Randi West, PD, WDGC/Raleigh & Rich Davis, Clear Channel Nashville OM, PD WRVW
Randi West, PD, WDGC/Raleigh
&
Rich Davis, Clear Channel Nashville OM, PD WRVW
Rich: So if I’m not mistaken you and your team have been the originators of some of the best in-demo promotions for Top 40 radio, Pick-Your-Purse for example. I need a promotion in a couple of weeks… whatchu got for me?
Randi: Well with rising gas prices a HUGE concern for EVERYONE not just our target demo we will be doing April Fuel’s Day but it has a twist. Can’t share ALL my secrets?! I mean people CAN read.
Rich: I knew of you first as one of the most talented jocks in our business and at one time you were voice-tracking like a kazillion stations. Was programming something you had always wanted to do? How did you make the transition?
Randi: I actually Googled “kazillion” and there is a picture of me! Who knew!? I think the natural progression to programming was something I always wanted to do but wasn’t sure I would be able to. I was fortunate to find my place in this “boys club” and I mean that in the nicest way possible. The transition was not as hard as it would seem. I was the product of eighteen programmers – what an amazing experience! I could handle just about anything at that point.
Rich: So we know you’re a great air talent and accomplished programmer, tell me something I’d be surprised to learn about Randi West.
Randi: I can’t roll my “R’s.” I know. And my name is Randi. I’ve tried. I can’t.
Rich: Got any PPM tips you’ve found to be working well for your station?
Randi: There are so many principals to PPM…too many to list here. However, I have been using this: the M.I.M code. “Make It Matter.” If personalities can make it matter to the audience you win. I certainly don’t mean hype. I mean compelling content wins. Brevity too, is key, so if it doesn’t matter…why do it? That’s the secret. So if you teach your jocks to make it matter every time they crack the mic…success!
Rich: We’re both now lucky to get to work with Jon Zellner as our SVPP since he just picked up your market. He’s one of the best in the industry and I’m just wondering if you’ve had the chance to play a little music trivia with him cause the guy is amazing?
Randi: I haven’t yet but I look forward to that. Jon is a guy I have LONG respected and as a part timer I saw him speak and he was many of the reasons I continued on my path. Now I am fortunate enough to have him as a resource. I’m going to start studying though. I love a good music challenge!
Rich: Your MD Brody is definitely one of the rising stars in the business. Want to brag on him a little (or do you want to just keep telling everyone “he sucks” so you can keep him around?)
Randi: Who is this Brody person you speak of?! Oh! Brody! There are so many times I wonder where we will all be without fabulously talented right hand people. Brody has crafted his skills and will go on to make a great Program Director should he decide to do that. We all juggle so many balls. Brody never lets them drop. Those types of people will always be successful. When he reads this he will giggle that I said “balls” and that’s why I love him and no one can have him! (insert evil laugh)
Rich: What is your most played song not on your station yet? How about some tunes in your iPod we’d be surprised to find?
Randi: All of these tough questions! I am a big Joshua Radin fan. Not necessarily a song I would put on my station just great songs. I don’t own an iPod. (insert gasps here). However, when I’m on the treadmill I listen to iheartradio. Hey it’s not a shameless plug for our FREE APP. It’s honestly what I do. I can listen to LOTS of stations and sometimes that sparks changes I’d like to make on my own station.
Rich: WKSL shifted direction from Rhythmic AC to Rhythmic Top 40 in 2010. I know first hand what it’s like when one of your sister stations moves a little more in your demo direction. Has it changed how you program G105 or how you deal with Rhythmic records specifically?
Randi: It hasn’t really changed the way we do anything at all. We go into every meeting with our brand of what we do and that will never change. Now, that being said, certainly there are shifts in the music product available including those heavy rhythmic waves and we are careful about our selections and lean so we stay balanced. Generally though it’s the biggest of the big and we realize we can’t play them all.
Rich: Name a record that became a big hit for you that you were surprised about and why?
Randi: Justin Bieber. But I wouldn’t say I was surprised it was a hit. I would say I was surprised how long it lasted and how well it researched for us.
Rich: As a PD, what are the keys to staying fresh in a market you have been in for awhile?
Randi: Travel a lot. Ok, well, if you don’t have that kind of time. Staying fresh is a constant challenge especially in our format. Having other PD’s you trust give you feedback, idea swaps, or just taking time to listen to other stations may change your perception of your own.
Randi: How is it possible for you to be the OM of the cluster and program a highly successful station like The River, and be a family guy? I’m just a PD and a feel like a slacker.
Rich: Can’t lie, it is tough sometimes and they are plenty of times where Mandi (my wife) will say “you just got home from work and you’re on the computer again,” or “can you please put down your Blackberry.” I think she is slowly starting to realize that even though it is my job, it is also my hobby. Last night she said “you’re working again” and I said no I’m doing what I love to do. (She’s probably wondering what I’m doing as I answer these questions…) Luckily the Blackberry makes it possible for me to be connected and I honestly don’t mind it. If I’m atMason’s flag football or Maddy’s cheerleading or riding my four-wheeler with McKinley I can always be reached. Heck, if I wake up in the middle of the night and see an email that needs responding to or I think of something I need to tell my staff I just grab the Blackberry off the night stand and type away (while trying not to wake up Mandi.)
