L.A. Legend Big Boy Speaks on Integrity, Branding, and Perseverance

By Tarami Awosile '27, Junior Art History Major

Enthusiastic students filled Hilton 100 for a conversation with legendary Los Angeles radio personality Big Boy. The event on the evening of Feb. 19, 2026, felt like a community hangout, as laughter filled the room and students shared stories spanning decades about media and culture.

Moderated by Mitch Hamilton, Ph.D., professor of marketing at LMU College of Business Administration, and David Gross, a real estate developer and co-founder of Vector90, the evening emphasized dialogue over performance.

Big Boy set the tone early. "An interview for me is a conversation, not an interrogation," he told the audience.

Throughout the discussion, Big Boy reflected on his humble beginnings growing up in Los Angeles and how authenticity became the foundation of his brand. "Just go in there and be yourself," he said, recalling the reassurance he was given when he first stepped into radio.

The talk was part of The Prolific Speaker Series organized by A-LIST (Applied Learning in Societal Transformation), a marketing pathway that prepares students to understand diverse consumer cultures and create inclusive societal change through marketing. The Prolific Speaker Series connects students with professionals to gain insight into what the world has to offer.

Hamilton and Gross framed the event as a learning opportunity rather than a traditional guest lecture, giving students a peek into his career journey and a better understanding of Big Boy as a person.

"Having Big Boy join us was a masterclass in brand longevity and cultural authenticity," said Hamilton. "For three decades, he has been the voice of LA - literally, as the soundtrack to our morning commutes, and figuratively, as the undisputed pulse of our city's culture. His openness provided our students with invaluable insights on how to build a legacy that stays relevant while remaining deeply rooted in community and true to oneself."

After the fireside chat, the event opened into a Q&A where students asked about navigating media careers in a world driven by virality.

"I don't want to trade in my integrity just for clicks," Big Boy said, emphasizing protecting reputation over chasing attention.

When asked how to pivot careers or rebrand, Big Boy described leaving a longtime radio station as one of the most frightening moments of his radio career.

"You have to step out on faith even when you can't see the whole staircase," he said.

Drew Santos '26, a senior marketing major, noted that the event offered a rare look into entertainment careers that are often underrepresented in academic programs.

"It was really important to bring Big Boy here because a lot of students have creative interests in entertainment and business," Santos said. "It was also meaningful seeing a Black entertainer speak to communities on campus that are underserved. I hope we have more events like this."

Big Boy ended the night with a message centered on growth and action, encouraging students to begin even before they feel fully ready.

After the talk, many students stayed behind to continue conversations, reflecting a common theme of the evening: success comes less from perfection and rather from authenticity, persistence, and the willingness to start.