As a Clear Channel veteran for ten years, Brian Mack knows a little something about the value of brand strategy and sustaining the power of a brand. After all, he’s been a part of some of the most successful CC properties during those years and has worked in several facets of programming, imaging, marketing and production. But it wasn’t until March of 2012 that he got his first programming shot when CCM&E transferred him from Y100 Miami to 1075 The River in Nashville, where he has that station in rock solid shape as one of the city’s consistent market leaders.
Brian Mack
There are but a precious few people in the industry that have received the kind of quality training that Brian Mack has experienced in his years in radio. While attending Cornell University and working at “Ithaca’s Real Rock Radio” (WVBR), he developed a passion for radio to match his fascination with marketing. Further enhancing his seminal radio career, for two consecutive summers he served internships with legendary Top 40 stations WHTZ/New York and WXKS/Boston, thus igniting his long-term affair with Clear Channel.
Upon graduation from Cornell in 2002, B Mack worked as Director of Creative Services for WMRV/Binghamton, and held the same position at his next stop, WLIR/Long Island. Then it was back to CC as Mack joined WAKS/Cleveland in his familiar role as Director of Creative Services, where he also became involved in corporate creative projects and Premiere Radio Networks.
Building a name for himself in the branding and imaging fields, CC then shifted Mack to Y100/Miami in 2006, where within two years he was named MD and subsequently APD/MD. In March of 2012, B Mack was awarded his first programming gig in Nashville heading up one of CCM&E’s prized Top 40 possessions, WRVW/1075 The River. The additional duties of programming sister CHR, WKXJ/Chattanooga came earlier this year.
Just prior to you taking The River PD job you spent a fair amount of time in Miami at Y100, what have you found to be the major (cultural) differences between the two markets?
I have not encountered an awful lot of Spanish speaking natives here in Nashville; in Miami English was almost a second language. Of course there is a different vibe in southern cooking, ideological customs, hospitality and Country music. However, I had no idea Nashville was so contemporary. Fashion plays just as much of a role here (although there are some acute differences from Miami), and high-end bars and restaurants can at times have you thinking…am I in LA, NY or Miami right now?
In the first PD position of your career, what have you learned about yourself as you continue to grow, given the depth and gravity of your responsibilities now?
Since I was in first grade I would look at third graders with all their text books and think to myself…there is no way I can handle that level of work. I’m happy to say, I’m still standing! It’s all about re-prioritizing and organizing yourself so things don’t fall through the cracks. Oh, and most importantly, having all-star players around you at all times!
B Mack and B Spears hanging in Vegas at the iHeart Music Festival last weekend.
You’ve worked with some very accomplished programmers throughout your career. Who among them have influenced you the most enabling you to be prepared for your inaugural PD mission?
My gosh, I’m the luckiest PD alive with the roster of tutors I’ve had! BetweenTom Poleman and Dave Foxx, I learned more about branding and business in one summer internship than I’ve learned since. Dan Mason, Jr. taught me a lot about keeping a radio station fun and slightly unpredictable at times. It makes for a great consumer experience. I learned how to be a programmer from Rod Phillips, flat out. He taught me how to schedule, read signs, build promotions. This was a major step for an imaging guy. Through Alex Tear I learned diplomacy, management, organization, continuity and teamwork. He made me a true APD. Without Alex and Rod I would not have been a thought for (OM) Michael Bryan here in Nashville. From Michael I’ve learned that there are some things even the best APD/MD’s don’t know about being a PD, like working with talents, politics and clock design. Without MB, I am no PD.
With the additional programming duties you’ve assumed with WKXJ, Chattanooga, how do find yourself dealing with time management these days?
Time management is the name of the game in any successful endeavor. It was in college, it is now. I am constantly reallocating my time. Thankfully, I have found some apprentices of my own (God help radio) and one of them is in Chattanooga. His name isJoey Westbrook. With a little guidance each week, Joey essentially makes me look good.
How do WRVW and WKXJ contrast, and are there any similarities between the markets that allow you a sense of symmetry when addressing each station’s needs?
