10 Questions with ... Ransom Garcia

BRIEF CAREER SYNOPSIS:

Prior to joining Beasley Broadcast Group's Country KCYE (107.9 Coyote Country) in his hometown of Las Vegas, where he has spent his entire, 20-year career, Garcia was an air personality at the company's Alternative KXTE (Alt 107.5) from 2013-2017. Prior stints include on-air roles with iHeartMedia and CBS Radio in the market. Besides radio, he's an active member of the Las Vegas Film Critic Society. He also passionately works with autism organizations around the valley.

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

I think I applied for every station in town, but the programmer who gave me my first shot was the legendary Tom Chase (R.I.P.) at KSNE in my hometown of Las Vegas. It was a weekend position that quickly turned into an opportunity to do air shifts on all the stations in the building – specifically the Country station, which was the one that I listened to growing up. I was a kid with a bad stutter growing up, and listening (and trying to copy) jocks like Bob Bishop, Stunt Runt, Brooks O'Brian and Mitch Kelly helped me overcome it. I remember hearing their breaks on my radio, turning down the volume, and repeating what they said over the intros of my favorite songs. It's strange, but it worked. My stutter still comes out now and again, but I have all those personalities to thank for helping me prove to myself that a kid with a stammer could talk for a living. Now, what I thought was going to be a fun job I could do while going to school, has turned into a 20-year career. All in my hometown, which is something I feel so incredibly fortunate for.

2. How did you end up in your current position, and what are some of the bigger things you've accomplished at/with the station?

Once I was positive that radio was going to be my career, I knew I wanted to eventually get into the programming side of things, specifically in Country radio. I wanted to feel like an active participant in the growth of the format and build relationships with the artists that I admire. My previous employer offered me programming opportunities outside of Las Vegas, but none of them made sense for me to pursue. Eventually, one did present itself within the Beasley Broadcasting Group in town. I feel that my time in the market and the relationships I had built within the Vegas Country community really helped make me the top choice for my current position, and I couldn't be happier that the Beasley group took a chance with me. I've learned so much at KCYE, and I have [PD] Shawn Stevens to thank for that. There are bosses and there are leaders. Shawn is the latter. We've managed to do some truly amazing things together, but nothing as significant as helping the city heal after the biggest mass shooting the country has ever seen. The things we did in the days, weeks, months (and even years) after 1 October [2017] will forever be the most important thing I will ever do in my career.

There truly isn't a format like Country music. Everything from the artists to the fans is second to none.

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

I think there are two really big things every radio station should be doing to create loyalty from Gen Z. First, we need to teach the ones who are genuinely interested in radio as a career path. The youth is our future. Secondly, and most importantly, the best way I've discovered to get them engaged is to make them care about the people working at the radio station. Gen Z is a VERY passionate group, and we do it at KCYE by physically being where they are and befriending them. I host a weekly night at Gilley's every Monday. When we started, Mondays were the slowest night of the week for the club, but now it's one of their busiest! And I truly believe it's grown because of the relationship we've built with the younger generation. We're in group chats with them, and I've even been to a few of their weddings and birthday parties. I try to make them feel seen by asking which artists they'd like to see play the Gilley's stage, and then I actively pursue those musicians to make their dreams come true. If they know you and they care about you, they'll show up.

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

At the end of the day, artificial intelligence can't do all the things physical people can. AI can't hug that listener who just lost their mother to cancer. It can't hand deliver Christmas presents to a family struggling to pay their bills. As long as we use it as a tool and not a replacement, I think the sky's the limit. We're constantly asked to wear more and more hats in this industry. If AI can help alleviate some of that load, I'm all for it.

5. Talk about living and working in Las Vegas. How is it different from other markets?

I've only ever worked in this market, my hometown, so I can't speak too intelligently about the differences, but I hear that the intensity of Las Vegas really prepares you for any other market.

We do a lot of events at KCYE. From working them, to planning them, I feel like this market has prepared me to succeed anywhere. I love how fast-paced Vegas is, and I'm so proud I've been able to create a career here.

6. What separates your show, and your station, from your competition?

We are live and we live here. I'm fortunate to work for a company that still sees value in that. Listen, I think our competition is a good station. A great one, even. They have wonderful talent voice tracking on their airwaves, but like I said about artificial intelligence, there are just so many things that we can do at KCYE that our competition can't do on a daily level. For example, we had plenty of boots on the ground for the Vegas Golden Knights' Stanley Cup Parade, and we even conducted a live broadcast from the Las Vegas strip. I can't speak to what was on [the competition's] airwaves during that time, but I was shocked to see that there was very little to no coverage on their social pages.

We're not just a radio station, we're a member of this community.

7. 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" and Luke Combs' "Fast Car." Amazing songs, and Top 40 went out of the box on them. How do we maintain ownership of our artists? Is it possible? It isn't possible to fully maintain it. The reality is that more and more people are discovering how amazing our genre is. It's a good thing for the artists, and I see it as an opportunity to win those top 40 moms with my content when they click over to KCYE.

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

I'd love to do a show with Bob Bishop. Bob recently retired from the industry, but he was MY afternoon Country radio host when I was growing up in Las Vegas, and he's probably the main reason I got into radio. I wish I had his gift of dry humor. I love that man; I consider him a radio legend and I'm proud to call him a friend and mentor.

9. What do you think will be the song of the summer for Country radio?

[Morgan Wallen's] "Last Night" seems to be the song of the year! It's everyone's top testing record, and I don't see it leaving power rotation at KCYE anytime soon.

10. Besides your station responsibilities, are you doing any side hustles? Podcasts? Community and/or charity work? Tell us about it.

No side hustles, but I do the occasional charity emcee work for FEAT of Southern Nevada. They're a local charity that specializes in effective autism treatment. I'm proud to say in the years I've helped their organization, they've raised over a million dollars to help families

Is there a new artist out there that is not on the radar that is blowing you away right now? Someone you think will make it big one day. Who and why?

I really love the inclusion of Bluegrass, Americana, and Folk sounds that are working their way into the popular sound of the genre. It's especially noticeable in what the female artists are creating. For a very long time, it felt like all the female artists being worked by the labels sounded very similar, and that's not the case anymore. For the first time in a long time, it truly feels like all the girls sound like themselves – and that excites me so much as a programmer!

One artist who I listen to all the time that isn't signed by a major is Sierra Ferrell. She's dope. Her voice sounds like it's from a different era, but the production on her music makes it feel modern. I'd love for one of the majors to swoop her up, because I think she's pretty special