10 Questions with ... Michael Martin

BRIEF CAREER SYNOPSIS:

My first radio gig was a mixer for KIIS-FM. Then MD at KIIS, PD at KYLD, KIOI, KMEL (and OM of Clear Channel/SF), SVP/Programming for CC/West Coast. Returned to Los Angeles as OM of CC/L.A. and PD of KYSR. Now I'm back in SF.

1. How did you first become interested in radio?

I was a club mixer in LA. Actually, I hated radio because they never played what I thought was hot. I was one of those arrogant mixer types. If I was at a club and when a radio station came in, I usually left. I did some early KROQ parties. Those were cool. Then KIIS came in and I got hooked up to do an internship at the station while I did the club thing at night. It just kinda went from there. I never wanted to be a PD. I just wanted to do music.

2. What changes have you made to Live 105 in the past year?

We made some significant jock changes, got the imaging to be fun and irreverent, moved the music around -- hopefully for the better -- and just tried to have fun. PPM has us so focused on data data data ... I would hope we don't forget to take some chances and do something stupid to make noise. Sure we'll make mistakes but we are still taking a chance on some things.

3. Live 105 was the first station to jump on the listener-controlled Jelli program. Why did you decide to expand the program from Sunday nights to weeknights from 7-mid?

We saw enough info from Sunday to say there's something cool here. So far so good. Right now we're #2 overall (#1 English) Men 18-49 at night. We used to be 10th. If you look at the hour-by-hour log it breaks EVERY rule we were ever taught. OMG, we're doing something the research says not to do. We must be crazy.

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

Paperwork is my least favorite thing. The best part is getting the team together and knocking around a dumb idea, putting it on the air, and watching it succeed. That's my favorite part. It all comes down to having fun and having it translate to the speakers.

5. How would you describe the music and imaging on the station?

Upbeat, fun, and irreverent. Most of our audience is on Ritalin and so are we. We fit in.

6. What makes Live 105 a successful Alternative station?

The people. It's cliché but it's hands down the reason. We have an AWESOME team and its fun to watch an idea come to life. Aaron is the best in the biz, keeps me in musically in check and has cool hair. Robin, my marketing director, needs to be committed. John Frost and Will Morgan do the imaging and I put them up against anyone in the biz. The jocks go on air and make it all look easy. I just keep the drinks flowing.

7. What may surprise people about Live 105?

There's a dead body in the prize closet.

8. What do you like best about living in San Francisco?

It's not Fresno.

9. Fill in the blank: I can't make it through the day without _________?

Making SOME kind of music adjustment. We now get constant music info 24/7 so why not have it be an organic thing. Or we could just do it on Tuesday since I've been told it's what the audience likes.

10. If you decided to completely change careers today what would you do?

I would like to be Peter Griffin on Family Guy.

What are your hobbies?

Doing ANYTHING with my 2 year old son. He's my pal. We play pinball at home, shoot hoops, ride scooters, and race Hot Wheels. He's much more fun than my last CEO.

Last non-industry job?

Club Mixer. Before that I was a ride operator at Knott's Berry Farm. Please keep your hands and arms inside the car at all times.

First record ever purchased?

Cheech & Chong's BIG BAMBU.

First concert?

Black Sabbath. People outside of the LA Forum we're on their knees with bibles begging people not to go in.

Favorite band of all-time?

Pearl Jam.