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10 Questions with ... Marv Willard
November 7, 2006
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NAME:Marv WillardTITLE:PD/OwnerCOMPANY:Ultra Mix RadioBORN:October 1, 1978 in Charleston, WVRAISED:South Charleston, WV
Please outline your radio career so far:
WKTK/Gainesville, FL 2003, Ultra Mix Radio 2003-present.
1) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
I used to make my own mixes and broadcast them to the garage outside with little promos in between every couple songs. All the songs would be cross-faded and volume leveled, so my friends would be like, "I wish this was on the radio!!" We would shoot pool to it for hours. My dad bought a pizza place and he let me play what would turn out to be Ultra Mix Radio in it. It gave me a sense of contentment just knowing the local teens and families we're hearing all the hits. That is when I realized.
2) How do you position the station musically and why did you choose this direction?
I just try to play all the best POP music out there. I grew up listening to Casey Casem counting down those hits every week, so I try to keep my vision on POP music.
3) How do you stay in touch with the latest music trends?
Well, being a music fan first makes it easy to see what is big on Rock radio, Top 40 radio, etc. I look at the Mediabase charts daily and pay close attention to I-Tunes sales. I listen to what listeners say.
4) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
My listeners write me all the time and tell me that my station is the best they have ever heard, and a lot of the companies listen faithfully 7-9 hours daily. I believe what sets Ultra Mix apart from just another MIX station is the passion. From the promos, down to the perfect mix of tempo, mood, 80s, 90s, to new hits ratio. I have even had people from FM stations ask me how I fit everything in a workday. Ultra Mix is as modern as it is retro without ever sounding dated or stale, but always adding new music. I think the Hot AC format is a million times better than Top 40 because Hot AC actually plays POP/ROCK music. So when I add songs, I listen to the song and trust my gut on what I've always thought Pop music is and the audience reacts. Radio should be exciting like that. I hate when people say things like Poison will never have another hit. I say if Poison writes a strong Pop/Rock song, I'll play the heck out of it!! Good songs never go out of style. My goal is to keep a place for people who just love traditional Pop music, whether it be Pop, Rock, Crossover Country, or R&B, and to keep Ultra Mix growing so I can help the artists that don't get the promotion they deserve!!
5) Just about every market has a station flipping to "Jack," "Bob," "Max," or "Movin' Rhythmic Hot AC. What are your thoughts on these new formats? Will they go the distance?
I like the idea behind Jack, but it is not gonna solve the Top 40 problems. Hot AC seems to be evolving, so between those two, the older demo has some options.
6) What is the biggest change that you'd like to see happen in the business?
Take more chances on talented new artists and help break them.
7) What is your favorite radio station outside of the market and why?
KSTZ/Des Moines, IA. Jim takes chances on hits he believes in, and that are too good to not see light of day! He was playing "Streetcorner Symphony" by Rob Thomas & "Landing In London" by 3 Doors Down before anyone!!! That's radio!
8) What are your three favorite artists or songs of this year?
Rob Thomas "Streetcorner Symphony", Nickelback "Far Away", Bryan Adams "Never Let Go."
9) Who would be your dream guest on the show?
Casey Casem.
10) What is the one truth that has held constant throughout your career?
Keep the passion, keep the listeners!
Bonus Questions
1) What is your favorite TV show?
Everybody Loves Raymond
2) Favorite artist you have met?
Bret Michaels
3) What do you read in the bathroom?
Joel Whitburn's "Book Of Top 40 hits" LOL!!
4) What do you enjoy most about music scheduling?
When I get a good mix, I can't wait to listen to it myself. LOL! that's when I know it's gonna be a good day!!!
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