10 Questions with ... Mark Hamilton

BRIEF CAREER SYNOPSIS:

On-air at Top 40 KRKQ/Lompoc, CA in '85; Top 40 KZZP/Phoenix in '86; crosstown Alternative KEYX (The Key) in '87-'88; APD/middays at Alternative KITS (Live 105)/San Francisco from '88-'95; and PD at KNRK '95-present.

1. Congrats on your 25 Year Anniversary at KNRK 94/7 Alternative Portland. The station has changed quite a bit since you signed the station on in 1995, but you have some folks on your team who have been with you a long time. Tell us how the station has evolved and found success targeting 24-34 adults.

Yes, since 1995 the format has been through several “cycles” and different styles. The key to success in any business is to see change as an opportunity and adapt quickly. Certainly, we’ve been able to do that and will continue to do so keeping in mind the “expectations” of our listeners. In 2004 a study in the “Portland Business Journal” reported that 25-34-year old’s were moving to our city five times the amount than any other city in the country, we capitalized and focused on that, hence the focus. That demo still represents the “heartbeat” of the station and because of the time that has passed 94/7 is very strong 35-44 and even 45+. Heritage can be quite a powerful tool if you don’t change your focus every 6 months.

2. Talk about your 94/7 Alternative Portland air staff and why your team is so unique.

You’re only as strong as your weakest link and we don’t have a weak link. I truly believe that the 94/7 air staff is as good as any you will find in the world. All of them have a strong link to the community, passionate about the music they play, and most importantly in the minds of the listener this is VERY important -- stand for something. Greg is the “pet”’ guy, Pepper “pop culture,” Gustav is “music news and info” guy, and Derric is “music discovery.” Obviously their appeal and talent goes way beyond that and I’m humbled to be their leader.

3. The station has a different presentation and approach from most Alternative stations. How do you describe the station?

I can only tell you what people from outside the market tell me and that is 94/7 has a very solid “local’ feel” to it, When you listen from a far you know you are listening to a radio station in Portland, Oregon. I would like to think that every station in our format is different in its own way, it’s not something top of my mind that we have to be different. It’s having a very clear focus on the market and who is listening, EVERYTHING goes through a 94/7 “filter” in my mind

4. Give us the 411 on the station’s music and imaging.

Ahhh, the 411, lol. I’m not sure there is any magic formula to share. The imaging has to reflect the character of the radio station, the music – the expectations of the listener. About as concise as I can get!

5. Tell us about the station’s positioning statement – listen, discover, share.

What a great way to make a statement that you are the place for “new” music without having to be constantly playing something unfamiliar!

6. I’ve always loved the name of your New Music Heaven feature. 94/7 was one of the early adopters to new music discovery spotlight. Who came up with the clever name and give us a rundown on how the feature works?

[Mark laughs] We wanted something that rhymed with 94/7 and Greg came up with it. Basically since 2005 we pick a new artist/song every week, it gets played once in every daypart and listeners text in hot or not, those votes come into consideration when we decide on continuing the airplay. Plenty of artists have had their first U.S airplay on this feature, Of Monsters and Men being one.

7. Take us inside the station’s music meeting. How is the music meeting structured and how do you ultimately determine what songs gets featured on New Music Heaven?

We don’t have the traditional type of “music meeting.” Every day is a music meeting of sorts, listening and searching for what’s out there that will fit and ultimately be embraced by our listeners.

8. I’ve heard your voice for on-air promos for Alexa. How is the radio station promoting smart speakers?

This is the biggest opportunity for radio since I can remember. Smart Speakers have put radio back in the home. Stop and think about that. Don’t miss the chance to teach how simple it is to listen to your favorite local station on a smart speaker. So, you promote and image with simple commands. The way we do it is this ... my voice “Alexa play 94/7 alternative Portland” Alexa voice (it varies obviously) “Sweet, here’s one of my favorites, Glass Animals, and then we play the song.

9. What is your favorite part of your job?

That I don’t think of it as a job!

10. You’ve been working in the Alternative format since the late-80’s with many years at then-KITS (Live 105)/San Francisco. What’s your take on the state of Alternative Radio today?

In the words of David Byrne ‘Same As It Ever Was” a turn to take around every corner. If you know what is right for your station you know exactly which road to take.

What were weekends like for you before the Coronavirus?

A hellava lot more fun!

Where are your favorite places to go camping?

Hyatt Lake, Ashland, Oregon.

What are your favorite places to eat in the area?

Masu for sushi, El Gaucho for a steak and my deck for grilling!!!

Favorite food?

Sushi

Favorite drink?

Pellegrino – something about mineral water that is incredibly refreshing.

How often do you get back home and what are your top priorities when you get back to the U.K.?

I have not gone back since oh about 7 years ago. When I do, love to see friends and old “haunts” lol

Rank your sports teams in order of passion.

Tottenham Hotspur, Tottenham Hotspur, Tottenham Hotspur

Favorite new band over the past year?

White Reaper