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10 Questions with ... Chad Briesacher
July 18, 2022
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BRIEF CAREER SYNOPSIS:
Other than KCLC, I interned at KTRS-AM and CBS's St. Louis FM cluster while in school. My first gig out of college was at an independent station WHCO-AM in Sparta, IL, as a salesperson in 2008. I eventually weaseled my way on air as morning show co-host. By the end of my time there I was sales manager, working on the morning show, and calling sports. I was laid off when the station was bought out in 2010 and returned to graduate school, after that I started teaching broadcasting and syndicating my own independent show as an independent. Then in January 2015 the new owners of WHCO, who also owned WINI-AM in Murphysboro, IL, asked me back to help with sales part time, four months later they asked me to step in as GM of both stations. I missed teaching, but I couldn't pass up my dream of running a station. We flipped WINI from news/talk to oldies when we received an FM translator. Now I have the best of both worlds; I get to work in radio, but still get to work with an amazing batch of students every day.
1. How did you become interested in radio?
This will kind of make me sound like a geek, but I fell in love with radio in grade school listening to Cardinals baseball and CBS News on KMOX/St. Louis. I never really considered it as a realistic career path until high school. I mean, who thinks of going into radio? We are all supposed to go into finance and get desk jobs, right? So, in high school my English teacher, encouraged me to follow my passions, and the speech coach coaxed me into entering a speech meet in the radio newscast category ... I finished eighth out of eight.
2. How have things evolved in your 5 years at KCLC?
I became PD at KCLC in 2017. The sitting GM was Mike Wall, a longtime St. Louis air personality. Mike decided to retire in 2020 and I was asked if I would like to be GM. I gladly accepted the role and here we are.
Since coming in we’ve tweaked the format and started experimenting with new sounds like alt-pop, world, and a little hip hop. In 2020, were promoted from indicator to monitored with BDS. Finally, we added a number of specialty shows to our weekend lineup that shed light on underserved sounds in the market.
Recently, we’ve started an underwriting program, promoting concerts, event remotes, a local music program, and an open mic night partnership program. We really want to be involved in promoting and giving voice local artists as much as possible.
3. KCLC has a long tradition of helping students prepare to enter the radio broadcasting field. Tell us a bit about that.
KCLC has a rich tradition. We are getting ready to celebrate 75 years on-air in 2023. Our goal is to run the station as close to a professional station as possible. Of course, we don't have a sales department, but the MD, broadcasters, and music committee, and promotions department are all students from Lindenwood University. We’ve recently reorganized all student media opportunities into one organization called Mane Media Productions (Like a Lion’s mane, our school mascot is a lion). Students have to opportunity to work at KCLC, our TV studio, NCAA Division-1 broadcasts, a web and graphic design firm, an online news publication, podcast labs, and music production. At Lindenwood, we want the students to be able to walk down the aisle at graduation and into a career; ready to perform.
4. Tell us about the rebranding you are implementing.
With all of the changes, we’ve decided to rebrand the station and reintroduce ourselves to the community. With our 75th anniversary next year; we’ve decided to drop “89.1 The Wood” and simply use our calls: “KCLC”. The call letters flow beautifully. Students worked on the logo concepts, and they look great. I’m looking forward to getting out in the community and to continue to introduce St. Louis to all that KCLC has to offer.
5. Your programming background is mostly in commercial radio. What aspects do you think translate to the noncommercial side?
The music side is pretty much the same. The biggest difference here is getting to work with amazingly talented student broadcasters. Some of them are a little rough around the edges at first, but when the passion is there, you see them improve rapidly. The bonus of not having to sell spots is pretty nice, too!
6. Tell us about the station mission of new music discovery.
KCLC flipped to Triple A in 2002, immediately prior to that we played Smooth Jazz. I feel like with Triple A, we are getting back to our roots. When our FM went on air 49 years ago, we played AOR which was cutting edge and full of new artists of the time. Triple A is a great format for new artists and independent labels. We take full advantage of that. My student MDs always have their ears to the ground to find new acts. I’m in my mid-30’s now and sometimes they are able to hit on a trend before me. There is nothing better than hearing an act on another station after they hit it big and thinking to yourself. Pffft, we have been playing them for a year.
7. How would you describe the music on the station?
KCLC emphasizes diverse sounds. We’ve shifted from the Americana to Alternative side or AAA when I became PD. Since then, we’ve gradually started adding a more diverse with some World and Hip Hop. The format overall seems to be experiencing and exciting shift.
8. What is your biggest challenge at the station?
Getting students to leave their comfort zones. Very often, students want to work in music, sports, or news, but I want them to step out and try something different. I like to see students who develop multiple skills and want to try a little of everything. Versatility makes you more marketable in the radio industry. Starting out, I had a job where I had to jock, sell spots, call high school football, and hop on the tractor to cut grass around the tower. I wouldn't have been able to succeed had it not been for my mentors pushing me when I was in college radio. At Lindenwood, we can help students with all of those skills, except the tractor part.
9. What is the best advice you would give to young programmers?
Am I not young anymore?!? [Laughs] Listen to everything you can get your hands on. Listen to a variety of formats and styles. You never know where you will end up. I never saw myself in Country radio, but I spent several years selling and managing a Country station. Listening to everything not only gives you flexibility in the industry, but helps you develop a broader appreciation of music as a whole.
10. Fill in the blank: I can't make it through the day without ...
... Music!
Bonus Questions
Last non-industry job:
Boy Scout Camp Program Director. I’ve been in radio forever.
First record ever purchased:
We didn't get a CD player in my house until the mid-'90s. All I grew up listening to were my dad's vinyl records from the '60s. I remember getting a Beach Boys greatest hits CD with my first stereo for Christmas one year. The first album I purchased was probably The Beatles' 1.
First concert:
Don’t laugh. Johnny Tillotson. His big hit, back in 1961, was Poetry In Motion
Favorite band of all-time:
I know I work in Triple A, but who can top The Beatles? I could listen to a Beatles album every day, never get tired of it, and probably pick up something I've never noticed before on each listen.
What do you enjoy doing in your spare time away from work?
I listen to a lot of music. I have a 40-year-old Pioneer stereo and it's my best friend. Other than that, I like hanging out at events around St. Louis; it's such a vibrant city with museums, outdoor concerts, beautiful historic architecture, and tons of events around Forrest Park.
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