10 Questions with ... Brian Thomas

BRIEF CAREER SYNOPSIS:

Thomas joined Country WKHX/Atlanta from Classic Hits WLS-F/Chicago in March, retaining his duties as Corporate PD/Country (a job he has held since 2014) and VP/Classic Hits for Cumulus. Prior programming stops in the Country format include WNSH New York, KYCY (Young Country) San Francisco, and Tampa stations WQYK and WRBQ. He started his career as a DJ at WITL Lansing, MI.

1. How long have you worked in radio, and what has changed the most about the business in that time?

Forty years, but remember, I started in high school. To me, the biggest change is the amount of ways the audience is able to consume new music. And, that's good, because we can see what listeners are reacting to, sometimes even before we're being asked to play the song.

2. What changes/tweaks have you implemented at WKHX since arriving there in March?

Music matters, and paying attention to it changed the ratings from being down minus two shares to only minus 0.2 in the first week of improvements.

3. Atlanta is an extremely competitive Country market. What are some of the unique aspects of programming there?

Atlanta has the same problem as other the major markets - not enough shares of Country. Last April, there where 7.2 shares of Country, and it fell to a low of 5.8 shares in August, and now we're back over seven shares of Country.

4. What's involved in your corporate Country PD role, and how much say do you have on music choices outside of Atlanta?

I'm on the weekly call for the recommended playlist for Cumulus Country stations, "Nash Nights Live," and Blair Garner. And, we do take chances on new artists on "NNL" and Blair's show and have given a lot of new acts a great start.

5. What's the biggest issue facing the radio industry right now?

Increased competition from streaming services, and the way we combat that in creating a great local radio station.

6. What is the #1 challenge facing the Country music business right now, and how do you think it can be fixed?

I think we should hold on to our superstar #1s more often. If they come and go in ten weeks, then we don't have any Gold from our biggest stars. Sometimes, we end up playing a brand new band more for up to 50 weeks to get them into the Top 10. It's great to see new superstars emerge like Luke Combs and Kane Brown.

7. What's your favorite thing about working in the Country music format?

Relationships you forge with artists and new music. And, it doesn't always have to be from someone new. Colt Ford played a demo for me last Summer, "How You Lose A Woman," and I told him that is so good, I'd walk into the studio and play it right now. And, we are! It is our breakout artist from our "GA Country 60" show highlighting Georgia artists. By the way, it's Colt without a rap!

8. What are the best, and also the most frustrating aspects of your job?

The best is making a difference for new artists, and artists that may have lost their record deal. The worst is never having enough time to listen to new music. I find the best time is when I'm out on the boat in Florida.

9. In addition to your radio job, you are also a songwriter. Tell us about some of the cuts you've had and anything else that is upcoming.

I got lucky and went on the bus with LOCASH and, during a rain delay, we wrote a song called "Drunk Drunk," and it made their first CD on Reviver [Records]. I wrote a song with Chris Janson four years ago and a demo is finally being done this week.

10. How often do you travel to Nashville to write, and who are your go-to writing collaborators?

Not as often as I'd like to, but four to six times a year in Nashville. We also do writers' retreats at my Florida house on the water. I have written with LOCASH the most, and was lucky enough to write with Mark Holman, who was one of the writers on Florida Georgia Line's "Simple." Our song was more complex, and I keep kidding to Mark: "You couldn't have come up with 'Simple' while I was on the bus?"

I know it's one thing to get an invite to write one time with an artist because of my job, but when you get invited back, you know you're bringing something to the table.

1. How do you feel your songwriting talents help you as a programmer?

Being a songwriter makes me truly appreciate something special, like today, listening to Brett Young's new CD, "Ticket to L.A." Check out the last track, "Don't Wanna Write This Song." When a song can make you emit an emotion ... spoiler alert - it's sad.

2. What new Country artists are you particularly excited about right now, and why?

I'm excited [by] Georgia artists you don't know yet! Jon Langston just got signed this year, and I'm predicting that Jacob Bryant will be next. He has more social followers than some bigger bands. And, Corbette Jackson -- he's really talented, and back in Nashville, [I] wrote a song with him and Stokes Nielson from the Lost Trailers last month.