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Charese Fruge’ (@MCMediaonline) Talks To Kiana Singh
April 18, 2023
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Kiana Singh is currently the Music Director and PM Drive Host at Cox Top 40 WBLI (106.1 BLI/Long Island. She describes her role for us. “Before I hit the air, I’m doing daily music logs, working with our label partners, and my daily responsibilities vary from helping coordinate promotions, talking with our jocks, writing imaging, discovering some cool new music and artists, and of course prepping for my afternoon show which is a ton of fun!” she says.
“I started on air in afternoons and weekends at Party 105 in 2016, worked there for a little under 2 years also doing middays, working the front desk, traffic and sales assistant, and pretty much anything else they’d ask me to do,” explains Singh. “In January 2018, I was lucky enough to be discovered and scooped up by the great team at BLI including Jeremy Rice, Syke, and many more. I started there from scratch on overnights and took the leap of faith. Growing up, BLI had been my dream station, so it was well worth it!! I worked my way up to afternoons in 2019. I also started assisting with programming and giving my two cents on music. Recently I was lucky enough to be named Music Director so I can keep giving those two cents!”
“I stumbled upon radio production in college and fell in love” says Singh. “After attending a college panel, Steve Harper was kind enough to give me a tour of his studio at the time at WKJY (KJOY 98.3). I loved being inside a radio station and never wanted to leave! I interned there for a summer and hopped over to WPTY to get on air. The day after my 20th birthday, I got to break the mic for the first time! There’s something so magical and different about radio that’s different than any other medium,” she says. “It connects, inspires, entertains, and informs in a way only radio can do. I always figured it took special people to do that kind of work. Now I get to work with those people every day!”
Some of the most exciting things for Singh so far in her career
- “Being on air and working in programming for the legendary 106.1 BLI
- Seeing the impact and difference the station makes in the Long Island community through the listeners at events like BLI Shoe-Per-Bowl, BLI Summer Jam and plenty of community events.
- Meeting Louis Tomlinson & Niall Horan
- Having a liner from Harry Styles & Liam Payne saying my name (Noticing a trend? You’re up, Zayn!
As with any career, especially in the early stages, Singh did experience her own challenges. “Learning to grow in times of unexpected change. Change is constant and inevitable in this business. I’m striving to thrive in it! Whether it’s change in the world, leadership, life, etc.… I admire the forward thinkers who do such a great job of doing that. I’m certainly not perfect but working towards growth daily with a lot of focus and persistence.”
“Your inner voice will never steer you wrong,” says Singh. “Never sell yourself short on what you are passionate about! Or at all for that matter! Don’t be afraid to speak up. You’re here for a reason!”
Inspiring words from a member of Gen Z, the very demographic we as an industry need to engage, grow, and create loyalty among to keep the business thriving. Singh gives us some insight on how to do that. “Talent and connectivity are key. We have to work to cater to our younger audience and take a good look in the mirror. Are we building a strong foundation for the future of radio and audio consumption? Let’s improve some of the things we can control, like putting the right talent and content behind the mic for who we are trying to appeal to now and in the future,” she says. “Also focus on the listener - I’ve gotten some really great advice to make THEM the star and it’s so true! Radio should also consider more ways to crank out quality omni-channel content as well. Obviously, with time and budget being a factor, we need to get creative there. Video is making the radio star these days!!! Look at RadioTok! Quality brand awareness on different platforms is and will continue to be so important! Also… let’s not sleep on using Apple Carplay to our advantage.”
As a new MD, music logs are what keeps Singh up at night. “Oh and watching ‘Married at First Sight’ while doing that,” she says. “What a show! In all seriousness, my head never shuts off thinking about new things we can try on and off the air - how to bring us into the future, cool on-air events that connect us to the audience like one of my recent faves, the ‘BLI Taylor Swift Midnights Hour.’”
Her approach to finding balance may be a little different from everyone else’s though. “Say yes to every opportunity you can,” says Singh. “But also give yourself the grace to say no sometimes, too. I’m a big yes person. It’s been a challenge to have to say no as more creeps in. I don’t know if a perfect balance exists, but it’s well worth it if you’re doing something you love! I’ll let you know if I figure it out. I do know this though, if I weren’t in radio right now, I’d still be making my curated monthly playlists like I did all through high school and college.”
Get to know Kiana Singh more in the upcoming All Access Audio Summit Session on Thursday April 27th at 2p (PT). She provides valuable insight on nurturing future talent as a member of Gen Z for this panel.
Follow Singh on social media @kianaonair
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