10 Questions with ... Al Farb

BRIEF CAREER SYNOPSIS:

I started working in promotions right out of high school for the (then) Clear Channel Houston AC stations, KODA and KHMX, but once I got my foot in the door, I knew that I needed to somehow work my way up to programming as fast as I could. So, I took the first job that became available, and that was weekend board op/producing for their AM talk stations.

I eventually earned a full-time role with KTRH/KBME, but Country had always been my goal. And when Johnny Chiang had a morning show producer position open at KKBQ, I was fortunate enough to literally cross the street and make the transition.

After six wonderful years with an amazing team at Cox Houston/KKBQ and KTHT, it was time to continue to grow my career, and that took me three and a half hours away from home to DFW to join the team here at Cumulus/KSCS in my current role as APD/MD/on-air host. In addition to my duties at KSCS, I also handle afternoon drive for our sister station, KRMD/Shreveport, and evenings (6p-midnight ET) on Westwood One's 24-hour format, Real Country.

1. Describe your first radio job. How did it all start for you?

It all started for me as a little kid, growing up in Houston listening to Dene Hallam's legendary KKBQ (93Q Country), and [to] the guy who was my first and so far, my biggest radio influence, Cactus Jack. I knew all the way back then that that's what I wanted to do when I grew up.

Fast-forward to 2000, Johnjay Van Es was the morning show host at KKBQ, and after months of a little 13-year-old kid calling and harassing him every morning, he finally agreed to let me come up and see the show in the studio. From that moment, I was hooked! And thanks to Johnjay, he let me be a part of his show almost every day, mostly calling in and talking up songs while I waited for the bus to school. But he would send me out on occasion—to interview stars such as Donny Osmond and even former President George H.W. Bush (who's favorite Country singer was Reba [McEntire], by the way).

It was from that experience I got with Johnjay—albeit for only a few months before he left the station—that set the stage for me to one day start a real career in radio, which I did right out of high school.

2. You've worked in Houston, and now Dallas. What separates Texas from all the other big markets? What unique attributes does it have in the radio industry?

There is truth to the phrase "It's a Texas Thing," because not only is everything "bigger and better" here, but we also do things our own way. It's not just a lifestyle, it's THE way of life. We are not only proud to be Americans we're proud to be TEXANS! However, being born and raised in Houston, now living in DFW, I didn't think too much of it until I would see new people move here and be so amazed on how vastly different we did things here.

Not that it was bad—just different. With the most prominent being my boss and KSCS/KPLX PD Mike Preston. We'd be sitting in music meetings and I would suggest a certain artist's song, and he'd look at me like I had just suggested playing Engelbert Humperdinck. Then someone else would say, "Oh yeah, that artist is HUGE here, even though nationally they're not as big." That's just one example of Mike's Texas education crash course.

The biggest attribute Texas has for radio is our ability to produce superstar artists. If they work in Texas, there's a big chance they'll work in the rest of the country too. And not just artists FROM Texas. Yes, they're great, but artists like Dierks Bentley and Jon Pardi—they worked the "scene" coming up, and it's paid off huge. Jon Pardi, in particular, is a must add artist for us at KSCS, and at the end of the year, he's headlining Dickies Arena in Fort Worth for the first time.

3. You are on the air in multiple cities. How do you maintain localism for each individual market, or can you? How do you balance it all?

In this day and age of doing more with less—you've got to be "HABU."

"HABU" was coined by our CEO, Mary Berner, as "Highest and Best Use of Time." So, basically, work smarter, not harder. And one way to be "HABU" in regard to my three daily shows is to work as a team in regard to show prep.

Our entire airstaff at KSCS has an ongoing group text, and we're all sending each other ideas constantly. For my Shreveport show, I stay in close contact with OM Jay Michaels, who keeps me up to speed on what everyone is talking about in the market every day. And even on the national level at Westwood One, we have a shared group online where everyone can share prep to help one another out. It really does "take a village," but it can be done!

4. The biggest challenge for the radio industry right now is attracting a younger audience. How do we engage and create loyalty among Gen Z?

The only way they will engage with us is if we're in a space where they CAN engage with us, not just on the terrestrial radio dial. KSCS is available anywhere and everywhere: on our website, on our own app, and on pretty much any other streaming radio app out there (iHeart, TuneIn, Audacy, etc.). We shouldn't limit Gen Z'ers, or anyone for that matter, from where they can listen/consume us.

