Posted 23 March 2022
Mention William Asare
Interview by Lyla Johnston

Worldwide FM’s William Asare discusses his switch from radio DJ to radio programmer

When William Asare wasn’t studying business administration at uni, he was making his own music and hosting his own radio shows. After upping his radio production game at the Roundhouse and catching the eyes of Rinse FM, he decided to apply for Create Jobs’ STEP traineeship programme. Starting off by creating content for London College of Fashion, he later found himself at Worldwide FM, where he’s continued to work as a programmer. Here William reflects on the journey so far, discusses the benefits of knowing yourself and shares some of the essential skills necessary to working in radio.

William Asare

William Asare

Job Title

Producer and Programmer, Worldwide FM



Previous Employment

Radio Host, Keakie (2019–2021)
Radio Host, Rinse FM (2018–2019)

Place of Study

BSc Computing and Business Administration, University of Kent (2013–2017)

Social Media


What I do

How would you describe what you do? And specifically your current work at Worldwide FM?
I’m a programmer and radio producer at Worldwide FM. I’m in the programming team with two other people, so basically we are in charge of scheduling radio shows to broadcast and how they are programmed and structured day-to-day. I also help out with developing new concepts, assisting hosts with recording and liaising with artists, managers and PR representatives. Sometimes I’ll also help out with recording live content from our studio.

It’s a multidimensional role as I’m doing many things. Mostly, at the moment we are hybrid working, so we record radio shows at our studio, but sometimes I do work from home.

What’s been your favourite recent project to work on, and why?
One of my favourite projects to work on has been the Different Frequency mix series we have at Worldwide FM, where we invite established and upcoming DJs to do a mix for two hours. People like Coki, Rival Consoles and Jay Carder have done mixes for us.

Another favourite moment was recording some live sessions and interviews for We Out Here Festival. It was the first time I had properly worked at a festival and I also got to see amazing music when I wasn‘t working. I DJ’d on one of the stages and sold Worldwide FM merch, which isn’t what I do normally but that was cool.

Different Frequency mix series for Worldwide FM

Would you say you need any specific training for what you do?
I was a music producer before I started in radio – in fact that helped a lot, especially with the audio editing which is an essential skill for radio, or working with any form of audio. No matter what concept you come up with it has to sound good; that is the bare minimum. I did some radio production courses at Roundhouse as well.

You need to have very clear communicating skills. As the producer, you have to facilitate content being created. It’s not just about having amazing technical skill – you have to make things clear and concise to your team and also the broadcaster and radio host you’re working with. As a producer it’s not about you; it’s a team effort. The host might want to do something you don’t want to do, but you have to compromise to make it happen.

“It’s not just about having amazing technical skill – you have to make things clear and concise to your team.”

Another underrated skill is making people feel comfortable enough to create good content. I learnt this from an amazing woman called Mari, who was the senior programmer at Worldwide FM. This would include things like making tea and coffee, asking how the presenter’s day is going and phoning to catch up with them; these little things make a huge difference and shows that you care. Everybody wants that, no matter what field of work or relationship.

If you could sum up your job in an image, what would it be and why?
(Below) This picture is from the Netflix show, Call My Agent. I feel my role is a bit similar as, a lot of the time, my job involves messaging, emailing and phoning people and even looking at social media profiles for potential residents.

How I got here

How did you land your current role, and what would you say you like most about it?
I landed my current role by luck, really. I joined Worldwide FM in June 2020 as a broadcast assistant through the STEP programme with Create Jobs and Worldwide decided to keep me on November 2020 after STEP had ended. Then in February, I got promoted to my current role.

I like that my role is interesting and I am directly or even indirectly creating content. Even though it can be very stressful at times and some days can be terrible, the good days outweigh the bad ones and make the stress seem worthwhile.

“Even though it can be very stressful at times, the good days can outweigh the bad ones and make the stress seem worthwhile.”

What was your journey like when you were first starting out? Did you find your feet quickly?
My journey hasn’t been very straightforward. I had been producing music for six years, and although I got played by radio stations and I knew people who worked for them, I wasn’t actively looking to work in radio. So I was given a trial of sorts I didn’t think I was good but I ended up hosting a show on Rinse FM for almost a year, and then produced and hosted a show on an online radio station called Keakie.

