Get To Know: Val Jones
Griot, poet, broadcaster, writer, author, professional speaker, and theater performer, known by many worldwide as "Da Oracle," Val Jones is a natural at engaging a crowd and making an audience laugh and think.
Val has a unique presence on stage and an alluring radio sound. Satirical and lyrical, challenging and charming, she has performed with The Last Poets, Gil Scott Heron, Marion Meadows, Bob Baldwin, Chip Shearin, Ray Codrington, Reggie Codrington and Kirby "PhunkPlayah" Hamilton as well as many others and has been entertaining crowds, emceeing and broadcasting for over 30 years. Val continues to set trends, break music, challenges mindsets, break stereotypes and broadcasts to the world with a style and voice all of her own. We got a change to sit down with her this week to catch up on how she continues to #MoveTheCrowd. Caption: Val “Da Oracle” Jones..the original Hip Hop Junkie
LaQueena: How long have you been working in radio?
Val: I've been in radio broadcasting since 1984. I started out in rock radio, then moved on to Urban. It's amazing that even then, I was told that I wasn't "black enough" at times because I have always had a cross-over appeal. I can be Public Enemy and Gil Scott Heron all day....then easily feel comfortable playing some Chicago and Nine Inch Nails.
LaQueena: aaaah variety..was their resistance to your eclectic style?
Val:Being in the broadcast/entertainment industry is a unique experience. Being a Black woman in the broadcasting industry is unique unto itself. The industry has always been male-dominated and challenging for a woman who wants to make serious strides and break that glass ceiling. Sometimes you have to "break a few balls" along the way. It's sad that when men come off as "aggressive" or strong about their business, they are applauded. But if a woman comes off strong and in control instead of allowing everyone to control her, SHE is considered a "bitch."
LaQueena: But, then again that's what many want to be called nowadays...
Val: I believe it was Tairrie B back in the early '90s who spelled out "bitch" as Being In Total Control of Herself. I took that literally to heart...and if folks think I'm a bitch because I won't allow them to use or abuse me while I know that I'm doing my job well beyond capacity, I say thank you and keep that moniker in mind. It is what it is...and I'm not gonna succumb to some weakness just because someone has issues with my strength. One of my favorite phrases is: ”Don't blame your inadequacy on my adequacy and don't blame your ineffectiveness on MY effectiveness." You, unfortunately see this happening so much in the industry. So I guess you can say this is my "battle charge" as I gear of for the role of being a thinking, intelligent, strong, never afraid to speak my mind or truth Black woman in the industry.
LaQueena: Well Alright! When/how do you think the industry took the pivot into what it is today?
Val: I saw in the '90s when monopolies were starting to take over the industry, the media and the music. I saw good radio announcers being replaced with "yes men" who were listening to sales execs talk about what should be played rather than programmers who really knew and understood music. I saw good music being replaced with the mediocre sounds you have today. Great rap and Hip Hop was being replaced with a more homogenized, commercialized, watered down version of hip hop. And all of a sudden, the quality of the lyrics started changing. Instead of talking about the REAL plight of the streets and what was going on, there was more glorifying the underworld. The drugs, the gang violence, all the things that were negative started taking a forefront in the rap/hip hop music. A two fold thing was happening here: One, it was a subliminal (or not so subliminal) destruction of the black community and black radio by those who were tired of being beat in ratings by black radio stations. As well, it opened the doors for more weakened, watered down, dime a dozen throwaway talent who were easily replaceable. GOD FORBID an artist got too big...or an announcement became more popular than the station itself. That "power" and "movement" had to be shut down. The irony is...that destruction has always lead to a decline in sales in radio. No matter what they say, terrestrial radio is falling and fading fast. It's the same old wack music and the same old announcers who only seem to speak in ebonics and stereotypical language. It's a dumbing down of Black music and radio...and it's been happening since the '90s. That's why at a certain point, I decided I had had enough...and would do my OWN show on internet radio called Soul School Cafe with Val Jones. There is so much good music that is not seeing the light of day on today's terrestrial radio. The worst of the worst continue to be promoted. And truly talent female Hip Hop artists are only allowed in one at a time. A handful of "marginal" talent is pushed to the top. Our society and our youth are getting NO BALANCE in the music and the arts. And people are wondering what's happening to our society. REALLY?!
LaQueena: Do you think there is hope? What is your plan of attack after all that experience?
Val: Music and the arts have ALWAYS had the magic to transform and transcend. To ascend and evolve people out of their conditions. But if all you're hearing is the negativity, then you obviously got what you've got. And people are pocketing off that misery. So, I've always somewhat been the "Harriet Tubman" or "Django" of the industry. I've always had the ability to pick hits and great music. I've always gone "off the playlist" to give my audience something more and something better. And my numbers proved I knew what I was doing. Some program director's loved it....some didn't. Some wanted me to just push the "poison" and take the money. But the money for REAL radio announcers in the Urban industry is no where near what people think. So again...it just made more sense to me to step away and do my own thing.
LaQueena: How will you move the crowd?
Val: My mission and passion is to heal and educate through the arts. Through music and through my poetry. To broadcast the revolution and continue to affect minds and effect change through music and the spoken word. As a sufferer of depression (only child military brat with both parents deceased...intelligent black woman in the radio/entertainment industry...husband murdered in robbery nearly right before my eyes), I know more than anyone how music and the arts can help you OUT of a funk or condition. So do the people who "control" the industry. We are CLEARLY at odds with the paths music and radio are headed down. So, like the Oracle in the movie "The Matrix," I decided to create a brand NEW matrix gathering those artists – independent, labeled artists who get ignored-and give them a place where their music can be heard. I'm as effective now as I've ever been. Internet radio allows me to be WORLDWIDE. So, no matter where you are in the world, you can hear my show. I have an amazing overseas listenership. And my listeners and station affiliates are growing.
LaQueena: What's next for Val Jones?
Val: I have my new baby debuting in November of 2014, my one-woman performance and stage play called, "When The Revolution Comes." Yup, that's soooo ME! Still an activist. My activism has just taken a more "creative" route. Sounding the alarm and waking people up through the arts.
www.iamvaljones.com
