With over ten years of experience with one of the world’s biggest media production companies, The Walt Disney Company, Sandra Cerrone, also known as DJ Sandra Dee, has a keen ear for music listened by the masses. Hard working and dedicated, Sandra has interviewed more artists than there are days in a year!
In 2019 Sandra joined Entercom New York as a Promotions Assistant. Five years prior, she was a Promotions Leader at Cumulus Media New York, where her responsibilities included working on location to execute over 150 events within the Tri-State area. These events included the Billboard Top 100 Festival, Annual Bark in The Park, Good Morning America Summer Concert Series, and the Ultimate Tailgate Party Concert.
These days, DJ Sandra Dee, ignites the airways with her unabashed banter and devotion to all things music and entertainment on air at OWWR, Old Westbury Web Radio. Through her tenure at OWWR, she represented the station at the 50th Annual Academy of Country Music Awards in Dallas, Texas.
This week we talk to DJ Sandra Dee about her passion for music, the importance of persistence & hard work and her advice for aspiring women in the industry.
How did you initially start on your journey in the music industry? When did your passion for music and DJing first ignite, and which artists played a significant role in shaping your love for music?
As a little girl, I grew up listening to the music my mom listened to… like Elvis Presley, Neil Diamond, etc. As I got older, I fell head over heels over New Kids On The Block. It was then my passion for pop music, specifically boy bands, came into play. Throughout middle and high school, I became infatuated with going to autograph signings and meeting artists like Mandy Moore, Jessica Simpson, Mariah Carey, and 98 Degrees… just to name a few. It was clear that I had a passion for musicians and their music.
However, it was always one band that I clearly had a passion for…Backstreet Boys.
While attending Nassau Community College, I knew somehow, someway, I wanted to work for the guys. It might have seemed far from achievable, but with help from my career counseling center at NCC, I applied to intern for their record label, Jive Records, and was politely turned down. One day my counselor came across a flyer that said “Radio Disney is looking for a few good mice,” followed by “Do you listen to Britney Spears, Aaron Carter, *NSYNC, and the Backstreet Boys?” It was then that I immediately responded to the ad and got the internship at Radio Disney. In my early days at Radio Disney, I was the shy, quiet, introverted intern. I was encouraged to jump on a microphone if I wanted to stay with the company. I was too nervous and shy, but all it took was a little push from two good friends, and being forced on the microphone at a 7-11 on Long Island. It was then, that “DJ Sandra Dee” was born. Over the 12 years as a Cast Member with The Walt Disney Company, I grew as on-site host and “DJ.” I clearly had a passion for bringing new artists and their music to light.
As a DJ I became a lover of all music, but specifically Pop music. During my time at Radio Disney, I slowly became a fan of Country music because of the Disney-Pixar film “Cars,” which featured country artists Rascal Flatts. It was then I dove deep into the country music genre and fell harder in love with country music.
You've had a diverse range of experiences in the music industry, from working with The Walt Disney Company to hosting your own show on OWWR/Long Island. How have these different roles shaped your understanding of the industry and contributed to your growth as a DJ?
When working with The Walt Disney Company and OWWR, I worked with musicians and high profile celebrities. Not only was it a challenge to cater to many of these artists and celebrities, but we had many obstacles to overcome at any given moment. Making the connections with artists and their management teams can be extremely difficult. Getting used to rejection became a part of my “norm.” However, this makes you a stronger person in the long run. My motto has always been “Never give up,” and this rings true though out in the entertainment industry.
With your educational background in Business Management and Marketing, how have those skills contributed to your success and helped you navigate the business side of the music industry?
My educational background in Business Management and specialization in Marketing has given me a better understanding of how the business works. Specifically, the marketing side and how all of the aspects support the management side.
For example, if you have an artist that is new to the scene there are a few steps that can make or break their success:
1. You need to have the product, in this case the artist and understand everything about that artist including their music and messages they want to put out.
2. Where you place the artist whether it’s a specific genre(s) is vital to that artist succeeding in their career.
3. As the artist grows, it’s important to advance their career monetarily in all aspects.
4. Promoting the artist and their music is essential at all times to keep them relevant and, more importantly, for their survival in the music business.
Through your tenure at OWWR, you've had the opportunity to interview popular artists and establish connections with record labels, management, and publicists. What advice would you give to aspiring DJs who want to build their network and secure opportunities for interviews and collaborations?
My advice to any DJ who is looking to build their network is simple, be prepared to work. Doing your research is key. Reaching out and connecting via any means possible, and most importantly, persistence. You never know who you’re meeting and what will eventually will come back around to you. The impression you give people is very important. Passionate work will bring solid results. If you build it, they will come. Work your behind off, be nice to people, and always smile… even when you’re rejected.
Your show on OWWR offers a captivating fusion of country and pop music. How do you navigate blending these two genres and cater to the interests of your audience while still staying true to your personal musical preferences?
