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10 Questions with ... JC Coffey
September 22, 2019
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BRIEF CAREER SYNOPSIS:
Radio veteran JC Coffey joined Big Machine Records as Director of Midwest Promotion in March. He most recently had been OM/PD for Community Broadcasters in Elmira/Corning, NY, where he oversaw WNKI, WPGI and WNGZ. Coffey's prior radio experience includes stints as PD at WTHT/Portland, ME, and OM/PD for WOKQ/Portsmouth, NH. His resume also includes work at WAAF/Boston; and Manchester, NH, stations WZID (where he was APD) and WMLL (where he was PD).
1. After an extensive radio career, you make the move to the label side earlier this year. Was that something you had always planned to do? And what appealed to you about record promotion and, specifically, about Big Machine Records that made you take the leap?
Moving to the record side of things was something I had thought about for the last couple of years. I've had a few label offers come my way that I had declined, and I had also put in for a few label jobs that ended up not working in my favor. For this one, the timing and the offer matched up right.
Working for Big Machine was a no-brainer. I've always admired their artists, their staff and the competitive approach they take to win.
2. You've been on the job for six months now. How close is it to what you expected? What have been the biggest surprises about record promotion so far?
For the most part, the gig has been exactly what I thought it would be and so much more! I'm really enjoying myself on this side of the desk. Getting to know the new faces at the stations I work with has been a true pleasure. There have been a few curveballs thrown my way, and there are a few things that I could have done better in making the transition, but it's all part of the learning curve.
The biggest adjustment has been learning a new region. All of my radio career has been spent in the Northeast, and now I've made the transition to the Midwest where -- aside from a few programmers like Lance Houston, Grover Collins, and Brian "Wookie" Kostek at WDSY [Pittsburgh] -- I really didn't know anyone that well before making the move.
I went to college in Michigan, so I know the geography of the region fairly well, but starting over in a new place and making new relationships takes a while. Fortunately, everyone has been very welcoming, and I really love the partners that I'm privileged to work with in the Midwest.
3. In what ways did your radio background prepare you for the job you're doing now?
In a lot of ways it's just reverse engineering. When it came to my relationships with regionals in the past, I remember what worked and what didn't. Certainly I'd like to apply that to the folks that I talk to in my new role.
I spent 12 years on the programming side, and I have been through the challenges not just in finding space for new music or a new artist, but also just the job in general. Coming up with killer promotions, as well as searching out good local talent were just some of my challenges that I can recall. So now that my role is reversed and I'm on this side of things, I understand the many challenges that our radio partners face every day.
4. What (if anything) do you miss most about radio? What do you NOT miss?
I miss having an on-air shift. This is the first time in 12 years that I'm not on the radio regularly. I find myself still show prepping while reading the news or scrolling through social media. My first thought when I read a story that catches my eye is, "I have to save this story so I can do a break about it." I still do that six months in. It's a hard habit to break.
If I had to choose any part of my former life that was my least favorite it would probably be the painful remotes. Not all of the remotes, just the painful, useless ones that were sold as an addition to a spot buy where you had to sit for two hours relaying manufactured excitement back to the station 60 seconds at a time while no one was there. I don't miss those.
5. What are the keys to being a great regional in your experience so far?
I'm learning that good communication is the best way to support my stations and build relationships as a new regional. Sometimes we don't always have an answer right away, but I think returning emails, sharing data that we're seeing, keeping them updated on our artists, and knowing what's going on with their station and its needs are some good qualities in a regional.
When I was programming stations, there were regionals that barely ever called me, and when they did it was because they needed something right away. After experiencing that, I try to over-communicate as much as I can to each of my radio stations. The best regionals are the consistent communicators and, from the label side, the same can be said for PDs.
6. What is it like working with a roster that includes such great acts as Reba McEntire, Rascal Flatts, Sugarland, Midland, Carly Pearce and more?
The roster had a huge part in drawing me to the label. I was sold on the artists that Big Machine represents long before the job was even open.
Certainly it's a roster that keeps you busy. Rascal Flatts spent the summer on the road with their "Summer Playlist Tour." Midland was out on their own tour all summer, and put out one of the most critically acclaimed albums this year with "Let It Roll." Carly Pearce has spent the spring and summer on the road with Jason Aldean on the "Ride All Night Tour." The Cadillac Three have a new album coming, and new artists Noah Schnacky and Payton [Smith] are going to really blow people away. So it's a job that has kept me busy on the road from the moment I took the position in early March, and there's no letup in sight.
I'm so fortunate to be able to work with these artists, all of whom I championed during my days in radio.
