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10 Questions with ... Valorie Knight
October 24, 2017
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1) What was your first job in radio and early influences?
KLDN/Eldon, MO ... overnights, weekends, news, empty trash cans, make coffee ... anything I could do to get experience. Early influences: my first PD, at KLDN, Ken Kuenzie taught me good radio, good habits and gave me a good base to start from. After that, Doug Sorensen at KQRC/KC taught me how to be a "real" person on the air and also gave me a shot to do afternoons in Kansas City, which had never been done before. He also opened up my passion to be MD and taught how to be a good programmer.
2) Was there a defining moment that made you realize "this is what I'm going to do for a living?"
Looking back at the first Rockfest in 1992, when we didn't know if anyone would show up, as we were a brand new station, and about 10,000 people later, with traffic jams, not enough beer or porta-potties, and a near-riot, it was literally the biggest event I'd ever been involved in. I realized then: This is going to be FUN!
3) Being a native of Kansas City, back in the day you worked for KQRC/KC as MD/afternoons and eventually did mornings at KRBZ/KC. How was the experience of doing radio in your hometown?
Doing radio in your hometown makes being on the air something you just do ... like breathing. You know the people, the lifestyle, what's important and what matters. You don't have to think about it. I didn't appreciate that until I moved to New Hampshire to program WGIR. Wow. What a culture shock. I couldn't even pronounce half the towns. LOL ... They don't pronounce Rs.
4) You have experience as OM/PD of several formats outside of Rock. How has that experience helped prepare you for your current gig as cluster OM for Mid-West Family in Springfield, MO?
It gives you a greater perspective and broader grasp of the business. I can speak intelligently with all the other PDs about their stations. I understand the demos, the target and the core artists, so it helps me be a stronger leader and be sympathetic to them and their goals.
5) As the new PD for KQRA (Q 102.1), what makes this station so unique?
Q has the luxury of being the only Active Rocker in SW Missouri. In the third largest market in the state, that is a huge field to play on! The interesting thing is, the station has evolved over the last decade-plus, from Alternative to Active and the audience has stayed with it. For the most part, it has been one of the most consistent stations in the market. Q has crazy loyal listeners that you don't find in other formats. We have all local jocks, outside of the morning show, and a key part of that lineup is Baden in the afternoon. He is fairly new to radio, but one of the most talented people I've met. He will also give me my fair share of gray hair, but he's super-creative and funny as hell.
6) Before we talk about the music on Q 102, the syndicated Lex & Terry show is running in mornings. How has that show been doing for you in the market?
Lex and Terry are very successful here, and usually always top 3 in the demo. They came to Springfield earlier this year for a charity golf tournament, called the Sub-Par Classic, which sold out and was a huge fundraiser. We plan on doing it again.
7) Now on to the music, it's been awhile since you worked in the Active Rock format. What's your take on current Rock music and the Active Rock format overall?
It's funny; in some ways, it's the same as when I left the format over eight years ago -- a lot of the same core bands. But a lot of new ones have come along, too. I love that there are a lot of different sounds in the format, and you can customize the playlist depending on the market - metal or alt or blues- based. Springfield is not that different from KC, where it's pretty meat-and-potatoes rock and roll. Bands like Theory are huge, and then you have this Greta Van Fleet blowing up - which is exciting, but the most exciting thing happening sounds like Led Zep. Not sure if that's a good thing. It's also interesting that some of the best songs reacting are covers -- the Gary Clark Jr., the Thunder Rolls cover and now the Avenged Pink Floyd cover. The thing that I like the most is how many female leads there are now; that was nonexistent 10 years ago. Now we have amazing women in the format -- In This Moment, The Pretty Reckless, Stitched up Heart and Flyleaf, etc.....
8) What are your three favorite artists or songs of this year so far and why?
I do love The Pretty Reckless; can't get enough of that band. Just hooky, bluesy ... great rock! I have been listening to the Greta, too ... loving "Safari Song." It reminds me of my childhood listening to Zeppelin albums. The Gary Clark Jr. cover is amazing, too. I liked it, and then got to see him play in front of about 10,000 people at The Heritage Music Festival in Nashville, and he blew me away. I can't wait to hear more from him. He definitely represents good Midwestern right-down-the-middle rock.
9) How much does KQRA use social media (Facebook and Twitter) to interact with its listeners? Do you have an example of a social media campaign that worked for KQRA or another station in the cluster?
We just launched a battle of the bands promotion -- didn't even hit the air yet, but did a FB campaign -- that is already blowing up. After half-day, already have a dozen or so entries. Winner gets to open up for All That Remains, so they are pretty excited!
10) Finally, what do you like to do for fun and relaxation when you're NOT in "radio" mode?
I like outside stuff -- kayaking, hiking, running (started running 5Ks) and working out and yoga. My two sons are out of state now in Nashville and Little Rock, so my husband and I spend a lot of weekends road-tripping to hang with them!
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