DENNIS ODA / DODA@STARBULLETIN.COM David "Davey D" Daniel's is celebrating the release of his second music video collection with a concert on Saturday.

Isle music is where
‘Davey D’ wants to be

Every day, thousands of Oahu residents tune their radios to one of three Hawaiian-formatted stations owned by Georgia-based Cox Radio Inc.

Steering the ship is Kaneohe resident David "Davey D" Daniel's, who at 32 is one of the most influential people in the local music scene. On top of serving as program director of KCCN-FM, KINE-FM and KKNE-AM, he also co-produces the successful "Overdrive Live" music video show on OC-16.

'Big Break' With B.E.T., Ho'onu'a, Inoa'ole, Keahiwai, Kekai Boyz, Koa'uka, Sean Na'aua'o, Ooklah the Moc and Sudden Rush Where: Waikiki Shell When: 5 p.m. Saturday Tickets: $18.50 to $25 Call: 296-1003 Information: www.kccnfm100.com

Both the radio and television gigs come together this weekend, when Daniel's celebrates the release of his second video collection on DVD and the start of spring break with the "Big Break" concert at the Waikiki Shell.

LIKE MOST other radio hopefuls, Daniel's got his start as an unpaid intern while a student at the University of Hawaii at Manoa. A little more than a year after graduating from Kailua High School in 1991, he was given the chance to work at KINE.

"I was dorming, doing my thing, (and) the opportunity came up for me to put my foot in the door," he said last week from behind his desk at Cox Radio's downtown offices. "I had no clue I was going to do this, but I knew I loved the radio stations."

Within three months of starting as an intern, he landed a weekend shift on the air. That part-time position turned into a full-time one, and in 1997 he was named programming director of the more youth-oriented KCCN.

Over the next eight years, Daniel's watched the station establish itself as one of the leaders of the market during a period of consolidation and the introduction of a new direct competitor (KDNN-FM introduced its island music format in 1999). He added programming director duties of KINE to his list of responsibilities in 2003, and was named programming director of KKNE when that station launched in January.

For the past three rating periods tracked by Arbitron, KCCN bounced between second and third place among audiences 12 years and older.

"Prior to 1999, we never had competition," he said of his company's Hawaiian stations. "It's made me a better programmer.

"You've got to make the right moves at the right times."

ONE OF those moves was to make the jump from radio into television with the introduction of "Overdrive Live," an extension of his daily afternoon drive radio show on KCCN.

With the help of good friend Rob "Radical Rob" Onekea, Daniel's pitched the idea of a local music video program to executives at Oceanic Cable. They were given the green light in 2001, and soon an even wider audience was being introduced to artists like Imua, Native Blend and Namahana.

"I knew it was getting tougher to get radio airplay," he explained. "We were trying to create a venue for the new guys so they could build some familiarity."

With the costs of video production dropping, it was easier for local artists to take advantage of another promotional vehicle for their music. Daniel's admits that some videos were lacking in quality at first, but he's also excited that a new industry has flourished as more acts decide to put them out.

"The Waianae Seariders are doing some really good work," he said. "And we're trying to help more producers get into the game."

Of the 10 bands scheduled to perform during Saturday's "Big Break," four are featured on the latest DVD. The Kekai Boyz, Ho'onu'a and B.E.T. all make their debut on "Overdrive Live Vol. 2," while the Opihi Pickers return with the video for "Our Love is Divine."

CONTRARY to what some detractors might suggest, Daniel's isn't in the music business to make a fortune.

On numerous occasions during the interview for this story, he stressed his love for all forms of Hawaiian music and a willingness to help the next generation of artists.

"I wish people could see my true intentions," he said. "It's so competitive now, and we've only got X amount of slots to fill."

Dismissing the notion that he's trying to push his own agenda, Daniel's admits that sometimes he's forced to make tough decisions, and not everyone is happy with the direction he takes with the stations he runs.

"We just want to play what the listeners want to hear," he said. "Not what Davey wants to play, but what the listeners want to hear."

Running a radio station takes thick skin and a willingness to take risks when the situation presents itself. At the same time, Daniel's is committed to providing his listeners with quality family programming.

He often puts in 12-hour days at Cox before spending additional time putting together each week's episode of "Overdrive Live." That leaves little opportunity for him to be with his wife of five years and a young daughter.

"It's hard work, but it's fun work," Daniel's said. "I really want to help our industry grow."