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10 Questions with ... Mase
February 24, 2009
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NAME:MaseTITLE:MD/middaysSTATION:WKZQMARKET:Myrtle Beach, SCCOMPANY:NextMediaBORN:March 13, 1967 (I Know, old)RAISED:Armpit of Georgia -- Perry
BRIEF CAREER SYNOPSIS:
To be honest my "radio" career had been VERY brief and will probably tick off a lot of people who have been doing this for years. I did college radio with my roommate and later on bandmate at GA Southern College (Now a Univ.) in the mid-late '80s for two years. Then transferred to GA State Univ. in Atlanta and decided that I wanted to play drums in a band rather than play bands on the radio, so the next 15 years of my life was spent in bands, one of which got signed and later involved in a NASTY lawsuit with a major label that shall remain nameless. After 15 years of "we have a gig in Knoxville on a Tuesday night, just to get our foot in the door" gigs, I kind of lost the dream. My wife and I decided to move to the beach, any beach, and here we are six years later.
LAST NON-INDUSTRY JOB:
When I moved here to Myrtle Beach the day before Thanksgiving I assumed I could get an ok job. That time of year in THIS beach town you can't get a job doing ANYTHING! So I ended up working in a liquor store and driving a delivery truck for a plumbing/electrical supply company. Bathtubs are surprisingly light.
FIRST RECORD EVER PURCHASED:
KISS - Destroyer!
FIRST CONCERT:
The Osmonds was my actual "first concert." My first real "rock show" was KISS on the Dynasty Tour; remember I am older than I act.
FAVORITE BAND OF ALL-TIME:
I have five. The Clash, David Bowie, Prince, Johnny Cash, and Pixies.
1. What's one thing that would surprise many people to learn about you?
I would say my age. I am a bit older than I look. Don't let anyone tell you that alcohol is not a preservative.
2. What are you most passionate about?
Besides my wife Joy, who is living in D.C. right now for work, and my dogs who are also living in D.C., I would say it is my specialty show, "The Flight Test." That is how I ended up on the air here in the first place and it is basically two hours of what I want to hear on the radio.
3. What do you like best about living in Myrtle Beach?
I moved here because this is where the ocean is. I looked all over Atlanta and they don't have one.
4. What would an outsider find most surprising about the Myrtle Beach radio market?
It is not your typical little beach town. We have a population of around 30,000, but we get 13.8 million tourists here annually. You would be surprised how many emails we get from tourists who heard the station while they were here and have started streaming us because they say their local stations (in major markets) don't play the cool stuff that we do.
5. What led to the station's nice Fall '08 Book and what were the ratings highlights?
Well, giving away a few Nintendo Wii's didn't hurt, but for the most part we just did what we have been doing for the last few years. Keeping the music fresh and a great air staff. We monitor a few stations in major markets to see what they are doing, but more often than not they seem to always "play it way to safe" when it comes to programming. This in my opinion is the problem with alternative radio.
6. What has been the biggest change since moving frequencies last Fall?
It was pretty scary moving from 101.7 to 96.1. We had no idea what would happen and if the listeners would follow us. But I would have to say being heard in our entire market is the biggest change. Our market is this county and the one just south of us. Before our signal couldn't be heard very well in the most southern part of our market, but we could be heard 60 miles out to sea -- unfortunately not a lot of diaries go out there. That all changed with the new frequency and signal, so we really have a somewhat new audience.
7. How would you describe the music and imaging on WKZQ?
As far as music goes, we are a "true alternative" station. Sure we play the occasional Shinedown and Seether, but for the most part our playlist consists of real alternative bands (Kings Of Leon, Glasvegas, and Airborne Toxic Event) and believe it or not, it works. Being in the south and at the beach you would think our audiences musical taste would be a very "meat and potatoes." So it is really funny to answer the request line and hear a "gruff southern sounding guy" request MGMT and not Nickleback. It's like we are WEQX by the sea and people here dig it.
And for imaging, we just try to keep it fun. We stay away from those "in your face, dude rock" sweepers.
8. What is the one truth that has held constant throughout your career?
I can only speak for this market since it is the only place I have worked, but contrary to what some might say, radio can really be about the music.
9. What was your favorite station to listen to when you were a kid?
Honestly I didn't listen to radio that much. I grew up in a small nothing town in Georgia so there was very little music that I liked played on the radio. So I was the guy that bought a lot of records and made mix tapes for everyone.
10. As you look back over your career ... any regrets? Missed opportunities?
Absolutely not. My worst day at work here is still better than most of my best days in any job I have had. I am a very lucky guy.
Bonus Questions
Favorite artist you have met?
There are two...First one is Johnny Cash. I followed his bus to the Ritz Carlton in Atlanta after a show at The Fox Theater. I was the only person waiting outside the bus when JR and June came off the bus and June told me I was very sweet for waiting for them. I guess she didn't realize I was stalking them. The second one is thanks to Gabby at Astralwerks, she made it possible for me to meet Mick Jones (Carbon/Silicon, B.A.D. & of course The Clash) at last year's SXSW.
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