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10 Questions with ... Matt Malone
July 16, 2019
Have an opinion? Add your comment below. But the actual answer is that I'm searching for something. Whether it be a challenge. Or a culture. Or a mission. Or a purpose. I have the unrealistic belief, much like that of "soulmates," that within a career you are passionate about, you shouldn't settle until you find the right environment and the right fit for you, because the moment that you settle, you give up. That's not to say the steps you've taken to get there are bad steps. The challenge and the journey of finding that spot is what offers you incredible opportunities to grow as a person and/or a professional
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BRIEF CAREER SYNOPSIS:
Michael LaCrosse called me one day a handful of years back, told me to stop being stupid and take the job he was offering at WLS-FM/Chicago (I'm paraphrasing). From there, I was able to work my way into WLUM/Milwaukee, KURQ/San Luis Obispo, CA (#RIP), KCJK/Kansas City, and now WQMP/Orlando.
1. Congrats on your recent move to Orlando. Why did you want to program FM 101.9?
This is where I have the internal conflict of giving serious answers like I would as a Program Director, or the kind of answers I'd give being a normal person. "Because they were willing to return my calls?"
But the actual answer is that I'm searching for something. Whether it be a challenge. Or a culture. Or a mission. Or a purpose. I have the unrealistic belief, much like that of "soulmates," that within a career you are passionate about, you shouldn't settle until you find the right environment and the right fit for you, because the moment that you settle, you give up. That's not to say the steps you've taken to get there are bad steps. The challenge and the journey of finding that spot is what offers you incredible opportunities to grow as a person and/or a professional.
I have been incredibly lucky in my career, that people I have worked with past and present help me - in one way or another - to continue along that path. Maybe in some cosmic, star-stuff, mercury-in-Gatorade reality, this was just the universe saying, "It's time to take a whack at this one now." Orlando is an exciting town with a collision of cultures and extremes that I have seen in very few cities that I've been fortunate enough to visit. Because of that, it's a consistent puzzle that you're trying to put together with ever-changing dynamics and I get a TV channel that plays 'Supermarket Sweep' for 3 hours a day, so it has everything. That's what makes it exciting every day.
2. How does it feel to be working in the Alternative format for Entercom?
I say this with every bit of sincerity, it feels incredible. That was a big part about why the opportunity appealed to me as a fan of the Alternative format. Radio is changing in weird and wild ways, and to see Entercom actively promoting, growing and trying to improve and adapt the format gives validation that the music is as relevant as it ever was, the personality and culture of alternative is relevant as it ever was, and that my time sitting in my bedroom/in my car/at work constantly listening to WKQX/Q101 in Chicago for a significant chunk of my formidable years were relevant. Plus it's no secret that since the first time I had the opportunity to meet him a few years back, I have had a huge respect for Mike Kaplan and the way he sees and analyzes the format. I'm sure sooner rather than later, he'll have enough of my text messages, but being within his 'program' gives me the possibility to learn from him and I plan to learn as much as I can.
3. FM 101.9 is less than two years old. How has the station been growing in Orlando?
That's a very good question, and I'm hoping to find out the answer very soon. With the way our timelines (myself and the station) have come together, it's like I'm adopting the radio station. It's had different caretakers over that two year period with different methods, tastes, schedules, regiments... and I know how to take care of and feed this radio station, but I haven't had enough time yet to truly see how it acts and interacts. This is an elaborate cat adoption analogy. The station doesn't have a history long enough with any one caretaker to know the ins-and-outs to fine detail, but I know enough to treat it well, help it grow, and give it a good home.
4. Give us the 411 on the music and imaging on the station.
Despite all concerned objections, I find the time to play "Tubthumping" at least 12 times each day?
I would like to think the 411 on the music for the station is "Make Good Decisions." Of course every market is a little bit different, and through my recent cross-country travels, I truly believe that deep down, "Hearing a song while driving through a Nebraska corn field feels/sounds significantly different from hearing that same song with driving down the Pacific Coast Highway." But that only serves as the seasoning. It only goes so far before you have to realize that you're dealing with masses and "A hit is a hit is a hit". So finding the balance between those is my ultimate goal. The top of the list is 'Is it actually a good song?' and then go from there.
