No Jumper founder Adam22 has warned aspiring hip-hop media personalities against taking jobs at traditional radio stations following the controversial departure of Rosecrans Vic from Power 106’s Brown Bag Mornings in Los Angeles.
Vic, whose real name is Victor Ulloa, recently announced that he had been removed from the morning show he helped create, alleging that management had gradually reduced his responsibilities before ultimately taking him off the air.
In an Instagram post, Vic claimed he had been pushed out over several months despite his contributions to the program.
“I had slowly been pushed out for months, if not longer,” Vic wrote. “This wasn’t due to a lack of performance, professionalism, skill or talent.”
He further alleged that segments, assignments and opportunities were repeatedly taken away without explanation. According to Vic, management denied that he was being pushed out when he raised concerns.
Reflecting on the experience, he wrote, “People will use you to get where they want to be, but will discard you as soon as soon as they can.”
Vic also pointed to the success of the podcast that helped bring members of the team to Power 106, noting that two of the three people who made the transition were now gone.
Reacting to his friend’s situation, Adam22 shared a video urging emerging content creators to avoid traditional radio altogether.
“My honest advice, if you want to make it in media, in hip hop media specifically, is don’t get a job at a dying radio station,” Adam22 said.
“And here’s the thing every radio station is dying.”
The No Jumper founder argued that radio stations increasingly rely on independent creators to maintain cultural relevance, only for those creators to discover that the institutions hiring them are struggling to remain influential.
“They’ll feel like they are officially part of a serious organization,” he explained, before realizing they are “working for a dying corporation that needs them to have any kind of influence over the world out there.”
Adam22 also predicted that traditional radio would increasingly move toward automated, music-focused programming, with artificial intelligence potentially replacing on-air personalities.
“There might be some exceptions like Hot 97 things that are like really culturally relevant,” he said, suggesting that within the next five to ten years, listeners could increasingly hear AI-generated voices between songs.
He compared the future of radio to streaming services such as Spotify, questioning the need for presenters between songs and describing the traditional format as “a dead business model.”
His closing message to aspiring media personalities was particularly direct.
“If you’re an up and coming content creator, do not go work for a radio station because it will zap you of your life force,” Adam22 warned.
“Your aura will slowly be drained. It’s not worth it. Let them die. It’s not worth the paycheck.”
Vic, meanwhile, has announced plans to launch The Rosecrans Vic Show, continuing his career independently after more than three years speaking to Los Angeles listeners every morning.
