10 Questions with ... Ciro Sepulveda
September 3, 2013
BRIEF CAREER SYNOPSIS:
Started at Lincoln Financial Media Company of California in 2006 as an On-Call Promotions Assistant. Moved up to be the Promotions Coordinator at KSON back in 2010 and became Promotions Director for FM 94/9 in October of 2013.
1. How did you become interested in radio?
Since I can remember, I grew up listening to all sorts of music and radio stations in LA. My dad had a huge influence in what I listened to (since he controlled the dial), switching back and forth between traditional Mexican music, modern rock (or whatever it was called back then), hip hop, Top 40, etc.... he didn't really have a preference, just listened to whatever was good and so did I... I can say though, I leaned more towards rock --Guns 'N Roses, Bon Jovi, Nelson, Boston, Journey, AC/DC, Nirvana, INXS, Fine Young Cannibals (guilty pleasure now, but not back then).
2. What led to your current position at FM 94/9?
Started listening to FM 94/9 since it was born back in 2002. Loved it then and continue to love it through the years. It definitely has evolved and really paved the way for what you hear now on the radio. Back then, I used to get tired of hearing the same Sublime and Nirvana song on the radio, before I heard Interpol's "Obstacle 1" being played on the radio on FM 94/9... Big Sonic Chill was a huge turn on as well.
I emailed the station through the contact page on the website. Got an answer back from Chris Turner about part-time position, interviewed, nailed it and got the job. After that, it's been hard work, tons of events, and patience. I've always had a passion for FM 94/9; I guess that's what led me to this position.
3. What do you love most about working at station?
The people, my friends (co-workers). The environment and day-to-day is a close second. Never a dull moment in radio. I get to watch videos on YouTube without getting in trouble because it's research... how COOL is that! I get to go to festivals like COACHELLA and call it "work"... how EPIC is that!
4. What is a typical day like for you?
Walk in in the AM usually around 7:30 to 8a. Go into the studio and pick up prize sheets from the day before, attach tickets and put at the front desk. After that, everything is very anti-typical. I could easily have an intern pick up the sheets, but I need to start off the day with some sort of routine, otherwise I wouldn't find a groove... it's like stretching before you play some sort of sport.
5. Where do promotion and marketing ideas come from the FM 94/9 staff?
Our staff is incredibly talented and diverse, so everyone is "key" to coming up with cool IDEAS... I will say though, Kevin Callahan and Nick Smith are a genius for coming up with the most random, on the fly, awesome ideas. I learn every day.
6. Tell us about FM 94.9's Loud At Lunch and what makes it successful?
It's not pretentious.... really, we're not trying to create a BIG THING, we just want to create a cool environment for people that love music and bands that are willing to do it... Growing up, listening to the bands I liked I would always day dream about hanging out with them or seeing them play without having to pay for tickets. I figured; why not give that opportunity to anyone who can make it out to the show (Loud At Lunch). Our last one with GROUPLOVE has been the highlight of these shows; line out the door, people camped out overnight in their cars, social media blowing up and the band shows up, plays and hangs out for a while after... EASY! The way it should be.
7. Give us the 411 on the station's two big concerts -- SPF and Independence Jam?
A great lineup and an inexpensive ticket. If you can do either one of the two, you're in business. If you can do both, it's successful. For SPF, this was only the second year. The fact that it's at the start of summer and the setting has been the Oceanside Pier Amphitheater definitely makes for a great environment. Independence Jam is an FM 94/9 staple. We've been doing these since the beginning and people identify it with a good lineup and a good time. It's expected by our listeners.
8. How are you using social media to interact with listeners?
The way it should be used - in the moment, live, through the message they post or tweet and answering back to DM's....We treat our listeners as friends not "Friends," because they ARE friends.
9. What would surprise people most about you?
That my first language is Spanish. Until you actually pay attention and really hear me speak, then you hear the Mexican in me, although I've been told that I don't have an accent. I take pride in my heritage, but it definitely has helped my career having "good" English. I can't pronounce Atlanta for some reason; I have to take a second and think about it, get ready and say it. It usually comes out weird.
10. Fill in the blank: I can't make it through the day without ________?
COFFEE. It's bad, man. Sometimes about 3-4 cups in the morning. The goal is to bring it down to 1 cup.
Last non-industry job?
First record ever purchased?
Saved for a month to get Dangerous Minds Soundtrack. Played Coolio's- Gansta's Paradise on repeat.
Vans Warped Tour in 1999. Or maybe it was '98.
Favorite band of all-time?
Tough question... Radiohead, The Clash, LCD Soundsystem. Radiohead wins it by 0.1