10 Questions with ... Brad Savage

NAME:Brad Savage POSITION:Program Director/afternoons STATION:WMAD "Mad Radio" 96-3 MARKET:Madison, WI (#95) COMPANY:Clear Channel BORN:Paul, MN (the year of The Clash's first UK LP) RAISED:Twin Cities area

LAST NON-INDUSTRY JOB:

I was a shoe salesman at Naturalizer; I thought I'd be able to meet fine women, but then I found out about the clientele and the brand.

BRIEF CAREER SYNOPSIS:

My first on-air position was via a High School internship/work experience program, with REV 105/Twin Cities and then-sister Adult Standards KLBB. I went to school at St. Cloud State University (St. Cloud, MN) and became PD of College KVSC, as well as working at several commercial stations in town. Next, held a PD position at Eclectic Adult Hits AM 1530 KSMM, in Shakopee, MN (today it would be called "Jack"; back then we just played a weird mix of songs we liked). It was sold and I returned to St. Cloud as APD/MD/Afternoons at Rock WHMH, and also handled parttime and a specialty show at AAA Cities 97 (KTCZ) for over four years. I worked at Tom Kay's Conclave office for two years before going to Active Rock KBBM ("100.1 The Buzz") and AAA KBXR/Columbia, MO. Got handed the keys to WMAD in March 2005.

FIRST RECORD EVER PURCHASED:

Either the green vinyl Kraftwerk 45 of "Pocket Calculator" (I liked the color) or Peter Gabriel's German import "D.I.Y." single (my dad is a record collector and always took me to the cool music stores at a young age).

FIRST CONCERT:

SCORPIONS AND TRIXTER at the old Met Center in Minneapolis, where today the Mall of America stands.

FAVORITE BANDS OF ALL-TIME:

Top 5 list, just like in "High Fidelity": 1) The Clash, 2) The Replacements, 3) The Jam, 4) The Ramones, 5) Big Star

1. How did you become interested in radio?

I was always a huge music fan and I liked the concept of radio and playing music for people all day. I also love the art and strategy of radio and the studying the different marketplaces. Thanks to interesting radio in the Twin Cities, this was my goal since 3rd or 4th grade.

2. What led you to WMAD?

When WMAD was looking to revamp its sound and build a more unique position in the marketplace, I submitted a thorough programming philosophy to OM Mike Ferris and consultant Dave Lange. I am a huge music nerd and have nothing else to do but listen to music and go to concerts, so apparently I am a perfect fit for the station.

I really loved Columbia, MO and would not have left had it not been a great destination like Madison. Jack Lawson and the staff at Cumulus/Mid-MO are great. Props to Shags, D. Larimer, and Jeff Sweatman, three of the brightest up-and-coming programming types in the industry.

3. Tell us about all the changes since you taken over as PD?

There have been a lot of changes to the music and library. We've expanded in each direction with more new titles and "badge bands" exclusive to WMAD. We've also added "Past Madness" titles from the heritage of WMAD on our old frequency of 92.1. We added Rover's Morning Glory, and I believe his show will really take off in Madison and across the U.S. The show is compelling and the crew is great (except Dieter what an idiot, hahaha). Quinn (our heritage air talent, prod wizard, and link to the old station at 92.1) moved to middays and Leslie Scott has joined for nights after 4 years at WPGU/Champaign, IL. Both Quinn and Leslie are really connected to Madison listeners and the station.

4. How would you describe Mad Radio and what audience are you shooting for?

Mad Radio is about the music. We are intelligent and respect the artistry. It's not a lowest common denominator rock station. Our presentation is smarter than that. We're working to bring back the twenty-something's that grew up with 92.1 WMAD and haven't listened since we came back on 96.3 FM. It's an interesting market dynamic, though. We have 42,000 college students at UW/Madison (The Berkeley of the Midwest) but we also have the "townies" that are very Midwestern and like to rock. So the challenge is building a brand that can be hip and cutting edge for the passionate music fans and college students, while still appealing to the hard-rockin' Mudvayne, Breaking Benjamin, Disturbed and Static X fans.

5. What is your biggest challenge at the station?

Finding the delicate balance between Active Rock crossover and Modern Rock/Alternative and explaining to the listeners that we feature "all flavors of rock." Mad Radio is not a one-dimensional hard rock station. We play everything from My Chemical Romance, Gorillaz, and Fall Out Boy to System Of A Down, Taproot, and Linkin Park. Plus we mix in all the best Past Madness and 90s Alternative (and showcase the depth of Past Madness with bands like Green Day, Offspring, Nine Inch Nails, Weezer, Beck, etc).

6. What do you like best about your job?

The best part is hearing all the new music coming out and helping to break bands and bring shows to town. It is great to work at a station where listeners are excited about new music. Also, the entire staff of WMAD is great; total musicheads and they are the lifestyle. Logan, Greg, Ryan, Jay, Barry, and Double J totally "get" WMAD and would listen if they didn't work here, which is perfect!

7. What would surprise people most about the station?

Our slogan is "New Rock, No Rules" and we mean it. We have a floating spice element of party jams and cool old school songs. We spike in everything from Jay Z, Eminem, Cypress Hill, "The Humpty Dance" and "Hypnotise" by Notorious B.I.G. to Dead Kennedys, The Cure, Bob Marley, Fugazi, Crystal Method, Anti-Flag, and Iggy Pop "Lust For Life". We sell the station as predictably unpredictable. Also surprising is that we are live in overnights thanks to Double J and his insomnia.

8. Fill in the blank: I can't make it through the day without _________?

Returning phone calls! Also, watching what other great stations are playing (current faves are KRBZ, WKQX, WLUM, KTCL, KQRX, KHBZ, WEND, WJRR, KITS, KDLD, KROQ, KDGE, WFNX, WXTM, WBRU, WRZX, KPNT, KBZT, XTRA, and KRZQ - in the alternative world.)

9. Biggest career highlight?

Being given the opportunity to come to Madison and program WMAD. It's a market with excellent stations and people, which I've always watched closely. It is great to have a chance to paint the airwaves with a station that is the sound of Madison -- our name is even spelled "M-A-D." (Did that just sound like an imaging line?)

10. If you wanted to completely change careers today, what would you do?

I would either be a tour manager for an upcoming band, run a used CD store, or host travel documentaries for The Travel Channel. Maybe I'd try to write for "Aqua Teen Hunger Force" although I don't know if I am clever enough.

What do you enjoy doing for fun?

I am a music collector so I love to go to music stores and collect CDs. I also collect DVDs and I love the Twilight Zone and WKRP. I also like to road trip to Chicago (now that it's only two hours away) and listen to out-of-market radio stations. Finally, I am a total groupie for Ludo, an upcoming band from St. Louis that will be huge soon. Find them at www.ludorock.com. I catch their Midwest shows whenever possible.