LV meets the WB: “WB Radio Music Awards” come to Mandalay Bay Events Center

Wednesday, Oct. 27, 1999 | 10:02 a.m.

The WB Television Network, craning its neck to get noticed on burgeoning cable systems across the country, is unleashing its own music awards show.

Which begs the question, who needs another awards show?

"No one," said Anthony Eaton, co-executive producer of Thursday's inaugural "WB Radio Music Awards" at the Mandalay Bay Events Center. "Everybody thinks, 'Why do another one?' But it's just an excuse to get the best talent you can on stage for two hours."

The show producers have followed through with a vast and varied lineup for Thursday's show, to be taped beginning at 5 p.m. before a sold-out audience of around 10,000 people and aired locally from 8-10 p.m. on KVWB Channel 21 (Cox cable channel 12).

David Bowie, to be awarded the first WB Legend Award (which also vaults him into the WB Radio Music Awards Hall of Fame as the first inductee) will also perform.

Bowie is just one of several top-flight acts to take the stage. Garth Brooks, Kid Rock, Sugar Ray, Smash Mouth, Faith Hill, 'N Sync and Juvenile are also scheduled to perform.

Securing the kaleidoscope of stars was not easy, said Eaton, whose co-producers include include Paul Joseph (co-creator of the "Rick Dees Weekly Top 40") and Los Angeles communications marketing veteran Von Freeman.

"David Bowie is coming in from England, Kid Rock was on the East Coast, 'N Sync and Garth Brooks had to make special arrangements," he said. "Practically everyone on the show had to make some sort of special arrangement to be here. It helps that it's being aired live (on the East Coast) and it's in front of a big audience. That makes it more enticing."

Presenters include WB staples Joshua Jackson of "Dawson's Creek" and David Boreanaz of "Angel," as well as Christina Aquilera, 98 Degrees, Lou Bega, B-Witched, Kenny Chesney, Ginuwine, Luscious Jackson, Jo Dee Messina, Julio Iglesias Jr., Vitamin C, Robbie Williams, Destiny's Child, Jessica Simpson and MTV's Tom Green.

As with any live awards show, keeping the show under the allotted two hours is a primary goal.

"Every time you do a show for the first time, it's like pushing a boulder up a hill. It's a constant battle right to the end," Eaton said. "We've got to be off after two hours. If someone is up there accepting, we'll have to hit the music and get them off stage."

Eaton has pulled off similar programs, having won three Grammy Awards for "The Prince's Trust All-Star Rock Concert," "Huey Lewis & The News: The Heart of Rock 'n' Roll," and "Madonna: The Blond Ambition World Tour." He's also won two NAACP Image Awards for "Sinbad's Summer Jam III" and "Sinbad's Summer Jam IV," as well as a pair of CableACE Awards for "The Second Prince's Trust All-Star Rock Concert" and "David Bowie: Serious Moonlight."

Eaton has also produced videos and specials with Whitney Houston, Keith Richards, the faux band Spinal Tap, Burt Bacharach, the Judds, Bowie, the Artist Formerly Known as Prince, Madonna, Lewis, Sinbad, Paul Rodriguez, Bobcat Goldwait and Sandra Bernhard.

Eaton is currently working on a Bob Marley tribute for cable's TNT.

But even with the long list of credentials, Eaton says the WB awards differ from the field because they include input from radio stations throughout the country.

"Radio sells the records," Eaton said. "These are faceless people, but they do have a big impact on the music industry and (the lives of) people who listen to their favorite radio station. So they have a say in the awards and are being awarded themselves."

Some of the honors are real head-scratchers. Along with the usual "Song of the Year" awards, WB offers "Favorite Driving Song," "Favorite Make-Out Song" and the wholly subjective artist or acts that "Parents Just Don't Understand."

"The driving category, the make-out song and the acts parents don't like all came from radio input," Eaton said. "We talked to over 100 different program directors from across the country for categories that would really get parents' goats, and that's what they came up with. The rest (of the categories) are based on the number of spins (plays) a record gets on the radio or how many weeks it spends on the charts, just like the Neilsens for television."

A special award is being doled out for the "Craziest Stunt of the Year," as well as "Best On-Air Personality," a field topped by longtime industry stars Dees and Howard Stern.

Also, 95 stations nationwide are taking part in the "WB Radio MegaBlast" from the Mandalay Bay Conference Center. Stations from across the country aired it today and will again Thursday from noon-4 p.m., interviewing featured acts and presenters in one of the largest joint radio ventures ever.

"I've been watching this come together and I can't believe it," Eaton said. "It's just been unbelievable support from the radio industry. It's the first time in history this kind of thing has been done on this scale."

Las Vegas stations taking part in "MegaBlast" are KLUC 98.5-FM, KOMP 92-FM and KMXB 94.1-FM.

"This is a very ambitious undertaking," Eaton said. "When you're on TV, there's always pressure to produce. Hopefully there won't be any breakdowns or letdowns. I know one thing: If it gets screwed up, I'll be the first to know about it the next day."