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10 Questions with ... Alex "Big Al" Flora
June 21, 2005
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NAME:Alex "Big Al" FloraPOSITION:APD/MDSTATION:XHTO "The New 104.3 HIT FM"MARKET:El Paso, TexasCOMPANY:GRM CommunicationsBORN:San Francisco, CaliforniaRAISED:San Rafael, California
Please outline your radio career so far: (station/date, station/date, etc.)
KYLD/SAN FRANCISCO-Producer "Turn Off The Lights" Show
KYLZ/ALBUQUERQUE-Nights
WLYD/GREEN BAY-APPLETON, WISCONSIN - Music Director (I did Mornings, Afternoons & Nights There.)
XHTO/EL PASO-APD/MD I started off at Afternoons and currently I'm doing Mornings.1) What got you interested in Radio?
I grew up listening to two great stations in San Francisco. With KMEL and KYLD as influences I enrolled in a Radio Broadcasting program offered by my High School. I was able to do my own weekly show and learn the "In & Out's" of a radio station. With some help from a family friend I was able to obtain a paid internship with THE TICKET 1050 AM. THE TICKET 1050 was the flagship radio station for the OAKLAND RAIDERS. I was then introduced to VICTOR "BIG DADDY" ZARAGOZA, who is HUGE RAIDERS fan. We became close friends and after his producer left to return to finish her degree. He asked me to become his Producer for his #1 rated "Turn Off The Lights" show on KYLD. After my great opportunity with KYLD at the age of 18 I decided that radio was my career path.
2) The BIG AL U.S. tour has stopped in EL PASO. What's biggest difference between GREEN BAY and EL PASO?
The weather! Green Bay has four seasons a year. But man, winter in Green Bay seemed to last 6 months. El Paso has that nice dry heat. The listeners in both markets are incredibly loyal but with El Paso's population being over 75% Latin. We play an eclectic mixture of music. Our playlist has the Rhythm artists but we also sprinkle in the Reggaeton, Dance and some Spanish HITS like "La Tortura" by SHAKIRA and "La Camisa Negra" by JUANES. The sound of XHTO in El Paso is very different from WLYD in Green Bay.
3) What's been your biggest disappointment in Radio?
Being passed over for the PD slot at WLYD when I was interim PD. But that turned into a blessing in it's self. Read below!
4) What's the highlight of your radio career to date?
When Francisco Aguirre my PD at XHTO sewed on my APD and MD stripes. A close second would be when I went #1 12+ when I was doing Nights at KYLZ. I had an 18 Share 12+ and that was my first full-time gig.
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5) You're the APD/MD at XHTO. You also do an on-air shift. Hypothetically, you have to give one up. What's it going to be and why?
My airshift. For the past five years I have had an active role in my stations development and implementation of station promotions, concerts and development of air talent. I feel that if I had to give up one I would be more on an asset to my station off the air. But don't get me wrong I love being on the air.
6) You've been active on the record side of the business. What has that taught you about radio?
Timing! Knowing when to release a record and knowing where to break it! Independently, artists I have worked with in the past couple years have gained major airplay at some great stations like KSFM, WRDW, WRED, KCAQ and others. I've learned through networking and reaching out to fellow Programmers they appreciate receiving quality music.
7) Who do you consider to be your mentor(s)?
My Mom and Dad always pushed me to be the best. Victor "Big Daddy" Zaragoza for showing me all I know on-air, Jazzy Jim for letting me work with him at KYLD and with STRAIGHT HITS, Robb "Big Worm" Royale for giving me my first full-time gig at KYLZ, R-Dub for being a great friend and also an ear for the music I've been producing, Greg Williams for always answering his cell and lending an ear when I had a question or needed a promotion idea. They have all played a role in my grooming and success in radio. But now working with Francisco Aguirre, my PD and our consultant Bob Mitchell has been a great experience and also refreshing to be working with "real radio people" again.
8) How can record companies work better with stations and programmers?
One word to all my friends at the labels. "Patience".
9) What's the worse thing a jock can include on their aircheck?
I hate hearing the "Best Of...." I want to hear a real aircheck. Flaws are OK not everyone is perfect. But everyone can improve and I want to hear their personality shine without all the editing and effects. I want to hear what I'm going to hear everyday from them on the radio.
10) If you were to leave Radio today and you could choose any other occupation, what would it be?
I would love to be an A&R guy for a major label. Part of that dream is coming true. An artist I've been working with named AK'SENT just recently signed to Capitol Records! She was featured on the COACH CARTER soundtrack and has a track of hers featured on the X-Box and PS2 video game EA Sports Presents NBA Street Volume 3! Check out her website WWW.AKSENTWORLD.COM.
Bonus Questions
A freak gravitational shift has added three hours to everyday. What would you do with those extra three hours?
An hour and a half spent in the evening with my great and understanding girlfriend and the rest I would add to my sleep regimen
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