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10 Questions with ... Mat Mitchell
May 3, 2021
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BRIEF CAREER SYNOPSIS:
I got my start during high school in my hometown of Wichita, Kansas at Oldies KQAM, and Classic Hits KEYN. I attended Kansas State University and spent time at Top40 KJCK/Junction City, KS and Country KXBZ/Manhattan, KS. After graduating a Wildcat, I moved to nights at KMXV/Kansas City, afternoons at WYOK/Mobile, PM Drive at WXSS/Milwaukee, back to my hometown to host mornings at Top 40 KZCH, followed by afternoons at KRBE/Houston, and a 7 year run programming Top 40 KZZP, Adult Hits KYOT, and Hot AC KMXP in Phoenix.
1. You’re coming up on your first anniversary at KS95. What were some of the things that you learned quickly as you were settling in?
Starting a new role in the middle of a pandemic would be a first, and unlike any experience in my career. I spent the first eight weeks in virtual conference meetings getting to know a portion of staff that I would not meet in person for months.
I also learned very quickly how much KS95 means to the brand team, the Hubbard family, and the community. As 2020 was ending, I experienced my first KS95 For KIDS Radiothon which raised over $636,000 for Gillette Children’s Heathcare and Children’s Cancer Research Fund. In April 2021, KS95 received the NAB Crystal Award for its year round contribution to community service. Both of those proud moments are such powerful examples of KS95’s legacy.
2. Over the years the station has consistently been at or close to the top of the ratings. How is a programmer still able to put her or his stamp on a radio station in 2021?
I think your brand has to have a “soul”. Understand the needs of your community, engage your biggest fans and never lose focus on creating new fans. Be resourceful and celebrate what your brand team does very well. If you were to remove the music from your brand, ask yourself what you really have? I’m not surprised to see the Spoken Word formats and podcast/on-demand audio thrive during the pandemic. People are social creatures and crave companionship, and I think programmers have an abundant amount of opportunity to reintroduce their brand, be unique, and solidify a bond as we continue progression through the pandemic.
3. During the depths of the pandemic were you and the jocks all able to be in the station or were there folks doing their shows from off-site? Is that still the case?
The on-air talent and I are fortunate to have multiple studio spaces to safely distance, and that practice is still in place. We are carefully reintroducing additional team members back into the workplace.
4. How do Crisco, Dez & Ryan set the table for the rest of the station’s broadcast day?
With chemistry. You can’t fake or manufacture chemistry, and during my early encounters with Crisco, Dez, and Ryan it was clear how much these three care for each other, and truly enjoy doing the show each morning. Ryan is the best I’ve witnessed at keeping the conversation going, while Crisco’s humor and Dez’s beloved story of “single gal to wife and mom” complete the chemistry that creates loyal binge listening habits.
5. You’ve also got a high profile afternoon show with Staci & Hutch. It’s almost like having 2 morning shows. What are some of the things that make them and their show special?
Rather than playing 15 songs an hour with 8 talk breaks over song intros, Staci and Hutch play up to 8 songs with at least 15 minutes of content per hour.
A huge credit to Moon & Staci for establishing and cultivating a new landscape for the personality-driven + music format at KS95 on the ride home in this market, and I think the dynamic between Staci & Hutch keeps the tradition of personality-driven radio in PM Drive thriving.
Find compelling talent with something to say, and let them say it. That’s Staci & Hutch.
6. How did the air staff navigate the George Floyd trail?
I was about to begin another virtual conference call when Hutch came to my office stating, ‘Mat, verdict incoming.’ Radio is immediate - which means we shifted content to simulcast the audio of the verdict from our TV partner KSTP, and had their anchor team join us live on the air in studio to discuss the facts.
I’m acutely aware our fans come to KS95 for Fun, our personalities, and music. Our fans also come to us for connection to the community, and you cannot ignore what’s happening in your neighborhood, including this moment in history.
7. What led you to a career in radio?
My dad was in radio when I was growing up. I was voicing commercials age 3 with dad, my first backstage meet and greet was Bob Seger & The Silver Bullet Band and our first “family concert” was the Van Halen 1984 tour.
8. “Local, Local, Local” has long been radio’s mantra. How do you keep your station visible and involved in the community these days?
There’s a frame in my office the states Hubbard’s guiding principles, and one of them is Community: “We use our media tools to motivate involvement and improvement in our communities.”
All of the KS95 on-air talent live and work in the Twin Cities area. KS95 does not run any syndication shows during the week or weekends. When I started talking to Dan Seeman and Greg Strassell about this job, I told them I didn’t think jobs like this existed anymore. What I mean by that is a company culture that truly lets programmers/brand/content directors do their job and focus on their local community.
The support from Ginny Morris, Dave Bestler, Dan and Greg is incredible and it makes working day to day on the KS95 brand an honor.
9. What was your favorite station to listen to when you were a kid? Jock(s)?
I grew up on Top 40 KEYN, Top 40 KKRD, and R&B KBUZ, all in Wichita, Kansas. My favorite jocks were Tim Peters, Dan Holiday, Dancin’ Don Hall, Rhymin’ Lyman James, J.J. Jefferies, and The “night weasel” Chris Scot. I was the kid that would wait for the perfect fade in the song on the radio, before hitting play + record on the cassette deck to record my favorite songs on the radio.
10. Who were your mentors? Who would you say has influenced your career the most?
I’m forever a student of radio, and my mentors are all the industry’s best teachers who I’m blessed to have worked with. Rick Gannon, Lyman James, Hoss Michaels, Jon Zellner, Dylan Sprague, Jan Jefferies, Brian Kelly, PJ Kling, Leslie Whittle, Guy Zapoleon.
The person who influenced my career the most is my dad, Ken Clifford. Dad was an air talent at the legendary KLEO in Wichita, and he went on to sales and management in Radio and Television. I owe my start in radio to him.
Bonus Questions
With the Xcel Energy Center at your disposal and an unlimited budget, which 3-5 acts would you pull together for a KS95 Welcome Back show?
Adele, Maroon5, and Justin Bieber would be a good welcome back!
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