Life couldn’t get any better for Tias Schuster. He’s finally back home in South Carolina overseeing a station where he once served as its mascot. Tias has come full circle, programming two great radio stations using all the tools provided to him by Entercom to ensure his stations are delivering a fun, compelling, and interactive radio experience on a daily basis. He’s one of Top 40 radio’s most engaging programmers with a knack for thinking outside the box. His passion for the business is what drives him and thus motivates the people around to create winning radio that produces both ratings and revenue!
By Bob Burke
Tias Schuster
Who says you can’t go home? Tias Schuster is back home where his radio career began in 1997 as station mascot “Buzzy The Bee!” Ironically, at the station he now oversees operations of, Entercom Top 40 WFBC (B93.7)/Greenville, SC. Talk about paying your dues and working your way up the corporate ladder, Tias would eventually turn in his mascot gear for an on-air mic hosting nights on B93.7. By 2001, he ended up in afternoon drive and found his way into the programming department serving as B’s Music Director before adding APD stripes. Then in 2004 he headed north and landed his first PD job in Wilkes-Barre, PA at heritage Top 40 WKRZ. It was at KRZ that Tias really shined as a programmer. By 2007 Entercom moved him back down south as PD/afternoon host at Rhythmic Top 40 WNVZ (Z104)/Norfolk, VA. He would eventually add the title of Digital Content Director for the Norfolk cluster. But it was in January of 2012 that all roads led Tias back home to South Carolina as OM/PD at WFBC and AC WSPA where he couldn’t be any happier. It’s rare nowadays that one person stays with one company and develops within that company but for Tias Schuster, Entercom has given him every opportunity to become one of the company’s top programming minds, and he’s risen to the challenges at hand and has had a lot fun doing it!
How does it feel being back home doing radio where it really all began for you?
ODD! It took a decade and a trip up and down the east coast to go four feet across the hall. Admittedly I sometimes sit in the parking lot of our building and say to myself, “Did I actually leave or was that just a dream?” Seriously, I feel lucky to be back. I’m returning back to my radio home, living close to family while raising my own family and doing what I love…oh, and I get paid to do this!
You’ve gone from programming Pop hits at WKRZ to Rhythm hits at WNVZ and now back to Pop at B93.7. How challenging is it moving from genre to genre or is just a matter of understanding the science of programming regardless of format?
At this point I see the formula of it all. Each genre has its own special feel but the basics are consistent. Don’t get me wrong! Each format has its own challenges and you have to make sure you always know who you are talking too. While at the same time not over thinking, “What comes out of the speakers” is the most important thing. I also jumped into the AC game when I returned to Greenville at WSPA. The biggest thing I’ve learned over the years is that all demos, young and older, all want to feel hip and fresh. Some have laughed at me when I use the term, “AC Swag.”
What have you done in the past year to really put your personal stamp on B93.7?
I took the best practices from my PPM experiences and evolved the Bee into a well-rounded hit machine. It was all done strategically to make sure I didn’t shock the core cume. The diary markets don’t show results as quick as PPM so therefore you have to slowly turn the ship versus ripping the band-aid off. Without going into too many details, I focused mainly on imaging, appointment listening, and an overall forward momentum mindset.
How important of an anchor has the The Hawk and Tom Morning Show been in the station’s success over the years?
A successful show will always outperform the whole station. Any smart programmer will tell you that. The Hawk and Tom show is like American Idol in the early seasons. It’s #1 in all the important demos and has no signs of stopping. The show is in its 18th year in the Upstate. They too know the formula of success and know that in order to keep winning they must be extremely hard on themselves. Their chemistry is rare and special. Hawk, Tom, Heidi and Kato are pros. They are the faces of the station…they’re in the public, involved in the community, and know who they are talking too every morning. If something is going to work in this market they will know first!
Has there ever been a better cycle of Pop hits for the station than what’s happening musically now? Do you see any genre raising its hand in the next few months?
Pop is hot right now! I love this format and how it’s always the best of the best. Urban Crossover isn’t as big as it once was but Alternative is definitely filling that void in CHR. I never thought I’d play so many songs that had banjos in it. Then again, I never would have thought I would play so many songs where a computer was the main instrument either. Thank you EDM. Oh, and Boy bands are back! When I left Greenville in 2004 they were popular. I come back and they return? Coincidence or punishment? Music like history constantly repeats itself and the younger generations think they created it. I’m waiting for Gregorian Chanting to bounce back…maybe another year or two.
