Tim Rainey, WNOU (RadioNOW 100.9) Director of Programming/Afternoon Personality
&
Joe Rainey, VP Pop Promotion & Marketing Capitol Records
Joe: First…How’s the knee? Seems like you’ve had more procedures than Heidi Montag?
Tim: I found out early in my career that you can’t get anything done…unless you do it on your knees. After three surgeries, all on my left knee, I think I’m good. But of course, if that major Katy Perry promotion comes along, back to the knees I go.
Joe: It’s clear Radio One really believes in this property. In a rough economic climate, the purchase of the intellectual property from Emmis after their format flip and commitment to a live and local CHR from a company that doesn’t have many CHR’s, spoke volumes. What was your biggest challenge in the early days of Radio NOW?
Tim: I found early on, and still to this day, some people don’t take me seriously as a large-market programmer, only being 27 years old. I love watching guys think that just because I don’t have those “experience” stripes, people can bully me. I’m very aware when that happens and sometimes you either let it roll off, or push back. I will always fight for what I believe in. I enjoy all the relationships I have, but the strongest ones are with the people that understand our agenda. I believe in this brand and this company, and it’s my own natural intuition to fight for what’s right, not for what’s popular.
Joe: After a bit of a rocky period, and company change, RadioNOW has settled in nicely and seems to have re-established itself as a solid brand. Now that you have taken WNOU to a different frequency and built its new home, what is the next phase in taking your station to the next level?
Tim: Ask any of my staff…my phrase is “All We Do Is Win!” And it’s true. This brand had hit a low point with morale and I felt that seeped out on the air and on the streets. As those morale issues erased themselves. My staff and I are very aware of what lies ahead with PPM. They are genuinely excited that we will finally be able to see our branding and marketing pay off, when we didn’t have that luxury in the diary world. The listeners have always been there and have always come to us as the “Pop culture epicenter of Indianapolis.” That motivation is enough for domination in this market for years to come.
Joe: Indianapolis has really blossomed into a modern, exciting metropolis, while keeping its Midwest charm. How has RadioNOW contributed to the cultural landscape of this great city?
Tim: We live and breathe this city. We want to be involved in everything and we do our best to do so. Colts football, Pacers basketball, The Indianapolis 500, the Brickyard 400, Moto GP, you name it, we’re there. I love living in the demo because I find out about all the places and spots we need to be, rather than hearing about the events after the fact. My goal is to make residents of Indianapolis love RadioNOW and not even know why. They make those emotional connections to the brand and they are stuck. It’s not because we’re “commercial-free” or for our nightly countdown the “Furious Four Plus One More.” It’s because we are a part of the fabric of their life. They need us as much as we need them. I love living here. I’m a west coast boy and I sometimes miss home, but what a great place to live. Over the last four years, I’ve embraced this city as much as they have embraced me, and I’m truly thankful I get to get up every morning and have fun on the radio.
Joe: I miss Riggs at WNOU. How are you coping?
Tim: I sleep with a lock of his hair every night. Riggs is great because not only had he been a part of RadioNOW back in 2000, but he was also a great programmer. He gets it. I knew it was only a matter of time before someone else realized that and of course, he is doing amazing things at the new RadioNOW in Milwaukee. At this time, I am close to announcing his replacement; however, the talent pool is very shallow. In my search, I discovered that as much as we all love the airchecks of Scotty Davis, Kane, JoJo Wright andAtom Smasher, from the early 00’s, the night jock position has evolved. Don’t be the “honk honk, ding ding” cheesy radio jock. Be fun and use “out of the box” creativity and more importantly, be you. Being you wins.
Joe: It wouldn’t be an FMQB Face Off without talking PPM. Indianapolis is one of the latest markets to deal with PPM. How do you feel about PPM?
