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10 Questions with ... Amber Miller
July 14, 2020
Have an opinion? Add your comment below. We ditched a lot of the 90’s stuff over the past couple years, we just updated the imaging and vibe to better reflect the more modern musical approach.
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BRIEF CAREER SYNOPSIS:
- WDVD/Detroit - morning show producer, on-air 2001-2003
- WQSM/Fayetteville - on-air, 2004-2007
- WDGC/Raleigh, on-air, 2007
- WEQX/Albany - APD/MD/on-air, 2007-2010 and PD/on-air, 2010-2013
- Caroline - Director, National Promotion, 2013-2016
- WRFF/Philadelphia - 2016-Current
1. It’s been a busy first half of 2020 for you, despite the pandemic. You were promoted to PD and recently finished up a station rebrand. Let’s talk about the rebrand. After 13 years, what led to Radio 104.5 becoming ALT 104.5?
It was time for a modernization. We upgrade our phones all the time, new design styles come into and out of fashion regularly and after 13 years, it was time for an upgrade for Philly’s Alternative Rock station.
2. Take us through all the layers of WRFF rebranding to ALT 104.5. What was the process? How long did it take?
It was a 4-ish month process. We wanted to make sure every element was in place. We obsessed over everything from logo colors to getting the imaging jussssst right for Philadelphia.
3. The new coat of paint also included the station’s positioning statement changing from Philadelphia’s Alternative to Philly’s Alternative Rock. Why the change? How have listeners reacted?
We were actually using Philadelphia’s Alternative Rock as the positioner for the last few years, so the only change was to the more casual “Philly” vs. the old “Philadelphia.” Nobody says the “www” in web addresses anymore, a small tweak but “Philly” is just more casual and more in line with how our listeners generally refer to the city.
It’s a fact that people don’t like change, even if it’s good change. There was a small vocal segment of our audience that initially expressed their dislike for the change, but ultimately we know it’s the right move and sets us up to approach the next decade plus with the modern feel and attitude we need to thrive and succeed
4. Old habits are hard to break. I’m sure you have caught yourself saying, Radio 104.5 more than once since the rebrand to ALT 104.5… In what ways has the music and imaging and on-air lineup changed?
The music really hasn’t changed much. We ditched a lot of the 90’s stuff over the past couple years, we just updated the imaging and vibe to better reflect the more modern musical approach. Jamie Watson is our new male v/o talent and the dude brings major amounts of personality to the imaging. Our on-air lineup is unchanged, middays is me, afternoons with Mike Jones and Jammin’ Jessie in nights. We’ve got Katie O. doing a fantastic job in mornings with a music-centric focus right now.
5. Let’s talk about your new role as PD of ALT 104.5. What has been your biggest challenge?
Oh boy, it’s definitely been a challenging 6 months. The world has changed in a zillion ways since mid-January. I’m going to quote the great Jim McGuinn from KCMP to answer this question. This came from an email exchange we had in May: “it feels like we’re constantly re-inventing the programming and operations by the week / day / hours.” Adjusting to a new job & responsibilities takes time, and then on top of that there really has been no semblance of normal in the world so there’s been no normal on how we approach serving our listeners. It’s exhilarating and rewarding, but it’s also exhausting.
6. How would you describe yourself as a programmer?
This is one of those impossible questions. I try to lead by example with my staff, who are awesome, and I think it’s important to stay open, ask for help and advice, and ALWAYS trust my gut.
7. Give us the 411 on ALT 104.5 and how the station is positioned musically.
Modern Alternative, heavily focused on 2000’s and beyond, with a soft spot for pop-punk and alt-folk sounds.
8. What has been your biggest highlight in your first four years at the station?
My brain doesn’t work that way. Every day that I get do this is a highlight. Every band/artist whose career is elevated because of airplay and in partnership with the station is a highlight. Every successful event is a highlight. Every positive listener text/tweet/interaction is a highlight.
9. What do you love most about being on-air?
The joy of sharing music and my enthusiasm for it will NEVER get old. Never underestimate the power of a song to completely turn your day around. Our listeners remind me of this daily.
10. Fill in the blank: I can't make it through the day without _________?
Getting in a nice long walk with Matilda, my 7-year-old rescue pup. After spending the day doing a lot of sitting it feels great physically, but it feeds my soul to see that cute little face looking back at me as she’s dragging me around the neighborhood or around the park. If she could talk, I’m sure she’d say something like “Mom, this is the BEST! Isn’t it the absolute best?!” Also, “more treats please,” haha.
Bonus Questions
What have weekends been like for you during the COVID-19 pandemic?
I have not been bored for one second. I usually end up taking one day to totally unplug from work and handle “real life” stuff, and then end up working for part of the other day. Between the dog, keeping up the house, running/working out, staying in touch with friends/family (and yeahhhh, the occasional binge watch) I haven’t had any problem occupying myself at all. In fact, I kind of think I’ve benefited from slowing down.
What are your favorite places to eat in Philly?Talula’s Garden. It’s fancy, but not fussy, with a beauuuuuutiful outdoor garden space. Billy Corgan once “crashed” my birthday dinner there. (Ok, he just so happened to be eating/drinking there and it had no relation to my birthday, but it was still pretty cool. He was seated at the table right behind me)
Emmy Squared (pizza)/Circles and Squares (pizza) - I’m super picky about Detroit style pizza, my favorite, being a Detroiter and all, but these two spots have figured it out and it’s insanely good. A “must” the next time you visit Philly.
Who do you think has the best Philly Cheese Steak?
This might sound sacrilege, but I’m not a super enthusiast for the cheesesteak, and this is a never-ending, no win, debate in Philly. Jim’s is great and well situated for a late-night, post-concert at the TLA visit. Pat’s and Geno’s are both great too. When Jeff Morad (from my old stomping grounds at WEQX) and his lovely wife Erin came to visit Philly last year, along with Devin Ruffner from Q Prime and his awesome wife Amanda (they live here in Philly) we did the Pat’s/Geno’s challenge and there was a general consensus of the winner: Geno’s. (Devin Ruffner would like to note he was not part of that consensus, lol.)
Favorite food?
Detroit style Pizza. BUT I definitely eat more eggs than anything else.
Favorite drink?
Vodka Soda.
How often do you get back home and what are your top priorities when you get back to Detroit?
Not enough, usually only a couple times a year. You’re going to sense a theme here: Detroit-style pizza is always a must. Friends and family, of course. A concert or two if I can, and a proper visit to the city to see all that’s changing and growing…try to hit a hot new restaurant or experience. The renaissance in Detroit is remarkable and beautiful and I still can’t believe it’s actually happening during my lifetime.
Favorite new band over the past year?
The Murder Capital (who I missed seeing live by like a week, they were scheduled to be in Philly in March, but then lockdown happened)
We have to talk about your dogs before done. They must love having you home a lot.
(Just one dog these days) I’ve actually never stopped coming into the studio/office, so I’m not home during the day, but definitely home more on evenings and weekends and I think I love it even more than she does.
Anything else you would like to add?
There’s nothing irrational about my love for The National.
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