When I first started my show 10 years ago, I wanted to take both of my favorite genres and create a melting pot for all to enjoy. I wanted to create a show that would allow people to escape from the realities of life even for a little while, while enjoying their favorite songs and artists. I also wanted to introduce new music and new artists to the ears of many. The way I set up my show was utilizing my breaks to blur and, somehow, blend pop and country music. I am not limited to the preferences of any other person. Any good DJ should be open to playing new music because their audience may enjoy it. As a DJ, I stay true by having a good ear for music and researching the newest songs on the Billboard/Hot 100 charts weekly. For me, it’s all about having fun while providing an engaging experience with our listeners.
Can you share a memorable experience from your time representing OWWR at the 50th Annual Academy of Country Music Awards? How did that opportunity impact your career and broaden your understanding of the country music scene?
I have been to the ACM Awards twice, once in Las Vegas, NV and once in Dallas, TX.
I would have to say that the awards show in Texas was my favorite experience. Being in Texas made me feel and understand more of the down home roots of country music. Attending the pre-shows at the Globe Life Field, home of the Texas Rangers, and covering events in the heart of Dallas/Fort Worth was electric. The southern charm feel from being in Texas helped me understand the true passion of country music. There’s nothing like driving past the Fort Worth Stockyards with the “old school country feel.” It’s one thing to feel country music, but another to experience what country artists talk about in their music. There was nothing like attending the awards show at the AT&T Stadium that night. It was the most incredible feeling that I’ll never forget.
Throughout your career, you've interviewed a wide range of artists, including The Jonas Brothers, Miley Cyrus, and Ariana Grande. Is there a specific interview that has been the most memorable for you?
Yes. I would have to say the very 1st time I interviewed and hosted the Jonas Brothers CD release party at the Willowbrook Mall, in NJ on August 8, 2006.
I’ll never forget hundreds of screaming girls flooding the mall that day. It was my boss, Jennifer Zappola who handed me the microphone and said, “It’s your time.” I was terrified and explained, “I can’t do this.” She said, “Yes you can, now get out there and make me proud!” Not only did I have a rollercoaster of emotions that day, but I had the greatest time doing it! I bonded with the boys, their family, and more importantly their fans. It was such a success that their label asked me to host their private CD release party later that evening at Planet Hollywood in Times Square. It was then that I became “Big Sister Jonas” and went on to host more events and concerts with the Jonas Brothers.
You have executed over 150 events including The Billboard Top 100 Festival, Annual Bark in the Park, Good Morning America Concert Series and more! What does working on location for these events look like for you?
Working events can be stressful, but rewarding all at the same time. A lot of these events can be extremely long hours with a lot of careful work put into them. The days leading up to massive events can be a lot of prep with clients, and determining the logistics behind it that will set the tone for the event. Normally things get packed in vehicles the day prior, with lots of double and triple checking, ensuring we have everything for the day for the client(s). It’s a lot of confirming that everything goes right for everyone throughout the day, and that the client(s) are happy for return business in the future.
What are some of the biggest challenges you've faced as a DJ, and how have you overcome them? Is there a particular moment or situation that tested your resilience and taught you valuable lessons?
My biggest challenges as a DJ can be a multitude of different things: time constraints, talking to an artist who is having an “off day,” or not their best at interviews. Sometimes you have to be flexible when it comes to interviewing an artist. I have been in many situations where you have to keep the conversation and flow going even if an artist is not experienced in interviewing. The lesson with most interviews is having a small conversation before your interview to make the artist feel comfortable when it comes to having the actual interview. I am always learning and making myself better as an interviewer and DJ.
Looking ahead, what are your goals and aspirations? Are there any specific projects, collaborations, or career milestones you hope to achieve in the near future?
My goals are to be successful with continuing to be a voice for musicians and organizations who don’t have a place to be heard. I definitely would love to work on covering more festivals and awards shows. In addition, I am currently in the process of creating a space to start a podcast, which will be amazing. I’m excited to just keep bringing more awareness of new artists, education on vital topics, and so much more out to the world!
As a successful radio DJ and a woman in the music industry, what advice would you give to young girls who are aspiring to enter this field?
As a DJ and woman in this industry my advice is plain and simple .... work your butt off and be prepared to hustle. It is important to understand, and know, that you will have to work extremely hard to make your dreams a reality. It is vital to learn as many things as you can in this business and be a “sponge.” You have to connect with others and be someone who is memorable. Know that all of this can be the building blocks to achieving greatness, and passing it down to someone, like yourself, who needs the experience just like you did once upon a time. One of my favorite quotes is from Walt Disney, who said, “If you can dream it, you can do it!”
For more on DJ Sandra Dee:
Tune in to her show on Friday's from 11am-1pm. Listeners outside the area can download Tune-In Radio app for free or listen live on owwrny.org