By Sharon Oliver
Contributing Writer
BOSTON – During the late 1950s, African American records had no real home on Boston radio. WCOP tried to answer the call to play R&B music, but the powers-that-be nixed the idea. That would soon change. Acting on a tip, Fred “Skippy White” LeBlanc approached WILD AM 1090 with a proposal, if he were allowed to DJ. The Waltham native took a big risk proposing something other than continuing to fill the airwaves with Dean Martin and Frank Sinatra melodies but his passion for R&B music was deep.
The legendary radio personality, concert promoter, record store owner and producer/manager of local artists would go on to say he got hooked on the genre after listening to “Crying in the Chapel” by the Orioles on the radio in 1953. From 1957 to 1960, White worked at the only Boston store that sold R&B records, Jack’s College Music Shop, where he began his record collection and started a side business as a distributor.
Photo/Courtesy of Yep Roc Records
Influx of Southern migrants
Around this time, an influx of Southern African Americans had migrated to the Boston area, bringing with them an interest in a sound that had already caught White’s attention. The first station he reached out to opted to completely go off the air at night rather than give him a slot to highlight soul and gospel music. On the other hand, WILD was not faring so well with its “elevator music.” The owner, Nelson Noble, told White if he could find four sponsors he could have a two-hour show. White not only had no experience working as a disc jockey but he picked up three sponsors almost immediately and became his own (fourth) sponsor.
White rented a space to operate as his first record store, Skippy White’s Mass Records – The Home of the Blues, where he sold his collection of oldies that were purchased wholesale. Suddenly, a new era in radio was born in Boston as the demand for a different flavor in the ear increased with White and WILD 1090 playing a crucial part in it all.
White paid close attention to finding breakout records to play on his show, avidly read music magazines like Billboard and Cash Box, sold tickets to shows for artists like Bobby Blue Bland, Little Johnny Taylor and Otis Redding, who he was instrumental in bringing to Boston for the first time. White’s reputation and record selection in his stores drew attention from locals and heavy hitters in the world of music. Bootsy Collins, B.B. King and Bobby Blue Bland would drop by. Van Morrison would hang out and listen to tracks. Local artists even came to play their own songs for White in the back of the store. If he liked it, the song would get recorded and released.
The go-to-source
Skippy White created his own record label imprints for specific genres – Bluestown for blues, Silver Cross for gospel, STOP for doo-wop and WILD for soul. If anyone wanted to know about upcoming concerts and community related information, WILD 1090 was the go-to source. The station gained popularity after embracing genres like R&B, soul, and funk which were neglected by other outlets. Their ability to bring R&B and soul acts like Luther Vandross and Parliament was unmatched and quite profitable for the city. Concert promoters would contact the station to get word out about an artist.
Boston Magazine voted WILD’s morning show “Best in Boston” in 1985. By 2000, WILD had become part of a corporate radio media conglomerate and lost its local ownership. Controlled by outside interests, it also lost its former identity, beloved personalities and the sense of community Skippy White helped to foster with its loyal listeners for decades.
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