens/Atlantic;  James Hurricane Heathfield/Jive.

Beata:  Describe your dream job.
Orlando: Doing it, now!  Minus the paperwork, and all the silly shit that keeps us from actually doing radio!

Beata: You’ve been a PD for a long time and had to deal with many different record reps. What qualities do you look in a rep that make you want to pursue and maintain a relationship with them, and what things piss you off and make you send the calls straight to voice mail?
Orlando: “Long?” Oh, you wanna fight! All the reps have a job to do and that’s get their records played. I get that. The ones that cut through actually have a real bond or relationship with you.  Whether on the phone or in person, they feel our success and that helps them keep a strong partner. The ones I can’t stand, don’t listen to the points about the station, lump us in with a major market close to their heart, or my FAVORITE, and fly to town, to play me a song I hate! How do I know I hate it? Cuz it’s on YouTube and everyone HAS IT ALREADY!

Beata: What wonderful things have you learn from me?
Orlando: That having my electricity turned off, every month, wasn’t hot! That I desperately need to stop banging your friends, when you’ve already given me “the look,” and that no matter how much success I have, I always need a woman, in the office to help me figure out “what I think!”

Beata: Back when I was your fledgling MD you felt very strongly about protecting me from record reps i.e., South Beach for the Billboard awards and you saw a need to jump on a table in the middle of an industry party and say “Excuse me! But for any of you record reps trying to sleep with my MD, it's not going to happen. I am cock blocking it now!"  What type of protection do you now offer your new MD Brewstaaa? 
Orlando: No need, Brew’ is still deathly afraid of any lessons you passed along. Radio and Records are usually a man’s business. Even with equal gender, there’s still a male air in it. If you’re a woman, in this game, you gotta know that a label rep or PD, who gets your “feet to Jesus” will be the death of your reputation before it even starts! Lock it up, Ladies! LOL!

Beata: In the early years of WiLD we were the underdogs vs. the heritage Clear Channel station. We worked our asses off and became a force in the market. What advice can you give new stations, or ones trying to reposition themselves, against heritage stations?
Orlando: Although there are a few HUGE programming stars, with that company (Julie Pilat, RULES!), there has always been a “pass this across the pipeline” mentality. People going against a giant have to carve a unique niche. Once it’s found, everything has to re-iterate that position.  Then you use their size, against them. We launched WiLD on Memorial Day and FLZ was at car remotes, all weekend. Big stations have to do that. We hit the beach! After that BIG weekend, we started hitting them, in the head, and never stopped. Own your lane and murder anything that crosses it!