Eric Chase
In the fall of 1998 Eric Chase stopped going to class at Temple University in order to spend more time at his hometown radio station, WIOQ (Q102). Then came the unenviable task of explaining his semester grade of 0.0 to his father. It was one of the toughest things he’s ever had to do but his father also afforded him the opportunity to follow his passion and give radio a real shot. Things worked out well for Dad as Eric was out of the house at age 20, and as Chase notes, “Most parents would kill for that freedom!”
After being groomed at his hometown station Chase made the move to Michigan to WDRQ/Detroit and then onto WPYO/Orlando. His incredible passion for music helped him eventually move into the programming departments at WIOG/Saginaw and WTWR/Toledo. In November of 2006 he finally headed back closer to home to become Music Director at Clear Channel Top 40 WAEB (B104)/Allentown, where he also satisfies his other passion in life, sports. In addition to his many duties at B104, Chase also finds time to do sports talk on his local sister AM. Eric Chase has the kind of talent and drive that’s a rare find in radio today and his attention to detail makes him a valuable asset to any station.
Unlike most you began and spent most of your career in major markets. How did that experience better prepare you for programming opportunities in smaller markets?
I could say “in bigger markets, everyone’s smarter and there’s a more divine way of doing things,” but the truth is there are [long time former Q102 PD] Glenn Kalina‘s and [WKST PD] Alex Tear‘s — two people who I’d stand in front of trains for — in markets of all sizes. Simply put, it wasn’t the size of the market, it was the quality of people who I got to learn from. And only a cynic could say “the largest markets have the most talented people,” but we know that’s not always the formula.
Radio is a different business nowadays. What’s been the most challenging part of the current business model?
Excelling at three or four different jobs. Ten years ago all you had to do was concentrate on being a totally connective jock, or a wizard of imaging, or a programming prophet, but now because of the financial times the country is in, not just our industry, we have to do our best to be peerless in all aspects of our job because those of us left in radio have so many day-to-day responsibilities. Just because you’re the afternoon guy, music and imaging director, a bulldog blogger on your web page, involved in the creative engine of things, as well as being asked to knock out a couple spots, and do a sports show (Fox1470.com!), doesn’t mean one thing is more important than the other! Manage your time wisely and make that fifteen second spot just as stunning as your thirty second talk break, because at the end of the day they both go over your airwaves, which ultimately you’re responsible for!
Top 40 radio continues to enjoy one of its best musical trends. What’s your read on the format and where it’s headed?
While scheduling the other day I said to myself, “Self, this is really easy! Or wait, is it actually difficult?” What I meant to myself was that we have an enormous amount of tangible, relatable, hit driven Pop music at our disposal right now. It’s nice that Rhythm and Urban has to come to us for music, as opposed to the other way around. T.I., Akon, Kardinall Offishall…all Pop artists. When a listener wants to hear one of those songs they usually need a hit driven Pop station. Fused with songs from Nickelback, Coldplay, Jordin Sparks it’s easy for Top 40 to have a well rounded playlist and CHR can’t help but flourish in that current climate of music.
Musically, B104’s sound has evolved since you first arrived at the station. What’s different and why mess with a heritage station?
Is there not a philosopher in history who wouldn’t agree that change is the only constant? It’s the truth. We had to update our sound and satisfy the expectations of our listeners. We were probably trying to straddle the line of a Hot AC and CHR too delicately, and nowadays with so much audience fragmentation it’s difficult to successfully do that. So we decided to speed up rotations on the currents, drastically cut back on the golds (even some truly quintessential B104 library songs) and take more calculated risks musically. Basically [B104 PD] Laura St. James, [Brand Manager] Brian Check, our GM Rich Lewis and myself transformed B104 into a living, breathing, eating, engine of pop culture! Oh…and it worked!
You’re pretty passionate when it come to new music. How do you balance personal taste with the expectations of the audience?
I’ll be the first to admit my personal taste in music resides in another country (literally, the U.K., and the rest of Europe’s electronic dance music culture), and I spend a decent amount of my time in my office listening to that music, but the balance comes from the faith I have in my ears. My PD, Laura St. James shares that confidence as well. Trust me, if I wasn’t finding hits for B104, the latitude I enjoy for what audio thumps in my office would be a lot less. For the most part, to be a transcendent on air talent, you’ve gotta have a pretty high opinion of yourself, and in that sense I’m the antithesis of what I view as the typical jock – I’m modest, reserved and basically, Joe the DJ. But I’ll sit here all day and night and tell you some higher power gave me an ability to pick hits. I trust my ears like [Philadelphia Phillies ace pitcher] Cole Hamels trusts his changeup!
What do record companies need to understand when it comes to promoting B104 on new music?
This goes back to how we’ve tweaked what B104 is. We are a pop culture, hit music driven radio station. If a record company brings up the way that we lean this way or that way, I stop them in mid sentence and affirm that “B104 leans towards hits.”
You’re a big fan of new technologies. What platforms most excite you when it comes to creating that synergy with the audience?
Iheartradio.com is the step I’m proud my company has taken. When my best friend and former PDBrent Carey and I were at WIOG in 2003 and technologies really started to forge ahead, both of us agreed that wireless in cars was going to become a dominant force in the listening spectrum. Much like the vast hi-speed network that cop that’s tailing you is on in his car, we’ll have that available to us in the near future. And while it levels the playing field a bit for webcasters — if they’re able to stick around — I like the fact that at some point, Stephanie, a B104 P1, can go on vacation three states away and still have the choice to listen to us via her iPhone during her journey.
What’s the biggest growth area opportunity that radio has yet to understand and execute?
Radio is growing just fine, but just like the Phillies new General Manager, Ruben Amaro, has to continually replenish the [2008 World Series Champions] Philadelphia Phillies minor league system, we have to ensure our industry’s successful longevity by discovering the next generation of stars. We have to find that kid that planned the city’s swankiest party and make him our promotion/marketing director. We have to find that tech guru who wants to create the next Gears of War or Guitar Hero game and give him the keys to our Web site. We have to search out the creative prodigy producing tracks for the can’t miss local band, or the area’s most cutting edge DJ and hire him as our imaging director! Let’s stop letting the next [Phillies All-star] Ryan Howardwaltz onto the payrolls of radio’s competition.
What’s the best piece of advice that you’ve been given that still applies today?
It’s a long held truth from the veins of [acclaimed authors] Dale Carnegie and John Maxwell,
but – make other people look and feel important and you’ll be the beneficiary.
What’s one thing radio can do to better ensure it remains the go-to media of choice?
Every study seems to say the same thing about why radio hasn’t yet plunged into irrelevancy, like some thought. We are still a primary source for people finding new music. As long as we do our best to maintain that delivery aspect part of our brand, we will continue to be able to go blow for blow with every piece of entertainment media that we step in the ring with.
*** QB Content by Bob Burke ***