Tim: What’s great about PPM is that listening patterns haven’t changed; only the way listening patterns are measured. The radio industry has been owed this for many years. I’m glad it’s here. But like everything else, it’s not a perfect system. You’ll see irregularities like in anything else, however just like the diary world, we can’t knee jerk. Precise, thorough decisions need to be made over trends and averages. In the early PPM numbers I’ve seen for Indianapolis, the landscape is going to change. We doubled our cume and dominated the demos we needed to. Something that WNOU was never able to do in the diary world.
Joe: What makes WNOU unique in the Pop format?
Tim: Record guys hate hearing this but I don’t watch the chart. I can’t. The chart doesn’t represent Indianapolis. After four years of being on RadioNOW, I am fully engaged in what our audience expects from us. We’re a Pop/Rhythm station. Callout, downloads, perceptual research and auditorium tests conclude that. This isn’t me talking, these are the tools we use and make decisions on records from. There are a ton of tracks I personally love that may never make it on RadioNOW. It’s a crime, but it’s not about me. It’s about the audience. I network with some great guys, Jet Black at KHTT, Eric Tyler at KBKS, Jordan at WKFS, JB at KLUC, Erik Bradley at B96, I love getting their insight on tunes. Their hype might even be more valuable than a record rep’s because like us, it’s not about the chart, it’s about station success.
Joe: One of the things I love about your station is its live and has presence in the streets. You use all the social media outlets very well and the morning show has really established itself. You deserve a great deal of credit for the morning show’s success. Can you give us a synopsis on Scotty and the crew from the show’s inception to now?
Tim: It’s rare to find live jocks in the studio from 6a to 10p, and live jocks on the air, in studio all weekend. You can’t be NOW if there is no one there to text the audience back. Voice-tracking is handy, but it’s not a crutch. Scotty is one of the most talented people I have every worked with. He doesn’t work for me, we work together. I have never seen a morning guy shake the hands of every single person entering a concert before. That’s why Scotty wins on the streets; because he is on the streets. He wants to be in the face of our demo. Our morning show consultant, Steve Reynolds has also played a great part in the success of The Scotty Show and Scotty being in the top 3 P18-34 every month for the last two years. If you think Scotty was great on KDWB, baby DJ’s should really listen to how the next generation of morning shows sound by listening to Scotty.
Joe: What’s next for Tim Rainey?
Tim: I really enjoy programming. Someday I’ll get off the air but for now, I like what Radio One offers me. Every once in a while the phone will ring, but I feel so spoiled working for a company that loves to invest in their people and products. I’m content with being in Indianapolis for as long as they will have me.
Joe: OK, this is on the record…do you think we are actually related? Lord I hope not.
Tim: Think about it, Joe. Does anyone want to be related to you…by choice?
Joe: Tim, pick a lane with the hair. Either keep it buzzed or keep the Hanson-Bieber hybrid. What’s next?
Tim: “I’m Dan Cortese and this is MTV Sports!” I made a bet with a friend to raise money for St. Baldrick’s Foundation, supporting juvenile cancer research. He had short hair already and I told him if we both grew it out, it would mean a lot more. We will see what this mop looks like in March. Quit talking Rainey, I’m sure Dennis Reese wasn’t going to make you a VP unless you chopped off your bob.
Tim: Most would say your unique personality and sense of humor are unparallel, some would say unorthodox, few would say illegal in some Southern states. Your passion and energy are very pronounced in every project you work and you really take the time to talk to as many programmers as possible. What’s it like to work with someone that’s better looking than you in Greg Thompson?
Joe: Greg is dreamy isn’t he? I’m a beard man myself.
Tim: Remember that time you got kicked out of the Conrad Hotel in Indianapolis and I had to come pick you up at 4 a.m. and you slept on my couch and then did shots with a bartender at Buffalo Wild Wings at 10 a.m. the following morning? Yeah, I don’t either.
Joe: Ha! The aftermath of Dylan‘s wedding. That was a throwback night. Remember that waitress at Buffalo Wild Wings? Mmmmmmm…Yeah, I don’t remember that time either.
