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10 Questions with ... Natalie Randall Rush
March 29, 2021
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BRIEF CAREER SYNOPSIS:
A radio internship that started at the age of 16 led me to my first on air position at WFBC-FM in Greenville/Spartanburg SC. Nights at WBQB-FM Fredericksburg, VA and morning show co-host KIZS-FM Tulsa, OK followed before returning to do middays at WFBC in the early 2000s. During almost 8 years there, I discovered my drive to become a programmer and took my first PD chair at WMGI-FM in Terre Haute, IN. After 5 years, made the move to KSPW-FM in Springfield, MO before heading a little north to Kansas City in 2016 where I became PD at KCKC-FM in July 2018.
1. How has navigating the pandemic made you a better programmer?
It’s made all of us re-think how to do everything. In our case, we never shut down completely. We kept coming in live to do our shows with staggered schedules and cleaning protocols. It reinforced the importance of being live, local and present for our listeners. In addition, it forced us to get creative because all our planned promotions had to be put on a shelf since they involved trip giveaways, tickets to events, etc. At times, I think we all rely on big promotions or giveaways to give us content, but the bells and whistles were removed so it encouraged me to go back to the basics of programming. It made me pay closer attention to the sound of the station and how we were connecting to our listeners on a local level. We’ve had so many listeners reach out over the last year and thank us for being the calm in their storm during this pandemic, while also keeping them informed.
2. What led you to a career in radio?
A few of my friends and I were giggling teenage girls who would call the request line during sleepovers. I loved talking to the DJs and seeing if I could get my song played or hear myself on air. One of those calls happened when the station’s PD was on air. He said I had a great voice and asked if I’d be interested in applying for an internship. I didn’t think they would actually accept me since I was only 16. However, it was the late 90s when the industry was still accepting all the free labor it could get. I was accepted and started the spring of my junior year. By the time I graduated high school, I was part-time on air and had decided to forego college to see if I could make radio my career. Snagged my first full time position before I was 20 and I was off to the races.
3. How would you describe your first radio gig?
While my internships with two different clusters weren’t paid or even gave me high school credit, I still consider that time as my first gig in radio. It was quickly clear to me that I enjoyed the sense of community I found being part of the station, both in the studio and out on the streets; all while being surrounded by music which is a huge passion of mine. It was in the days of the industry when staffs included a large amount of varied, funny, entertaining personalities whom I found inspiring and encouraging. I was also lucky to be surrounded by people willing to teach me. I almost feel like my first radio gig was my college of life.
4. You also do afternoons--what have you learned during the past year of COVID that’s made you a better performer?
There is a sense that we’ve all gone through this trauma together and it’s bonded me to our listeners on a much deeper level. This has allowed me to be more vulnerable on the air as well. I lost my father in May 2020. I talked about that loss and shared some of my process of grieving on air. The response I received from listeners was overwhelming. I’ve also talked a lot about the struggle of being a single mom working full time while trying to help my 15 year old son learn from home, which is a shared experience with so many of our parent listeners. This year has taught me not to just put a smile on my face when cracking the mic. It has forced to me to be a more authentic and open personality. I’m thankful for that!
5. How does the morning show set the table for the rest of the broadcast day?
We are very much a music station and we strive to be very local--I mean we’re called KC after all. For those reasons, I love having Jen Johnson helm our morning drive slot with the help of her producer, Joey. Jen has been in this market for a long time so I’m very lucky to have mornings in the hands of someone who know this place and its people so well. Jen also has an innate ability to know how much to talk. She’s funny, she’s informative, she’s relatable, she’s creative, and she’s knowledgeable about the music… ALL while not talking too much!! She is the absolute best person to start the station off on the right path every weekday.
6. What sorts of social media tools helps keep you connected to the audience these days?
We use the most obvious of course… Facebook, Instagram, and Twitter. While our Instagram followers/engagement has recently shot up, overall, we still find Facebook is our most successful social tool".
7. What are your favorite showprep sources?
I don’t use any prep services anymore. I just use social media, google and my everyday life as inspiration on what to talk about.
8. “Local local local” has always been radio’s mantra. How do you keep your station visible and involved in the community in these times?
It’s definitely not been easy to be out. But once we had safety protocols in place, we were the only radio cluster in the market still offering remotes as long as they were outside and everyone was masked with social distancing rules. Our Integrated Sales Manager, Cherie Ramirez, was able to also convert many of our events into virtual events to keep us out in front of the public but behind the screen.
9. What was your favorite station to listen to when you were a kid? Jock(s)?
Don’t know if I should admit this, but don’t really remember listening to radio as kid. However, once in my teens, I loved the now defunct 103X, B93.7 and all their DJs in Greenville, SC. This was around 1995 and it was because of that love that I started calling to request songs and I was officially bitten by the radio bug.
10. Who were your mentors? Who would you say has influenced your career the most?
The 3 most influential people in my career have been J. Love, Rob Wagman and Nikki Nite; whom I met during my two different stints at WFBC.
J. let a precocious 16 year old bug him every night by calling in. Then he agreed to let me come in to produce his show and help me convince the PD to be me on air. That PD, Rob, saw something in me and took the risk of throwing me on a mic in the middle of the night. He also encouraged me to follow my dreams right out of high school and he helped me get my first full-time gig. Nikki was the one who brought me back home to Greenville to really hone my skills. She showed me a woman could be an amazing programmer and encouraged me to take the same path. I’m blessed to still have them all in my life. I know I can call them anytime for guidance and advice.
Bonus Questions
With the T-Mobile Center at your disposal and an unlimited budget, which 3-5 acts would you pull together for a Welcome Back Post-COVID KC102.1 bash?
P!nk; Bruno Mars; Adele; Justin Timberlake; Maroon 5… dream big right???
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