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10 Questions with ... Kenny Wall
May 26, 2020
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BRIEF CAREER SYNOPSIS:
Been in broadcasting since May 1984. Programmed radio stations from Wilkes Barre, PA to Sydney, Australia. Most recently at Cumulus Country WLXX in Lexington.
“But I’m not looking for a cume of 50,000 people. I just believe that this music attracts a loyal audience and I think it can be a minor player. Maybe down the road, I team up with a broadcast partner.”
1. You have programmed many formats over the years, what led you back to Alternative and the launch of Alt Arkansas?
I love local radio. There is not and has not been an alt rock station in Little Rock since 2003. I just felt it was time.
2. How did you launch the station online?
I teamed up with a British company, Radio.co. They have an awesome streaming service. Plus, they can make your mobile phone apps, website, and Alexa skill. I just felt they were the best for my money. It’s run by radio guys. So, they know what it takes to get a station going.
3. Little Rock has been without an Alternative station since KLEC (Lick 106.3) signed off in the early 2000s. You mentioned Alt Arkansas is an Alt Rock online station serving Little Rock and surrounding areas. Explain why you launched the station.
I started Alt Arkansas for that reason. There hasn’t been an Alternative station in Little Rock since Lick. It continues to puzzle me why we can have 3 Country stations and two Classic Rock stations and not one Alt Rock station. The Top 40 station in the market is the de facto station to hear Billie Eilish, Twenty One Pilots, et al. Even though my station isn’t “on the air,” I find people listen to music on their phone mostly anyway. Now, granted, it’s not the same as a broadcast station. But I’m not looking for a cume of 50,000 people. I just believe that this music attracts a loyal audience and I think it can be a minor player. Maybe down the road, I team up with a broadcast partner.
4. You mentioned that Alt Arkansas music is 2000s to present. Give us the 411 on the station and imaging.
At one of my previous Alt Rock gigs, we relied heavily on 90s product with very few currents. That’s not the case with Alt Arkansas. We still play a little 90s, but it’s more for “flavor.” The current state of Alt Rock is good. So, I want to do a current intensive station with the backbone of Alt Rock from the 2000s. As far as the imaging goes, we ignore the rest of the world and focus our imaging on the state of Arkansas. I realize there could be a worldwide audience, but this is an Arkansas station first.
5. Who is your target audience for Alt Arkansas in Little Rock and the surrounding area?
Our target is 18-45-year-old adults. What I’m finding is, the older end of that demo still really likes current Alt Rock.
6. How are you marketing the station?
Mostly through Facebook and Instagram.
7. What makes the station unique?
We just started featuring a local band every hour. I believe in the Arkansas music scene and I wanted to give those artists exposure other than Sunday nights from 11-midnight. It’s got to be cool to hear your music playing up against The Black Keys and Killers. It would be a thrill. I also think that will also help in marketing the station. The artists will pass along to their fans about their music being played on Alt Arkansas. They’ll tell their friends, etc. BUT I’m not going to play something for the sole reason it’s local. It has to mix in well with the rest of the music.
8. Tell us about your company Partnered Programming Group.
I started Partnered Programming Group to offer stations inexpensive services such as voice tracking, music scheduling or programming, imaging help, etc. When I launched it, I wasn’t looking to replace employees. I was targeting mostly micro markets that need help (oddly enough, I have two clients in the top 60). If they have an open shift or task that needs to be done, I can do it. I also offer free commercial production. This way, all their commercials are the voices of one or two people.
9. What is a typical workday like for you?
Early in the day, it’s all computer stuff like music scheduling and imaging. I’m always a day ahead on voice tracks and the logs generally aren’t ready until late afternoon. So, there’s a bit of a gap. I just kick back and yell at the news networks on TV.
10. What would surprise people most about you?
I’m extremely shy and introverted.
Bonus Questions
What are weekends like for you?
Just like the Lord, I rest. I get all my “Monday stuff” done on Friday so I can relax the rest of the weekend. Hopefully, Major League Baseball will return, and I’ll be able to watch my beloved St. Louis Cardinals.
How did you become an avid horse racing fan?
I really got into it in 2004 when Smarty Jones won the Kentucky Derby. I find horse racing is much like programming music. You use the information given to you to make an educated guess on what will be successful. It’s really gratifying. I really don’t do it for the money.
Rank your sports teams in order of passion.
Arkansas Razorbacks
Dallas Cowboys
St. Louis CardinalsWhat are your favorite places to eat in the area?
I live in a rural area, so there’s not a lot to choose from. But there’s this food truck in Morrilton, AR that is so frickin’ good. They do a hibachi plate that is incredible. I put it up against any I’ve ever eaten.
You told me years ago you make a world-class chocolate chip cookie. We all need some extra comfort food during this pandemic. Would you share your recipe?
Basically, it’s the recipe on the back of the Nestle Semi-Sweet chocolate chip bag. My secret is, add LOTS of vanilla. Like 5 times what they call for. And DO NOT OVERCOOK. When you make a cookie, it doesn’t stop cooking when you take it out of the oven. Until you get it off the pan, it cooks. So, get them off the cookie sheet!
Anything else you would like to add?
Thank you so much for the opportunity to be on 10 Questions. If anybody needs help with their station, reach out to kenny@partneredprogramming.com.
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