10 Questions with ... Julie Pilat

BRIEF CAREER SYNOPSIS:

Grew up doing Hip Hop at KUBE and College Radio at KGRG. Transferred to ASU and worked at Power 92 and The Edge in Phoenix. Returned to Seattle in '98 to be MD/middays at KUBE. I came to L.A. in 2002 as APD/MD at KIIS. Added 98-7FM MD stripes as we flipped it Alternative in 2008. Then became PD in 2009. And here we are!

1. How did you first become interested in radio?

I've always loved music... actually, obsessed over it. A DJ in Seattle (Chet Buchanan) came to my junior high career day and I drilled him with questions. The bell rang and as I darted to my softball game he grabbed me and asked if I wanted to help out at the station over the summer. I answered phones. The next summer I started at KGRG on-air.

2. What has led to KYSR's rapid PPM ratings success?

98-7FM's success may seem rapid to some but we've been working hard for the last couple years and growing both in PPM and the streets. Finally getting recognized was a perfect storm of us finding our music niche in L.A., fresh marketing and promotion ideas, creating great relationships, our full team being passionate, driven, and never giving up when people told us "no."

3. What are the ratings highlights for the station?

In January we were the most listened to Alternative station in the country. For a full week we had the highest cume and time spent listening which equaled the highest Alt market share. It was a huge win!!

4. How would you describe 98-7 FM's music and imaging?

Targeted to L.A., music driven, fresh, fun, and pop culture. Our approach to 98-7FM has always been all-inclusive. We don't image our station as "cooler then" our listeners we want you to join us. Kelly Doherty & Frost's signature imaging and "R U A Rockaholic" has stuck. Still being a "new" station in a market with legendary stations in 2010 to many people we're often referred to as "The Rockaholic Station."

5. What makes the station unique?

I feel like in the 80s and early 90s "alternative" was always the label given to things that were fresh and new from Depeche Mode to REM. Alternative became a mainstream term and format during the "grunge" era. In the late 90s & early 2000s from the outside looking in (as an alt music fan -- but not programming a commercial alternative station) it seemed like there was this giant list of rules as to what qualified for alternative. Some music was too pop, some was too hard, some was too dance, and there were too many limitations. After breaking records alternative gave up their superstars to pop. We don't have all those rules here. We want to play great music and also acknowledge other things our listeners want to do aside from concerts. From movies, to new books, hitting the gym, and traveling our listeners are more then a format. I think taking that approach has really connected with the audience.

6. Why is Music In The Mornings with Kennedy and Darren Rose successful?

Music is the star of the show. We were having success without a morning show in AM Drive already, but I felt like I was listening to a jukebox driving into work. I wanted the music but also to know what was going on in the world or be prepared to start my day. Adding Kennedy to do bite size news content in a Daily Show fashion gave us personality. Darren anchors the show and keeps us connected strongly with social networks. Some listeners wake up and turn on the radio. A lot wake up and grab their cell phone, look at their twitter, and from their click on the iHeartRadio application to stream the station. People want content the way THEY want it in 2010. We're trying to superserve them.

7. Tell us about the station's Rockaholic program?

It's our rewards program. Eileen Woodbury, our Marketing Director, really lead the way nationally by using the rewards platform to superserve your core audience. Listeners gain points for listening, hear about news first, and get a weekly newsletter.

One of my favorite things we did last year was our "Rockaholics Appreciation Month" in November. For a month we gave Rockaholics, daily, and invite to a giant "Rockaholic Appreciation" party. At the party everyone got hooked up. Everyone got U2 tickets, Snowboards, DVDs, Music, Lift Passes, and more. We have the best listeners -- I have so much fun talking to them at events. It was really special to hook them up big time.

8. What part of your job do you like best? Least?

My favorite part of the job is the music community. When we can work together with great partners like AEG or The Dodgers to put together a giant plan to either break new artists or do a phenomenal marketing campaign for a new release.... all while super serving our core audience and giving them the thing they are MOST passionate about... its really fun.

Least: When industry politics hurt the artists. That's lame.

9. What would surprise people most about you?

If you don't know me.... probably that I volunteer in South Central L.A. at A Place Called Home. It's like the movies Boyz N the Hood meets What's Up Rockers down there. They have a full recording studio with unlimited music instruction. I've been a mentor for seven years and had to deal with some really heavy stuff through volunteering. From Social Services, to LAPD, Gangs, foster care, rehab, homelessness, teen pregnancy, you name it -- I've worked with a kid that's been through it.

At the same time there are incredible success stories with the kids I know too. A lot are graduating high school this year which is huge because LA Unified has a 70% drop out rate with Hispanic & African Americans. Several have gone to Berklee School of Music in Boston on scholarship. Once My Chemical Romance let the kids jump on their instruments and jam backstage at The Warped Tour.

10. What was your favorite station to listen to when you were a kid?

It really goes to KUBE/KGRG my roots.... doing both at the same time AS a kid! (Started at 14).

What are your hobbies?

Aside from music I'm really into community. I volunteer, am part of the Echo Park Time Bank, and also do a ton of yoga.

Last non-industry job?

Babysitting while going to ASU. It paid more then my airshifts.

First record ever purchased?

Cyndi Lauper "Time After Time"

First concert?

First concert with my parents was Whitney Houston. They got me tickets to make me feel better when I was 10 and had chicken pox.

First concert without my parents was Siouxsie and The Banshees. They actually bought tickets to the show and were going to go with me and my friend until we drove up and they saw the crowd. They said, "How about we try meeting you outside the venue when the show is over this time." It's really sweet -- I went to so many shows when I was a kid and my parents were super strict. They always wanted to know where I was so they constantly were hearing about every band and venue. To this day I get Seattle newspaper clippings from my Dad with Mudhoney, MxPx, or other music mews. If there were ever a Seattle Rock Jeopardy tournament he could probably make it to the finals just by seeing my ticket stubs through out the 90s!

Favorite band of all-time?

Mike Tierney (FNX) was my PD when I was growing up at KUBE in Seattle. At the time he told me that... whatever bands you love between 16-20 will always be your favorite music for the rest of your life. He was right-- to this day I still love MxPx, Tumbledown, you name it -- President of the fanclub over here. At the same time... I'm a huge Dave Grohl fan. My friend Timothy Watters asked me this year if I could have ONE music artist painted for my office... who would it be. It was SUCH a hard decision but I picked Grohl. Between Nirvana, Foos, and now TCV I don't think there's anyone who's ruled my music library more in my lifetime!