Byron Cooke’s love for music and entertainment began in his early years, thanks to his mother, Robin, who ran a ballet school and was a talented dancer and all-around entertainer. Though Byron didn’t inherit his mother’s flair for dancing, he found his own passion for communication. From a young age, he would create pretend radio shows on cassette tapes, and throughout high school and university, his ability to confidently speak in front of others became one of his strongest skills. Despite graduating with a business degree, Byron quickly realized that the traditional “desk job” wasn’t for him. Choosing instead to follow his passion, he enrolled in a television and radio presentation course, which ultimately led him to his first break at a small radio station in a country town a few hours west of Sydney, Australia. From there, his career in broadcasting continued to flourish.
In this article, we will explore Byron’s journey to becoming a leading radio personality, his key career milestones, the lessons he’s learned along the way, and the driving philosophy that keeps him at the top of his game.
What are the main factors that guided you to where you are now?
Firstly, following my passion. Taking the road that excites me and never playing it safe. It doesn’t guarantee success every time, but I can honestly say my life has never been boring!
The second aspect for me is believing in myself as a top-tier radio talent. I don’t pretend to be brilliant at everything in life, but I’ve always backed myself as being an engaging and entertaining communicator. As the host/anchor of commercial radio shows around the world, I’ve never felt second-best to anyone in my industry. I know I’m good at what I do. That deep belief in myself shelters me from any negativity I may have faced along the journey. It doesn’t mean I can’t continually improve and be guided by great leaders — but I never question my ability.
Given your many years of experience and accomplishments, what would you say was your biggest achievement?
Hosting big live radio shows over the years has afforded me the privilege of lifting the spirits of the communities I serve. For me, that overrides any particular ratings achievement or industry award.
To this day, just a random live call into MBC Loud or a DM on our socials saying “you and Sana K make my morning” or “you guys get me through the day and make me feel good” is the ongoing accomplishment that I strive for.
I’m also very proud to have worked alongside some amazing charities, particularly in the years running my independently produced podcast in Australia.
And if I was to point to one industry acknowledgment, winning the International Radio Personality Of The Year at the Worldwide Radio Summit in Los Angeles was definitely a proud moment.
What is the quote that inspires you the most?
My late mother (who to this day is my hero in life) always said to me “Reach for the stars.”
Simple and powerful. As humans, there is a temptation to not try things for fear of failure. Anytime I’ve felt that self-doubt, those four words from my beautiful Mum just ring in my head.
What qualities do you look for when hiring new team members?
Personally, I like to ask the question to anyone looking at a career in entertainment — Why do you want to do this? If their answer centers around the service of others or a deep and genuine passion to entertain people … that’s an excellent start.
If the motivation is driven by things like “I wanna be famous” or “being on the guest list at cool events,” I’ll admit to losing interest pretty quickly.
What differentiates “The Byron Cooke Show with Sana K” from other similar shows?
In Saudi Arabia, our point of difference is there actually aren’t any similar shows!
We are a live, listener-driven breakfast show on the first English-speaking radio network in the country’s history. On top of that, Sana K and I enjoy something that I know is incredibly hard for any future competitors to manufacture — and that’s our on-air chemistry as presenters. It’s actually quite scary how connected we are as people.
Through our chemistry, we are building a deeper connection to our community with every show. They love engaging with us both. The audience is growing. We deliver consistently every weekday morning. We have the backing (and proudly carry the brand name) of a national media institution in MBC GROUP. We are led by proven industry winners in the region, in the form of our head of content for MBC LOUD, Alex Agishev, and Ziad Hamza, the Group Director of Audio Music and Radio at MBC GROUP, whom we thank for his trust and continuous support.
What interesting trends have you spotted in the Media and Entertainment industry?
In this world of rapid technological change and digital disruption, I’ve been pleasantly surprised by the resilience of good old-fashioned “radio” over the past decade or so.
While I’ll admit I’m quite close to this trend, what we do every day as radio broadcasters is still sitting really nicely in the new order of things.
It’s obviously about so much more than the terrestrial FM signal now. Thankfully, the continued growth of streaming and on-demand podcasting are really nicely in alignment with radio shows like the one we present across Saudi Arabia on MBC LOUD.
Platforms and technologies will continue to evolve, but locally relevant, engaging live audio content is going to always find an audience. People will always want to connect with trusted local sources of information and entertainment. At the end of the day, it’s still about human interaction.
What advice would you give to other aspiring entrepreneurs or advocates looking to make a difference in their communities?
It’s been said before but I’ll say it again — JUST START! Nothing is ever going to be perfect. Make it up as you go if you have to. Start with basic foundations … and then build!
What has been the most rewarding aspect of your work with MBC?
Making the move to Saudi Arabia with the backing of the region’s biggest and leading media player has been a life-changing experience. There are constant reminders of MBC’s standing in Arab pop culture. Quite often in the morning, my taxi driver will literally get out of the car and take a picture of our MBC HQ! It’s considered a flex to even drive into our precinct.
The reward of all this is I’m able to do what I love while embracing and learning about an entirely new culture. Along the way, doors open for me as a result of my association with MBC GROUP.
What is the most valuable lesson learned from your professional journey?
I’ve learned to stay focused on the WHY. Why do I do what I do? What value am I bringing to the people I serve?
There is an element of ego in what we do as media personalities (and there is nothing wrong with being confident), but it’s not “all about you.”
Also, now being in my fourth country as a radio host, I’ve learned that people are essentially the same wherever you go. Respect the cultural differences, of course, but understand that the need to be uplifted and feel a connection to community is universal. The principles don’t change.
What strategies do you use to maintain strong relationships in your field?
In an industry that can be very competitive (and frankly quite cut-throat), I’m a firm believer in supporting my peers and also doing my part to nurture new talent.
I make a genuine effort to celebrate the wins of others. Sometimes these are people who are doing something quite similar to what I’m doing.
Someone else’s success doesn’t come at the cost of my own. In my opinion, it’s not about “your piece of the pie.” The pie can just get bigger. We can all eat!
Are there any new projects or initiatives on the horizon?
My primary focus is the continued growth of “The Byron Cooke Show with Sana K on MBC LOUD” across all platforms.
We work with the biggest media group in the MENA region, so content opportunities will certainly emerge across other MBC brands as we build the radio show. Watch this space!
