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10 Questions with ... Rick Welke
July 5, 2005
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NAME:Rick WelkePOSITION:Owner/ConsultantSTATION:WONU/Chicago, WPRJ/Saginaw, MI, WMSJ/Portland, ME, among othersMARKET:Several terrestrial and Internet stationsCOMPANY:The Passion GroupBORN:Mayfield, NYRAISED:Columbus, OH - home of the Buckeyes!
BRIEF CAREER SYNOPSIS:
Jumped into promotions at WUFM (Radio U) after a long stint doing youth ministry. I also served as owner/editor of the Progressive Airplay Journal, an industry rag that concentrated on the progressive side of positive/Christian music, while running a regional ISP Internet company. I then joined Radio & Records in '01 to help launch the Christian music section of the paper. Last September I began doing radio consulting, among other things, through my new company, The Passion Group.
1. What was your first job in radio? Early influences?
First job was volunteering with Michael Buckingham and Rich Fout at WCVO/Columbus back in the day with a Friday night rock specialty show at the station. I knew Christian music inside and out while growing up and that helped me as I started announcing songs on air - and that's what I did - announce. Learning how to be a real jock came down the line.
I learned good radio by listening to several stations in Columbus [WNCI and the old 92X mainly] and paying attention to what the great jocks did on the air. I also would record other stations in other markets when I was out of town. Some of the stations in Tampa [WFLZ] come to mind while visiting that area on vacation.
2. What do you think is the most important topic facing the Music Business and Radio right now? Why?
Radio: Relating the on-air product to the listener. While research is a fantastic tool to have in your arsenal in programming radio and picking music each week, many stations rely much too heavily on it alone in making playlist decisions for their listenership. To some, it has become the god of the station - whatever it says - goes. If you dig deep enough into the numbers, you can see that those stations have been experiencing listener erosion and really don't have a plan in mind to stop the exodus. It's supposed to be a combination of things that make up the programming of a station. After all, if the PD can't use his or her mind and gut in the equation, what does the station need them for? [did I say that out loud?]
Music Biz: It's really no different on the mainstream side or the Christian side of the equation. The business is morphing into something quite different than it was even 5 years ago. I believe from the consumer side of the situation, this is a good thing. The music industry has been steeped in mediocrity over the past several years and wasting resources. It's good to see companies making new priorities and moving more toward artist development, rather than the old spaghetti theory. I truly believe that the labels that invest in artist development will be the winners and the new champions of music over the next 3-5 years. Some of the labels that have been doing that all along are already starting to reap the benefits of that strategy.
3. What does Christian Radio need to do in order to break through to a mass audience on a more consistent basis?
Specifically within the Christian CHR/Rock formats, we need some stations to break out of the pack and go for a more mass-appeal approach to radio. There are several stations out there that have the mission/objective to reach out beyond the walls of the church and affect culture, but sadly don't have that type of plan in place to make it realistically happen. Programming specifically to the church is a great thing to do, and some stations are doing an amazing job in accomplishing that. But, there are more people outside of the church than within it. When this programming methodology takes shape at just one station, and they do it well [and it will take place very soon], then other stations that have been anxious about making the move to a more progressive programming approach will begin to move in that same direction. When that happens, especially within Christian CHR, it will explode. I foresee Christian CHR stations grabbing a 4 or 5 share in some markets in the very near future. Won't that be interesting to watch?
From a more broad-stroke angle, we need to fully support those artists of faith that are making the move to impacting culture at the core. For too long people within the Christian subculture have attacked bands or artists that live out the Christian lifestyle that begin to experience some success on the mainstream side of radio. That's not only unfortunate; it's unbiblical. We need to support these artists and give them the tools to further succeed.
There are over a 15 artists of faith that have broken onto the mainstream charts over the past year, so I don't believe that these artists need to "break through" anything any longer. The door has been pushed open. With the level of passion and artistic talent that is presently out there, I fully expect that number to grow in 2005 and into 2006. The art of these talented people is simply amazing and stands toe-to-toe with anything else out on the music scene today period.
4. What do you like best about your job? Least?
I love helping stations reach their true potential in their specific market, especially small and medium market stations. Many of them haven't been able to afford an advisor or consultant in the past, and now realize that with an affordable advisor by their side they can accomplish so much more than they thought possible. Consulting with these stations isn't a perfected science, but it is truly amazing when the light-bulb goes off in a Station Manager or PD's mind when discussing something new that the station and the staff can realistically accomplish.
