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10 Questions with ... Mike Severson
June 8, 2009
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NAME:Mike SeversonTITLE:Artist & Radio RelationsCOMPANY:Compassion InternationalBORN:Cedar Rapids, IowaRAISED:Inola, Oklahoma
Please outline your career so far:
1988 - 1994 Radio (KWEN and KCKI in Tulsa, OK)
1994 - 2002 MCA Nashville
2003 - 2004 All Access Music
2004 - 2005 Rounder Records
2005 - 2008 Midas Records
2008 - present Compassion International & Freelance Promotion/Marketing1. Last time we spoke with you was 2005 and you were working for Rounder Records. Catch us up on what has been going on in your life for the past few years.
Wow, it's been too long since we have spoken! I went from Rounder directly to being hired by Bob Reeves as we helped launch Midas Records in early 2006. Worked some great music and artists, but the rollercoaster ride ended in July 2008. From there I had a short stint at another indie label and most recently was hired by Compassion International this past December as their consultant in the Country format.
2. Tell us what Compassion International is and a little bit about the company's history and focus.
Compassion International is a Christian child development ministry dedicated to helping children in need around the world through one-on-one sponsorships. Compassion's programs help release children from poverty and enable them to become responsible, fulfilled adults. They offer educational opportunities, health care and health-related instruction, nutrition, life-skills training, social activity, and spiritual growth. Compassion was founded in 1952 and now serves over 1 million children in 26 countries around the world. The organization is also involved in other critical areas of need including, but not limited to, disease prevention, fighting hunger, clean water projects, disaster relief, HIV/AIDS initiatives, and the global food crisis. Find out more at www.compassion.com.
3. What exactly is your role with Compassion?
I am essentially the artist and radio relations person for the Country format. I am currently educating and forming relationships with artists and radio stations that are interested in partnering with Compassion on a world-wide basis. I will then be the Country point person for those artists and stations for strategic planning and implementation.
4. Compassion International has been pretty visible in the Christian music format for a while now, correct? What made the company decide to move into the Country format as well?
It just feels like a natural progression. The two formats share an enormous amount of listeners, target demos, and there is a foundational element of Faith in our format. Country artists, radio, listeners, and fans have huge hearts as well and there is incredible opportunity to make an impact on children around the world while letting our format shine beyond our preconceived borders and notions. The bottom line though is that I believe Country music can have a life changing impact on the lives of hundreds of thousands of children around the globe.
5. You have been working this job for about six months now, what has the response been from the Country music community?
I am thrilled at the response and the interest. There are so many artists, radio stations, and industry professionals that are looking to connect with an organization who is involved with fighting extreme poverty and where they can make a direct impact on a child in need. Sometimes it is difficult to know what organization to support and identify where the money is actually going. But when they see how Compassion does not indiscriminately throw money at a problem, but through direct one-on-one sponsorships is lifting kids and families out of deep poverty, it gives them an opportunity to see that the monthly contribution from the sponsor is truly helping their specific child. It also is a plus that Compassion has a 30+ year history in the music industry and knows how to build relationships and connect the dots. That's huge.
6. You recently had the opportunity to visit El Salvador with Valory Music Co. group Emerson Drive. Tell us about that experience.
Compassion actively takes artists and radio folks who are interested in a partnership on actual trips. Typically a 3-4 day journey to Central or South America, although Africa and India are possible for those who want to dive into at least a week-long trip. Spence Smith (Compassion artist rep) and I were excited to take the Emerson Drive guys down to Central America to get a first hand experience of what Compassion is all about and see the work they do. We visited a few of the 150 Compassion programs within the heart of the communities in El Salvador. We met the children, staff, volunteers, and the families of some of the kids. The band also had the opportunity to walk the streets and visit the homes of families in these impoverished communities who live in the midst of brutal circumstances that we in the States cannot imagine. Since I was already friends with the guys in the band, I knew they had big hearts, but seeing all of this with their own eyes really made it hit home. They can now communicate what they have experienced, what Compassion actively does to change lives, and how people can get involved.
