As Dave Lee retires, 830-WCCO host calls on employers to make history by hiring person of color
830 WCCO-AM
As America marked Martin Luther King Jr. Day, Sheletta Brundidge spoke out for more representation on the airwaves from her employers, WCCO-AM.
Brundidge, a popular Twin Cities media personality who hosts a Saturday morning show at News Talk 830 WCCO, said she wants the station to take the opportunity provided by the retirement of celebrated, long-serving morning show host Dave Lee to hire a person of color.
While the station currently has the likes of Henry Lake, Jearlyn Steele, Roshini Rajkumar, and Brundidge herself as evening or weekend hosts, 830 WCCO has never had a person of color in a weekday, daytime slot as an on-air host in its almost 100-year history.
Given the tumult seen in the Twin Cities over the past year following the death of George Floyd, Brundidge says now is the time for that to change.
"I refuse to believe that in 100 years, the station hasn't been able to find a qualified Black woman or a Latino man or an Asian LGTBQ person who can talk politics and sports for a few hours every day when the sun is still shining," she told BMTN.
"Entercom Media, the company that owns the radio station, says they have a new commitment to diversity and inclusion.
"It would be good to see diverse voices amplified in the prime slot. Nothing against you white guys, y'all are great, but it's time to give someone else an opportunity over at The Good Neighbor Station."
Brundidge hosts The Sheletta Show from 11 a.m. to 2 p.m. on Saturdays and has been with the station for almost three years.
Prior to this, she has been in radio and TV broadcasting for 20 years, and is also a Emmy Award-winning comedian.
In a comment to BMTN, 830 WCCO said that it's "already begun the tough task" of filling the departing Dave Lee's shoes.
As for Brundidge's comments regarding greater diversity among its weekday hosts, a station spokesman said: "830 WCCO is in lockstep with Entercom’s commitment to having diverse voices and perspectives represented throughout our team and on our airwaves.
"While we employ diverse voices and employees from all backgrounds across the organization, we know there is always room for improvement and we remain dedicated to doing our part."
