10 Questions with ... Maurice "Mo Better" Rivera
September 4, 2012
BRIEF CAREER SYNOPSIS:
I have worked in many facets of the entertainment business, radio, ad agencies, record labels, social media companies, etc. I have programmed College and Urban Stations. I take pride in being the Chairman of the Hip-Hop Committee for the Memphis Chapter of the National Academy of Recording Arts and Sciences. I curate the Mo Better Hip-Hop Stream for news app Taptu. I also consult individuals and companies on social media, digital marketing strategies, and direct to fan/consumer connections.
1. Why Radio?
I never really went looking for radio, radio actually found me. I always knew I would be in the entertainment industry just never thought about radio it just happened.
2. Do clients have realistic expectations when it comes to radio as a marketing partner?
Some do the majority don't. New customers expect the phone to ring as soon as the first commercial is played not understanding that frequency is how their brand gets out.
3. What can radio programmers do to help be a better marketing partner for clients?
Programmers need to understand that sales and programming in the PPM world need to work together. If clients don't advertise, all the music in the world will not pay the bills. They need to view programming as a means to increase revenue at stations by helping sales understand the product so the sales department can help deliver that message to clients.
4. What's advantage do you have as former programmer now on the sales team?
The understanding of the product. I know the artists, lifestyle, and the type of marketing that it will take to engage listeners/customers in relation to the message they want delivered.
5. What's the most common error or misconception clients have in regards to the use of social media?
That social media is a replacement for traditional radio advertising. Clients need to realize that its not safe to read social media updates while driving, thats what radio is for.
6. About programming...miss it?
No... OK I'm lying yes I do miss it. It's hard sometimes to ride in markets listening to stations and wondering why the hell are they playing this or not playing that? Or I can't believe that jock had 10 thoughts in that one break.
7. What's the biggest or most common objection you hear from clients about using radio to market their product and how do you usually respond?
When it comes to the urban format we run into the usual... "I don't want that crowd coming into my stores." I normally ask, "So you don't want people with money shopping here?"
8. You are a beast when it comes to social media. In your work, do you advise your clients on their use of social media to compliment their radio advertising?
I initially ask them what other media they use. Too many think that by posting on only Facebook that new customers will just roll in, then when I show them how to filter their 5000 friends to their local market they realize that they only have 50 friends in their city, lol. It's an ongoing process to explain to use the same message across multiple platforms.
9. You've lived in a number of markets around the country. Anywhere you'd like to live and work?
New York, Los Angeles, Hawaii, Puerto Rico, San Antonio, Dallas, Orlando, or anywhere with an NBA Team #GoSpursGo
10. If you were to leave Radio and music today and you could choose any other, non-related occupation, what would it be?
Work for a sports franchise.