-
10 Questions with ... Troy Hanson
May 24, 2022
Have an opinion? Add your comment below. We have an extensive Outdoor campaign called BACK HOME. The modest, simple logo, coupled with the BACK HOME messaging as part of connecting the emotional fabric of familiarity, coupled with the warm sense that HOME brings to all of us. (Props J9!) We’ve matched that Outdoor with a digital video push out that echoes those similar touching points of Chicago – Home, Sears Tower (Willis Tower), Comiskey Park (Guaranteed Rate Field), Marshall Fields (Macy’s) – all key iconic brands of Chicago with significant names changes that are all still called their original name by the locals. We may have been 101 WKQX, but everybody called us Q101. that can be incredibly challenging when you are a completely separate entity called that, with a completely different set of value purposes & messaging inside the marketplace muddying the waters and causing confusion with the listeners seeking us out in the digital space.
-
BRIEF CAREER SYNOPSIS:
PD stops at KATS/Yakima, KAZR/Des Moines, WZTA/WBGG/Miami, WBUZ/Nashville, coupled with on-air/programming roles at WLZR/Milwaukee and WRIF/Detroit.
1. Let’s talk about the station rebrand back to Q101. First, fill us in why WKQX was “101WKQX” for the past 10 years.
When the frequency was sold by Emmis Communications back in 2011, the Intellectual Property of Q101 was sold to a separate entity who became the owner of that brand name & position. In 2014, upon Cumulus entering into an LMA with Merlin Media, then owner of the frequency, it was decided to put the Alternative format back on the frequency as our first move with the new LMA. In not being able to call ourselves Q101, we chose using the legacy call letters that were still an option we had at our availability, and we took advantage of that part of the heritage of the frequency, call letters & format to brand as such.
2. Take us through the process of launching back to Q101 and the excitement that culminated on May 3rd.
In looking at an Outlook Folder called “Q101 Guy,” the first set of nastygram emails was dated around late 2014. About twice a year, there was a unique email dance with various numbers or ideas thrown out. Everything always ended with no progress from the previous engagement. This went on for about seven years. Cut to mid-March of this year, I said to this individual, “this emailing back and forth is getting us nowhere. Why don’t we get in a room and figure this thing out?”. We met in person along with VP/MM Marv Nyren and we managed to carve out a set of deal points that were amenable to all. It was at that meeting that this actually looked like it was finally going to happen. From there, one by one in bringing in key team members that needed to work on the rebrand project, it was evident how exciting this was going to be. We put ourselves up against a clock to have an event wrapped around the rebrand, and Brian, Ali & Justin’s yearly event AHOY was the perfect vehicle to kick things off. AHOY took place at 8pm on Tuesday May 3rd with the band Weezer where we announced the rebrand in front of the sold out crowd and made the flip back at the station to coincide. Special moment, special event, special night.
3. How significant is it to recapture the heritage Q101 brand that started almost 30 years ago in Chicago?
There will be moments of opportunity to capture, bottle & sell that to the market for sure. But what’s more important to us is that we capture the emotional connectivity, the images & perceptions people hold in their lives & lifestyles that we were a part of & can continue to be a part of. Being that mood change, that moment of fun, the laugh you needed, the companion of YOUR Chicago. We don’t take that heritage for granted; we want to continue to earn a place in people’s lives & lifestyle. That, and a good Veruca Salt guitar riff.
4. How are you marketing Q101?
We have an extensive Outdoor campaign called BACK HOME. The modest, simple logo, coupled with the BACK HOME messaging as part of connecting the emotional fabric of familiarity, coupled with the warm sense that HOME brings to all of us. (Props J9!) We’ve matched that Outdoor with a digital video push out that echoes those similar touching points of Chicago – Home, Sears Tower (Willis Tower), Comiskey Park (Guaranteed Rate Field), Marshall Fields (Macy’s) – all key iconic brands of Chicago with significant names changes that are all still called their original name by the locals. We may have been 101 WKQX, but everybody called us Q101. that can be incredibly challenging when you are a completely separate entity called that, with a completely different set of value purposes & messaging inside the marketplace muddying the waters and causing confusion with the listeners seeking us out in the digital space.
5. How significantly did the pandemic impact the station?
Significantly would still be an understatement. Chicago as a marketplace has taken longer to bounce back in terms of Miller Kaplan. In many ways, we lost our swagger in not being able to be in front of people for two years. Events are at the very heart of what WKQX has always been about, so to take that away – our DNA, was a tough pill to swallow. During that timeframe, many people had opportunities & moments to sample other mediums/outlets outside of our space and form new habits. We felt it. The phrase “out of bad comes good” is a meaningful one. We took that opportunity to try to create something good – that good was a comprehensive programming effort called The History Of Alternative”. We would have never been able to carve out the time to create that large swath of programming if we were going at our normal pre-pandemic pace. It took around 4 months of chipping away at that large project to have it come together back in September of 2020.
