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10 Questions with ... Dave Jackson
July 18, 2022
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1. How would you describe your first radio gig?
I jumped into radio back in the late 90’s at WFBC-FM as a Mixer, but then found myself producing imaging along with other radio-related weirdness. Nikki Nite was the PD and provided a ton of direction and guidance! Tias Schuster and Pancho walked me through a lot of the on-air side of radio. I found myself in the room with a lot of big, strange personalities. I’m not using the word “personality” in the way we use it in radio. I’m talking about the actual personality of the personality. It was a whirlwind of confusion, excitement, fear, and sadness. ‘Why sadness, you ask?’ The “magic” of radio had been lost. I found out features and calls were fake. Planned. All of it. My innocence was lost that day.
2. What led you to a career in radio?
I was DJing in a dance club when late one evening. I saw the B93.7 van pull up into the parking lot. Out jumped a strapping young fellow by the name of “Some Guy Named Tias.” It was my first radio experience, period. A club remote. Tias introduced himself in the DJ booth and 67 shots later, the rest is history.
3. You’ve been at the helm at Magic for 8 years now and a lot of history in the Greenville market. What have some of the highlights been for you so far?
Having been here most of my life, the highlights are 100% the people I’ve met along the way. I’ve met life-long friends that have come and gone, but I still keep in touch as often as I can. Greenville is an absolutely gorgeous city with a lot to brag about, but it’s the people who make Greenville as great as it is. The list is FAR too long to name everyone, but I’ve really enjoyed the time I’ve spent with coworkers and acquaintances from all aspects of the business. Radio, records, sales, clients, all of it.
4. How did navigating the pandemic make you a better programmer?
I can’t say that the pandemic necessarily made me ‘better,’ but it did force a lot of us to reinvent ourselves. We were forced to embrace a digital age that arrived five years earlier than expected. I believe remote work has made all of us better in some respects. Jocks, in a lot of cases, sound happier on air. It has allowed us to have a better quality of life in a business that is more demanding than ever before. EVERYONE is short-staffed and everyone now has 11 jobs. Radio today can certainly have a way of draining you quickly, so having a speck of freedom during the work week takes a bit of the stress away. Reinvention has been a tough, but necessary process. Has it made anyone better? Questionable. Has it required us to rethink how we operate? Absolutely! Time (and data) will tell if we’re ‘better’ or not. Since the pandemic, I do believe the evidence is stronger now, more than ever, to embrace live and local radio. However, that’s a whole article in itself.
5. No two AC stations seem to sound the same or do it the same in 2022. How do you know when a “current” is ready for Magic?
I’m a strong believer in looking beyond callout and research in 2022. It’s scary to say that in some rooms. People look at you sideways. However, callout and research are two of the many tools in your box now (if you’re lucky enough to have one or both). It’s probably the most useful tool in your belt, but it’s certainly not the only one. I believe there’s enough local data available to make informed, good decisions. When you find the right song, the stars align in your data. Now that we’re sharing so much of our audience with various streaming services and other methods of on-demand listening, it’s important to dive deeper and see what our listeners are actually listening to.
6. How does the Murphy, Sam & Jodi morning show set the table for the rest of the station’s broadcast day?
MSJ are some of my favorite people. If you’ve never had a chance to chat with them, do yourself a favor and introduce yourself. They’re genuine, caring, real people. They have a fun, informative, funny, family-friendly show, which sets the mood for the rest of the day. Being in the Bible-Belt, it’s important for Magic to be a fun, safe, family-friendly station and our staff does an incredible job doing just that. From life-hacks to trending news, MSJ covers it all. It’s like Pinterest on your radio.
7. Does ‘SupaDave’ ever get a chance to crack the mic these days?
The short answer is absolutely not. It’s probably better to keep that guy locked in an office somewhere working on spreadsheets. The personalities on Magic are lightyears ahead of that “SupaDave” guy. Let the pros handle it.
8. What is the one truth that has held constant throughout your career?
If you get overly optimistic about your ratings, prepare to get screwed.
Print this on a giant billboard and hang it outside my window. It’s the only constant I’ve experienced in radio. Everything else is fluid.
9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?
I wasn’t a typical radio listener. I didn’t enjoy the people that talked between songs. I have been a Mixer/DJ since 6th grade. I was the guy DJing all of the school dances or working the local skating rink. The person who truly brought me into music was a jock on Kiss 102 in Charlotte by the name of Sly Douglas. I recorded the show every weekend and tried to replicate the mixes myself. That was my true introduction to music and radio as a kid.
As far as personalities, (if my vodka-induced ailing memory serves), I believe Rick and Kevin were the morning hosts. I listened to them every morning on the way to school on Kiss 102.
10. Who were your mentors? Who would you say has influenced your career the most?
Oh man. This is a tough one because I’ve been influenced by SO many people along the way. Even people who spent very little tie with me taught a few lessons.
Tias Schuster brought me into this mess. Rob Wagman was an invaluable mentor and friend along the way (still is). Steve Sinicropi took me to the next level beyond programming. He still guides me to this day regarding everything from the proper way to prepare Italian food to selling digital ads to clients who don’t even know they need it. There are so many other that deserve to be mentioned, including Mike Donovan, Steve Crumbley, Nikki Nite and the late Steve Smith.
Bonus Questions
If someone were visiting the market for the first time, what are some of the things that you would make sure that they experienced?
The FOOD!!! Greenville is a foodie city with a plethora of restaurants and breweries (every 11 feet). TRY IT ALL, and listen to Magic 98.9 while you stuff your face! Plenty of long hiking and biking trails and other natural wonders to experience. Beautiful mountains, lakes, rivers, trails to see.
Pro Tip: If you’re here for the first time, Main Street Downtown is a must-see.
Having spent most of my life here, I could provide a month-long itinerary of secret places to see waterfalls, hike, bike, dine, or relax.
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