Jamaica-born, New York resident Robert “Bobby” Clarke, president and CEO of Queens-based Irie Jam Radio, was honored by the Jamaican government on Sunday with the prestigious Order of Distinction “for over 20 years of dedicated media services to Jamaican nationals of the New York Tri-state area.”
Every year, the third Monday in October is observed as Heroes Day in Jamaica, which includes an elaborate morning ceremony on the grounds of King’s House (the governor general’s residence) where national honors are conferred on Jamaicans from various walks of life. The Order of Distinction, instituted by an Act of Parliament in 1968, is the sixth-highest honor in the island’s Orders of Societies of Honor.
“When I first saw the email saying I was receiving the award, I thought maybe I read it wrong,” laughed Clarke in an interview with Billboard at a Manhattan restaurant. “But after reading it over five times I thought, this is big because it’s the country of my birth recognizing what I’ve done. I’m honored and it means a lot to our team and the Irie Jam listeners that one of us has been recognized for our work.”
Clarke’s first step into media began with a chance encounter at Bronx Travel, a travel agency he co-owned in the 1990’s. Milford Edwards, a former broadcaster with Jamaica’s JBC Radio, visited Bronx Travel specifically to discuss an idea for a radio program. “At that time, Milford was an engineer at a satellite broadcast center in New York City and he said he had a way to pipe Jamaica’s radio stations into the U.S. and asked if I was interested,” recalled Clarke. “ISBN lines had just come on the market, the technology hadn’t been tried before, but Milford was sure it could work. I was really intrigued by Milford’s concept so I said let’s do it.”
Clarke flew to Jamaica shortly thereafter to meet with the late Karl Young, the owner of Jamaica’s IRIE FM (107.5 FM), which debuted on Aug. 1, 1990, with an unprecedented all-reggae format. Although Clarke was kept waiting for two days, when the meeting finally took place Young expressed great interest in broadcasting IRIE FM on New York airwaves.
“I did a really good sales job: I brought Milford down to sell the technology and within weeks we had a contract,” said Clarke. “IRIE FM’s then general manager and program director Clyde McKenzie (also a 2017 Order of Distinction recipient) alongside my partners in New York, Milford Edwards and Deon Gordon, put a program together and we approached WRTN FM (now WVIP) 93.5 FM, New Rochelle, New York, and negotiated a time slot.” (WVIP FM has a brokered station format, meaning producers are responsible for securing their own advertisers to pay for airtime.)
Clarke and the team arranged time for their show within Jawara Blake’s Culture Jam program, which aired Saturdays at midnight. The Jamaica/New York IRIE FM/WRTN FM simulcast, christened Irie Jam Radio, premiered as a two-hour broadcast on Oct. 16, 1993, to enthusiastic responses from listeners in Jamaica and the New York tri-state area. It was the first time the city’s airwaves connected Jamaicans in the Diaspora to their island birthplace, predating the widespread availability of internet radio or digital broadcasts of terrestrial stations.
“On air in New York we had Milford Edwards and Pat McKay (now the director of programming, reggae and gospel at Sirius/XM) and in Jamaica it was Ainsworth ‘Big A’ Higgins,” recalled Clarke. “We spent hours finding and listening to music, trying to figure out how to make this the best show in the world. It was surreal how good that simulcast connection was and the experience changed my life. I was supposed to be studying to become a lawyer but after that first broadcast, I decided radio is what I wanted to do, so I had to find the money to do it.”
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