As for the imaging, I'm very fortunate to have James Steele taking care of my imaging, along with his post in PM Drive. The more we work together, we're figuring out the "groove" to brainstorm concepts and ideas. When James runs with it, it always comes back with that little extra touch through his creative and thoughtful production. Both of us talk often about our admiration of Dan Stone's work and use his style/demeanor as a guide-pole. In our effort to work ourselves into part of the community, we're trying to focus on a Florida twist. People outside of the state know the 'Florida Man' ethos, and we embrace that. It's the ideology of, "This is where we live, we work, and something is slight off about every single part of it." So finding clever, relatable and even endearing ways to connect with our listeners and say, "We see it too, we're right here with you." Is a vague description of that imaging target.
5. Tell us about your morning show and the rest of FM 101.9's on-air lineup.
For my morning show, I'm doing my best to do an anti-Miley Cyrus and not come in like a wrecking ball. This radio station has existed for nearly 2 years with no morning talent. If I were to waltz into that studio every morning and make it all about me, I'd be alienating everybody that had already settled in - and frankly, I'm not that important. So I want to accompany the music. I want to be a chaperone. A tour guide. And maybe in 3 months, if I go on vacation, they'll feel like a part of them is missing, having not realized that I've infiltrated an important part of their lives and we now share a connection.
In middays, Mel is the epitome of Floridian (and I do say that in a positive way). She's all over the great state of Florida. She knows how the people function and she's my tour guide as I get to know more about the community. She also has a built-in mindset of finding the sweet spot of where you compliment the music, and for middays, that's a key spot to live in.
As for James in PM Drive, I don't know how to explain James. You have to listen to James. I don't know if I've come across someone that was more comfortable, personable and fluid in the studio. The way he interacts with listeners and finds a way to make the most mundane calls into something that will make you laugh. It might be the first time you've ever listened to him, but it's like you've known each other for years. Orlando is a MASSIVE traffic market and we can post that "It takes one hour to get from Orlando to Orlando" meme all day, and James has a way of keeping the listener there "for just a few more minutes" over and over again while they're being held captive on I4.
6. How would you describe your approach as a programmer?
Evolving. I know that I've moved through many different positions in a short amount of time and I've been given some incredible opportunities, so I can only hope that I've taken the right pieces from each one of those steps to build more. I am still learning more every day. Down to my core though, as with the music, I try to just be rational and have common sense. Whether it's with the station or with my talent, be understanding and try to find the best ways to relate and connect the dots. I like explanation. I like explaining things to people. I like having things explained to me. I hate "Dad Answers" ("Do it because I said so.") and I ask too many questions. This isn't the type of industry where you've got "Push Button. Get Product." The more everyone around you understands WHY you're actually doing what you're doing, the more tools they have to make the right decisions on their own.
So let's go with rational. And thoughtful. And handsome. And modest.
7. What is your favorite part of your job?
I know somebody is going to roll their eyes, but my favorite part of the job is the job. I had a career out of high school and I made good money, had no debt, worked 3 days a week. I could have given up on life right then, but I wanted to do something I wanted to do. My former PD Lance Tidwell would always say, "The worst day in radio is better than the best day in a cubicle as an accountant" (Sorry accountants), and I like the idea of that. I enjoy going to work and facing the challenges every day. It feels weird when I leave work because I'm still trying to find those "passions" and I envy people that love to exercise, or play video games, or binge watch television, and that makes them happy and fulfilled. I like those things, but when I think about, "What makes me happy and fulfilled," it's making radio. Scheduling music logs is doing a puzzle - it's making a 24 Mixtape for your best friend every day. Writing imaging is fan fiction. Analyzing music research is voodoo Sudoku gambling. Going on-air every morning is doing a one-man way-off-Broadway Show. And it's all really neat.
8. You're very outspoken and passionate about alternative music. What's your take on the current state of the alternative format?
I think, despite some flaws it may have, along with conflicting reports of what the format means from person-to-person, that Alternative is still the most experimental and diverse format on the market. Do we have some pigeonholes that we fall in from time to time? Yes. Do we lose our way or have some identity crisis every week? Sure. But at least it's not that predictable yet. We're still hitting curveballs. We're still breaking bands. It's still exciting. There are still times when new songs come along and I'm legitimately surprised and excited by the sound of it. Don't get me wrong, and please don't hurt me, because I love me some T. Swift. But when a new Tay Tay song is coming around, you can take a pretty educated guess at what to expect. Although I haven't had extensive experience in other formats, from the chair I'm sitting in, there are much higher hurdles in formats like Country and Top 40. You're in or you're out. Alternative at least offers a "shoot your shot" here and there with surprising results.