Their market landscapes are completely different. The battleground in Nashville has WRVW in a heritage position. Thus, we need to maintain that leadership by watching our flank and dominating the center lane. WKXJ however is still the new ‘shiny toy’ in the market requiring different tactics. Thus, musically they are on completely different paths. The only symmetry may come in terms of dealing with many of the same record partners.
What are the pros and cons of dealing with the Country influence of Nashville when it applies to programming a Top 40 station?
Honestly, I don’t see any cons whatsoever. Pop music, although secondary, is very welcome in this town. Pop artists perform, record and write in Nashville giving WRVW as many (if not more) exclusive opportunities with artists as our major markets have. Our cluster performs as well as the top performing Country station in the market (in some cases better), and since we are sister and brother, we welcome this. In fact, it creates a phenomenal opportunity for us to leverage our resources and assets together at times for the greater good of cluster domination.
The River has a tendency to lean musically more to the Rock and Hot AC side versus the Rhythmic side. Does that have more to do with its heritage nature or are there other factors that influence that direction?
Originally, 1075 The River was dabbling in the Hot AC format. Its brand-name is a dead giveaway. So it organically found its niche in the market (both ratings and revenue-wise) as a Pop/Rock leaning Top 40. I give a lot of credit to my predecessor, Rich Davis, who had many successful years finding the perfect balance to the equation. I suppose you could argue that the nature of this musical town also plays a role in its current state as a mainstream Top 40, with a Rock lean.
How important is artist branding to WRVW and which artists do feel best define the essence of The River’s overall sound, texture and identity?
Good question…I honestly think “good” artist branding is important to any brand with respect to all formats. We can brand the radio station as a solid middle of the road Top 40 here in Nashville, yet lean on the side of Rock at any given time with artists like:Maroon 5, Fall Out Boy, Phillip Phillips, etc. However, I can’t stress enough the importance of balance.
You have stepped out on quite a few new artists since your arrival in Nashville, what guides you along these lines?
I can’t take credit for WRVW being a radio station that steps out for artist development. Rich Davis had that game-plan long before I was here. I’m simply maintaining a tradition. Generally, this station has been known for stepping out on Pop and Pop/Rock artists for years. In recognition of this, we’ve been early to the scene with artists like The Lumineers, Of Monsters and Men, Imagine Dragons, and most recently Passenger. We owe it to the state of music to keep this tradition at WRVW as long as we can, within the boundaries of the market landscape.
Which among the crop of new artists this year do feel have long term potential to be core Top 40 artists?
Although he’s not a new artist, I’d say Robin Thicke has certainly made a huge splash at Top 40 this year. Macklemore and the Imagine Dragons seem to do no wrong, either. I personally hope Ed Sheeran can continue to push his way into the charts for years to come. He’s an amazing writer, musician and overall person.
You’ve always enjoyed a productive relationship with the label community; do you feel both industries have moved in a more cooperative direction regarding that partnership?
Absolutely, I’m proud to be a part of Clear Channel BECAUSE of the fact that we are paving the way for innovative partnership opportunities from radio’s side.
If you can change anything about the relationship, what would it be?
It’s not a matter of changing the relationship in general, but changing certain relationships to be more two-way. There are many radio stations who ask too much of the label industry in exchange for very little support of label objectives. However, there are some labels that demand support, information, etc. but don’t recognize the constant need for artist access to compete. This responsibility often falls in management’s hands, which can be a full article in it of itself.
Clear Channel has proven to be an industry leader in many respects. You’ve been with the company for ten years now, what do feel separates it from other radio groups?
Innovation and resources. Although every company has its shortcomings, having worked for independent groups and the hearing horror stories from friends in other companies, Clear Channel never stops adapting, innovating and operating more efficiently. The creation of NPP (National Programming Platforms) is just one great example of this. A collection of our best programmers who can create opportunities for smaller markets, new platforms, better access to bigger listener benefits, and more importantly, inspiration that trickles down from someone like Bob Pittman.
Do you feel the radio industry as a whole needs more collaborative efforts, like iHeart Radio, in order for the medium to compete on the largest of scales with many of the digital players?
The answer to this question is both simple and complex. The simple answer is: If we want to survive and continue doing this for a living, we better! The complex answer is: How? My personal inspiration is answering this question a little bit every day.
[eQB Content By Fred Deane]