Randi: Speaking of The River, how is the CHR capital of the world and how have the new sign on’s affected, if any, your approach?
Rich: Ahh yes, I have joked about it being the CHR capital of the world before but it’s no laughing matter. I’ve been here over ten years and this has been a challenging time to have not one, but two other stations as direct competitors. I actually have not experienced anything like this in my career. Certainly I have been in head to head battles but usually with only one direct competitor. We had the triple whammy with two other competitors and the changeover to PPM. I’ll tell you what though, I love the challenge. I love examining everything I’m doing on the air with my team and trying to make what I already feel is a great station even better. When you’ve been in a market as long as I have it can be easy to sort of get into a rut, so to flip the script and do some very different things can be a challenge. This first month of this year we’ve made some great changes and additions I am very excited about.
Randi: Nashville has really become the Hollywood of the Midwest even beyond the Country music genre. How do you utilize those resources of having so many artists in your community?
Rich: It’s been really cool over the years to have so many hometown artists and groups reach such success. Those artists have grown up with my station so we almost have an instant connection even before we meet. Many of them were in their teens when I got here so they know all about who we are and what we’ve done. My staff has all also been here seven years or longer, so Ke$ha grew up with my DJ’s too; same with Taylor Swift. I really count Ke$ha as a friend. I can text her and know she’ll get back to me if I need something. I remember the first time Hillary from Lady A heard “Need You Now” on The River. She was so excited, she tweeted about it. I’m close with the boys in Hot Chelle Rae who, by the way, have a hot new song out called “Tonight Tonight.” I’m friends with Safety Suit who also has some great new stuff coming. Ashlyne Huff has a great new song. It’s cool because I often times get to hear the music while their still working on it. Fun to see the process before a record person hands me a CD across my desk. I’m fascinated by the writing and producing process too. Who knows, maybe I’ll have a career doing something along those lines when I grow up.
Randi: Now that we are both in PPM what is the one takeaway that you have learned or changed about your station?
Rich: To me it seems like just when I have figured it out, it changes. PPM has some of the wackiest week to week swings I have ever seen. Most times it leaves me scratching my head in frustration. Here’s the deal though, it is the new method of measurement and I will win at it no matter what.
Randi: What is the one song that is already starting to stand out to you that you think will make it to the year end countdowns of 2011?
Rich: Some easy ones: “Grenade” by Bruno Mars, “Firework” by Katy Perry. I love Christina Perri. I’m digging the Avril. The newNelly/Kelly is great. Can’t wait for the Gaga. I think the Hot Chelle Rae song will put them on the map, too.
Randi: Do Jim and Woody wish they would have found the man with the golden voice? And what did they do to cover that story and make it their own?
Rich: Of course. If only he had been from Nashville. Tony and his team at WNCI did an awesome job on that and really capitalized on all the press. By the time, I had forwarded him that YouTube vid sometime on that Monday afternoon they had already had him booked for the morning show, and then it just took on a life of its own. Always fun to be in the epicenter of stuff like that. That has certainly turned into kind of a cautionary tale at this point. We sent Intern Adam out on the streets to search for our own homeless star with awesome talent and had listeners vote on their favorite. Sadly, none of ours got an offer from Kraft Macaroni and Cheese.
Randi: If Rihanna and Ke$ha were in a burning car and you could only save ONE. Who would it be and why?
Rich: I’m sure you can guess from my earlier answer Ke$ha is my girl and I’m going in after her for sure. Sorry Rihanna.
Randi: You think this Facebook thing is going to take off? (LOL) How are you integrating social media into your stations?
Rich: LOL, we’ve got the twelfth most Facebook fans in the company with about 42,000 peeps, so yeah it’s a big part of what we do. We try hard to offer exclusive content (not something that’s already on the website) and make it more personal, like it’s coming from one of my staff instead of a radio station. If there is a trending topic we jump in on the conversation and we don’t spam the audience.
Randi: What do you think will be my next career move?
Rich: Your next career move? Heck, I think you can do whatever you want. You have already proven yourself as an amazing air talent and programmer and as you know there are damn few females doing what you do anyway. I think it’s your choice!
Randi: What is worse…changing diapers or music call days?
Rich: I have always said that the best way for me to do my job is to let the record peeps do theirs. I don’t look at them like enemies. They are content providers for me and if I have a great relationship with them that can benefit my station down the road. I need them, and they need me. It doesn’t mean I’m going to play their record but I try to be honest and forthcoming and I think they respect that about me. So yeah easy one, changing diapers is not fun. Luckily the little one is three now (time flies) so I don’t have to do that much any more.
Randi: If you could give advice to one PD reading this now what would it be?
Rich: Be passionate, work hard and continue learning about your craft. Find someone to mentor you who has been through it before and heed their advice. Never be afraid to pick up the phone and call a PD you may not know. Most of us are good guys and gals who are willing to help! I still do it.
Randi: The past few years have been strong for CHR music product. Do you see that shifting and when?
Rich: It is awesome right now and has been for some time. This is not something I dwell on or worry about since I can’t control it. I say play the hits for your audience, demo and market, and HAVE FUN!
[FMQB ORIGINAL CONTENT, published February 2011, please do not republish or reprint without the express consent of FMQB. Make sure you visit us on the Web at www.fmqb.com]
