Miami radio host mixes it up in "emotional blender"
By Leila Cobo
MIAMI (Billboard) - The images plastered on Miami buses show radio personality Javier Ceriani wearing fur and rhinestone-studded glasses, his long blond hair flowing. "Glamour, papa, glamour!" screams the quote above his head.
Ceriani is the host of "Zona Cero" (Ground Zero), the popular morning radio show on WCMQ (Clasica 92.3 FM), Miami's fourth-rated station.
With his flamboyant sense of fashion and outrageous comments, coupled with keen intelligence and willingness to tackle a broad range of issues, Ceriani has broken the mold of what a Latin radio host should look or sound like. He spoke recently with Billboard about his approach to radio.
Q: Your show is completely different from other Spanish-language morning radio. Why is it successful?
Javier Ceriani: In the mornings, almost everybody bets on one thing. I want to transcend by improving the world, criticizing and providing the audience a space to vent their opinions. It's Ground Zero. I have people from many countries, many political beliefs. Every morning we have a debate, and at the end, we laugh together. We don't screen calls. That excites and amuses me. I never know how people will respond.
Q: Who listens to you?
Ceriani: I never think of my target audience. I'll sometimes play dance music from Ibiza, which I know a little old lady won't appreciate. But she puts up with it because she likes another portion of the show. It's a stretch for them. It's not a comfortable show. It's like a roller coaster that takes them out of their comfort zone.
Q: You've spoken about "shock moments." What are they?
Ceriani: I picture them like giant alarm clocks. The body gets used to (the) same position, and I toss these comments out there to shake things up. I change the mood suddenly and drastically. I'll switch from a funny topic to a serious one. Or I get angry and go to commercials. It's like an emotional blender.
Q: How important is music in your show?
Ceriani: It's fundamental. I not only play songs, but every segment has a musical mood. I have romantic songs, I have panic songs. You can't separate the conversation from the music. I play all kinds of music -- reggaeton, salsa, merengue, classical music -- and I try to have a musical guest every morning. I love to bring in new acts. As long as I like the music, as long as it moves me, it can be on the show.
Q: Lately you've tackled some very serious issues.
Ceriani: I've been calling a lot for leadership and change. I give out metaphors -- that some people are vultures and others are eagles -- looking for a call to altruism, to action. I believe people, and Latins in particular, listen to radio alone. That radio moment, especially for Latins, is sacred. That's why music is so important, especially for immigrants. It's their inspiration.
Q: You have so many personas. Who are you, finally?
Ceriani: I'm all of them, and I'm conscious of all my parts. A human being is perverse, sensitive, serious, acerbic, cruel, generous. I think that's the best thing about me. I explore all the possibilities, even if I don't like them. And everything that I live, I put out on the air.
Reuters/Billboard