6. How would you describe yourself as a programmer?
It’s best to let others do that.
7. Give us the 411 on the music, personalities & imaging on Q101.
A dope collection of people, music and vibes. We attempt to be about Chicago Culture on the daily. It starts with a great leader in Marv Nyren, he sets the mood table with positivity. The imaging secret sauce is in the writing with Pants (Jim Gregg). Clever & communicative. Connecting with listeners by talking to them versus at them. If Brian, Ali & Justin are the face, Lauren O’Neil is the heart, Brian Phillips & Eric Kristensen are the backbone. Our Promo Dept is the envy of the market, Jeanine’s leadership has been exceptional through the years, her right hand Dan Pursel is the steady hand, born & raised in Chicago and Johnny Garcia’s growth has been awesome to watch. A tip of the cap to our visual images via Bretton Himes & Giorgio Reyes. Those videos we get so many emails & compliments about, the ideation, the creative, that’s Giorgio. The dude gets it. It’s an honor to work with these incredibly talented individuals who collectively make up a great team. The personal pride each one of them takes in being involved in this brand is inspiring on the daily. They look after it, they defend it, they pour their hearts & minds into with great passion. One can’t ask for much more.
8. It's been over three years since a new morning show with Brian, Ali & Justin. How is the building?
Building nicely thank you. We didn’t want to see a meteoric rise from false meter weighting, that’s never real & always goes away. A slow build over the years building the audience one experience or moment at a time is part of the long term plan, and it is a long term plan. Nobody works harder than those three, coupled with our Associate Producer Case Lowe who has been a great addition to the crew over the last year. Changing long time audience habits in this highly competitive marketplace is a long term game. The changing face of the longtime landscape has made things very interesting for where the next 12-15 months lead to.
9. Tell us about the return of station’s annual summer PIQNIQ concert and how significant it is to have concerts & events back.
It’s everything. It’s our swagger. We can’t wait for another opportunity to be in front of the audience at this annual event, especially as Q101. We continue to enjoy a great mutual aid society with our music partners to make unique experiences happen not just at PIQNIQ, but at all of our events that wrap around our beloved artists and their amazing art. There’s nothing quite like pairing an artist, with the audience and a valued client of our brand. It’s a trifecta of “Win.”
10. Talk about The History Of Alternative on Sunday mornings from 8a-noon.
This came out of the pandemic as noted earlier. We evolved a program called ALT_Backspace into HOA as a great living entity on the station. We are beyond fortune to have the incredible brain & talents of Brian Phillips (Chicago). We added two hours to the program after we did The History Of Alternative on the station back in 2020, and added a Podcast component to this feature. We are in the planning stages of Season 3 as we speak. We focus on Themes, Artists, Events, all items that make up the collective tissue & culture of Alternative. It took us about five & half weeks to get through HOA when we debuted it back in Sept 2020.
Bonus Questions
What are weekends like for you?
Home cooking, music scheduling & house hunting. There’s probably a bong or two in there as well.
What are your favorite places to eat in the area?
Best restaurant city in the country. Love Avec for Mediterranean vibe, Adalina for a grown-up’s meal, La Scarola for old school Italian, Lena Brava for Baja, RPM Italian for Vibe Italian, Royal Thai on Montrose, RPM Seafood for on the River scene, and when it’s time to get messy, some Low Country for a good boil.
Best Pizza in Chicago?
Pequod’s. Tavern style is where it’s at. Also, Big G’s in Wrigleyville, it’s more NY style. Deep Dish is overrated imho.
Rank your sports teams in order of passion.
Minnesota Vikings. Nashville Predators. 1980 USA Olympic Hockey Team. Minnesota North Stars.
How often do you get back home to Minnesota what are your top priorities when you get back to home?
About every four to five weeks now. My father was diagnosed with Alzheimer’s early last year, so I try to get home more often now than I had in the past primarily to be there for my Mom. She is his primary caretaker at this point. The visits are more about giving her a break to be able to let her live her very active, productive life. It’s been a humble education in one’s own mortality to watch the slow decline. The blunt honesty of a blank mind brings out real truths and it can be interesting to have a conversation when the topic is about you, and he doesn’t know you…. “Troy used to have a car like this.” I learned to stop correcting or saying “Dad, I’m Troy.” It causes unnecessary added confusion. It was downright scary at first to be sitting at the dining room table of the house he built, literally built with his two hands and say “Can I ask you a question…. where are we?”….“We’re in West Saint Paul Dad, we’re in the house you built.” He thinks he’s somewhere in Northwestern Wisconsin or waiting for orders from his Sargent to get back to Fort Bragg. He was stationed there during Vietnam. Humbling and yet inspired by how strong my Mother is. On a lighter note, a second priority is always getting some time & a good meal with (James) Kurdziel & (Derek) Madden.
Favorite new band over the past year?
Cannons
-
-