My second answer to that question would be to include as many people from Gen Z in your station planning/brainstorm sessions as possible. Promo kids, part-time sales assistant, whomever—their opinion/input should matter just as much as your PD's or GM's does.

5. What are your thoughts on AI for radio, and how will it impact the industry?

I personally think AI will vastly help radio in areas where we are currently underserved technically. Wouldn't it be great to have AI help organize your music library? Or help schedule music for that matter? Or help analyze your music research? I think if radio fully embraces AI for the right reasons, we'll all be able to work a lot smarter.

As for the elephant in the room? Smart owners/programmers already understand the value of having a live, local human on the air during important drive times, because successful stations have their personalities all over the local community, shaking hands, kissing babies, and making a human connection with their audience. I'd like to see AI do that!

But seriously, there's just some things that AI may not ever have the full human touch on, and that's why I believe that it will never be able to completely replace human talent.

6. What are your thoughts on Country artists crossing over to Pop? It seems like we as a format don't even get ownership anymore? For example, Morgan Wallen's "Last Night." Top 40 went out of the box on it. How do we maintain ownership of our artists? Is it possible?

Look, you can't blame artists for trying to make as much money as possible. If they're releasing songs that Pop wants to play, I, for one, think it's great for Country radio. It just makes them more valuable to us.

With that said, it's up to us to continue to maintain our relationships with our label partners. You hope that they'll remain loyal to Country radio but, if not, and they offer something to Pop radio (like tickets or interviews, etc.) then they better make sure we (Country radio) are afforded the same, if not [a] better, opportunity. But it's up to us to keep that relationship in good standing. So yes, it is absolutely possible.

7. If you could have a partner on the air to do your show with, anyone in the world, who would it be and why?

What a great, and equally tough question. I've been fortunate to know some of the best of the best in what we do. But if I had to name one person, it would be our amazing midday personality, Rachel Ryan. She is exactly what you want in a talent. She comes prepared every day, does amazing social media, and always challenges me and the rest of our team to be on our "A" game every day.

8. What is your dream lineup for a show for KSCS?

Again, such a tough question for me … So, I think it would have to be a three-day festival. Here's just a few of the artists in my huge lineup: George Strait, Morgan Wallen, Blake Shelton, Parker McCollum, Reba McEntire, Jon Pardi, Tracy Lawrence, Tim McGraw, Miranda Lambert, Lee Roy Parnell, Brothers Osborne, Ashley McBryde, HARDY, Kenny Chesney, Tanya Tucker, Eli Young Band, Pat Green, Ty Herndon, Priscilla Block … Just to name a few, ha ha!

9. What separates you and your show, and KSCS, from your competition?

We are fortunate to also own our competition (KPLX/99.5 The Wolf), so we can provide the DFW Country audience with a unique experience not available in any other major market. On KSCS, we have the legendary Hawkeye and his amazing co-host (and 10+ year station veteran and DFW native) Michelle Rodriguez handling morning drive, and have benchmark segments like "Second Date Update." And on the Wolf we have the all-new "Wake Up With The Wolf Show" with Tara Ward and Ryan Fox, who are all about Texas and our local communities.

During afternoons on The Wolf, Jason Pullman has a personality-driven show, connecting with his listeners every day. And yours truly provides a heavy music-driven show with a little entertainment and some contesting mixed in on KSCS. It's a perfect balance, if you ask me, where there's always something for everyone between the two stations, right down to the music. KSCS is the new Country station, and KPLX plays all your favorites, not just the old stuff. Favorites meaning all true/real hits, not songs that went off the chart as soon as it peaked at #1.

10. What are your career aspirations? Dream job?

It's hard to think too far out in this day and age because, as I've learned, anything can happen in this crazy business of ours. But as far as next steps go, it would be an honor to take the reins over for Mike whenever he decides to hang it up (which is hopefully not for several more years from now), mainly because we've developed such a wonderful working relationship and I would hate to see that come to an end any time soon.

What do you think will be the song of the summer for Country radio? Have we heard it yet?

Cole Swindell's "Drinkabye" has summer written all over it. But so do several tracks off of Morgan Wallen's and Luke Combs' new albums. So, we'll probably have at least two, maybe three!