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10 Questions with ... Mercedes Martinez
November 7, 2016
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BRIEF CAREER SYNOPSIS:
I started working in promotions at KS-104 in Denver while I was in college. I got promoted to receptionist. When KS-104 was no longer, we moved down the dial to KJMN, (Jam'n 92.5) where I was asked to join the morning show (I would fill in and do bits with them from time to time.) After the station flipped to Spanish, I went to Las Vegas and started with Mix 94.1.
1. What Got You Interested In Radio?
It was a total fluke. I was always interested in radio but I didn't realize that it was an actual job that made money! I was going to school to be a pharmacist, but I also had a public speaking class that I loved. That got me interested in communications and I eventually changed my major. When it was time for me to do an internship, I went straight to radio.
2. What makes the Las Vegas market unique? How does this compare to other markets you have worked at?
While it may not be the size of New York or LA, we have so many of the benefits of a major market. The entertainment scene is ridiculous here, and there are always celebrities coming through which benefits us tremendously. Listening patterns can vary, though, being that it is a 24-hour town. The morning show is actually the night show for a lot of people in this town. They listen to us as they head home and getting ready for bed.
3. What is it about the "Mercedes In The Morning Show" that really makes it cut through?
I think it's a couple of things. First, we all genuinely like each other on the show. I think that is so important because I don't care how great you are at your job, if you don't get along with the people on your show, that tension always rears its ugly head. My partner, JC, is one of the greatest people I know. I have his back and I know he has my back. Listeners always tell me that they love that we genuinely care for each other and that they can hear it.
Secondly, you can't take yourself too seriously. We take our jobs VERY serious and we work hard to put the best product on the air, but we never take OURSELVES too seriously. We mess up, we make mistakes, we take turns being the butt of jokes ... in the end, we always have a smile on our face because we have the most incredible job ever. Listeners love to hear someone like them ... someone that is REAL. The greatest compliment that we can get is when someone tells us that they feel like we're family.
4. What do you view as the most important issue facing radio today?
I think the integration of social media is a pretty big issue. Sometimes we spend more time on what we put out on those mediums than working on the product we deliver on the air. Social media can be very valuable to your show if you use it in the right way but it can also work against you if that is where you channel all of your creativity.
5. How are you using social media to market your radio station and your show?
We use it to tease topics and giveaways, of course, but sometimes we use it to start topics a day or two ahead of the actual topic. For instance, I snapped myself dying my hair while having a glass of wine with the caption "What could go wrong?" People were calling the show the next day asking if my hair was ruined because I was "drinking and dying" on Snapchat. We had a hilarious discussion on what you should never do while drinking wine the next day.
We do have a rule that we need to post AT LEAST one Instagram photo a day, just to make sure we are still engaging with our listeners after 10am.
6. What are some of the features that you run on your show?
We have a great feature that is starting up again called "The Matchelor." It's a rip-off of "The Bachelor" where we find a match between a local celebrity and a listener. We do weekly competitions to win a date with "The Matchelor" like matching musical playlists, on the spot love letters, a group date, etc. This year, we switched it up and we got a local female celebrity to be "The Matchelorette." It is such a great feature because the audience gets to know the contestants and they help the contestant decide who stays and who goes.
We also do a weekly segment called "The Millennial Minute" where we have our Intern on to talk about the things that millennials are into or talking about. A lot of it we know already but it's so fun to hear a 21-year-old's perspective on things.
7. How do you prep yourself for your radio shift?
I know it's cliché, but my whole life is prep for the show. I am constantly on the lookout for topic ideas that pop up through my daily life. I'm always leaving myself voice memos about random things that happen during the day so we can possibly make a topic or bit out of it the next day. As far as actual prep, when I get home, I make notes on that day's show, look at what we did well and what could use some work.
Later on in the afternoon, I start prepping for the next day. I exchange ideas with some of my friends in other markets, go on the prep sites, look at some of the lifestyle sites. It takes me about 2-3 hours. In the morning, I spend another 2 hours prepping and meeting with my partner about that day's show and what we want to do.
8. How are you using new technologies in your personal life to listen to music, and what observations have you made about how today's listeners use technology?
I have a lot of friends on Facebook, Twitter, Instagram, and Snapchat that I don't even know in real life and I lurk ...I just poke around to find out what people are talking about. I love reading random music blogs to find new artists. I'll go to our PD and say, "Hey, this song is amazing! We should play it!" I'll ask him before he's even been approached by the record labels. It's so important to dig for this information and research instead of waiting for it to come to you. My rule of thumb is, if Ellen has it on her show we are late on it.
9. What is the most rewarding promotion you've ever been a part of?
Every year for September 11th, we go to different locations around Las Vegas and collect snacks to make care packages for our military. We call it "Munchies for the Military" and the whole community gets behind it. I think so many listeners were confused on how to observe 9/11 and this has really helped. Schools write letters that we put in the care packages and we stuff them with goodies that they can't get when they're deployed. It's amazing! I always break down and cry when these soldiers write to us, thanking us for thinking of them. It is incredible and so rewarding.
10. What advice would you give people new to the business?
Don't be lazy. You will stand out if you go the extra mile, I promise.
Bonus Questions
What do you do in your spare time?
Cross-fit and drink wine, but not at the same time.
Who is the most amazing talent you've worked with?
My current partner, JC Fernandez is incredible! He always has my back and he is so funny. I laugh every single day with him. I think he's so talented because he's not your typical "radio guy." Nothing against the typical radio guys, but JC brings a realness ... the guy that isn't perfect, makes mistakes, can laugh at himself, but is not afraid to put himself out there. He's the best.
Who do you consider your radio mentors?
Dave Shakes, Mike Marino, Tracy Johnson.
What's one thing that would surprise many people to learn about you?
That my two favorite artists are Ice Cube and Michael Buble'.
How do you stay in tune with your audience?
By hanging out with them, listening to their concerns and listening to what they care about. I have fun with them. I genuinely care about them. I am one of them.
Please tell us what radio talent really inspires you?
Eric Rowe from KRBE is a great friend and he inspires me to always give 100%. I also love Tommy Sablan and Laura Cain from KYXY. They are the same people on the air as they are off the air and that is what makes them stand out. I also think Jamie White from KALC opened a lot of doors for women taking the lead role on morning shows. I listened to her when I was younger and admired her for speaking her mind. Plus, I think she's hilarious.
What was the biggest gaffe you've made on air?
I was laughing so hard at something JC said on the air once that I hit my teeth on the microphone. They're still loose from that but I'm lucky I didn't knock them out!
What is the one truth that has held constant in your career?
Be kind. Don't take anything personally. Don't settle for the status quo. Be proactive. The truth will always come out.
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