Fredwaa: Radio is all about creativity

Dar es Salaam . In a corporate jungle where survival is for the fittest, you have to be the best to dine on the table of the wise and mighty.

Radio presenters of late have become the toast of town, some actually command celebrity status with huge figures in return for their energies.

The year seems to have started with another migration of a high profile presenter from RFA (Radio Free Africa) to Clouds FM in the name of Fredwaa aka Fred Fidelis who says his movement was just like any other.

His was a journey that started at Radio Tanzania Dar es Salaam to Times FM then crossed the vast plains to Rock City (Mwanza) where he finally settled until his recent move back to Dar es Salaam.

He is now the new voice that wakes you up in the morning on Clouds FM’s Power Breakfast which runs from 6am to 10 am.

“It was all about career choices after serving RFA in Mwanza for close to 15 years, I felt I needed a new challenge to explore whatever energies are still left in me,” says Fredwaa.

He says the new challenge has forced him to reinvent himself despite the fact that he had been in the industry for such a long period.

“I have had to take a deeper look at who I am and try to see how I can remain relevant in the dynamic entertainment industry,” he says.

He adds: The team I found at Clouds FM is relatively  young and they have a way of doing things that appeals to both the young and old . I can say that I have easily blended in and may be this is how I can take my career to a whole new level.

Having moved from what was once his stronghold, Fredwaa says there is no tinge of regret that he might lose the fan base that he has built for the last decade or so, instead he sees a whole new era in his career.

“I think the opposite is true, when you look at the style and the coverage of the station, there is every indication that I will actually reach more of my fans now than ever before,” says Fredwaa.

Fredwaa who was once named as the most influential voice on radio in Tanzania, navigating such waters only acts as an impetus for growth.

“ I must say that these two stations are very different  in terms of delivery  and the rather youthful team here makes it a whole new ball game. But to me that is what a career should be; overcoming challenges that come in your path,” he says.

He says in the last decade or so, his career as a radio personality has revolved around one key issue which is creativity.

“I always look forward to giving my fans out there something new, something that positively affects their lives in a way or two.”

Looking back at his career as a radio personality, he says the dynamics have changed quite a lot especially with the advent of social networks and the Internet in general.

“What we used to call news today is no longer news given the pace at which information moves from one place to another. This means that you have to be on your toes all the time to make sure you don’t report stale news.”

He has an advice for the young blood who would like to become either presenters or associate themselves with radio and what riles him is the fact that some young lads think it is a show off job.

“You know as opposed to what some people think radio is not an easy job, it requires a lot of passion, our audience has changed quite a lot and they are always looking for values.”

He adds that in an era where there is a radio station in almost every town, you have to give the listeners reason to stay tuned or else they look to the next door.

“You have to be well educated and informed to remain relevant in today’s world that is full of stiff competition.”

Of the current crop whom he is working with, he thinks presenters such as Millard Ayo have a very bright future because of his dedication and creativity.