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10 Questions with ... Kris Daniels
June 29, 2014
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BRIEF CAREER SYNOPSIS:
Kris Daniels is a second generation broadcaster, following her father, Larry Daniels' footsteps. Larry is a member of the Country Radio Hall of Fame and programmed the legendary KNIX/Phoenix for 29 years. Kris started her career there at the ground floor, eventually earning an air shift before moving on to MD/on-air positions in various markets that include Tucson, Bakersfield, Fresno and Louisville. Last year, Daniels joined Beasley Country KCYE/Las Vegas as PD. Concurrent with her rising radio career, Daniels has juggled a pursuit of higher education, earning a B.A. in Psychology in 2012 and very soon, completing her Masters in the same subject.
1. Kris, thanks for taking the time to chat for 10 Questions! You've been in Las Vegas, as PD of KCYE for almost a year now. Can you describe any regional musical tastes there, compared to your former market, Louisville?
Ironically, there isn't a whole lot of difference and I have worked in markets where there was a big difference. I do think that George Strait is more appreciated here than in Louisville.
2. You moved from one competitive market to another, only this time, KCYE is the market leader. How aggressive do you have to be - musically, or on the street - to maintain your lead over the other guys?
I have a passion for country music (like my staff does) and I am in the demo...I am a fan of country music. My staff and I are just part of the community.
3. Tell us about the Country world in Las Vegas. As hot as the format is, it seems to be a mid-pack performer overall, with about a six share, combined. How much does ethnicity contribute to that?
Vegas is not like most markets. Nielson is just now expanding the sampling and it tends to favor large cume formats. In Vegas, Country is not that, however. What country lacks in cume we make up with passionate listeners and the results are larger than normal TSL.
4. You're a second generation radio pro, whose dad, Larry Daniels is in the Country Radio Hall of Fame. Was radio always something you wanted to pursue from a young age?
Yes. My dad would ask me what I thought of certain songs at the age of nine and I would give him (probably annoying) but in-depth answers. "If you're old (remember I was a kid) like 30 you could probably really relate to this song because ..." I loved to go to work with my dad, while he worked on the music logs etc., I would always want to go in the studio with [KNIX morning man] W. Steven Martin. W would have me put his carts away; I told him I would if he would let me talk on the radio! I loved going to all the events and cutting PSA's for the station. I just loved being around my dad and seeing his passion for what he did.
5. Of all the things your dad taught you about radio and programming, what's the one thing that you put to use most often?
My dad has taught me a lot; he was truly one of the best business men and PD's. He always believed in live and local as I do too, and to have a passion for what you do. We would have long conversations about music and I could hear his love for Country. It amazed me how well he knew the music. Being a musician he could listen to a song and within two notes tell you if it was the original version or a remake. He helped put "Real Country's" library together and spent many hour choosing the right songs and versions (they had to be the originals) and as he liked to say he played most of those songs as currents. He has great stories of the artists stopping by, like Merle Haggard (they were friends). Merle would come in to KUZZ when my dad was on the air in the morning and ask if he could sit in the production room and listen to records; my dad said yes of course. Merle would listen to Jimmie Rogers records for hours, as he was a big fan. My dad has a million stories about artists that are legends now and it's so fascinating to hear them because radio and records are a lot different now.
6. Male PDs still outnumber females in Country, in spite of the format being female targeted. What challenges did you have rising up to MD and PD roles and why is a female perspective valuable for reaching listeners?
I've been lucky to have some great PDs in the past and I've had my fair share of dealing with a few egos that didn't want to hear my opinion. I'm fortunate because [Beasley VP/Programming] Justin Chase and {Beasley Las Vegas Market Manager] Tom Humm have been so supportive of me and value my opinions. We are a format aimed at women 25-54, so for those PDs that may have a different way of thinking, I encourage them to seek the opinion of females in the demo.
7. Speaking of females, here's one we ask everybody: What's up with female artists? There are so many talented ladies and Country radio can't seem to find consensus on one beyond Miranda and Carrie. What's up with that?
I think it's very hard for females because they see females in the pop format and maybe try to come off too pop, or they sound just like Carrie or Miranda. I really love Kacey Musgraves; she's maybe ahead of her time. She's different, writes her own music, is true to Country and has a great look. So why is it taking so long to break her? The key is to find the right song and for radio to embrace some of these female artists. Miranda wasn't an overnight success. Miranda, at the time had a different sound and it took her several singles until she broke through - lucky for us because she is one of Country radio's biggest artists.
8. Also: Bro Country. Has it been good or bad for this format and is it here for a while or about to fade?
I think it's been good for our format. Listeners don't over analyze songs like we do, if it's a hit they like it. Like every phase it eventually will end and we'll move on to the next one.
9. And who are the next big stars for Country -the ones who can carry the torch and become the next headliners who sell out arena and stadiums, while growing the Country brand?
I'm really proud of our industry and I think there are a lot of future big stars coming up. A couple: Brett Eldridge, Dierks Bentley (it's taking a little longer than some but he's been growing his career, Blake Shelton took a while too and look at him now), Jake Owen (similar to Dierks), Jon Pardi, and Thomas Rhett. Over time Casadee Pope has a shot too and Kacey Musgraves. There are those that sell out arenas like Luke or Jason Aldean; then there are artists that may not sell out arenas but have a long successful career and do well.
10. During your radio career, you've continued your education too, receiving a B.A. In Psychology last year - is this part of a greater plan for you or will you utilize this degree in your radio life?
I'm currently working on my Master's. After this semester I have two more left and then I graduate. I've worked really hard, carried a 4.0 and was asked to be part of Chi Sigma Lota, the honor society (which has never happened to me before so I've very proud). My plan was to go on and get my PHD but I'm going to hold off on that now. I'm done with school after this! Radio is my passion and I want to use my degree and incorporate it into a show. I will be seeing clients part-time and eventually, I want to write books and have my own practice, but that may happen when I retire.
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