Elise, WPLW, Raleigh, Music Director/mid-day host
May 20, 2022
by Fred Deane
Elise
Elise wasted no time breaking into the business as she was hired on the spot while attending a career fair at her alma mater, Virginia Commonwealth University.
In 2015 she landed at iHeartMedia and was hired by that on-the-spot dude, Dave Carwile. Dave was then the Regional Market President of iHeart for the Richmond cluster, therefore Elise didn’t even have to relocate.
Elise has quickly developed into a strong #1 draft choice and is just beginning to tap into her vast potential as an air talent and keen evaluator of music.
Can you guide us through the initial stages of your career?
In 2015, Dave Carwile hired me as a member of the street team and promotions assistant for the entire iHeart cluster in Richmond. It was a great opportunity to immerse myself in the promotion and marketing aspects of radio stations. I quickly learned a lot about the branding process and the importance of serving your local community.
In March of 2018, I started working with Jeff Wicker in the mornings for MIX 98.1 in the same cluster. After nine months, PD Zac Davis put me on Q94 doing nights, while I also was doing weekends on XL102. That experience proved to be invaluable as my career resumed after I was furloughed in March of 2020 due to Covid.
Following a brief stint in Orlando as a bartender, Pulse PD Matt Johnson brought me to Raleigh, and we have since formed a wonderful partnership.
Given your youth and the industry’s battle to win over up and coming talent these days, what prompted you to pursue a career in radio?
I knew I wanted to be in the music industry in some form and one day and it all started with that career day at VCU and my initial meeting with Dave Carwile. I’m very thankful to him for giving me the chance to get into this weird, fun world.
Who were some of your influences prior to your start in radio, and what did you see in them that motivated you toward the business?
I grew up in Richmond listening to XL102 and Q94, where Jeff Wicker and Betty Bodine were on-air personalities. As I have mentioned, I later had the honor of working with Jeff as his co-producer/social media blogger for his morning show. A really cool full circle moment.
Given your age bracket, you’re on the borderline of the Millennials and Gen-Z. Who do you relate to more, and what differences do you perceive between the two groups?
I’m DEFINITELY more of a Millennial. I’m a 90s baby that grew up without the internet for the most part until AOL dial up became a thing. I’m grateful I had a childhood outdoors without the dominant influence technology like of the internet, social media, etc.
Some differences between the groups are derived from Gen-Zers being more influenced by technology, electronic devices, and immediate satisfaction during their formative stages. I believe Millennials are the last generation to understand hard work and appreciate the simpler things, but both generations are now more reliant on instant gratification, with the internet and social media being the prominent influences.
How interested are these generations in radio today, and does radio resonate much in their lives?
I was raised listening to the radio in the back of my mom’s van, whereas Gen-Z has streaming apps and more freedom to listen to their customized desired music. I believe radio is not as relevant for Gen-Z+ but since all cars have a radio, it’s not completely out of their lives. I would say radio still resonates more with Millennials than Gen-Z.
The younger demo is learning/living in a customized fast-paced world of audio and visual entertainment consumption.
How does radio compete with other platforms more suited to their lifestyle needs?
Radio is still the medium that reaches the most amount of people at any given time and with radio apps/streaming available, radio still competes. Radio is more personable, and for the most part still live and local compared to streaming apps. The current radio streaming options, and not necessarily having to be in a car, have saved radio from its demise.
If you could create a fresh model for today’s radio medium, what would it look like?
A radio model designed in the blueprint of TikTok where artists would upload up to one minute of their songs and everyone can “like” or dislike it. Based on that popularity the song would then be placed into rotation on the air. When songs go viral via radio’s cross-media platforms, people will discover new artists, while radio extends its brand through multiple platforms.
I also like the feature of new artists having a fair chance of exposure. The more continuous “likes” a song gets, the more in demand it is to be played on the air correlating to increased rotation. This would keep the younger crowd engaged and keep radio relevant to them, while also stimulating an atmosphere of gamesmanship and participation among artists themselves, those who become fans of that artist, and listeners in general.
What aspects of your current position are you most passionate about?
Working on-air is my own form of creative expression, and just getting to be myself is the easiest job ever. The MUSIC! has always been my passion, from singing to performing, to seeing my favorite artists live, to blaring my favorite CDs in my room belting the words at the top of my lungs…music is my whole life.
I love learning the ins and outs of being a Music Directing as MJ (PD Matt Johnson) has been showing me the ropes. I love hearing new music and interacting with label reps,. It feels like we’re all in this music club nerding out over music together. I love it.
I also enjoy the creativity associated with designing contests and marketing concepts. Lastly, I love giving away prizes on-air and making listeners’ days by awarding them cool prizes and gifting experiences. The best part of my days is sharing the excitement with winners.
I recently interviewed longtime iHeart executive Linda Byrd who is retiring from the business soon. Are there female role models in our business that inspire you?
Congrats to Linda on all her accomplishments in her career! There needs to be more women in a position of leadership in our industry.
Females that inspire me are women I’ve had the honor of working alongside of in this field. Tamo in DC (DC101) was one of the first on air talents I worked under as a promotions assistant, and I admire the qualities her on-air persona exudes like being unapologetic, spunky, witty and hilarious, and on social media she makes you feel like you’ve known her all your life. She’s a natural and makes it look easy being that talented.
Other notable and talented women thriving in the industry I admire are Liz Harris (Richmond Alt102.1), Rebecca Wilde (Richmond MIX98.1), Jasmine Samone (Atlanta), and Ayedubb (Raleigh K97.5).
How about successful females in any field?
My best friend Audrey Wray is a Tour Manager for a company that tours with Drag Queens and she is one of the hardest working humans I know. I surround myself with hard working and determined women, I’m thankful to know them and feed off their energy.
What common qualities do these role models share that draws on your inspiration?
They all put in the blood, sweat and tears to get themselves where they are today whether it’s through school, starting from the bottom and working their way up, or failing and getting back up. They deserve the praise (and a raise)! They’re driven, resilient and I’m thankful to know them and be inspired by them.
What advice would you impart to those in your generation aspiring to get into our business?
Be willing to do the “grunt work” and work your way up without much pay and do it because you love the job and not the money. Be willing to learn anything and everything in and outside of your department. Never meet a stranger. It’s always WHO you know not what you know, so make connections everywhere.
