Tommy Chuck, PD, WFLZ/Tampa & Brian Mack, APD/MD, Y100/Miami
Tommy Chuck, PD, WFLZ/Tampa
&
Brian Mack, APD/MD, Y100/Miami
Brian: Being a young PD, what is it like moving to a market with heritage talent like MJ?
Tommy: Humbling. I’ve been at WFLZ over four years and I learn something every day from listening to and talking with MJ. He definitely keeps me on my toes.
Brian: As you were coming up through the ranks in market size as a Program Director, what did you see as the biggest differences market to market?
Tommy: Cume and revenue get much bigger as you grow market sizes, but radio is still radio. In these economic times, even big market stations go without things like advertising and promotions budgets. The training ground I had in markets like Chattanooga, TN and Charleston, WV have helped me tremendously in Tampa because I already have lots of experience creating buzz without money to make it happen.
Brian: Despite the fact that you have such a great team in place, you remain your own #2. How does one handle this and maintain a healthy diet, lifestyle and marriage?
Tommy: There is nobody officially in the role of APD/MD for WFLZ, so it is a challenge to keep my head above water. I’m lucky that I have a very strong promotions director in Kim Cusmano and a great #2 named Mike Baker on the digital side (I’m also Digital Director for the Tampa cluster). Without them, I’d be sunk. I do have a great TEAM of talented folks and I am able to delegate tasks and know for certain that they will do a great job.
Brian: For perspective MD’s who look to one day make the leap to PD, how might we prepare?
Tommy: The best way to prepare is by being bold and networking with those currently in the position that you respect. I’ll always be thankful for people like Jimmy Steele (while he was at Z104/Madison) and John Reynolds (Kiss/Charlotte) who took the time to respond to my emails when I was sixteen years old. I’ll always be thankful for people like Marc Chase, Doug Hamand and Clay Hunnicutt who never said no when I bugged them to let me be in meetings I had no business being in. Take advantage of every opportunity to get face time with men and women you can learn from.
Brian: Who are your mentors, and (more importantly) what specifically have you learned from them that you apply to your daily tasks and lifestyle?
Tommy: My father is a great man and I’ve learned what’s most important in life (family) from watching him. I admire John Woodenand apply a lot of his coaching techniques to how I lead my team. I learned how to work hard, play hard, have fun and create entertaining radio from Marc Chase. I learned how to delegate, organize and prepare from Clay Hunnicutt, and I continue learning every day from my OM Doug Hamand who is so on top of details and fundamentals.
Brian: What advice can you give other young, up and coming radio talent who may fear the decline in the industry’s opportunities?
Tommy: Don’t listen to the haters. The opportunities are still here, they just look different than they did ten years ago.
Brian: Define in your own terms: “Radio and Record Partnerships.”
Tommy: A partnership is built on trust and respect. It means doing all you can to help the other side reach their goals as well.
Brian: What is WFLZ pioneering right now digitally to maintain an ever-growing brand extension?
Tommy: One of the coolest things we’ve done is re-invent the way we do artist interviews and station visits. Over the last few years we have really connected the artist with fans in ways we never could before. You can check out some of our artist chat sessions here: http://www.933flz.com/common/ondemand
Brian: If you were given one million dollars in tactical spending, what do you think would be the best way to get meters on WFLZ?
Tommy: Due to the fact that I did just recently get a million dollars to spend at the time of my choosing, I can’t disclose how I’m going to use it. Our competition needs to remain very nervous. I’m talking to you Mr. Orlando Davis. 🙂
Brian: What is/was the “proudest” moment for you either as Program Director, or radio employee up until this day?
Tommy: The day I was named PD of WFLZ. I keep waiting to wake up from this dream, but it just keeps getting better and better.
Tommy: Like Lebron James, you moved to Miami from Cleveland. Do people in Cleveland hate you as much as they hate Lebron?
Brian: Unlike Lebron, I’m a loyal supporter of Cleveland. Although I’m a native New Yorker, I root for the Cavs (which lately has been difficult) over any other basketball team. I root for the Mets and Indians, Giants and Browns, and book several trips a year to visit a few of my best friends there, and my screen saver for the last six months says “Quitness.” That said, I certainly hope they don’t hate me!
Tommy: Is it true that you’re related to Tom Poleman?
Brian: See the last question.
Tommy: Miami has a different vibe than any other city in America. How does that factor into the imaging of Y100?
Brian: Radio has an advantage over satellite and digital mediums because it’s human and local. For this reason, getting a sociological grasp on how people interact, communicate and prioritize in your respective market is essential when communicating your business agenda. Perceptual studies and a walk down Ocean Drive indicate the city eats and breathes benign Pop culture, money and self-image. What better place for a Hollywood based radio station, not only musically, but with content from people like Elvis Duran, Michael Yo, Ryan Secrest and Just Jared. Even Mack at Nite is fully tangled in the Miami scene spending spare time with local residents like Timbaland and Flo Rida. Conclusively, a booming voice talent and statements like “Miami’s Hit Music Channel” mean little or nothing to these people.
