10 Questions with ... Steve Alex

NAME:Steve Alex TITLE:PD STATION:KBIU (AC) & KKGB (Rock) MARKET:Lake Charles, LA COMPANY:Cumulus BORN:New Orleans RAISED:TEXAS...Got there as fast as I could!!!!

1) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?

Frustrated Musician. R. Steven Hicks.

2) What do you view as the most important issue facing radio today?

Lack of talent. By that I mean there are many people who want to be radio stars, but are not willing to put in the work needed to attain that position. Remember, this a craft not an art. It can be TAUGHT and you will get better...just listen to old air checks of yourself!!!

3) How do you stay in touch with the latest music trends?

Listen to Women...Gut instinct.

4) How have music file sharing services, affected the way you program to your audience?

Radio to me has become less relevant...I believe PASSIONATE, CREATIVE people can make it RELEVANT again.

5) How is the relationship between programmer and record label changing? For better or worse?

Corporate radio appears to have relegated local PD's to nothing more than "facilitators." Conversely, record companies do not feel the need to service them. But I have a secret... "Boots on the Ground." Call me and I will show you what I'm talking about!!!

6) What format does not exist that should? Would it work?

That's what I'm talking about! Why do we need more? An old radio axiom..."Less is MORE"

7) What was the biggest gaffe you've made on air? (dead air ... forget a mic was still on ... etc.)

We can't talk about that...the statute of limitations has not expired!!

8) What was the first song or full-length release you purchased?

"Meet the Beatles" (I still have it)

9) What is the biggest change that you'd like to see happen in the business?

Getting back to basics..."keep it stupid simple."

10) What is the one truth that has held constant throughout your career?

Talk to your audience, not at them. And be relatable. It sounds simple, but listen to most radio!!!

1) How did you get your on-air name?

I was born with it. Funny story though, many years ago when I was working for R. Steven Hicks, some Willie Nelson tickets and money came up missing. The staff (all 50-75 of us) were required to undergo a voice stress analyzer test (the perpetrator was never found). Many years later, R. Steven told me everybody passed the test EXCEPT me...when I was asked if my name was Steve Alex it said I was lying...go figure!!!

2) What is your favorite TV Commercial? Radio Commercial?

Budweiser's "Here's to you Mr.??? Man. very funny and creative

3) In your opinion, what is the greatest song ever that never made it as a hit?

Thin Lizzy, "Romeo and Juliet"

4) Favorite artist you have met?

Ted Nugent!!!