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10 Questions with ... Brent Michaels
October 25, 2005
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NAME:Brent MichaelsTITLE:APD, Marketing/Promotions DirectorSTATIONS:APD of KBKO-FM, Marketing/Promotions Director for CC Bakersfield ClusterMARKET:Bakersfield, CACOMPANY:Clear Channel RadioBORN:Honolulu, HawaiiRAISED:Honolulu, Hawaii
Brief Career Synopsis:
In high school, I interned at KSSK in Hawaii... While in college, programmed and promoted KDNZ (college station) at the University of San Francisco... Started in promotions for minimum wage... worked my way up to Marketing/Promotions Director, an on-air shift, and APD duties for KBKO
1) Can you be a boss and also a friend to your employees?
I think you can be friendly with your employees as long as it doesn't affect your ability to be a boss. I have a great relationship with the talent on our station, but we have enough mutual respect for one another to separate business decisions from personal ones.
2) What do you think of National Contesting? Is it effective?
I think as a concept it could be effective... I like the idea of a company pooling its resources to help local affiliates win. Does the average person believe they can win a million dollars every day? Maybe not. Why not take that $30 million and give every local affiliate $5,000?
3) What do you like best about your job? Least?
I love the format I'm in. I'm fairly new to country radio, but I know the artists and songs inside and out. Country is a format where artists tend to be more accessible, are appreciative of their fans, and listeners of all ages get passionate about it. That's what makes it so fun to come to work.
As far as what I like least... I know what my wife likes least... Radio is a 24/7 job... sometimes it's hard to take a step back to force yourself into some personal time... While I love my job, wearing three hats sometimes causes me to inadvertently neglect the things I shouldn't.
4) What can we be doing with our station's web sites to better our stations as a whole?
I think a station should use its website as another billboard. The cool thing, though, about a website, is you can put more information on it, and people will delve in to read it.
Everyone is online now. What time is the movie? Where's that artist going on tour? People look to the web more than ever to answer these questions. A station's website needs to have every piece of information being talked about on the radio, if not more. Listeners will expect it to be there. There is nothing more frustrating than not being able to get information when you really need it.
5) Who are your programming mentors?
I have many. I owe a great deal of thanks to Danny Spanks, Kenn McCloud, Steve King, Don Cristi, and Lee Logan (among others) who have taught me what I know about programming. Their patience and love for what they do have influenced me more than they know.
6) Who's your favorite air/personality not on your air staff?
Growing up in Hawaii, I have great respect for KSSK morning personalities Michael W. Perry and Larry Price-- two men who are legends in their market and have continued success because they know and serve their audience. While their morning show is very different than ours, I respect the hard work they put in every day and the consistent product they continue to create.
7) What is your favorite radio station outside of your own market?
KZLA-FM, KYLD-FM, KSSK-FM
8) If you could add any one full-time position to your budget, with no questions asked, what would it be?
A personal chef. Our staff loves to eat.
9) Favorite artist that you have met?
That's hard... I'd have to say it's a tie. The guys of Rascal Flatts are some of my favorites... but Blake Shelton is so funny and personable he was great too.
10) Most surprising record of the past 12 months?
I don't know if it's really surprising... but I really thought Craig Morgan's "That's What I Love About Sunday" was a great song... People responded to the vision of what life should be like... And also Montgomery Gentry's "Something To Be Proud Of". It's a song that listeners are very passionate about, and I think the message of "You can't control life... you can only do your best" resonates with a hard-working community like ours.
Bonus Questions
1) Do you have Musical Guilty Pleasures?
Sir Elton John is my all-time favorite artist from any genre... Imagine how shocked I was when he released a country song earlier this year with Catherine Britt!
2) You are on a desert island...what 5 CDs are in you portable disc player?
Right now... Elton John "Love Songs", Rascal Flatts "Feels Like Today", Stevie Wonder "The Definitive Collection", Keith Urban "Be Here" and Aerosmith "Big Ones".
3) Describe your favorite meal?
Both specialties you can pretty much only find in Hawaii... Chicken Katsu from Kim Chee 2 (my favorite Korean restaurant in Hawaii) or a Loco Moco-a local Hawaiian creation that is more or less rice, eggs, and a hamburger patty covered in brown gravy. (And... I just watched you lose your appetite...)
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