10 Questions with ... Kevin Mason

NAME:Kevin Mason WEB:www.kevinmason.com, www.intensitymedia.net, www.couragebands.com, www.myspace.com/kevin_mason BORN:Chicago, IL RAISED:On The Radio

Please outline your radio career so far:

I made my radio debut at age 3, was doing commercial work at age 8, basketball play-by-play by age 14 and then spent 27 years "full-time" in radio with PD stops at WBHP/Huntsville, AL; WRXZ/Bloomington, IL; WFMS/Indianapolis; and 11 years as PD/OM at WQMX/WAKR, Akron. Last year I left radio to join Rust Records as VP/GM. The label fell apart four months later. In addition to the radio and music industry jobs, for the last seven years my wife and I have owned Intensity Media, a promotional marketing company.

1) You programmed for many years, most recently of course at WQMX for many years. How much did the PD role change over the years from when you started to when you left?

I think that the job of Program Director continues to change and evolve. I started in Akron just around the time that deregulation hit, so the playing field changed drastically during my time there. Today's programmers are definitely "juggling more balls" than ever. My job really didn't change a lot over the years in Akron. I was involved with almost every aspect of the station from day one.

2) You left WQMX to take a position with Rust Records. Why did you decide to leave radio?

I think that it was the right time for me to make a change. I'm always looking for new challenges, and when the Rust opportunity was presented to me, I had to give it a shot. It was an incredible experience while it lasted! I loved every minute of it, even as things began to unravel.

3) Even though the Rust experience wasn't a great amount of time, was it still a tremendous learning experience?

It was an amazing learning experience! I learned more about the ups and downs of venture capital financing than most people experience in a lifetime, all in the span of just three months. We had an incredible team at Rust, and I'm truly sorry that we never got the chance to really make a go of it.

4) How do you set up an act like the Poverty Neck Hillbillies, knowing that it would be a challenge to get airplay?

Setting up PNH was no different than setting up any other act. The biggest issue we faced with the guys was the resistance to their name. Once they actually went out and visited radio and were given a chance to explain the origin of their name we saw the resistance ease. We were just about to go for adds on "One Night In New Orleans" when the label folded. If we had been given the chance, I think we really could have turned some heads with that record!

5) Are you noticing more and more acts like that, where the destination may be more of an on-line build or by playing live shows, getting success first and making a name for the act -- and then radio may fall in line and help?

Absolutely. I'm experiencing that with some of the acts that I'm currently working with. Today, you have to have a story to take to radio, unless you're a superstar, and even then it's not always a sure thing. Just look at the charts. There are some great songs and great artists that are having a rough go of it these days. Every artist, label, and manager is looking for new ways to gain exposure and visibility. I'm currently involved in everything from internet marketing to social networking, database marketing to chart research. Whatever it takes to expose new music we're doing. These are exciting times!

6) Would you go back to programming?

If the right opportunity presented itself, I'd definitely consider radio again. I love radio! It will always be a part of my heart and soul no matter how it changes or evolves.

7) Okay, say you did- how has the experience on the other side changed your perspective on programming, or has it?

If I were to go back to radio, I really don't think my approach to serving the listeners and the community would change a whole lot. Gosh, I haven't been away from radio that long, have I?

8) You are currently handling free-lance projects for various record labels- can you tell us a little about that?

My company, Intensity Media, is currently involved in a wide variety of music projects, not just in Nashville. We're working with a bunch of labels in town, mainly independents. Sadly, I really can't talk a lot about the marketing and research that we do for our clients. Most artists and labels that we work with have hired us as kind of their "secret weapon." Let's just say I spend a ton of time online!

One project that I can talk about is extremely unique. I'm currently working with actor Dennis Haskins, who played Principal Belding on the old Saved By the Bell television series. In between acting gigs and speaking engagements Dennis has been working on a couple of karaoke projects, one of which is a "karaoke" album: "Karaoke Across The USA with Dennis Haskins." We're out there shopping it to labels and to investors. You can keep track of our progress on Dennis' MySpace page: www.myspace.com/dennishaskinskaraoke.

This year I also found the time to go back to school and take some courses in website design. It's always been something that I wanted to do, and I'm glad that I finally had the time!

9) By the way, welcome to All Access, most folks know that you are filling in for Kelly Daniel- since you were one of our best news-hound stringers out there; it's hopefully an enjoyable gig? How so?

I'm having a great time! It's been fun to talk with some of my old radio friends and to make some new ones, too. I don't think that people really appreciate all the work that goes into what All Access does. From talking to radio on a daily basis, to tracking down the NET NEWS, plus all the features and content in the Country section, it's always busy! I'm really glad that I can help out!

10) Your wife works in the business. How do you make that work?

For us it's always been very easy. Susan was in radio for almost 15 years and is now working in television. We both grew up in "the business." My dad spent 25 years in radio and TV, and her dad is in, I think, his 47th year in radio. I have never been a person who could "turn it off," and she really doesn't either. I'm blessed to have found a person who has the same work ethic that I do. She's truly my best friend.

Right now, the toughest thing for us is being apart. Susan's still working in Cleveland, while I spend most of my time in Nashville. We had just put an offer in on a house in Nashville, when Rust started falling apart. Once we decided to do the Intensity Media thing full-time, we decided to put a move on hold until our business got a little more established. Thankfully Susan has always been my biggest supporter, and we'll get her moved down real soon.

1. Why are you driving a Mini Cooper? Small for you isn't it?

You might think so, but there's really a ton of room inside as long as I don't try to squeeze anyone in the back seat. For some reasons I've always loved small cars. From my first car; an old VW Beetle, to my Suzuki Samurai, to my Mini, I've always been able to find small cars that I can fit into! Plus, these days the Mini is great with gas, and that sure helps on all the trips I make to Ohio to see my wife.

2. What's your favorite restaurant that you've found since living in Nashville?

For years I thought there were only two restaurants in Nashville: Morton's and The Palm! Actually in the 25 years that I've been around Nashville I've seen a ton of great restaurants come and go! I haven't missed too many meals, but give me a burger from Fat Moe's or a calzone from Mineo's anytime! My doctor prefers it when I eat at Tossed (they sell only salads). Basically, if they serve grits and sweet tea, I'm sure I've already eaten there!

3. What new artists are you high on?

I'm gonna have to plead "the fifth" on that one. If I were to tell you the artists that I'm really excited about you'd know some of the artists that I'm currently working with!

4. What are you currently listening to?

My musical tastes are all over the board. Lately for some reason I've been listening to a lot of classic country, old school rap and "new" wave. I'm constantly rotating music in and out of my iPods. I have something like 50,000 songs on the computer that I have dedicated exclusively to my iTunes. Let's see, just the other day I added Duran Duran's "Red Carpet Massacre," Little Big Town's "A Place To Land" and John Conlee's "20 Greatest Hits" into my iPod.