7. With Midland, you had your first experience this year of being with a project from the release of its debut single all the way through the album debuting at No. 1. How did that feel?
I am so proud of the work that we have done with Midland on this second project. After their rollout at Country Radio Seminar in 2017, "Drinkin' Problem" was the first record that I added when I got back to the radio station. I was a huge fan of "On The Rocks" and the retro sound that it brought to our format.
So, fast forward to coming into the job, from the first moment I heard "Mr. Lonely" I knew we had a hit single. I asked myself, "Would I add this record," and the answer was an easy yes.
I'm excited to see where it goes from here. "Mr. Lonely" is doing great, and the reaction to the album has been nothing but positive. Even while we have a current single working its way up the charts, I still have programmers texting me and emailing me what they think the next single should be "once we get a #1 with 'Mr. Lonely.'" That's a good feeling. It's a sign of good things to come beyond the debut single.
8. You are also having the experience of helping to introduce a brand-new act (Noah Schnacky) to radio. What was your portion of his radio tour like, especially having come from the radio world yourself?
Noah has a ton of energy! He's a super hard worker who is motivated to meet people, whether it be radio or his fans. He's the type of person who has never met a stranger. He will talk to people while waiting in line for coffee, getting in an elevator, or making a Target run. Taking him on the road has been a joy on radio tour because it doesn't take much for him to engage with people.
I have met new artists in my past where the regional spends most of the time trying to drive the conversation. With Noah, you can pretty much introduce him to everyone and let him loose on the radio visit. He's very outgoing, very talented and the reaction to his music has been nothing but positive.
9. Big Machine Records recently underwent a shift at the top, from Jim Weatherson to Clay Hunnicutt. What did you learn from Jim in your short time working with him? And what did Clay bring to the job from his experience at iHeartMedia and Big Loud Records that changed things up?
Being so new at this, I consider my role to be a sponge to whomever is at the helm of the ship. I also have [VP/Promotion] Kris Lamb and [Director/National Promotion] Erik Powell to look up to every day for leadership and motivation.
That said, I will always have Jim Weatherson to thank for signing off on my first job at a record label. I'm thankful for everything that I've learned from him. He has a finesse with artist relations like no one else. The artists truly trust him and his decision-making at the helm. I picked up on that quickly. Jim also taught me patience. If I came back to the office frustrated about something on the road, he could bring me back down to earth. He's a very levelheaded guy, and I've taken so much from his leadership and expertise.
I look forward to having Clay as our new GM. I've known him since my radio days, and he was always kind and fair to me as a PD. When the announcement came that he was joining us, I received several text messages from his former employees telling me how lucky I am to be working with him. That speaks for itself.
Since joining us, I have already learned so much from Clay. I've had the pleasure of seeing him on the road with our artists as well as interacting with our radio partners, and I have been able to strategize my plans as a regional with him. He's an extremely smart guy with a wealth of knowledge, and I look forward to the future he will bring to the machine!
10. What do you love about Country music, and working in this format specifically?
I've always said that Country radio listeners are the most loyal radio listeners out there. I still believe that. Even going back to my time as a night personality at WOKQ over a decade ago, the listeners are the ones that always know the most about the format.
Likewise, the interaction with the artists and the listeners is still there. We still do meet and greets, artists bring fans on stage, visit children's hospitals and tear down any barriers that may stand in between themselves and their fans.
Generally, this doesn't happen in other formats. I had a friend who worked at our Top 40 station that asked me for meet and greet tickets a few years ago. He met the Country artist that night and he was blown away with how different the experience is at a Country show versus a CHR act show. He told me that his artists don't do meet and greets and, if they do, it's extremity rare.
I feel like we're blessed in our format. The artists embrace the fans as much as the fans embrace them and their music.
Bonus Questions
Tell us five fun facts about JC Coffey.
- In college I sang in a vocal jazz group at Western Michigan University called "Gold Company." We performed at festivals and performance venues all around the world. I've sung everywhere from South Africa to Carnegie Hall (twice).
- I'm an avid deep-sea fisherman. My family owns a non-commercial fishing boat on the North Shore of Massachusetts.
- I'm a huge New England sports fan: Red Sox, Bruins, Celtics and -- most of all -- the New England Patriots. I was at the (now infamous) "deflategate" AFC Championship game, which inevitably got Tom Brady suspended.
- I own a 2013 Harley Davidson Road King. It's a former police patrol bike from Marblehead, MA.
- I grew up in the same town as Brad Delp, the lead singer of Boston, known for their biggest hit "More Than a Feeling." He lived across the street from my best friend. He was truly the nicest guy in rock 'n' roll.
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