In the heart of Atlanta, Georgia, during the transformative year of 1949, a historical event unfolded at 334 Auburn Avenue, forever altering the landscape of American radio. This event was the inauguration of WERD, the first African American-owned and operated radio station in the United States. At the helm of this pioneering venture was Jesse B. Blayton Sr., a respected professor, bank president, and Georgia’s first Black certified public accountant.
Blayton’s acquisition of WERD for $50,000 marked not just a business venture but a powerful step towards racial equity in media. Under his leadership, the station transformed into a beacon of Black culture and community, amplifying voices and music that had long been marginalized. His son, Jesse Blayton Jr., took the role of station manager, ensuring the station thrived under family stewardship.
One of the station’s most notable hires was Jack Gibson, a popular DJ at the time. Gibson, along with Joe Howard, Roosevelt Johnson, and Jimmy Winnington, formed the “Four Horsemen” of WERD, changing the airwaves with programming that resonated deeply with Black listeners. Their music choices and discussions became a soundtrack to the lives of many in Atlanta’s African American community.
In an intriguing twist of fate, the Masonic lodge housing WERD also served as the headquarters for the Southern Christian Leadership Conference, led by none other than Dr. Martin Luther King Jr. This proximity led to a unique collaboration; Dr. King would signal the station with a broomstick tap on the ceiling, and Gibson would lower a microphone to broadcast his powerful messages, creating an impromptu yet impactful platform for civil rights advocacy.
As WERD continued to thrive, it not only entertained but also empowered its listeners, becoming an integral part of the civil rights movement. Its existence challenged the status quo and paved the way for future generations of Black media professionals. The station continued under Blayton’s ownership until 1968, and both he and Gibson later received well-deserved recognition in the Radio Hall of Fame.
The story of WERD is more than just a tale of a radio station; it’s a narrative of resilience, innovation, and the unyielding spirit of a community fighting for its voice. In Atlanta, on that momentous day in October 1949, the airwaves didn’t just transmit music and news; they carried the echoes of change, reverberating through the years and into the heart of American history.