Tim: Sometimes, you’ll find radio guys that change career paths and migrate over to the record side. For most guys, without having sat in the record chair, what do you think is the most misunderstood stereotype radio guys have of record guys?
Joe: Not all of us are the same, so I won’t speak on behalf of all my colleagues. I will say this, I am not a “Record Rep.” I am a person who happens to promote music to my media partners as a livelihood. In that capacity I have been so fortunate to have forged true and real friendships. That’s an awesome byproduct. Here’s the stereotype part I don’t like: that all I am in it for is the ‘add.’ I would like to think I am a little more evolved than that. I want to promote and market my artist as best as possible, so it’s a win-win for both the creator of that art, my outfit, and my radio partner.
Tim: Some programmers make an unflattering comparison of record people to car salesmen. They might know the car is a lemon, but they just want to sell it off the lot. What was the last record you worked that you were 100% convinced was a homerun of a #1 record but completely stiffed?
Joe: OK, there’s another stereotype. Haha. Car salesmen sell equipment. I try and expose art and Pop culture, someone’s art. I am not A&R, but we at Capitol work closely with all the other departments. So the material in my bag I believe in or I believe in the plan. The last record I felt was a big hit but wasn’t, was probably Priscilla Renea “Dollhouse.”
Tim: Sometimes radio and record guys clash over variables pertaining to songs and timelines. On a record industry level, what part of radio programming irritates you and how can it be improved?
Joe: This business is a two-way street. Your side of the fence cannot create your product without my side of the fence’s content. We in turn cannot expose our product without the exposure your product provides. In short, you sell advertising space and I sell music. In its most pure form, you and I have by nature a symbiotic relationship. The Anemone and the Clownfish, if you will. You can be the fish in this scenario. What bothers me, and I would be willing to bet many of my colleagues, is that (some) programmers can often treat us like a salt lick. Only communicating when there is something desired by them. Whether it’s being completely unavailable until there is something that is urgent for the programmer, or having very short memories of the hard work that gets put into healthy marketing partnerships, that can be very irritating, and can make you feel used. I feel such a sense of efficacy out of breaking artists, and exposing new music to the masses. In addition I have an intense desire to win. Let’s win together, and we can have fun along the way.
Tim: At WNOU, when a major artist comes out with a new single, we will play the track every hour. If it’s an album, we’ll play the entire album, song by song, the night before release day. What is something you wish radio stations would do to profile your artists more?
Joe: Loved what you did with the Katy Perry album Monday before it streeted. That’s smart. When a huge artist that’s so hot right now is dropping new material, why not? People expect you to ‘play the hits,’ but how about creating an event that’s so easy to do. When there is pent up demand for something, why concede it to the Internet for your listeners to seek and discover ELSEWHERE. Make the appointment and showcase that you are the ultimate source for Pop music culture. When Justin Timberlake drops his next record, don’t you want to be the source for the ‘first exposure’? That certainly seems to fit in with the mantra at RADIO NOW. And what that does for us is obvious. Here look how great this is! Now please go buy it, cuz it also smells like cotton candy. Now of course, that’s as long as it doesn’t take away from the current single’s play. (haha)
Tim: When working a programmer on a new song or artist, when it pertains to feedback, what do you expect to hear from a programmer and what are some cliché terms that you’re tired of hearing from radio guys?
Joe: I expect a mutual respect between both parties. I try to really care about what your priorities are and I expect that in return. Again, it is a two-way street, and I am aware there is an element of this relationship that is salesman-client based, but we need each other. We both have a job to do and are trying to execute to the best of our ability. I also expect people to do the right thing. I will move heaven and earth for my best partners. We all have cliché’s. It’s an unavoidable part of every person’s lexicon. I will say that ‘it’s on my radar’ makes the hairs on my neck stand at attention. Oh, and “room” is always an issue, its like saying water is ‘wet’.
Tim: Us both being esteemed west coast college graduates, you from UCSB and me from UNLV, what was one experience in college that you felt carried on with you throughout your career that most might not have other wise experienced?
