10 Questions with ... Krash Kelly
September 30, 2013
BRIEF CAREER SYNOPSIS:
- KFYO/Lubbock, TX
- KHFI/Austin, TX
- KRLB/Lubbock, TX - MD
- KHFI/Austin, TX - AMD/APD/PD (5 years)
- KXXM/San Antonio, TX - PD (5 years)
- KAMX, KQBT/Austin, TX - PD (24 hours or 1440 minutes)
- KBPA/Austin, TX - PD (8 years)
1) Please tell us about your recent ratings success?
We have had really great rating success with BOB since our launch in 2004. We've consistently been Top 3 in-demo (25-54 persons).
However, in August we scored our first #1 general market with the highest 6+ share to date in PPM! Sure, it's a beauty contest but it's still exciting, and an illustration that BOB FM really is a station for all people. We're even Top 10 18-34! Did I mention we're pretty stoked about this?
2) What Got You Interested In Radio?
I know it's such a cliché, but it's in my blood. As a little kid I used crayons to draw radio billboards which I placed along my Matchbox racetracks. And there wasn't a time I can't remember not having at least 1 radio in my room... if not more! And I was constantly searching for whatever signal I could pull in. I was fascinated then, and I still am!
3) What makes your Bob FM and the Austin market unique? How does this compare to other markets or stations you have worked at?
As the "Live Music Capital of the World," Austin is truly a unique city. The population is young, vibrant and educated... but while Austin may have a different vibe than many other cities, we still have consumers. And despite all the different musical influences here, radio consumption is still higher than many similar size markets.
So is Austin different? I think so... but not as different as we like to think we are. We have awful traffic, regular office workers, and stay-at-home moms just like any place else.
4) What is it about Bob FM that you feel really makes it cut through?
We play the hits, and we play a few currents which adds a contemporary element to the station. But I believe it is the stuff between the tunes which helps us cut through. We take a different approach with BOB's execution than most Adult Hits stations. Our presentation is humorous, inclusive, hyper-local and at times somewhat self-deprecating.
5) How do you stay in tune with your audience?
We listen to them! We constantly ask for their input online, over the phone, and we do semi-annual focus groups in-house. I am constantly amazed how willing our audience is to give input, and then how grateful they are that we asked for it! We've actually received thank you letters from listeners who've participated in a focus group.
6) Describe your weekly music meeting?
While we actually do have weekly music meetings to determine which currents are being exposed in the market and make sure we're playing the biggest hits, we've morphed our weekly meetings into 'Imaging meetings'.
Evan Shipe (MD, Afternoon Host and Imaging Director Extraordinaire) and myself sit down and discuss what's happening in Austin, what is the current 'water cooler' talk, and how can we turn that into something compelling for BOB. We have actually spent a couple of hours hashing out one page of imaging just to make sure we've got it right.
7) What do you view as the most important issue facing radio today?
Simple: "Audience Fragmentation" and a decrease in people using measured media. How do we overcome this? That's the billion dollar question?
8) Who do you consider your radio mentor(s)?
The team I worked with at KHFI in the mid 90's: Stan Webb, John Roberts, Judy Lakin, and the entire management team gave every one of us untold mentoring and opportunities. There were high expectations, but with that came great rewards. And because of that, at least a dozen of us moved on to bigger and better things because of our accomplishments there.
9) What is the biggest change that you'd like to see happen in the business?
As an industry, we have got to stop selling ourselves short. From the sales side to street marketing, it's time to fight back against the perception that local radio is dead, which seems to be especially prevalent in other media. The irony is these changes seem to be most prevalent in print media.
10) What is the best advice you would give to young programmers/promotion people?
Do what you love, and don't let the little things throw you off track.
What is the biggest misconception about your station?
"BOB FM? Oh, so you're like __________."
This is a misconception which the Sales team has to battle almost daily with agencies and buyers. We aren't syndicated, we're not jock-less, and we're not a computer on shuffle...
Besides your own, what format would you like to program and why?
I'd be lying if I said I wouldn't love to do Top 40 again, I love all the 'moving parts' and the unique challenges that come with programming contemporary formats.
What is your favorite TV commercial?
Geico's "Happier Than A Camel On Hump Day" commercial. That cracks me up every time!
Who is your best friend in the business?
Evan Shipe (MD, Afternoon Host and Imaging Director Extraordinaire). We're great friends at work and outside of the office too.
What was the biggest gaffe you've made on air?
I once fell asleep while I was running the Sunday morning PSA programming and I was awakened by the person relieving me. All these years later it still makes me sick at my stomach thinking about that!
What is the one truth that has held constant in your career?
Hard work begets success. Be patient, it will come.