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10 Questions with ... Rik Mikals
October 31, 2016
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BRIEF CAREER SYNOPSIS:
- The Research Group Seattle, WA - AC Programmer - 1996-1998
- Virtual Radio Programming/Seattle, WA - 1998
- KMPS/Seattle WA - 1998
- KFFM/KQSN/Yakima WA - PD - 1998-1999
- KATW-FM Lewiston ID- - PD - 1999-2000
- KOZE/Lewiston ID - Afternoons - 2000-2001
- KQSN/Yakima WA- PD/Mornings - 2001- 2003
- KDBL/Yakima WA - PD/Mornings 2002-2005
- KBKO/Bakersfield CA - PD - 2005 - 2007
- KUJ/KIOK/KEGX/KALE/KTCR-A/Tri Cities - OM - 2007 - 2009
- KATS/KIT/KUTI/KFFM/KMGW/KDBL/Yakima, WA - Brand Manager - 2009-Present
- KEYW/Yakima-Tri-Cities, WA - Afternoons - 2016 - Present
1. What Got You Interested In Radio?
I grew up in my hometown listening to KOZE-AM and KMOK-FM and I always had a love for Top 40 radio. I'd be covered up under a blanket listening to Casey Kasem's American Top 40 to hear the latest #1 song and I had a beat up tape recorder that I'd record straight from the radio tuner. My sister swears that she has a tape of me trying to be a radio disc jockey, talking in between the recorded songs off the radio. It was by chance that I got my first radio job at KCLK and I started as a part-timer Saturday and Sunday 12am-6am spinning vinyl, following the colored clocks and hitting that live legal ID at the top of the hour. I'm sure I'm the worst back-timer in the history of radio.
2. You recently joined KEYW for Afternoons duties. How's it feel so far?
It feels great! I love it because I'm finally getting to be a part of one of my favorite stations. I am known as the turnaround guy in most situations so to be a part of a great heritage station that needs very little help with programming is a new thing for me. I'm also a huge fan of the Hot AC format and I feel like I've found my new home.
3. What makes the Tri-Cities market unique?
I have worked a lot of markets and what interests me about the market is how many pop shares are available in the market. The Tri-Cities has every form of pop music on the radio dial which is unique. They seem to have soft to hot, mainstream CHR to Urban CHR and beyond available to the listener which makes it a fun market to program.
4. How does this compare to other markets you have worked at?
The biggest difference is my experience with markets like Bakersfield and Yakima. Those markets have a huge Hispanic population that makes having multiple mainstream pop stations on the dial a tough go. Yakima and Tri-Cities are 70 miles apart but couldn't be more different in its offerings on the radio dial.
5. What do you view as the most important issue facing radio today?
Radio will always have a future as long as we stay relevant. I think the number one challenge is relevant content being delivered by the air talent. I think great content and delivery has always been important, but now more so than ever. It is not enough for a talent to talk up a ramp and give us "old" radio clichés such as in the air chair or looking out the weather window, we need to connect with our content and when we do talk on the radio to our listener. We have to make sure the content isn't just good but exceptional. It is the only way we are going to keep air talent relevant today in a world where everyone has a billion choices for entertainment.
6. How are you using social media to market your radio station?
Townsquare Media is the leader in digital ... hands down! It's become as important as doing an air-shift. TSM has a good model for interweaving events, social media, blogging and posting that only enhances the audience's connection with their favorite radio station and favorite personalities. It can't be overstated that radio needs social media and social media needs radio.
7. Today's listener can now access music on their mobile device and stream customized radio and music-on-demand. What effect are on-demand music services such as Pandora, Spotify, Apple Music, Deezer, Slacker and others having on the radio and music industries?
That is a huge challenge for aging personalities, brands and radio companies who aren't utilizing as many media platforms as possible. My son is 22 years old and brags that he finds and downloads new music for free. Radio is still the number one place the majority of people find new songs but how long that remains is anybody's guess. Radio still has the advantage as humans love companionship and connection so it's not enough to download the new Shawn Mendes track, we can deliver a story and insight into that music that Pandora and the rest of music only streaming can't provide and that is our advantage. Great personalities deliver great stories around the music and if done right, people will always gravitate towards that.
8) How do you stay in tune with your audience?
I'm now finally at an age where the little switch turned on in my head (believe me, it took forever) and my understanding of how listeners use radio stations has changed. I recognize that radio wars only make radio people happy, not listeners.
The biggest epiphany for me is that I was that air talent who thought I should be doing morning drive at 18 and couldn't figure out why I never got the nod. I've been doing this for 28 years and I finally feel like that I'm providing a service and a value to the listeners with good content that is relevant or relatable in their lives. It takes a special kind of talent who at 18 can really relate to 45 year old listener. You need success, you need failure, you need to understand and be aware of what really matters to the audience that you are trying to reach and that comes with maturity. I'd love to go back in time and give myself a noogie for arrogance to not understand that it's not about me but about the audience.
9. What advice would you give people new to the business?
You can't give up. I got started in an era when deep throated announcers ruled the airwaves and I was told I'd never make it due to having the higher register. I've realized that concentrating on storytelling and painting the picture with content has set me apart and it can set you apart as well.
It took me over 15 years to figure that out and I'm finally comfortable with myself as a talent and that takes time. You can't let your voice be your hang up. Build your foundation on your own strengths and personality and don't afraid to be yourself. It's the number one piece of advice I can give you, and when someone says that you don't have it, don't settle for second place, move. Get to a radio station that will appreciate you and never stop working on the basics.
10. As you look back over your career ... any regrets? Missed opportunities?
I think I share the same regrets as a lot talent who stay in smaller markets. We all have our reasons for making the career choices we make but don't think for a second that I don't think about the what ifs.
I don't think I ever missed an opportunity because I seized every one that came my way including working at The Research Group in the late 90s in Seattle. I did get a taste of working at KMPS as well, but I always wished I had the confidence and comfort in my 20s that I seem to have found in 40s as an air talent. Becky Brenner calls me the quintessential morning talent these days (much to my shock) and there will always be that regret of not trying to maintain that major market career. But I think things turned out awesome anyways and my cup runneth over.
Bonus Questions
What do you do in your spare time?
It's no secret, I'm a huge comic book collector and have a massive collection. I love to draw and I have a great wife, a son and step-son and three crazy dogs running my life as well.
Tell us what music we would find on your playlist right now and what is it you enjoy about that particular selection?
I have to go on record that I'll always be the biggest Mr. Mister ever (nothing beats 'em in my book) but there is so much good music out right now. I love "24K Magic" with Bruno, Maroon 5's "I Don't Wanna Know", The Weeknd's "Star Boy "and 21 Pilots totally deserve the success as they keep pumping out the great songs.
What is the most rewarding promotion you've ever been a part of?
I've been a part of so many great causes such as "Relay For Life", St. Judes and many more. I've recently been a part of "10 Deeds in 10 Days" to raise money and food, it can be bagging groceries, car washes, hanging in a crane or anything imaginable that helps hit the goal. It's even better when we deliver the raised food and cash personally to the food bank, YMCA, Runaway Teens House and Veterans.
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