Texas-native Chase Murphy has seen his radio career take him from coast to coast, so when he was presented with the opportunity to return home and program in San Antonio he jumped at the chance. A thinking man’s programmer, Murphy brings his realistic and thought provoking perspective on the state of radio and where he thinks it’s headed. And if programming three stations isn’t enough, Murphy has recently authored his first book, Pull The Trigger
Chase Murphy
By Mark LaSpina
Following years of programming stations on both coasts, Chase Murphy finally arrived home in his native Texas. Murphy hails from just outside of San Antonio, so when the opportunity to return home and program CHR KXXM came along, it was a no-brainer. He was given additional duties programming two more stations in the cluster, AC KQXT and Spanish KQXT HD 3 (La Preciosa). His prior stints as OM at WFBC/WSPA/Greenville, SC and PD of KHOP/Modesto, CA and WXLO/Worcester, MA proved to serve as valuable experience for him to sure up his managing and programming chops. Murphy has a realistic perspective that allows him to program his stations beyond the music. As both a student and teacher of radio, he encourages his team to grow beyond their comfort zone, motivate others and give back. At the heart of it all though, is a strong family man who’s grateful to be back home. As he says, “It’s awesome to be able to raise our kids around a bunch of people that share the same last name!”
Chase has also penned his first book, Pull The Trigger, a collection of short essays that view life, family, gut checks and day to day events as seen through his eyes. The book is dedicated to his brother Michael, who passed away last year and all proceeds benefit Michael’s daughter through the Phoebe Fund.
You’ve had a few radio stops in your career, are you glad to be back home?
Absolutely! During the interview, I told the Market VP that if I didn’t get the job, my mom would be pissed and would boycott the cluster of stations. Funny, I was never someone that was looking to run away from home. I grew up in a small town outside of San Antonio and never imagined moving too far away from my family. With stops in South Carolina (WFBC/WSPA), Massachusetts (WXLO) and California (KHOP), in my career, it’s awesome to be able to raise our kids around a bunch of people that share the same last name!
When you first arrived at KXXM, did you feel compelled to put your stamp on the station?
That is the mistake that too many programmers make when coming into a new station or situation. You must resist the urge to put your scent all over the brand. Unless you are being brought in to fix, flip or completely change the DNA of a station/building, the smart play is to make the needed adjustments, but have the patience to monitor the tempo of the station and situation. There are 1,000 different ways to program a successful radio station and making major changes, without taking a look at the whole playing field, could be disastrous. Each situation is unique and you cannot apply the same blueprint to every market you program in. Just because you don’t like something, doesn’t necessarily make it a bad thing. You should have plenty of time to make the station “yours.”
In addition to KXXM, you also program AC KQXT and Spanish language KQXT HD 3 (La Preciosa). What are the keys to staying focused, while dealing with your other responsibilities?
I have never really been a “music guy.” (Just ask all the record reps, they will agree with that statement!). I am a lifestyle and entertainment based programmer who gets all hot and bothered by strategic and hypothetical possibilities. I would not consider myself a “format guy” but rather a student of radio in general. Talent and programmers often get fixated on limiting themselves to be “CHR people” or “AC people.” I believe it’s important to embrace the big picture of radio and not pigeon hole yourself into a format or a type. Why would you limit your potential and possibilities? I believe in the betterment of others and I always encourage learning outside of your comfort zone.
How did you approach crafting a brand in a format you had no experience in?
When creating a brand that is designed to attract people that are different than you (age, sex, race, etc.) you can’t just read a book or a pile of research and expect to win. You have to be a student of behavior, life and people. For example, I picked up a Spanish language station, La Preciosa, this year. It has been a really fun challenge of launching and building a brand that is like nothing else I have ever programmed!
Understanding the culture goes beyond the Spanish language classes I took in high school and college and the years I spent working on the construction site for my dad. You can’t just observe, you have to allow aspects of the culture to influence and sometimes change your life and opinions. It may sound “new age,” but those who program multiple brands, while not living the lifestyle of those brands, know what I am talking about. Building and cultivating powerful brands goes beyond just making sure you are playing the right songs.
What are your thoughts on the current state of Top 40 music relative to its song pace on the national airplay charts?
Just a few years ago, many powers would accumulate 1,000+ spins before moving down in category. Due to exposure on multiple formats, group ads and other media, we are seeing quicker familiarity and burn on titles than in years prior. Even though there are still times when the chart gets jammed with songs that can’t seem to make it to the next level or ones that just won’t die, we are often seeing new titles fly up the charts faster than before. Being a “slow station” used to mean that you are adding a title that is 40-45 on the chart. Nowadays, songs are going from nowhere to #25 before half the panel is fully committing to them. With music moving so fast, we might eventually find ourselves in a situation where the product simply burns out. Then again, due to increased exposure opportunities, we might find that it becomes better and more diverse than ever before. All in all, pretty exciting stuff for radio.
Chase with Iggy Azalea
Which new artists this year do feel have long term potential to be core Top 40 artists?
I feel that Iggy Azalea and Sam Smith will continue to provide great content for Top 40 radio for years to come.
What strengths does your APD/MD Russell Rush bring to the table?
I’ve been blessed to work with some really talented people in my career and each one of them has provided me with tons of takeaways. It’s important to let the people around you influence and educate you even when it’s your job to have all the answers.
That being said, Russell Rush is a flat out, hands down, ROCKSTAR. He has fortified my faith in the power of radio and reminded me how a great local talent can lead and dictate culture in a market. When Russell gets behind a campaign, idea or concept, it becomes Pop culture in San Antonio. For example, when Mayor Castro needs to get the word out or educate the community about a matter, he calls Russell directly. It’s pretty amazing! Russell has been dubbed “Mayor Castro’s Hype Guy.”
