Dicksy Ngqula is the GM of RadioHeads. He has a long history with radio and TV and is well known as a commentator on Blow by Blow, a boxing show on SABC1. He's 37-years-old; fit and healthy (he doesn't drink and has recently given up red meat); and trains three times a week with boxers.

Ngqula has dedicated a lot of his time in the last five years to working as part of the team that established RadioHeads, a radio advertising solutions company dedicated to making radio work harder for advertisers, by creating radio campaigns; branded content; and producing advertisements.

He recently spent a few minutes with Media Update, discussing his lifelong passion for the radio industry; his admiration for Barack Obama; and the importance of listening more than you talk.

1. What was your first job/ where did you start?
Apart from hard labour working to assist in my dad’s brick-making business as a youngster in Hamburg, Eastern Cape, I have always been in the radio industry. I had my first contact with broadcasting at CKI FM (Radio Ciskei and now trufm) when I was doing Matric and I could have started at that point, but I wanted to go to university before committing to a job, so I did. Ironically, when I graduated from Rhodes, the first radio station to respond to my demo was Capital Radio, in spite of the long standing relationship I’d had with CKI presenting radio shows during my university vacations. Therefore, my first real job was with Capital Radio – the Oxford University of radio! Capital produced a lot of legendary broadcasters, and I’m grateful that I had the opportunity to learn about broadcasting from such an institution.

2. What made you want to build a career in your profession?
I was heavily influenced by CKI – the excitement it brought to the game was much more refreshing than the traditional style of Radio Xhosa, currently known as uMhlobo Wenene. It was one of the first real urban radio stations in the country alongside Radio Bop and Radio Thohoyandou, a.k.a the ‘Big T’. Many people make the mistake of thinking that Metro FM was the first urban radio station in this country, when actually this trend was pioneered by Bop; Thohoyandou; and CKI. Remember, these radio stations were established by the so-called independent homelands of Bophuthatswana; Venda; and Ciskei at a time when the state broadcaster didn’t think it was necessary for black people to broadcast to black people in English. Anyway, I found radio to be addictive and I wanted to be a part of it.

3. Describe a day in your life at present.
Depends on the day of the week, but I arrive at the office somewhere between 06:30 and 07:00. I hold status meetings with my management team once a week, and then the madness begins.

My role really revolves around strategically positioning and marketing RadioHeads to radio stations; agencies; and direct clients. We plan and buy on radio; do creative; as well as produce adverts and branded content. So we handle strategy for retained clients; execute promotions and branded content on behalf of ad agencies; and are probably regarded as an alternative revenue source by radio stations due to the campaigns we book.

We also do station imaging for stations – in fact, the current imaging on trufm; Radio 2000; SAfm; Motsweding; XKfm; Lotus; and RSG is our signature. So on any given day, we are working on strategy; media buying; creative; production; project management; and syndicated radio programming. I have to keep it together, but I’m blessed to have a strong team of great individuals who I trust to run the day-to-day issues in their respective departments.

4. How do you unwind behind the scenes? List your favourite song; movie; and book.
I’m not the type of guy you find in clubs. I value my privacy and intimate moments with very close friends. In terms of my music taste, remember I was on radio for 17 years, so taste is not genre-dependent. My music collection is ridiculous. Movies: I really go for anything that catches my eye, but I must admit that if a movie stars Denzel Washington, I will see it without asking questions. Books: well, I’m not really into fiction – I’m more likely to read a book that tackles a particular subject matter that I may be curious about at that point, but I like reading up on other peoples’ success stories.

5. Who would you most like to meet - dead or alive - and why?
It would be cool to meet Barack Obama. His story is fascinating, and yet, it would be interesting to find out how sobering it must be for him to realise that winning the election was just the beginning, and history will judge him on the basis of his success as a leader and the changes he is making, rather than the history-making victory. Digging America out of the hole was never going to be easy, and he will have to make some unpopular decisions as well.

6. What has been one of the most important lessons you have learnt?
Listen more than you talk – and pick your battles.

7. What is your secret indulgence and your three ‘can’t live without’ items?
Not sure this can be seen as secret, but I love great clothes. I cant live without my BlackBerry (sorry iPhone fans, I’m on my second Bold); wallet; and my iPod.

8. Who do you think is getting it right in the industry?
That’s a tough question because all media owners have different strengths. Primedia is very successful at getting maximum returns from its platforms. Kagiso Media is working hard on innovations like integrating online and traditional radio. In terms of the SABC, 5FM is probably punching at a heavyweight level, particularly when it comes to executing major promotions and constant innovations. The AME group has demonstrated that you can run commercially successful platforms even if you are located in the so-called secondary markets – they own stations like Algoa FM and OFM.

9. Which person in the industry do you think is making waves?
I think Norman Gibson has a huge task of ensuring that the RAB is firmly entrenched. I do think his role is going to be vital and I believe he will be the guy to watch.

10. What is your favourite perfume?
I make a habit of not repeating perfumes, but one of my favorites is Kumkani by Sun Goddess.

11. Which car would best personify you, and why?
The Bugatti Veyron – this car, just like the McLaren F1 before it, re-defines motoring perfection.

12. What is your favourite reality TV series?
Not sure about the term ‘reality’, but Top Gear is incredible, and I love documentaries on the subject of the Universe – a fascinating subject indeed.

13. Who is someone you truly look up to, and which qualities do you most admire about them?
Khaya Ngqula (businessman and ex-CEO of IDC and SAA, to mention a few) for his tenacity and thick skin, and Mzolisi Diliza, CEO of the SA Chamber of Mines and Chairman of Mbombela, the consortium responsible for building the Gautrain. Do you realise the legacy this project is going to leave? I admire him for his leadership; patience; and ability to listen. He is always available to listen and counsel. It’s easy to learn from him.

14. What’s your stance on social media?
Social media is not just something in the future – it’s here. I love it, and the exciting thing is that it is evolving at an amazing pace. It benefits from traditional media, and plays an enhancing role in traditional media - so it’s a beautiful trade off. Traditional media is still a discovery medium, and its role, although evolving, will still be here for the foreseeable future.