Least? That's easy...Egos and programmers who select music based on their own musical tastes or likes/dislikes. Either of those can do more damage to a station than most people realize. Worse yet, they can thwart God's blessing inside of a station that has been called to reach a much larger audience.
5. Who has had the biggest impact on these facets of your life: Personal, Professional and Spiritual? Why?
Personally and professionally there have been so many people along life's path; I wouldn't do justice to the list if I tried to make a comprehensive listing of them all. You know who you are. My wife Donna would be at the top of that list and my mom is a close second. Both have been an anchor in time of trouble, and have given great advice and support over the years [minus those cabbage rolls from my mom - ewe].
Spiritually, I would include my wife, the pastors I have had along the way, and several artists that I have had the honor of getting to know personally. One in particular has meant more to me spiritually than she will ever know. Living life with a heart of gold, a talent that hasn't seen its full impact yet, and a passion to reach people like few individuals I have ever met. Her and her husband are amazing folks that are not only cool to hang out with, but have their heads on straight and know what they want to accomplish with the talents they have been given.
6. What's your take on current music? Is it as good as say, six months ago? Better than it was? Same? Elaborate please?
Great question. On the mainstream side it seems that some of the music is getting better. More artistic-driven music is hitting the marketplace and that is a pleasant thing to see. From the Christian labels, the music is definitely getting better. New artists and projects from established acts from the Gotee and EMI camps are nothing short of amazing right now, with a smattering a other artists from several of the labels deserving kudos as well.
7. If you could add any one full-time position to your budget, with no questions asked, what would it be?
Another quality consultant that is passionate about serving smaller market stations. I believe that will happen shortly as the company continues to take on new clients. Helping stations go after their target demo and their mission/vision is an honor to share in. Any takers?
8. If you were just starting out in radio toady, but you knew what you know now, would you continue forward?
Intriguing. Bottom line, I would continue on, yes. I would probably have started out soaking up more knowledge at the beginning stages of this path. But I didn't have any idea that this radio deal was what I would be doing long-term. Really...I loved radio and music, but to be involved with a publication like Radio & Records, be a consultant, start up new charts from scratch, and so many other things along the road? Be serious. Who would have thought a dirt poor kid from the 'Bottoms' in Columbus could have been involved in as much as I have? Only a Creator with a great sense of humor and a passionate heart that knows us far better than we know ourselves could have allowed any of this stuff in my life to come to pass. Follow his lead and open yourself up to the possibilities, and truly you can accomplish anything. I'm a living testament to that.
9. Which character in the Bible do you most relate to? Why?
Peter. What a whacked out individual...and what a fortunate person to have sat and talked with Christ himself several years ago. In all of his ups and downs, he truly loved his Lord and in the end did all he could to further the growth of the church.
10. What is your favorite passage of Scripture?
Romans 15:20-21 - "My ambition has always been to proclaim the Good News in places where Christ has not been heard of, so as not to build on a foundation laid by someone else. As the scripture says, "Those who were not told about him will see, and those who have not heard will understand." GNT
Bonus Questions
Do you read everything? Books, Magazines, etc. Nothing? What is your favorite reading material?
Although I love to scour the Internet and read up on everything under the sun, I really don't enjoy long drawn-out books. I honestly don't like long movies either. Not interested in magazines personally. By the time most of them hit your mailbox they are old news anyway.
What's in your CD player right now?
I'm one of the weird ones - I listen to EVERYTHING that crosses my desk. You never know what nuggets of gold have passed over your desk and into the trash, and you didn't take the time to listen. I am diverse and eclectic as they come. I enjoy it all, although I am a pop guy at heart ... presently its Backstreet Boys, Kelly Clarkson, Joy Williams, Project 86, Andy Hunter, and John Reuben.
Describe your favorite meal?
Meat and potatoes please. Mexican [not spicy though] always works well also. Great, now I'm hungry.
If you were stranded on a deserted island, what 3 things would you want with you and why?
Depending on if there are food sources nearby. If so, then my wife, my Bible, and my music [and plenty of batteries] - in that order.
Favorite TV program of all-time?
Anything where I don't know the outcome before I sit down to watch it. I'm one of those people that can figure out a plot, and the end of the movie/series well before it comes to the end of the program. That is frustrating for me, and anyone around me [ask my wife]. Just about anything sci-fi can keep my attention normally, and most non-law-or-hospital-driven sit-coms, although a dying breed, are always worth their weight in gold - and laughs.
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