Kobe
Following Kobe’s career should be an inspiration to all aspiring programmers. When glancing at his career path, you’ll find an eager and industrious individual steep in protégé experience and one who has diligently followed his instincts at every juncture.
Kobe has been on the fast track since his five-year stint at WPXY/Rochester in the late nineties. He’s also worked at WBZZ/Pittsburgh, WNKI/Elmira, WFBC/Greenville and WIHB/Charleston, and with the programming likes of Mike Danger, Clarke Ingram, JJ Rice, Keith Clark and Nikki Nite. He’s now getting WILD in WPB!
eQB presents excerpts from the FMQB May Magazine CHR Up Close featuring WLDI/West Palm Beach PD Kobe
On the influences of past programmers… I’ve had the chance to work with some greats. Clarke Ingram taught me about the relationship between the listener and the music. JJ Rice taught me about core artists and basic music flow. Keith Clark showed me how to do things at a major market level. But the two who really molded me into the PD I am today are Mike Danger and Nikki NIte. Danger taught me everything about the jock aspect. Nikki really put her thumb print on me as far as managing people.
On his WPXY/Rochester and WIHB/Charleston experiences… At WPXY I basically learned everything about the programming department to get me established. I worked my way up from intern to jock and MD. When I started interning on (Mike) Danger’s show and coming in for free, the jock bug really bit me. It was fun working my way up from sidekick/whipping boy.
The WIHB/Charleston experience was rewarding on so many different levels. First and foremost, it was my first PD job with the challenge of taking down a market leading heritage station in WSSX. Secondly, it was fun. We didn’t have callout which made us totally trust our gut. We put a lot of fun records on the air. Thirdly, the station has become the #1 CHR in Charleston in the latest trend by over a whole share! I take great pride in knowing I was a big part of that success.
On having is sights set on programming… In the early stages I always knew I wanted to be an MD. But, it was in Pittsburgh at WBZZ where the PD bug bit me. That feeling just intensified when I went to WFBC and worked with Nikki Nite. She is one of the best PD’s in this biz and a wonderful people person.
On the most challenging aspect of converting to a PD… Acknowledging your fear, but not letting it get the best of you. It’s your SHOW, you’re the guy whose head is on the block. Realize this fear to stay on point, but don’t let it consume you.
On the most natural part of the transition… Backing up my jocks! I have done nights before and I’ve been written up and done all the things the “night guys” do. Since I’ve been where they’ve been, it’s easier for me to understand crazy bits when I go to bat for them with my supervisors.
On his experience working inside the Clear Channel system… It’s been awesome! I knew going from an independent to the biggest radio broadcast company in the world was going to be different. I am thrilled to be working at CC. I am so excited about the things I can learn from all the great programmers in this company.
On WILD’s music position… We’re a right up the middle mainstream CHR. But the Pop Rhythm music really works here as well. Pussycat Dolls, Fergie, Gwen Stefani, Nelly Furtado, and of course Justin Timberlake, really make up our sound. The rest are spokes in the wheel.
On the key determinants for considering new music… This is the one job where I honestly look at the chart the least. We look at more listener-driven information like: local callout, other CC stations callout, Rate-The-Music, competitive local market airplay, CD sales, Mp3 and itunes sales, ringtone sales, and video channel plays.
On contrasting the different styles of implementing music between WIHB and WLDI… The two situations are entirely different. At B92 our goal was to be aggressive with music in trying to unseat the incumbent CHR. We were a start up and wanted to exploit a niche the competition wasn’t playing. At WILD we are the incumbent CHR and our goal is to stay on top with risk free management regarding our music approach. It’s not to say we’re ultra-conservative, but it doesn’t call for me to take the chances I took in Charleston.
On the added pressure to add the right music at WILD… There is a little bit more of a consequence here. In Charleston, the music played hand-in-hand with our image, and our image kind of protected our music. We didn’t have to over-think decisions regarding adding records, because we were the hot, new station playing the hot, new music. At WILD we have a little bit more to protect because we are the heritage station.
On how WILD uses its Web site in extending its brand… It’s all about the Web baby! CC has a HUGE Web initiative, and WLDI has been up there with the big boys (WHTZ, WIHT, WFLZ, WXXL) when it comes to entertaining Web content. The Web is a chance for us to show listeners the visual aspects they can’t get through the speakers.
On the increased success of his site as of late… Along with a very creative I-Team headed up byJeff Vettrus out of CC Orlando, WLDI has broken four Web records in the five months I’ve been here. We broke page views twice, we we’re #1 in all of CC for Keyword Usage, and in March we hit 2 Million visits for the first time ever!
On partnering with record labels on marketing initiatives… I’d just keep the “Honesty is the best policy” theme going; that all our cards are on the table. In this day an age you want to be as up front and honest as possible. Also it should benefit both the label and station. And last but not least, it should be creative and original!
** QB Content by Fred Deane **
