07/17/2023
B.B. King started DJing at WDIA in Memphis in early 1949. He had a 15-minute show sponsored first by Pep-Ti-Kon (a patent medicine), and later by Lucky Strike ci******es.
The story of WDIA began on June 7, 1947. John Pepper and Bert Ferguson, both white, owned a radio studio on Union Avenue in Memphis. Powered with 250 watts at a frequency of 730 kilohertz (AM), the station's format was country and western, sprinkled with the soft sound of pop. Specialty programs included homemaker shows, soap operas, and classical music.
The fledgling station had a poor start, but Ferguson had a revelation. He realized that there was an untapped Memphis audience that no other radio station served. When it became clear that African Americans were half of the WDIA audience, the station hired the South's first Black disc jockey.
In October 1948, Nat D. Williams, a high school teacher and syndicated columnist, started a WDIA program called "Tan Town Jamboree". As one of the first U.S. radio programs to appeal to a Black audience, that show alone made WDIA the second most popular radio station in Memphis. After switching to an all-Black format, WDIA went to number one.
In early 1949, B.B. King started DJing on WDIA with a daily 15-minute show sponsored by a medicinal tonic called Pep-Ti-Kon. King's show eventually promoted WDIA's first major advertiser, Lucky Strike ci******es. The following year, B.B. took over Maurice "Hot Rod" Hulbert's afternoon show.
King is easily the most popular alumnus of WDIA and he often gave the station credit for giving him his first audience and establishing his music career.
Like King, Rufus Thomas was one of the first African American disc jockeys at WDIA, starting his career there in 1951. He hosted an afternoon program called Hoot and Holler, which helped promote the careers of local musicians Ike Turner, Bobby “Blue” Bland, Roscoe Gordon, Junior Parker, and yes, B.B. King. He was also one of the first DJs in Memphis to play Elvis Presley's Sun singles.
Thomas continued as a DJ at WDIA until 1974, working for a period at WLOK-AM before returning to WDIA in the mid-1980s to co-host a blues show.
-Robert Odell Jr
Photo: Michael Ochs Archives