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10 Questions with ... Skip Isley
November 9, 2009
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BRIEF CAREER SYNOPSIS:
I spent 18 years in radio programming WWTR/Ocean City, MD; WMRQ/Hartford, CT; and KPEK/Albuquerque to name a few. Since coming to the "dark side" I have spent time at S.I.N., AIR, and CO5. This year I began working for myself...helping out the majors with key projects and quarterbacking Independent projects for smaller labels, artists and managers.
1) What led you to a career in the music business?
As a kid I would lie in bed at night listening to my transmitter radio given to me by my parents and I was fascinated by how far away the stations were and what they had to say. I listened to a lot of Top 40 and a lot of baseball. I didn't know it was a career, but I knew I wanted to be a part of it somehow.
2) What's been the most significant change in the business since you've been in it?
There have been so many changes in our industry, but the technology changes have been huge. I know voice-tracking gets a bad rap, but if done correctly it frees you up to be more productive. In this economy, small market radio wouldn't survive without it.
On the record side of things, to be able to talk to a programmer on the phone and E-mail him an MP3 while you're on the phone or having them go to YouTube and watch the artist's video is huge as well!
3) What is the first artist you ever worked to radio and what are you working now? What's the difference between the two?
The first record I was hired on was a band called Rubyhorse with a song called "Sparkle. Erik Olesen gets props for that, and I LOVED the song, and still do. I'm working a lot of things right now, but I'm really excited about the Alison Iraheta track. It's fresh and relevant and it may make a difference that she was on a little show called American Idol.
4) What are your thoughts on the current methods of research use by radio today?
It's very hard to research passion. It's also very hard to research NOW. By the time the masses catch on, your trend-setters may have moved on. It's a tool only, you should not base decisions on it. Not to mention, hardly anyone is doing research anymore because no one can afford it. Don't let your research be the chart!
5) What's the longest road trip you've ever been on, and where did it take you?
I did 18 days straight with Speech (Arrested Development). He is the most inspirational person I've ever been around and it was really a blessing to be with him that long. We had a great time, but I would never go for that long again. We covered over 5000 miles and saw 36 radio stations in the South and Southeast.
6) How do you stay in tune with today's music audience and consumer trends?
The Hype Machine, Lastfm, and tracking down songs I hear on commercials and TV shows for my own Web site www.whatisthatsong.net.
7) What can radio and record companies be doing with their radio station web sites to drive more music fans to these sites?
I think record companies could do a better job in partnering with radio in breaking new artists through their web sites. Radio needs the revenue and they have pretty active web sites and could help transition these acts over to the airwaves with creative promotions and marketing.
8) What do you feel is the most valuable research tool that radio should be paying more attention to?
In this economy? SALES! When people spend money, it matters! Look at what they are buying on iTunes and concert ticket sales. Follow the money trail. The Internet is your friend. Never in history has it been so easy to see what your audience likes and wants. Don't be afraid to try new things. If a band has 500,000 friends, there's a reason. You can't say you look at this stuff and then ignore what it has to say.
9) What do you feel is the most important issue facing record labels in the current business environment?
With the radio to sales correlation shrinking each year, how will record companies best target their marketing and promotion efforts to reach the most people they can afford? Unfortunately NOTHING will ever replace radio's power or significance to sales in the future. It will be replaced by hundreds of things, but who can afford to market to all of them?
10) What is the one truth that has held constant throughout your career?
You are really selling yourself in everything you do. If you are in radio, you sell yourself to your listeners, your fellow employees, and your bosses. In records, you sell yourself to radio, to managers, to labels, and to the artists. If people like you, believe you, trust you and can count on you....you'll do just fine.
Bonus Questions
1) What do you do in your spare time?
I update my website www.whatisthatsong.net, and I also follow The New York Yankees, and The New York Giants.
2) What was your favorite station to listen to when you were a kid?
WTRY in Albany, NY. They had great jocks, they were locally programmed, and they had their own countdown show which consistently featured songs I wasn't hearing on American Top 40.
3) What ringtone do you have on your cell?
I make my own so I know who's calling, but my main one is a song called 'Spread Your Love" by Black Rebel Motorcycle Club. I like the song, but mostly it has a loud intro.
4) Name a record person, not on your label, that you really admire?
Lee Leipsner is a machine! I don't think anyone works as hard as he does. People love to talk about the old school promo men of yester-year. Lee would have fit in easily.
5) Do you have a great road story you'd like to share?
I have an amazing story that involves Kiefer Sutherland, but I can't share it.
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