10 Questions with ... Annrae Fitzgerald

BRIEF CAREER SYNOPSIS:

Phonogram Records UK (Vertigo/Mercury/American Recordings), Sony Music UK, (Epic/Columbia), 96 K-Rock and WJBX/Fort Myers, FL, WBAB/Long Island, WLRS/Louisville, 91X and X1FM/San Diego.

1. What excited you the most about programming X1FM?

The feeling that anything goes. If we like a record we play it. The playlist is big but focused; our only rule is playing a true mix of old and new. Dead Kennedys into Arcade Fire, into Bloc Party or LCD Soundsystem and back around to Madness or The Jam. Our slogan is Freedom Of Music. That's pretty much says it all.

2. What is the X1FM story?

Our owner, President and fearless leader, Luis Kaloyan, is an ex-radio station owner and disillusioned radio fan. He passionately believed that radio could be done better if we bring back personalities, let them talk about music, interact with the listeners and let them have a say in what we play. He also believed in the future of the internet and the opportunities it holds, so he set out to put together a team to make live radio on the Internet a reality.

3. How is this programming job different from terrestrial radio?

Actually, the "job" part of it is pretty much the same. We schedule our music with Selector, we use Google Radio Automation (formally Scott Studios) in our "air" studios, we have weekly music meetings, we look at charts, and we talk to record reps.

4. What has been the biggest change at X1FM over the past year?

The birth of our live Rock en Espanol station! It's modeled exactly the same as X1FM Alternative, but has the most comprehensive Rock en Espanol music library anywhere. I would also have to say the company's growth, with both technology and staff has been pretty exciting. Huge investments have been made over the past year that has made X1FM the only internet radio network that offers live, on camera DJ's, music videos, total listener interaction, and unique in-house produced content. Our staff has grown to include a complete IT department, Art Department, Sales & Marketing and, of course, Programming!

5. What would surprise people the most about the company?

Not only are we an online music network, we're now building an in-house production and web development company. We haven't officially launched it yet, but we've already signed on several clients.

6. Tell us about your staff at X1FM?

We're literally Binational...it's a really interesting mixture of cultures and attitudes... We have LIVE jocks on both our live stations -- Alternative and Rock en Espanol -- who know and love the music and are able to speak about it with passion and enthusiasm. Our Director Of Operations, Kevin Stapleford, is an amazing programmer. Andrew Wehrung, our Music Director, is a total music freak. We are also blessed with an incredibly talented art department, great video editors, and an IT staff who don't seem to know the word NO!

7. Why are X1FM's new smart phone apps like no other app?

Because we offer seven music formats on one app PLUS on-demand video content, music news, interviews, custom in-house features, AND the on-demand content updates every day. Plus, of course, our app is available for iPhone, Blackberry, and Droid.it's like no...

8. Who is your target audience for the X1FM Alternative station?

In general terms, our initial target has been early adapters to online listening. We are thinking in terms of life-group rather than pure demographics.

9. How are you building your audience?

Actually, our traffic-building efforts in terms of marketing are just about to kick off this month. We intend to direct people to both our site and our apps; we're not giving out specifics at this point. Stay tuned.

10. What are you most proud of since joining X1FM?

There are so many things. We have built the X1FM network from the ground-up, literally. It started as a crazy idea, and now it's on its way both technically and creatively. There is a huge sense of pride from everybody in the building. After nearly four years here, I still look forward to going to work in the morning.

Fill in the blank: I can't make it through the day without ___________?

Three cups of tea in the morning.