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10 Questions with ... Steve Williams
July 5, 2006
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NAME:Steve WilliamsTITLE:Marketing & Promotion DirectorCOMPANY:Provident BroadcastingFORMATS:ChristianLOCATION:Atlanta, GABORN:Birmingham, ALRAISED:Savannah, GA
BRIEF CAREER SYNOPSIS:
I started while I was in High School, then did nights & APD at WKZL Greensboro, NC (Top 40) and 95SX Charleston (CHR) before moving to mornings and PD at WTCF "The Fox" (CHR) in Saginaw, MI. When consolidation happened, I got the Dir. of Marketing & Promotions position at what is now Clear Channel Savannah (6 stations) and then did the same job for Entercom in Greenville, SC (5 stations). Next I programmed Entercom's Hot AC in Greensboro, and now look at me!
1) What do you think is the most important topic facing the Music Business and Radio right now? Why?
For Christian radio there is no question that the single most important topic is creating a product (music & programming together) that will compete with secular music/radio enough to grow our market share at music retail and in audience share. If our mission is to reach as many hearts as possible and touch them in a way that will contribute to their spiritual well-being, then increasing our reach is crucial.
2) What does Christian Radio need to do in order to break through to a mass audience on a more consistent basis?
We need to be bold. We are playing music (Contemporary Christian) that most radio listeners are not familiar with, so we don't have one major advantage that mainstream AC stations have: familiarity. Our whole format is countercultural, so we need to be creating music and radio that is so compelling that people (not just Christians) are talking about it and enjoying it. That means straying from the safety of what we "know" works and trying some new things. Our format is far too young to play it safe right now. We should not be afraid to make some mistakes. Formats like Top 40 and Country have been around for 50+ years. Ours is closer to 20 years old. There is a lot of discovery left to be done.
3) What are the greatest challenges you face in your position?
The situation here at J93.3 is improving so quickly, and God is opening so many doors for us, that I have a hard time finding anything that really frustrates me in my position. I think my biggest challenge is to keep my perspective and never lose sight of why I am here and how privileged I am to work for a company whose primary objective really is to serve God. Revenue is #2 here. How cool is that?
4) What are the greatest rewards in your position?
Reading emails from listeners or hearing what they have to say at remote broadcasts. We touch people so deeply every day. We assist God in His work in people's lives through what we do. How much better does it get?
5) What makes your company unique?
We are owned by Watkins Associated Industries, and multi-billion-dollar, family-owned company started by a good Christian guy (Bill Watkins) who went from hauling watermelons in his pick-up truck to having one of the five largest privately-owned companies in Atlanta. We are here because he wanted to use what God had given him and his family to bring glory to God. Mr. Watkins' vision is still touching lives today through our company and our sister network, RTN (His Radio all over the Southeast, the Wind in Missouri, and The Joy FM in Florida).
6) What is your favorite radio station? Who is your favorite personality?
I don't really have a favorite station, but my favorite on-air personality is a morning guy in Greenville, SC at Top 40 WFBC, B93.7. Hawk Harrison from the irreverent, trouble-making Hawk & Tom Show is a Christian, and he works that into the morning show in a way that I think probably makes more of an impact on listeners than he knows. The show is laugh-out-loud funny, very real, and has tons of listeners. Hawk comes across as a Christian who struggles just like we all do. It's not who he is on the air, it's just who he is, and it comes out on the air.
7) In our highly competitive music field, where it seems more and more that every artist needs something special to get paid attention too what is the most commendable effort you've seen made by an up & coming act?
Josh from Day of Fire. This guy is a fireball. I see him everywhere! And he is always talking to people, signing autographs, taking pictures, having fun, and never with any reservations. He rocks, literally.
8) Who has had the biggest impact on these facets of your life: Personal, Professional and Spiritual? Why?
Jesus has the biggest impact on all of those facets. Sounds like a standard answer, but that's the only answer I have!
9) If you could have any job outside the music business, what would it be?
Marketing & Promotions for a different type of ministry or business that in some way serves Christ. I love all forms of marketing, and being able to do something that will last longer than I do is important to me.
10) Best advice for younger, less experienced future music industry execs?
It's not rocket science. Regardless of how much the people around you seem to know, you should never assume that you don't have something to add. Make lots of mistakes, and learn from every one of them.
Bonus Questions
1) What is your favorite promotion that you have been a part of at either a label or as an independent?
I love our $15,000 Musical Chairs contest! It is so much fun to think that deciding who wins $15,000 in new furniture all comes down to a musical chairs contest!
2 ) What is your favorite quote?
Anyone who knows me knows that it is the wise words of Bootsy Collins, a member of James Brown's band:
"You have to bring some funk to get some. You just can't walk in a place and expect to get some funk. If you ain't bring no funk, then you can't get no funk. Another thing is, you can't fake the funk or your nose will grow."
I think that says it all.
3) What's in your CD player right now?
Plumb, "Chaotic Resolve" and the Talking Heads, "Stop Making Sense"
4) Do you have Musical Guilty Pleasures?
When no one is home, I put in the 10 minute version of Rappers Delight by the Sugar Hill Gang, or Fantastic Voyage by Lakeside. Also Frankenstein by the Edgar Winter Group turned up to "11". I know. It's wrong. It's bad.
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