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10 Questions with ... Mike Severson
August 9, 2005
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NAME:Mike SeversonPOSITION:Director of PromotionLABEL:RounderBORN:Cedar Rapids, IowaRAISED:Inola, Oklahoma
Brief Career Synopsis:
KNGX - Claremore, OK 1984 - 1986
KWPR - Claremore, OK 1985 - 1986
KWEN (K95FM) - Tulsa, OK 1989 - 1992
KCKI (KICK 99) - Tulsa, OK 1992 - 1993
MCA Records - Director of Promotion 1994 - 2002
All Access Music Group - Christian Format Editor 2003
Rounder Records - Director of Promotion 2004 - present
Photographer 2002 - present www.seversonphotography.com1. Go back in time. With the state of the industry today and knowing what you know now, would you still have chosen your same career path in the Music Industry? And, would you recommend a younger sibling to make a career in the Music Industry?
Being involved in the music industry and with creative people was the goal I had since graduating high school. I have always believed that you must do what you love and are passionate about. I was geared toward radio and music. Working in radio fed that desire even more, which is why I left that end of the business to move to Nashville. I don't think there is much I'd do over again, except that I would definitely be more intentional in discerning and developing other passions and outlets earlier than I have..... because you never know how long your ride will last. And it's just nice to have a diversion from the noise.
As such, my advice to a sibling, or to anyone for that matter, is to live out of your heart and do what you love, but don't be deceived by your career or let it define who you are as a person. And find other interests as well that will help you grow and enjoy life.
2. In our highly competitive music field, where it seems more and more that every artist needs something special to get paid attention too, how do you position your self, and your label, to get YOUR artists the shot they need?
With more limited resources as an independent label, you really have to have the product at hand and that's what I love about Rounder. They have a well deserved reputation of being about the music and I can't think of a better way to position myself and the label. It's foundational. Personally, I need to be more than just a promotion rep by also taking on more of an artist development role through marketing, retail and touring.
3. You are the remaining survivor on a remote tropical island with no chance for rescue. You have a CD/DVD player with endless power. What five CD's are a "must" to have with you? What five movies?
I can't have my iPod?? Oh, alright then.....currently I'd say:
CD's: Sixpence None The Richer "Best Of", Sons of the Desert "Change", Mute Math "Reset", Dean Martin "The Capitol Years" and Evanescence "Fallen"
MOVIES: The Matrix, Braveheart, Lord of the Rings (set), Cinderella Man & Band of Brothers (set)
4. Do you think that showcases, artist visits and conference room concerts are all viable in getting new acts introduced to radio?
It's all relative to the artist. Are they vibrant in those situations? Do they have the right personality match for conference rooms? Are they shy or introverted? Can they effectively impact a typical showcase crowd? The promotion of an artist should be best utilized where that particular artist shines the brightest and where their strengths lie.
5. In your opinion, how has the slowness of the chart hurt the format, and what would you like to see done to speed it up, if in fact that's something that should happen?
Where it has hurt most is obviously with new and developing artists. One of the problems is the songs that sludge along and make little or no impact in the marketplace. Some songs do take time and are worth every week they make their trek up the chart. Others are just taking up space and that's the point when labels should make the decision to bail and go with the next single. The chart has seemed to speed up a bit over the last few years, but I'd like to see it move and rotate quicker because there are so many great artists and songs in this town that deserve to be heard. A faster chart makes the format more appealing.
6. Has the consolidation of radio made the job of promotion harder or easier? Explain why?
More difficult. In comparing it to years past, I find that personal relationships don't have as much bearing on business as they once did. As radio became more corporate, local programmers had either less to do with adding songs due to outside sources or their list of legitimate currents dropped significantly.
7. How do you handle it when a programmer tells you that your single is too country or too pop?
Well, in my current experience with Rounder, I have yet to get the "too pop" excuse! That seems a little more reasonable than "too country" or "too bluegrass" which is often times used because of a particular instrument in the mix accused of making it "too". I cite examples of the very same instrument in 10 other current songs on the chart and on their radio stations. Our format is a wonderful mix of variety, that when programmed correctly, will blend and balance enormously well. Many times we fight the programming in the middle concept which does no one any good if we want the country format to grow and succeed.
8. In your opinion, does the use of callout research help to determine "real" records?
It's all determined by who is at the other end of that testing. Are you testing just your hard core? Or are you testing your part-time and potential listeners? And is your testing subject to strong analysis? If used for the growth of listening audience and the format, then it's reasonable. Otherwise it's just a way to horde what you already have. And another thing.....what is our definition of a "real" record? Is it a Top 10 song that tests well, sells nothing, sounds like everything else and is safe.....or is it the song that sells extremely strong, ignites passion in listeners and stands out on the air? That's where research can kill us.
9. How do you handle stations that have to get a "Green Light" from an outside source before adding or converting a record? (i.e. Consultant, Brand Manger, Format Capitan or Group Programmer)
You definitely attempt to shore up local programmers to become a fan of your record. The more allies you have from individual stations, the more bearing it should have on those outside sources who are paying attention.
10. If you had the opportunity to work any act/artist from the past, present or future who would it be?
I've been blessed to work with amazing artists & great people who I would still include on that list - George Strait, Reba, Olivia Newton John and currently Alison Krauss & Union Station......can it get any better than that?! But it would have been amazing to work the Beatles and be a part of their explosion all over the world....also the early years of Heart which was my favorite band growing up in the 70s and early 80s.....and Amy Grant who is one of the nicest and most genuine recording artists I've ever encountered.
Bonus Questions
What is the first artist you ever worked to radio?
I believe it was The Mavericks, Vince Gill, Trisha Yearwood, George Strait, Reba, and David Lee Murphy. Marty Stuart and Mark Chesnutt may have been in that initial mix as well.
What are your favorite books?
John Eldredge "Wild At Heart" & "Waking The Dead", Peter Jenkins "Walk Across America" and just about anything from C.S. Lewis.
Best road story?
So many! I have some good stories with the Mavericks, but another that is at the top is when the George Strait tour was kicking off in St. Louis. I arrived in town the night before to hang with the band, but I just missed them. George and Erv walked into the lobby of the hotel on their way out and ask if I want to go gambling for a while. I thought it was a trick question at first, but they were serious. It was something like 6 hours later and George was having a very good night at the blackjack table. I was done, but he gave me chips to play at the high limit table with him, which in all probability he regretted! We finally got off the "boat" and took a cab back to the hotel, but not before we made a stop at the White Castle drive through where George bought Erv & I dinner....um......I mean breakfast!
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