9. You wake up at 4a. What is a typical workday like for you?
The first step is to ignore 4am as an overall concept, and luckily find a place to live that is no more than 15 minutes from the station. That's key. Get to the station at vaguely 5am. Maybe a little later if I had to stop at 7-11 for an energy drink and got stuck at that one traffic light that takes a legitimate, full 5 minutes to cycle despite the fact that there is NO traffic. It's pretty lonely. There are 2 other morning shows in the building, but they're on the other side and our break room is better so I have no reason to go over there.
Then from 6-10a, it's "bless the internet" while finding my space in 2019 media, blog posts, hopefully give something away, play some music, look at some memes, and if all goes well, a decent amount of people were entertained by our daily time together.
The single best part about working mornings on the East Coast is that I don't get a single work email until I'm halfway through my day. 9:30-10am before I get a ding. That's why they really call Orlando the "Happiest Place On Earth." Then I get out of the studio, meet with Mel on music or Eric (my promotions director) to cover what comes up.
Answering emails. Sales meetings. Spreadsheets. More blogs. Meet with ___ from ____ about their band ____. Wave at James. Go home to see my cat. Fall asleep on the couch even though I tried so hard not to. Wake up at 7. Try to sleep again at 10. Stare at the ceiling till Midnight. Do it all over again.
10. After living in the Midwest, what do you love most about living in Central Florida?
It's all of the experience of living on the beach, without actually being on a beach. I burn. I'm not a beach person. I'm not even a water park person. So I get to enjoy the positives of a tropical environment without all of the activities being beach-centric. I lived on the coast in California, but that was a small town. It was Yoga and Farmers markets. Yea, I love farmers markets, but I also love actually having things to do.
Bonus Questions
What do you like to do on weekends?
I think it's more a "what would I *LIKE* to do on the weekends?' vs "what do I *actually* do on the weekends?" I would LIKE to explore this great region of the country that I hadn't visited since I was 3 years old. I'd like to experience new things. I'd like to find people who share the same interests as me, and we'll become friends and take weekend trips to Vegas together when we're 50. What I actually do is stay in my house with my cat until at least 5pm, convince myself to get out and try out a new restaurant or something before inevitably going to one of the many lively bar/entertainment districts where I don't talk to anybody, but it at least makes me feel like I'm being social. Bonus points if there's a concert.
I do have legitimate hopes that once I've got everything completely settled here, I'll have the opportunity to head to the parks, travel a bit, and see what Florida's got going on. Gotta buy a washer/dryer first, though. Priorities.
How often do you get back to Chicago and what are your top priorities when you get back home?
I don't get back to Chicago that often. My family is still up there, but I am incredibly fortunate to have family that "gets me" and what I'm trying to do with my life. So I try to make it up there for the important holidays. Sometimes life doesn't make that convenient and I just do my best to find a good excuse and make it happen from time to time. Since I left Chicago in 2015, I've maybe been back 5-6 times? My priorities are just to see my family and a few good friends that can find the time. Have a meaningful conversation or two. Take a shot of Malort. And live another day.
Rank your favorite sports teams in order of passion.
- Chicago Blackhawks
- Chicago Cubs
- Kansas City Chiefs
- As a 6'8" person, I firmly believe Basketball is the single worst sport ever invented, but I'm gonna give Orlando Magic a shot.
Favorite new band over the past year?
That's a big oof. I'll admit to anybody that doesn't ask, I'm REALLY bad at bands and albums these days. (Shawn, you already know that well.) I'm living in a world of singles. I download an album, throw it into my shuffle and it gets stuck there until it pops up. Unless something REALLY slaps me in the face, it goes into the fold. I'm really into the "Modern Psychadelia" playlist on Spotify. I can listen to that playlist all day. Crumb and Shana Cleveland. So much stuff on there speaks to me. Except don't listen to Spotify. Listen to radio.
Favorite places to eat in Orlando?
I'm trying my best to not become lazy-local. So I've been trying to eat somewhere different every time I go out. I'd also like to use that as my excuse for why I'm really bad at having favorite bands, TV shows and movies. Unless it's something SO immensely good that I have to go back to it, I feel guilty about going back to it. There's a whole world of new things to see, eat, hear and do... I can't watch The Office again like everyone on Twitter apparently does. That being said, there's this little old Vietnamese lady (I live in a very heavily Vietnamese neighborhood) that makes some dope Bahn Mi sandwiches for $4 cash in a tiny strip mall. So I'll say she's the best.
Anything else you would like to add?
For anybody reading any part of this and thinking some variation of "This guy doesn't have any idea what he's talking about," you're probably right. But I'm just trying to do a little better every day. That's all I can hope for anybody. Be safe. Stay Hydrated.
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