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10 Questions with ... MoJoe Roberts
August 11, 2009
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NAME:MoJoe RobertsPOSITION:Program DirectorSTATION:KHOPMARKET:Stockton, Modesto & MercedOWNER:Citadel
Please outline your radio career so far:
May 06-Present - PD, KHOP/Stockton-Modesto
Jan 02-May 06 - APD/MD/nights, KATM/Stockton-Modesto
Jan 00-Dec 01 - MD/nights, KQFC/Boise
Feb 99-Jan 00 - Weekends/swing, KZMG & KIZN/Boise
Jan 97-Feb 99 - Late-Nights/Programming Assistant, KXDD/Yakima, WA1) How would you describe your first radio gig?
I was an intern for Lia Knight just before she became the syndicated Country radio star. I handled all of the mundane tasks she needed done when she was the Music Director at KXDD in Yakima, WA. I worked long hours for no pay and did whatever it took to do this for a living. After a year of eating Top Ramen, I eventually got my chance to crack the mic Sundays from 6-7a and then run the countdown show on CD. It was worth all of the hard work I put in and I never took it for granted.
2) Are you wearing more "hats" than you have in the past?
You have to these days. The title of "Program Director" has evolved into "Brand Manager," meaning we are responsible for all aspects of our brand, from managing e-mail clubs to websites, mobile messaging and social networking platforms. The key is not to take your eye off of the most important part of the brand -- what comes out of the speakers. It can really eat up your free time, but I view it as a chance to learn about other areas of this business.
3) What is the most challenging part of the job?
Time management. As programmers continue to wear more and more hats, this becomes not only important, but vital for success. This is an area where I have grown tremendously. I now have a wife, a two-year-old daughter and another baby on the way. I simply can't live at work like I have in the past. I've been lucky to surround myself with SUPER-talented people to help keep things running smoothly. Just remember, if you are going to delegate, be sure to communicate!
4) Could you give us a little insight into your on air staff?
I am very lucky to have the most talented and passionate air staff around. The KHOP Morning Paper has become the most listened-to morning show in Stockton, Modesto and Merced. Jack Paper is a market vet I stole from the afternoon show of my competition shortly after I took the reins of KHOP. Besides being a familiar voice in the market, he has deep roots in the community. Jack has been a BIG part of KHOP's growth! His co-host Madden is the hometown girl-turned-major-market talent. I was lucky enough to talk her into coming back to the valley after a two-year stint on the syndicated Ace & TJ show. I also recently married her and we are expecting our first child in January. (True story)
D. Ferreira is on 10a-1p and is my Mix Show Coordinator. He's a phenomenal mixer and popular personality in the market. There's not much that guy can't do. I host 1-3pm; it's the best two-hour show in the history of radio. (sarcasm) Seacrest anchors afternoon drive from 3-7p. Ian Riley is Seacrest's local producer and he has done a good job of keeping local elements intact. Ian also holds down 7p-midnight. He has incredible passion for this business and is willing to do whatever it takes.
I'm also proud to have the Valley's most popular club DJ, Suga Shane, rocking the mic and turntables every weekend! Even though they aren't on the air, I can't forget to shout out my amazing Promo Director Dusty Azevedo and my Web/Video Ninja, Nick G. These guys take what we do on the air and apply it to the streets and the Internet.
5) If you could add one full-time position to your budget right now, what would it be?
Creative Interactive Services Guru. I have a guy doing this on a part-time basis, but it sure would be nice to utilize his talents more. As advertising and promotional budgets have dwindled away to nothing, using the Internet as a free marketing tool is vital to keeping the brand fresh and top of mind. From creating viral videos to designing mind-blowing graphics to visually match our sound, this position is becoming less of a luxury and more of a necessity.
6) Who is your favorite air personality not on your staff and why do you like them?
Besides my air staff, I enjoy listening to Eric Tyler at Kiss/Seattle, Joe Breezy at KDND/Sacramento, Strawberry at KZON/Phoenix and Austin at WJFX/Ft. Wayne. These guys are engaging, entertaining and they create great radio every time they crack the mic.
7) What was your favorite station to listen to when you were a kid? Who would you consider your radio mentors?
I grew up in the Houston area, so I was always glued to 104 KRBE. I used to make fake airchecks at home on my cassette recorder, trying to imitate the delivery of Paul "Cubby" Bryant. I've learned a lot personally from Richard Perry, Randy "Bubba" Black, Rich Summers and Lance Tidwell.
8) Looking back, which years hold the best musical memories for you and who were your favorite acts at that time?
Obviously, Michael Jackson comes to mind. I'm not just saying that because of the attention he's been getting since his death. "Thriller" was the first piece of music I purchased and will always hold a special place in my iPod. My favorite musical memories are playing backup guitar for Weezer at the Live105 Hootenanny and spending the day golfing with Toby Keith, then hanging at his house. I would bring up memories tossing back drinks with Rascal Flatts, but those memories are a bit fuzzy.
9) Do you have a favorite hobby outside of radio?
I love snowboarding. It was my first love, but it's easier to do radio professionally.
10) What is the one truth that has held constant throughout your career? What advice you would give people new to the business?
The golden rule for this business is: Don't burn bridges. Need I say more? The number of decision-makers in this industry is rapidly shrinking, so treat everybody with respect. You never know when they may be your next potential employer. As for the newcomers, don't ever take this business for granted, or have a sense of entitlement. Patience, persistence and perception are important to your growth in this industry.
Bonus Questions
For someone vacationing in your market, what one thing would you say they "must see?"
The beauty of the Central Valley. You're only an hour or so away from the beach, the snow and the city. Whether you want to go to San Francisco, Santa Cruz or Tahoe ... it's all just a short drive away. As for Stockton and Modesto ... um, yeah, not a lot to see here. But our taco trucks are the BOMB!
Name the artist/act (living or dead) you'd love to meet and why?
I have 3: Michael Jackson, Willie Nelson and Rivers Cuomo ... all for different reasons.
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