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10 Questions with ... Shannon Steele
June 22, 2009
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NAME:Shannon SteeleTITLE:Manager, National PromotionCOMPANY:EMI CMG Label GroupBORN:Birmingham, and you can guess the yearRAISED:Birmingham
Brief Career Synopsis:
I started my journey into the Christian music industry by interning and then working at Reality Radio in Birmingham, AL. From there I went on to work at M-88 (KLYT) in Albuquerque and then KDUV fm in Visalia, CA. After close to 12 years in the radio and programming side I've now found a new home at EMI CMG Label Group.
1) Did you have any mentors early (or later) on?
Alan Mason is such a great radio mind. He really just loves radio and understands that at all cost, the listener (consumer) must come first in all things we do. I'm already missing my weekly calls with Alan Mason!
2) What do you think you'll miss about being a PD or miss about being at a station?
I'm sure I'll miss being on the frontlines of ministry. Getting to engage with listeners and hearing direct stories daily about how a song or something someone said impacted their life.
3) What are you most looking forward to in the promotions side of the biz?
Having worked in the industry for a while, I've gotten to know a lot of people in passing at radio events and conventions. I'm going to enjoy having the opportunity to really get to know more PD/MDs because I'll get to talk to them each week! Plus, they can share those stories I'll be missing out on, the ministry moments where you take a step back and are reminded of why you're doing what you're doing.
4) What is the most important issue facing the music business and radio today, do you think?
In the words of Seth Godin, "Past performance is no guarantee of future success." The way we succeeded years ago just doesn't work the same today. We have to continue working to understand our listeners/consumers and their ever-changing habits and needs and figure out how to reach them. Plus, the knowledge that the majority of people no longer view illegally sharing music as a problem is a huge concern. There's an integrity issue there that is impacting us at all levels; obviously labels are impacted but if radio listeners don't want to take the legal and proper route of buying music. They surely won't view radio as something that needs to paid for. That has a large reach over non-commercial radio stations.
5) Coming straight from PD/MD/air personality positions, what is one unique thing or unique perspective you think you bring to this promotion job?
Honestly, I get radio and the challenges and opportunities of radio. That is part of why I moved to EMI CMG Label Group, the desire to be advocates for radio. I spent YEARS doing what Pds and MDs are doing this week: listening to lots of songs and figuring out which ones are the best fit for my audience. I also spent years getting to know who is listening to radio. I love radio and the impact radio makes in the lives of listeners and I know how hard PD sand MDs and every member of a radio station team is working to make that connection and succeed. Quite frankly, "I get it" and I'm here to help stations succeed in the way I can, helping provide music and promotions that drive listeners to engage with the station.
6) What does Christian radio need to do to break through to a mass audience on a more consistent basis?
Make it about "her" under ALL circumstances. Christian radio is one of the most unique formats because our listeners have a deep, emotional connection to our stations. They turn on the radio looking for something more, not just to hear a song but to hear a song that can lead them into a place of worship or inspire them on a crazy day. And they turn the radio on looking for connection with the on-air personalities. They want to hear music and DJs that reflect their real life and offer something more than any other station on the dial. I call that daily opportunity. The question is are we taking advantage of each opportunity that is provided to engage in that relationship and connect with "her?"
7) Who has had the biggest impact on your life spiritually, personally and/or professionally?
Now that is just a huge question that can't be answered in such a short space. The older I get the more I see the impact and purpose of each person in my life. Do you know how many people I've met in my life?! [Smile]
8) If you could have any other job outside radio, what would it be?
The person that designs the challenges for shows like "Survivor." That's just cool stuff and I'd imagine testing it out before the contestants get to do it could be fun. Either that or a zookeeper would be on my dream job list. Come on, who doesn't love monkeys?!
9) What was the highlight of your recent cross-country trip with your mother?
Talks about life and my mom's crazy comments about things we were seeing and experiencing across the country. I posted them on my Twitter account all along the way and each time she would say something funny she would look at me and say, "No, you're not posting that are you?" I ignored her as I texted in the updates. I've lived far away from my family for a decade so I really treasured the time to grow in more friendship and understanding of who my mom is. That trip was priceless!
10) Who will be the better roommate: Cari Kates or Jackie Chapman?
I think they each have attributes that make others jealous that I have had and will have them as a roommate. I know I'm a blessed woman!
Bonus Questions
1) Do you read everything or nothing?
I love to read but haven't had much time to read in the past month due to a crazy schedule and making a move across the country. My favorite authors of all time would be Brennan Manning, Donald Miller and C.S. Lewis. Maybe you could suggest some good books for me to check out!
2) What music is in your CD player/on your iPod right now?
I'm listening to it right now and the songs that have played recently are from The Weepies, Glen Hansard, Ryan Adams, David Crowder Band, The Killers, Billie Holliday, Paddy Casey, Britt Nicole, Matt Nathansan, Justin Timberlake and Bethany Dillon. I'm all over the place. I just love music!
3) Cat or dog person?
Dog person, although I never judge cat lovers. Just not my kind of pet
4) What is your favorite quote?
"Preach always, if necessary use words." -St. Francis of Assisi
5) Favorite TV show of all time?
I love TV but we'll narrow it down to favorite comedy of all time, THE OFFICE!
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