10 Questions with ... Spud

BRIEF CAREER SYNOPSIS:

After graduating with a BA in film at San Francisco State University, I decided I wanted to take a break from film and got an internship in 1988 at Live 105, which had just changed formats from Top 40 to Modern Rock. Six months later, I got hired part-time and became Promotions Assistant and then Programming Assistant for then-PD Richard Sands. When Sean Demery became PD in 2002, I graduated to Programming Operations Director, a position I held until late 2008 when the position was eliminated due to corporate budget cuts. After spending a few months surfing and snowboarding as much as possible, I was offered the position of PD/MD for Pacific.FM.

1. What led to the launch of Pacific.FM?

My good friend Fabrice (CEO/GM of Pacific.FM) approached me in the summer of 2009 and told me he wanted to start his own online radio station. I didn't take him serious at first, thinking, "Yeah, don't we all!" But once he sent me a link to the stream and asked if I could put together the music library, I looked at my CD collection and realized this could be a dream come true! I spent the next 10 months picking out the songs while Fabrice designed the website and we officially launched the station on April 1st, 2010.

2. Give us a description of the alternative music you are playing on Pacific.FM?

We call our format Alternative Indie Rock and focus on new artists that are on small indie labels as well as bigger bands that have indie roots and we feel still sound indie. We also delve into '70s New Wave, '80s Modern Rock, '90s Britpop, Powerpop, some Electronic and Goth and the occasional Johnny Cash! We want to be an outlet for the bands we think deserve more airplay in the Alternative format and that includes new artists as well as classic artists from the '80s that might actually be on smaller indie labels again.

3. What has been your biggest challenge with the station?

Getting people to listen and come back to the website on a regular basis! People have so many options on how they get their music fix and now we're one more. But the people who do listen are very involved with the station (i.e. requesting songs, sending us feedback) and listen for long amounts of time. So our TSL is great! We are also excited that we are now listed under Alternative Rock in iTunes Radio. Thanks Apple!

4. What's the story with Pacific.FM's slogan "San Francisco, Paris, and All Points In Between?"

I live in a suburb just south of San Francisco and Fabrice lives in a city west of Paris so you might say those are the two major cities where our offices are located. The "All Points In Between" refers to the fact that we stream online so anyone anywhere with an internet connection can listen to Pacific.FM. We are here for the entire planet to enjoy!

5. How have you been marketing the station?

Most of our marketing as been online through social networking sites, our own website at www.pacific.fm, and just plain word of mouth. We have a very limited budget right now so virally online is the way to go for the time being. But we also have stickers, t-shirts, and postcards that we hand out at shows.

6. Give us a rundown of your staff and the day-to-day operations?

Right now, there are just two of us. I handle the music programming, marketing, and social networking. Fabrice handles the production, engineering, and software that allow us to stream. We both work on the website and have weekly video chats to make sure we are as up-to-date as possible on playing new music. We hope to hire more employees as soon as we can pay them because this is a lot of work for two people. I barely have time to surf anymore!

7. What will make Pacific.FM successful?

Well, the obvious answer is when the checks come pouring in from advertisers but in addition to that, we will consider the station a success when we become a household name in the indie rock community and stand apart from all the other streaming stations through successful branding and marketing. Also when we can afford to pay a staff that is all dedicated to this format and making the station a success and we are the presenting station of the Arcade Fire tour!

8. What is the one truth that has held constant throughout your career?

I've said it before, I'll say it again...integrity is everything. Say what you mean and mean what you say.

9. What are you most passionate about?

Surfing, the beach, and the ocean...which is why I was really stoked when I found out our station was going to be called Pacific.FM!

10. What would surprise people most about you?

That my name SPUD is an acronym for Serving People Understanding DEVO. I ran my own DEVO fan club in the '80s called Spuds Unite and produced a fanzine called SPUD Magazine...now it can be told!

What are your hobbies?

I surf, snowboard, and bikeride and also sing and play keyboards in a beach party surfpop band called Drifting Sand. We are currently working on our third album. Check out www.driftingsand.com.

Last non-industry job?

I worked in two public libraries in Burlingame and Daly City, California. I read a lot of book titles!

First record ever purchased?

Brownsville Station's "Smokin' In The Boys Room" was my first single and The Beach Boys' "Endless Summer" was my first album...and first double album too!

First concert?

DEVO in San Francisco for the New Traditionalists tour. T-shirts were $6 and I remember thinking, "That's ridiculous!"

Favorite band of all-time?

The Beach Boys...and I'm hoping that Brian, Mike, Al, Bruce and David (Marks) get back together in 2011 for their 50th anniversary...and that Pacific.FM presents the tour!