Joe: Go Gouchos! Go Rebels! I loved college as I am sure you did. We went to college in Santa Barbara and Las Vegas. How many people go to these cities on vacation? And we spent four years learning. LOL! I learned a great deal in and out of the classroom. I worked at the college station, at commercial radio, and with the school concert board. In my second year on that board, I was the promoter. I remember a moment during a sold out Ben Harper show that was epiphanic. I will not go into any spiritual esoteric explanation, but suffice to say I had a moment of clarity that said I was meant to be in music. I have always had such a great adoration for radio (indeed, as a kid the radio went on before the seatbelt), it makes sense that I am in radio promotion. It’s the front line! The point of contact for music discovery for the populace and the individual! Where the metal meets the meat!
Tim: Over the last 10 years, radio stations seemed to have veered from the beaten “Top 40 chart” path, and created their own unique sounding station, tailor-made for their market, whether it lean rhythmic or Hot AC.
Can this help or hurt a single when it comes to a label’s marketing plan?
Joe: I think it’s great. That is what is so wonderful about the Pop format. Your station in another market might be a complete failure, and vice versa. WNOU is a good example of this. While all stations in the format share some DNA, from presentation to clock techniques, what records work at certain stages of that record’s lifecycle can be very different. You are the programmer, and we have to respect that you are doing your job and what’s best for your station. Some projects you will be early on and others later because of that ‘lean’. Can it help or hurt a single? It does both. But here’s the deal, it is impossible for every station on the panel to all play a certain style record at the same time. Occasionally, like Katy Perry “California Gurls,” a song and an artist can uniquely appeal to all stations on the panel at the same time, and knowing that as a department is just as important as knowing what songs are ripe at the right time for certain stations. While WNOU may start a Ke$ha, you most likely won’t start a Train record. And it can be opposite at another station.
Tim: Is it fair for labels to hold these decisions against a station when a single they’re working might not fit their station objective, even though it might have proven success elsewhere?
Joe: Smart promotion involves not just what you’re trying to get accomplished today, but also tomorrow. If a song does not necessarily fit what a station does early, it is smart to keep telling the story until it is the appropriate time for the station to deal with a record; then really make your case for a partnership. A promotion department’s batting average tends to be much greater with a specific station when you really push at the right time. In return, you would hope that respect for a station’s sound and priorities would help with one’s credibility. People say this business is all about relationships, and in many ways it is. A true relationship isn’t about how much fun you had some night, it’s about a respectful give and take between two sides trying to accomplish their goals.
Tim: “California Gurls” was released a little earlier than expected when someone in Europe leaked the track before your launch. Do you hate the guy for leaking a #1 record?
Joe: What was funny (at least now), was that that Friday morning we just had our final conference call with the entire field staff and Pop department about the plan. LITERALLY just hours later that morning the leak happened. Two weeks earlier than our plan. Here’s the deal. Leaks are tougher than ever to stop. Obviously the Internet has changed everything. But what I am so proud of is how we managed it. We turned lemons into lemonade and completely adjusted our course. Indeed we called an audible, much like your boy Peyton. We got it up on iTunes in record time and got to radio with our new adjusted plan immediately. And the rest is history. Do I hate that guy? No, but I wonder if he would appreciate it if someone 10,000 miles away f**ked with his livelihood.
Tim: Cowboys vs. Colts for the Super Bowl. Manning vs. Romo. Do you really think Jerry Jones can buy the Lombardi this year?
Joe: Ha! That’d be a great game! At Cowboys stadium no less, in our 50th year! You can’t buy the Lombardi trophy you twit. If that were the case we’d have ten, not five rings. Maybe you should worry about making your own noise instead of piping it in at your stadium. HOW BOUT THEM COWBOYS!? Nice chatting Rainey.
[FMQB ORIGINAL CONTENT, published September 2010, please do not republish or reprint without the express consent of FMQB. Make sure you visit us on the Web at www.fmqb.com]