What factors are most important when breaking any new artist or adding new records into the music mix?
Buzz, Buzz, and more Buzz. Although, today’s buzz is totally different then even last years buzz. Simply having a YouTube, FB and Twitter account doesn’t cut it. Not only do you need fans but you need passionate fans that will aggravate the crap out of me and my staff in social media. Artists need to be everywhere more than they ever have before. Having a separate unlinked Instagram, Vine, SnapChat and Tumblr is key. Apparently a sex tape helps too. Who else is waiting for a Farrah Abraham’s single?
The station has really embraced technology. How important is video integration when it comes to radio station web sites? Is radio undervaluing the use of video?
I think video is extremely important as long as it’s done right. We over think what is going to work. I’ve spent hours and even days editing a video and the results/plays didn’t pay off. I’ve done videos on my cell phone sitting in a bathroom stall that exploded online (sorry about the choice of words on that sentence Bob…not really.) People want reality! Some of the biggest videos on YouTube aren’t fancy. They are downright dumb and frankly edited/filmed wrong! For the love of all that’s holy, “Turn your iPhone to the side so it fits the screens…the black bars on the side are annoying!” If you do a bit on-air then get that video online as fast as you can and don’t worry about perfection. Listeners want to be viewers right now. Not tomorrow when your video editing guy is back in the office.
Your recent Anna Kendrick “Cups” experiment was a very cool moment that was caught on video. How surprised were you by the turnout? (see video here)
I wasn’t that surprised as we did a lot of research before hand. I had our morning team cut a quick promo saying, “Do you know how to perform the “Cups” song from pitch perfect? If so, RSVP on our website and let us know.” After a few days we had hundreds of people RSVP and parents started sending us videos of their kids performing the song. It was a big success! Again, don’t over think things. All we did was ask the audience to show up after we noticed interest. No prize, no gimmick, just the opportunity to be a part of something cool. It worked!
Besides video what other technology platforms have you most excited and have your listeners engage in the radio station?
It has to be smart phones and how they are constantly changing how we program and engage our listeners. Our new station iPhone app for WFBC has a cool feature where listeners can send us audio messages. It’s getting a lot of traction and the audio quality is broadcast worthy…much better than “leave us a voicemail on our comment line.”
Every programming manager is being asked to do more with less nowadays. How much of a challenge is it to keep everyone focused on the goal while still having fun?
Life has come full circle for me. I actually make appointments to play at work. Much like kindergarten and recess. Radio is a creative business and you need people to feed off of. I make sure I walk around the building daily and interact with the other radio junkies. They may look at me weird sometimes as occasionally I’m with yoyo or light saber entering their office. I have fun at work and still get the job done. It is possible! If you work in radio and dread coming to work, QUIT! This wasn’t meant for you. It’s okay…go dig a ditch in the blazing sun. The fresh air is nice I hear.
How can radio do a better job of ensuring it remains the go-to media of choice?
Radio needs to go back to being great versus good enough. Over the years it seems like we settle too much for mediocrity. I think that’s partly because we are so busy and don’t have time to focus on the perfect wording of promos or creative promotions. We simply do what we need to do in order to move onto the next project. We also need to focus on the next generation of talent. Where do they start if we voicetrack everything? Let’s face it…we aren’t getting younger or prettier (I’ve seen the video blogs). As managers we need to STOP for a moment and train people. We can’t do everything, forever!
You really seem to have found a home at Entercom. What makes the company so special?
I was lucky to start my career in such a good company. They’ve taken care of me over the years and I’m grateful for that. It’s hard to describe what makes them great. They’ve always made me feel like I had a voice. I’ve always been able to pick up the phone and fight for something I believe in. If a battle is underway, ETM has always given me the tools I needed. They listen to my arguments and allow me to take chances if it makes sense and there is a proper plan. Entercom has also never burned me at the stake if something didn’t go as planned either. They like honest answers to tough questions rather than, “everything is great.” They know it’s not always sunny and 70. Over the years Pat Paxton and the whole Entercom crew have shown me respect and family. That’s ultimately why it feels like home.
[eQB Content By Bob Burke]