One of the advantages to being Creative Director and Music Director is that I not only write all the copy for visiting artists, I also arrange the actual visit! Thus, the entire station is sold by the artists. Not in typical radio fashion, but personalized to the city and the objective we’re trying to communicate. If Lady Gaga talks about paying bills vs. myself, Y100 is able to communicate with the ostentatious vibe of South Beach, all while conveying that we are in fact the station that plays Lady Gaga! The explanation of our brand of our swaggering audience is “Live Fabulous!”
I’m not a believer in using the word “hits” to describe what any radio station does, let alone Miami. “Hits” is an industry term. When was the last time you heard any young female consumer describe their favorite songs as “hits?” I do, however, believe in good branding that explains your product. We need to realize that collectively our products do more than play music. If they didn’t, we would all be screwed. Y100 gives away purses, shoes, talks sleaze, plays Usher, discusses fashion with Lady Gaga, has an outlet for music and viral videos, throws parties at the clubs, gives away Twilight movie passes, all while paying bills. Much like McDonalds is more than America’s #1 hamburger; we are more than Miami’s Hit Music Channel.
Tommy: Y100 has a small staff locally. How do you, Alex, Froggy and Mack manage to get everything done and perform at a really high level, and how to you get what you need from long distance talents like Elvis and Michael Yo?
Brian: Passion and camaraderie! Like every other station out there, a large staff and financial benefits are not the driver in Y100’s success. We work organically from Alex Tear down. We count on each other to “want” to entertain better than anyone else. We respectfully push each other to be the best and we all have emotional stock in the radio station.
Elvis is very dear to me. He could be the most caring person I know who has that many Facebook friends. In all seriousness, I believe Elvis won’t get involved in any project if he doesn’t believe in its potential or think he can manage the time to make it special. We’ve never heard “No” from him on anything. He’s often in the building monthly on his own accord broadcasting from the Y100 studios. I don’t feel like we have a syndicated morning show at all. Michael Yo is also no stranger to Miami. He returns, quite often with celebrity guests like Khloe Kardashian and the E! Film crew. He calls me every Tuesday to ask about PPM numbers and feedback on the show. That’s no voice-tracker. Furthermore, his two co-hosts Nick and Nina are right here in Miami.
Froggy is more Y100 than 6-10am. He will host any performance or gig needed at the last second, catch things that fall through the cracks musically and prepare anything technically that needs preparation. Mack is more Y100 than 6-10pm. He maintains all of our digital content and extensions, while hosting every club night, Underground, and Verizon Wireless remote. Further, he conceptualizes many of our promotional campaigns and listener benefits. Alex Tear is beyond the mastermind of this project. The ideas are often built by his children, however, Alex fosters an atmosphere of team-work, creativity, high standards, and love that is difficult to describe in words. Alex is not a student of radio, but a scholar. He forces us to be the same through leadership and encouragement. It’s analogous to a family sitting around the table working on homework together. Dad doesn’t give us the answers, but he guides us to discovering them ourselves.
Tommy: When you need to come up with a really creative idea for a promo, what’s your writing process and what helps you stay fresh?
Brian: Inspiration comes from all over for me, most importantly, others! I love the way some of my colleagues write and think. I can pick up the phone and talk shop with people like Eric Chase, Miles and Steve Sykes, and constantly generate ideas. I share emails and mp3’s with people like Diego, Dave Foxx, Jeff Berlin, Kelly and Darrin Marshall that boost my creativity. Or there is always diving into that old Frostbytes folder for a laugh that could spawn a thought.
In the building I often sit down with my cluster friend and counterpart, Steve Dubbz. We’ll grab lunch and sit in the conference room throwing ideas back and forth calling each other out on radio crutches and clichés while laughing over the absurd. Steve has always been a master of tight and impressive production, but has become quite the writer and does a fine job keeping my thoughts grounded and focused.
In terms of the Y100 team, Alex will often share an idea that grows in discussion. Mack and I also conspire daily on digital updates debating the best way to intrigue listeners vs. radio lip service.
But the best secret is TV. No doubt, the best creative thinkers in entertainment are at your service with the click of a remote. Depending on who your audience is, you can find a channel that has been a master of communicating to their consumers long before radio even used the words “listener benefit.”
Lastly, there are lots of speakers and books on communicating with audiences. My studio is littered with post-it’s of quotes reminding me not only of my objectives, but how to pursue them effectively.
Tommy: Y100 has had some very successful Underground performances recently. How do those work and what do you do to make them extra special for fans?
Brian: This is far and away my favorite part of what we do at Y100. It all starts with great partnerships and communication with our label friends. In discussions with them regarding concert or promo tours, we determine an artist’s availability to drop by the station for an hour to perform a small acoustic set with Q&A from an intimate audience. We’re completely flexible on our end in an effort to be opportunistic.