After that I took part in the STEP programme during which I worked at London College of Fashion as a digital content producer trainee, before I was furloughed because of the pandemic. After that, I joined Worldwide where I’ve been ever since. Everyone in the team has been very helpful and I’ve had a decent amount of support too so, alongside my previous experience, it was very easy to transition into my previous and current role.

If you could pick three things that you’ve found useful or inspiring to your work or career, what would they be and why?
Firstly, the Roundhouse was very essential to my career. Roundhouse Trust is a charity that runs creative programmes for people aged 11 to 25, and allows people around that age to use their studios. They also offer courses in radio, music and the performing arts as well as running a radio station called Transmission Roundhouse. It’s an invaluable service and not too expensive. It’s also a great chance to meet and network with like-minded people; you never know what the future can bring – some of those people could go on to bigger things.

Then, I would also highly recommend following an Instagram account called The Bring In, created by radio presenter and DJ, Kamillah Rose. This platform is very helpful if you want to get into TV, journalism and audio – it describes everything from how much you can get paid in certain roles, to tips for pitching content ideas and how to grow your own radio show. It even has tips about how to network. If you register on their website, you will also get emails with information about internships or job opportunities.

Finally, I would recommend a book I read recently called The Alchemist by Paulo Coehlo. It’s about a Spanish shepherd boy called Santiago who travels in search of his dream. It sounds cliché but a lot of interesting things happen to him – he hits a few dead ends and he gets swindled, but he finds a way to endure and control and his own destiny.

How important would you say social media and self-promotion are to your work? Do you have any advice or learnings to share?
Social media is quite important. As a producer, promoting shows on social media puts more eyes in front of the DJs and the station. For my personal creative outlets, it helps as I can communicate things such as upcoming bookings and my specialist radio shows.

It’s very important if you are, or want to be, a self-employed DJ or radio presenter. If you want to be booked for a gig or even have a show on a bigger radio station, the numbers will be looked at somewhat to see what you can bring to them. It’s a two way thing – it’s what you can provide and what the company can provide to make it a symbiotic relationship. Remember to ask yourself what your strengths are and what you can do.

“[Social media is] a two way thing – it‘s what you can provide and what the company can provide to make it a symbiotic relationship.”

What have been your greatest learnings with making money and supporting yourself as a creative?
One thing I have learnt is to know yourself. I won’t lie, freelancing can be very stressful and erratic at times because there are periods where you can get a lot of work, and periods where you get nothing. There is no shame in doing a nine-to-five. If you are willing to handle those aspects of freelance life, go for it.

Another thing is, not every opportunity is one you should take. Even if it looks good for you short-term, it could affect you long-term, especially if you’re freelance. You have to remember that you’re a brand so some things can make you money but can also devalue your brand in the long-term, so choose carefully.

My advice

What’s the best career-related advice you’ve ever received?
The best advice I’ve received is to stay detached and try not to take things personally. A lot of the time things can happen that you have no control over, so you have to let go and hope for the best – especially in this industry where you can have something booked and then have it fall through through no fault of your own.

What advice would you give someone looking to get into a similar career?
Be persistent. You will face rejection; it might not be because you’re bad at what you do, but because you are not the right fit at that time. Sometimes rejection can be a good thing – the worst thing that can be said to you is “No,” and it’s not the end of the world. Keep pushing and make things happen on your own.

If you want to get into radio, first learn how to host and produce a radio show. This can be done at home – all you need is software to edit the sound and you can even use your mobile as a microphone. However, microphones are not too expensive so, if you can afford one, get that too. And practice! To be a good producer, in my opinion, you have to know how to do both. There are a lot of online radio stations these days, so send them your demos, and wait and see.

Also if you can, volunteer to host at a community radio station. For example, this could be a hospital radio or, if you are at university, student radio. Get involved and gain experience doing both hosting and producing – you will find which one you enjoy doing more. With the more experience you gain, the better you will get, and eventually you can pitch to bigger stations.

Mention William Asare
Mention Create Jobs
Interview by Lyla Johnston