By Ashley Zimmerman
By Dana Krangel
By John Hood
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By David Von Bader
By Sayre Berman
By Steve Brennan
By Ashley Zimmerman
Patt is the voice of WIDR: World Internet Dance Radio. Located at www.widr.com, the site offers five different prerecorded music shows, each mixed by a different DJ. For the "Daily Show," Patt chooses a sampling of commercial and underground dance music that's updated six days a week. (Patt rests on Sunday.) The other channels, updated weekly, are the "House Mix," the "Alternamix," and a "Feature Mix" by a guest DJ. They vary from 40 to 120 minutes each, and past mixes are archived on the site. On any given day, WIDR has twelve or thirteen hours of music to choose from.
Visitors to the site can click on a channel and listen to the audio track while continuing to use their computers for other tasks. In that sense it's much like traditional radio, which listeners can put on in the background at work or at home. The difference is that WIDR's "signal" isn't limited to a city or two.
"It's cool," says Patt, "to know that, daily, I'm sitting here in this house broadcasting worldwide."
Patt's suburban home, in a quiet section of Lauderhill, has served as WIDR's studio and business office since it began in October 1996. In a corner of the living room stand two CD-players holding a total of 300 discs, a CD-burner, a double-deck cassette player, a large mixing board, a Pentium 233 MMX with a seven-gigabyte hard drive, a 56-kilobyte modem, and a cable connection to the Internet. In the wee hours of each weekday morning, Patt can be found sitting before his microphone, mixing CD tracks with a software program, puffing on a menthol cigarette, and sipping a cup of coffee from the eternally brewing pot in the kitchen. From these humble surroundings, Patt reaches as many as 30,000 people each month in all corners of the globe.
"I get 30 to 40 comments per day," says Patt. Those are e-mail comments, of course. Patt does almost all of his communication via e-mail. He has never met the fellow who designed the WIDR site, or the DJs who do the feature mixes (from London, New York, Canada, and elsewhere), or the people who created promo spots and station IDs for him. But he knows he's connecting with his listeners. "A lot of times, people tell me they're in these areas where there are no record stores for 100 miles," he notes, "or they say there are no stores with good dance-music selections."
WIDR's large and far-reaching audience is bigger than the circulation of some national magazines. Yet Patt finds it difficult to attract advertisers to his site. "Granted," he says, "15,000 to 30,000 people a month seems like a lot. But it's not when you compare that to Yahoo!, which gets like three million a week." With that level of traffic, Yahoo! can afford to charge thousands of dollars for ad space. For Patt, advertising accounts come in only occasionally, bringing perhaps a couple hundred dollars in revenue each month.
Netmix, an Internet radio station based in New York City, claims to receive one million hits per month. But even that kind of traffic isn't enough to draw the big accounts, according to Netmix's founder, Tony Zeoli. "It's always nice to get a check for a hundred here or two hundred there," Zeoli says from his office in Manhattan. "It helps pay a bill, like the phone bill or the ISP [Internet Service Provider] bill."
WIDR and Netmix are basically shoestring operations. Zeoli works days for Simon and Schuster's Website; Patt delivers flowers. Netmix, located in a city where much of the music industry is based, charges record labels for promoting their albums on the site; Patt is just thankful that record labels send him albums for free. Neither of their sites makes much of a profit.
"But I'm building this up in the hopes that someday it will pay off," says Patt. "And I think it will."
At the moment, WIDR functions somewhat like a pirate radio station. Not in terms of legality -- Patt pays all licensing fees and guards against illegal downloading -- but in terms of programming. Unlike the helpless DJs of today's rigidly formatted FM stations, Patt can pick his own tracks and put them in whatever order he likes. If he wants to take a chance on a brand-new single or an unknown artist, he can do it. "If you were a new artist and you have a CD, you'd be stupid not to give your music to me," says Patt. "I don't charge, and you get worldwide exposure."
In January 1997 Roy Kamen created MRK Records in Manhattan in order to release singles by his wife, a dance-pop singer named Marina. An audio engineer by trade, Kamen knew nothing about the business side of the record industry, and he went to the Internet to learn. "What occurred over the next few months was me getting linked to all these dance sites," says Kamen. "And then I got in touch with Bryon at WIDR, and he started playing Marina almost daily. And I would e-mail everyone his [Web address] when he covered her. And from the Internet, we ended up getting coverage from the traditional media. Street Sound magazine picked us up, then Dance Music Authority, and then Billboard."