Once we have the details locked, we go into action to create the experience for our audience. Y100 Underground is sold as a blind date where the audience will await the performer to enter the room creating suspense and potential rumors. Ideally, I’d like Underground to get to the point where rumors in the community begin to develop giving the station even more press and attention. We do our best to spawn those rumors on air and via social networks. “Who will perform the Y100 Underground next week…Justin Bieber?”
We have the execution of Underground down to a science. Our Promotions Director Mishelle Rivera has learned how to improve the tricks of our trade time and time again, while offering up new ideas just like the rest of us. In reference to Y100 being an organism, she is the arms and legs. She lines up the audience in the front of the building while the “secret artist” loads in the back and sound-checks. As soon as the sound-check is completed, our promotions team moves the audience into the room. While the audience takes their “bean-bag seats” I move the artist upstairs to record customized liners. Once the audience is settled, Mack goes in the room, toys with the audience a bit regarding rumors, and introduces the artist as they appear in the doorway. Voila! After a two song set, some Q&A from an audience ranging from 30–100 people, each winner gets their picture taken with the artist on their way out.
How does Y100 benefit from such a great listener experience? 1) Seats are given away on the air building appointments for PPM. 2) Seats are also given away via registration building unique traffic. 3) We recap all photos and streaming mp3’s of the songs at Y100.com building thousands of hits and page views. 4) I gain a wealth of artist audio to be used in station imaging. 5) We sell the sponsorship for NTR. In 2010 Vitamin Water was a sponsor giving all our lucky winners a nice cold beverage while they enjoyed the performance and giving our sales department a nice check. We’ve now added a benefit for Y100 VIP’s. Find out the secret artist before anyone else!
We also have taken a page out of Michael Bryan’s playbook and stream our entire performance online so the other million people who didn’t win can enjoy the event, giving us even more unique visitors!
Tommy: What are some new songs/artists you’re looking forward to playing on Y100 in 2011?
Brian: I remain open-minded, but I have to say personally I love the fact that Train is back with hits! When I first started playing Train it was in Rock radio at WVBR Ithaca! I’m also a big fan of The Script. They have a gift in writing beautiful songs, melodies, and are clearly talented musicians. I also look forward to hearing more from Flo Rida. He’s family here at Y100.
Tommy: Are you really a Lady Gaga/Britney Spears fan or do you have personal music tastes that would surprise us?
Brian: I have to say, my iPod would shock you. You would not find one Lady Gaga song. In fact, you’d be hard-pressed to find even a few Y100 artists. I’m a child of parents who grew up in the sixties, and have and a brother and sister who grew up in the 80’s, while I lived the 90’s. Chronologically, my favorite bands and artists are: The Beatles, Billy Joel, Tom Petty, Fleetwood Mac, U2, The Police, The Cure, Pearl Jam, Nirvana, The Foo Fighters, and everything in between. I not only listen to all of this, but I’m fascinated by it. I’m currently reading John Lennon with the Keith Richards book on deck. I’ve watched Fleetwood Mac’s The Dance and U2’s Vertigo Tour DVD dozens of times still looking for things I didn’t notice musically after the first twelve times. I am blown away by Tom Petty’s documentary Running Down A Dream and highly recommend it to ANY music fan.
Recently, I’ve fallen in love with Marina and the Diamonds, a hipster singer-songwriter from Wales that I think is pioneering in her marriage of unique melodies and lyrics.
Tommy: Name three of the most influential people in your career and the biggest thing you learned from each of them?
Brian: I’m going to name all that deserve due credit. Tom Poleman taught me more about branding and marketing a product than any course in college. He inspires me to be a timeless leader that earns respect versus commanding it. Dave Foxx taught me about the importance of brand equity and consistent messaging. He’s also taught me to pay what I’ve learned forward to the hungry ones, despite whatever time crunches and pressure I’m under. Dan Mason, Jr. taught me that radio and business are not always a science. It’s also an art fueled by passion. He also taught me a lot about unconditional loyalty. Fred Deane taught me that we have an obligation to protect the industry we have come to love so much. Jeff Berlin taught me that criticism doesn’t need to be negative, and that genuine honesty is a virtue. Rod Phillips not only taught me everything I know about Selector, but that there is a fine line between challenging those above you and being disrespectful. Alex Tear inspires me to do my best and to constantly reset the bar higher.
Tommy: Would you like to clear up any false rumors floating around about you?
Brian: OK, I saved this for last because it’s the question on everyone’s mind who doesn’t know the truth. Rather than answer it flat out yes or no, I cordially invite all of you to ask Tom Poleman next time you see him about the significance of “Candyland” in our relationship.
[FMQB ORIGINAL CONTENT, published February 2011, please do not republish or reprint without the express consent of FMQB. Make sure you visit us on the Web at www.fmqb.com]
