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10 Questions with ... Byron Cooke
November 6, 2007
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NAME:Byron CookeTITLE:PD/MDSTATION:KMBYMARKET:Monterey-Salinas-Santa CruzCOMPANY:Mapleton CommunicationsBORN:Sydney, AustraliaRAISED:Sydney, Australia
BRIEF CAREER SYNOPSIS:
Graduated with Bachelor of Commerce at University of Western Sydney in '97. Modern Rock 96.1-Sydney late nights/weekends in '98-'99; Alternative XFM/London England station floater/morning show producer `99-'00; owner of production company Captain Cooke Productions (distributes internationally syndicated music programming in US, Canada, Asia, New Zealand, Australia, UK, and South Africa); Network presenter Austereo's 2DAY & Triple M Networks (Sydney, Melbourne, Adelaide, Brisbane, Newcastle); national afternoon drive time co-host for Triple M's "The Shebang" 2003-2005, fill-in afternoon drive host on Indie 103.1/Los Angeles December '04; and guest host "Passport Approved" with A&R Worldwide Artists Development Executive Sat Bisla.
LAST NON-INDUSTRY JOB:
In the marketing communications department of Australian energy company, AGL.
1. Congrats on your nice Summer '07 Book (1.3-2.2 12+)! What led to your ratings success?
We've just stayed true to our original format vision and got a lot better at executing it!
2. It's been over a year since you made the switch to a hybrid Alternative/Hip-hop station. How has the station evolved?
I wouldn't describe us as "alternative/hip hop" -- but we've never really cared what anyone calls it. KMBY is basically a male-leaning contemporary music station. Songs that industry types choose to categorize as "alternative rock" are a big part of our music mix, but not because they are "alternative," because they are popular! You'll find a lot of mainstream rock, hip hop and Top 40 crossover in there too. And we still break new music.
We have had very limited resources, so it's been nice to gradually add voices to all dayparts. We launched the station with only me and Crissy my co-host on in afternoon drive. Now we have a morning show out of our sister station in Merced hosted by Mikey "Chuey" Martinez, we've got workday, nights, and weekend shifts tracked. We almost sound like an ACTUAL radio station now! That's then opened up opportunities for client integration and major promotions like our recent Disneyland "Year Of A Million Dreams" giveaway.
3. What is your process in selecting the new music for the station?
I couldn't possibly say. If you were Colonel Sanders, would you give away your secret spices? I can confirm we've eliminated all trans fats.
We have more of a CHR philosophy on our new music. Whether they are urban or rock titles, I want to get on songs that react -- we don't play anything for "image" reasons. Who am I to judge Chad Kroeger's hair cut? He's a songwriter not a hairdresser. We play Nickelback all-day. A lot of pure "alternative" acts care about their hairstyles more than their music. So my decisions are more on the music tip than the hair tip.
4. What would surprise people most about the station?
More than half of the music I add is made without any contact from any label rep whatsoever. With the exception of Enrique Ongpin at Interscope and Lee L'Heureux
at Asylum I am not even called on by Urban/CHR reps at all! Roland West at Def Jam also works hip hop with us. Overall the labels aren't structured to deal with a renegade station like ours -- if anyone knew we were on the air in the first place with this format they probably thought we'd be off the air by now and didn't bother updating their database.
5. What would an outsider find most surprising about the Monterey-Salinas-Santa Cruz market?
The fact that it is one media market! Take a drive across the tri-city area and you'll be amazed at how diverse it is. There would probably be a strong case for splitting up the markets and separating Santa Cruz from Monterey-Salinas.
6. What part of your job do you like best? Least?
Creative freedom is best. But being the fall guy for everything is then the down side of it!
7. What's one thing that would surprise many people to learn about you?
I am 1/16th Cherokee Native American! My father, although born in Australia, could legally live on a reservation.
8. Besides KMBY, what is your favorite radio station and why?
KMBY 2 -- our digital HD channel. It doesn't exist yet but it's going to KICK ASS. We are looking at a 2017 launch.
9. What was your favorite station to listen to when you were a kid?
I listened to a talk radio station in Sydney 2UE 954 am. There was a guy on nights called Stan Zemanek, who was a genius. He created a format that was appealing to everyone from teens to retirees. The most interesting and talked about talent is so often on AM radio. I know that sounds way old fashioned, but think about it. How many household names broadcast on terrestrial FM radio in comparison to AM ...even now!
10. What career path would you be following had it not been for this industry?
Stripper in "Thunder From Down Under" at the Excalibur in Las Vegas ...obviously.
Bonus Questions
What do you hope to be doing in five years?
I'm staying as buff as possible - in this ever changing media environment it's important to have a fall back.
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