7. How can radio stations and Country artists partner with Compassion?
There are a number of ways artists can partner through incentive programs, fan clubs, social networking, live shows, CD inserts, text campaigns, and countless other relevant ways. Radio had the opportunity to partner through special events as KKGO/Los Angeles did last September. Compassion has worked with over 350 radio stations in various campaigns and combined that experience with the passion of PD Tonya Campos to set up a full day radiothon to help find sponsors for waiting children. Tonya took a trip to Nicaragua where she met her own sponsored child and also recorded video and audio content for the event. See some of that here: http://mikeseverson.wordpress.com/2009/02/25/guest-blogger-tonya-campos-kkgolos-angeles/ The results were so successful and powerful that they have booked another radiothon for this Fall. Compassion provides a complete turn-key tool kit and also is willing to offer extra revenue and compensation opportunities for participating stations. It's a complete win for everyone involved.
8. I know you have been involved with Compassion for quite some time as a sponsor, but what made you want to take that step and work for the company? You must have had a strong belief in the company and in the people involved in Country music to make the change.
I have sponsored a child from Brazil for 6 years. During that time we have written to one another and sent photos back and forth. She draws and colors pictures for me that I can hang up in the house. When I look at her photo I know that my monthly donation is going to help her get an education, medical attention, nutrition, and social and spiritual development. Things she would never have without my help. I've seen so many examples of kids who came into the program with no hope of life to graduating high school and college. I investigated how Compassion operates and how consistently high it is rated with the charity watchdog groups. Plus having artists I know and respect giving their support was a factor as well. When I started talking with the people at Compassion about the potential move into Country I wanted to help out however I could. I believe in this amazing organization more than I have believed in any record I have worked. I love the music industry and this community, but I also was at a place where I desired to make an impact on lives of those in severe poverty and suffering. I've never seen an organization do it better than Compassion.
9. What exciting things do you have coming up with Compassion within the Country music community in the near future?
Many ideas and plans are in the works. Obviously taking artists and radio who are interested in partnering with Compassion on trips to see first hand the work Compassion does. We are taking the model that is working successfully for KKGO and calling on other stations to join in this worldwide impact of children and families. There are artists who are excited about partnering with Compassion and we are talking with them about how they want to be involved since the possibilities are endless. Compassion is excellent at the aspect of relationship and helping to design something that works for each music industry partner.
10. If you could pick any artist in Country music involved with Compassion, who would you chose?
Obviously I would love to have any artist that has a heart for this and is interested in what Compassion is doing. Each and every artist has something special to offer through their music, personality, passion, and experience. For obvious reasons artists like Carrie Underwood, Brad Paisley, Keith Urban, Kenny Chesney, Rascal Flatts, and Taylor Swift come to mind. Their fan base alone could make an unimaginable impact on the lives of tens of thousands of children in deep poverty. Country radio has that same enormous potential.
Bonus Questions
1. To go from record label promotion person to working for a non-profit Christian agency must be quite a leap. What skills that you learned as a promo guy have come in handy in your new job?
It may appear to be a leap from the surface, but I'm still the same person. I came into this business because I had a passion for artists and music, not necessarily to be a label rep. That passion continues even stronger today as I combine it with a purpose to be involved in something relevant that positively impacts and transforms lives.
2. You have been on two Compassion trips now, right? Where have you been and where are you planning to go next?
I traveled to Honduras in February, El Salvador in March, and Ghana is in the works for August. Guatemala has just been confirmed for September 3-6 with Tonya Campos, Carter's Chord, Megan Mullins, and any other radio station or artist that is interested in exploring a partnership. Africa is being tossed around for December as well. We are also open to designing trips around artist's schedules who are sincerely interested in making the journey. Any takers? It will blow you away.
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