When Russell isn’t doing radio, he chases ghosts and wins Emmy awards! How many people can say they have an APD/MD that has MULTIPLE EMMYS? The only award I have is a participation ribbon from third grade.
Check out the AMAZING Russell Rush Haunted Tour here!
Considering the several entertainment options in the digital space available to your audience, what is the key to keeping your listeners engaged?
Staying relevant and embracing change is imperative for radio. Finding creative and new ways to connect with consumers, incorporating new media and expanding our reach beyond the speakers will allow us to continue to lead and dictate culture.
Given what’s happening with the new car dashes coming out, do you feel radio in general will be competing at a whole new level?
We already are. The greatest thing about radio is that we are the most battle tested of all media. Our competitive resilience, ability to adapt and incorporate is pretty remarkable. We have transitioned and made adjustments to stay aligned with and ahead of trends in content consumption. The challenge will always be to not let all of these influences weaken and water down the foundation of radio. In short…Radio – the cockroach of all media!
What is your concept of the optimal radio/label relationship?
I cannot speak for other programming people or record reps, but I feel it necessary for me to help teach records reps the best way to work me and my stations. Each station should have a unique perspective and reps should understand and respect what goes into the decision making process.
It’s too easy to rattle off a list of stations playing a song or recycle the information sent to me in a basic and boring one-sheet just minutes prior to our phone call. I respect the job you are doing and the titles you are working and it’s important for the reps to respect the science and art that goes into creating the playlist.
You have to challenge and push your record reps. Not because you are trying to avoid adding a song or because you are a jerk, but to encourage them to rise up to the challenge and gain the respect of the programmers. I believe, with that respect, we build stronger and deeper relationships. It’s important to have the best and brightest working around you! Not just in the same hallways, but on the other side of the phone working you on projects. This is a partnership and both ends need to understand that. My closest relationships are with those that have been pushed the hardest by me (and vice versa).
What advice would you give to up and coming talent who aspire to become programmers?
It goes deeper than knowing how to pick the right songs, writing the best sweepers or identifying the best breaks. Allow people to push you to be better. Without someone pushing you and forcing you into situations where you are driven to dig deeper, you may never know what you are capable of. Understand the difference between D-bags and bullies. Bullies are ok, because they will make you better. D-bags are just dicks.
Motivate others. When you get the title, seek out new ways to pass along your knowledge and experience. Not in a “show off” fashion, but more as a way of giving back.
The talent pool is continuing to get smaller, not just because we are downsizing and making it harder to get into the business, but also because people are selfishly not giving back to the industry. Remember, it is your task to not just grow your career, but to strengthen the industry you inherited. You can’t get into the hall of fame unless the next generation votes you in.
You recently authored a book, Pull The Trigger. Can you talk about the process of how it came together?
I started writing my blog (www.chasemradio.blogspot.com) as a way to keep myself motivated and to serve as a constant reminder that I was capable of more. I then put it out there and shared it with others. People read it and would mention to me that they did. It was flattering. My brother Michaelstarted to read it too. We would discuss my postings over the phone and how my grammar and spelling sucked, but my messages were pretty compelling and sometimes fueled great conversations and occasional arguments.
Knowing that he read them, the blog became a way for me to attempt to get through to him. Since trying to fix someone face to face or over the phone usually results in an argument, I thought I might be able to get through to him with my posts. Not mentioning him by name, but adding a few subtle takeaways that could potentially get through to him. At the very least, I was able to say what I wanted to say to him without interruptions; never getting flustered by him fighting back, as the words came off of my chest and into my iPad. Then something unexpected happened. Michael died. So I continued to write.
Some of the blogs in the book were written prior to his death and others were written after. The blogs are shuffled and the book isn’t set in chronological order. Michael was always a major part of this book and the inspiration behind why I felt I needed to publish it. I wanted to ensure that his daughter, Phoebe, would never need or want for anything in this world, so the book became a way for me to provide for her future.
So all proceeds from the book go to benefit Michael’s daughter?
Yes. The money goes directly into the “Phoebe Fund.”
The book is full of your observations on everyday life situations and how to improve yourself. Do any of the chapters specifically apply to you and what are your favorites?
That’s a tough question to answer! Almost every chapter serves as a motivational tool for me. I draw from my own words, as they serve as a reminder that I need to continue to try to be a better person. After I published it, I realized that the book was my way of coping and dealing with the death of my brother. It proved to be very cathartic.
It has been very moving to hear from people who have been affected by the book. Everyone pulls something different from the chapters and it has now been used in AA meetings and by grief counselors. As a talent, you are used to sharing your life with strangers, but to know that your words are planting seeds and affecting people is pretty humbling. To answer the question…I’ve always liked page 107.
How can folks get the book?
You can buy Pull The Trigger for paperback, PDF, Kindle, etc. The majority of purchases have come through Amazon. Here’s the [link].
Have you hit the book signing circuit yet?
I have done some TV, speaking engagements and a few other events here and there. I’ve signed a few hundred books, but nothing official. Press releases are out and I am more than willing to go anywhere and speak at anytime!
Ultimately, what do you hope people will come away with after reading the book?
How to Pull The Trigger on Life, Career and not being a D-bag!
Any thoughts on a follow-up book?
Try Harder! is due out early next year! Unlike Pull The Trigger, the new book is being written with the intention of being a book. Pull The Trigger was a blog that grew into a book. Without giving anything away, I will say that the overall self help theme is similar, but I think the content will be even more thought provoking and compelling. With the confidence that came with the reception of the first book, I feel really good about the direction I am going with Try Harder! Also, there will be an audio book version for purchase. I’m very excited to share it with everyone!
[eQB Content By Mark LaSpina]
