CHR: Hitman Haze, APD/MD, KHTS & KMYI/San Diego

Hitman Haze’s radio career was jump started at KZZP in Phoenix where he began as an intern in 1989. Then he moved to Jacksonville, Florida to work at WAPE/Jacksonville as the mascot “The Big Ape.” He also got his first on-air break at the station. His first full time radio job was on WHJX doing nights and when Jacor took over he was moved to afternoon drive on WJBT.
In 1997 Todd Shannon called Haze to ask him if he would be interested in becoming a part of a new Top 40 station in San Diego. Two weeks later he landed in the place he would call home for the next twelve years, making a name for himself doing nights and serving as Music Director on Channel 9-3-3 (KHTS). While at Channel he also earned APD stripes. But now he’s ready to embark on the next part of his journey as he will host afternoon drive on sister Hot AC KMYI where he will also serve as APD/MD while continuing his APD/MD duties at KHTS.
Seeing a young programmer like Hitman Haze grow and develop in a business which is often criticized for its lack of a farm system is refreshing. He’s one to watch as his enthusiasm and passion for his craft will serve him well for many years to come.

e-QB presents excerpts from the November FMQB magazine CHR Up Close with Hitman Haze, APD/MD, KHTS & KMYI/San Diego

On your recently expanded role within the company…This is very exciting! To be able to be in one city on one station for twelve years is amazing. This new role as APD/MD at our Hot AC KMYI will help take my career to the next level. The listeners on KMYI grew up listening to me on KHTS. I will also be expanding my musical tastes with the Hot AC side.

On what’s it like to work for a veteran programmer like Jimmy Steele…Jimmy is brilliant! I have a renewed faith in the radio business because of him. With no disrespect to other programmers I have worked for, I can honestly say that my career wouldn’t be where it is if it weren’t for him. Every day I learn something new from him and as a team we complement each other on all angles.

On how has the station evolved over the years…In 1997 when I arrived we still had a reel-to-reel and no computer in the studio. Now we couldn’t survive without a computer. We are finding out that the web is just as important to our listeners as the music we play. Also, no matter how old the station gets, the content and imaging has to reflect your core audience for this time period. As soon as one listener leaves your demo three more are coming in.

On what makes a great Music Director…You have to understand the way music trends and know your audience. I schedule the music as if I were in my target demo. You also have to know the music for your format. Passion for your music can not be faked!

On how balancing gut with research when it comes to adding new songs into the music rotation…Back in the day we would get research every week and we all relied heavily on it. Now we don’t, so we use all the other tools that are available: the web, clubs, and of course females in the office! We don’t always get it right but if you know your audience you will get it right more often than not. 

On what’s the biggest thing record labels misunderstand about Channel 9-3-3 when it comes to promoting you on new music…That we play EVERYTHING! We play a lot of different types of music, but not EVERY record. Even when our sister stations are having success with it, that doesn’t mean we’re ready at that moment. Also as a rep, know the artists you’re promoting. Listen to the album and give me new music that you like as well as what your bosses are making you work.

On if record labels and radio stations doing a better job when it comes to a mutual understanding of each others needs… We are learning to let the audience pick the next hit off of the album. In the past it was always given to us and we were told “this is the next single.” Those days are gone. With the country and fan base becoming so viral, they’re picking the next singles for us. The labels are starting to understand that so the relationship is getting a lot better.

On the state of Top 40 today and where the format headed…Top 40 is the best it has been in a very long time. If you are a Top 40 that caters to an 18-34 female audience right now, you should be winning. The music is falling into our laps. If you have the right imaging and you are playing the right music, then that success should be in your grasp. I remember when you couldn’t play a Rock record next to a Rap record. Now it’s just hit music. Top 40, if done the right way musically, will be a force for a long time to come.

On new technologies most advantageous to KHTS’ future successes…I love the flip video camera. It makes taking and uploading video so easy and really makes it personal for our listeners. You need to be viral! We had Tokio Hotel in our lounge and put some pictures online. In two days we had 250,000 views from all over the country. Having the right music on the radio and having the right content on the web, gives you the complete package.

On the one thing can radio do to make sure it remains the go-to media of choice…We shouldn’t over think radio but we need to know the world around us and how to adapt to it with radio. Stay in touch with who is listening. Don’t be afraid of the web. Make your contests viable and meaningful. Compelling content on all levels is key to success.

On the future of Hitman Haze…Radio is my life. From each Program Director I have taken a little piece of how they programmed (good and bad). I feel that if I correct the mistakes that were made and I can build upon those strong qualities they had, then not only being a Program Director is possible but being a successful programmer is in my future. With that being said, thank you to all that have helped me learn in this business including some very important mentors: Tom Owens,Todd Shannon, Mark Shands, Mickey Johnson, Doc Wynter, Paco Lopez, Diana Laird, Rick Vaughn and most certainly Jimmy Steele.

** QB Content by Bob Burke **