10 Questions with ... Melissa Chase

BRIEF CAREER SYNOPSIS:

• WRVQ/Richmond, VA (1999-2009)
• WKCI and WAZR/Harrisonburg, VA
• KISS XM-21
• WURV/Richmond, VA (Present)

1) Who do you consider your radio mentors?

I feel like I was a little sister to everyone who helped me on my path along the way. Lisa McKay got me my first break into the biz at WRVQ as an intern. Bill Cahill hired me for my first full time job (where I could actually convince my parents that I was bringing home more than just CDs and concert tickets for working). Working with Boomer at WRVQ was the real reason why I wanted to be a programmer "when I grew up" and the uber team of Fisher, Bob Willoughby, Steve Hunter have been my guides here at Cox Radio.

2) What career path would you be following had it not been for this industry?

I originally went to college to study sign language and become a teacher for deaf children. I think it's good that I changed to radio because unfortunately, I don't meet a lot of deaf listeners.

3) What do you like best about working in this format?

It's pure nostalgia. You'll hear bands like Sneaker Pimps, Cake, or even old skool U2. it's a reminder of how much great music there was back in the day that got left behind after Y2K hit. How can you forget the music that was in your first CD collection? It's like Classic music from those of us who still secretly lust for our Doc Martens and flannel shirts.

4) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

I know everyone thinks their market is unique, but Richmond really is its own little world. It is actually divided into the "from here's" and the "come here's." We actually built "The New 103.7 The River" around the fact that Richmond is so different even just musically, with local artists like Dave Matthews and Jason Mraz as our influence.

5) How do you position the station musically? How would you describe the imaging on your station?

The River is a new hybrid. It's technically a Hot AC, but it's really for 30-40 year-olds who are too hip for AC and still love Alternative Rock from the 90s and 2000's.

The imaging is simple and hip. No cheesy sound effects or goofiness. We use Ann DeWig and Judge Corbett for our voice-overs because of their slightly edgy attitude, which reflects the feel of our music and who we are.

6) What type of features do you run on the station?

We don't have a lot of features. Our focus is really on the music. We also respect the artists by never talking over the music.

7) What's been your biggest disappointment in Radio today?

The Performance Tax Bill - Artists gain exposure and have thriving careers from radio airplay. The idea that radio should find even more money to pay for their songs is ridiculous.

8) Your thoughts on Syndication and Voice-Tracking?

It's like the mafia. If you're in it, you feel like it's awesome. I was tracking four stations at one point and thought it was the coolest thing ever. But now that I get to focus on my new station I am a firm believer that we have a much better product than our competitors because we are live and local.

9) Most of us have known or even worked for a "colorful" owner/GM/air talent. Care to share a story? (The names can be changed to protect the innocent).

I once had a music director who... well, let's say he had a very different opinion of what good Top 40 music was." After Beyonce left Destiny's Child, we had a rep come in to work her first solo project. While we were listening to Beyonce sing, my MD rolled his eyes and said "Ugh! We're never going to play this crap! She sounds like a black girl trying to sound white. Beyonce will never make it with a solo career."

10) Do you have any music scheduling tricks you've learned that you wish to share?

Don't hit F10!!!

1) How did you get your on-air name?

When I was an intern, I went to a station party and there was some drunk dude there who kept telling me I looked like Chase Meridian (Nicole Kidman's character in Batman). He kept yelling "Melissa Chase Meridian!!" all night, and eventually part of it stuck.

2) What's the best liner you've ever heard?

"A face without freckles is like a night without stars." Oh, did you mean radio liner?

3) What was the biggest gaffe you've made on air?

When I was first doing overnights, I was waaay short on music and the PD and MD were both out of town. I didn't want to bother them so I just kept moving songs to the previous hour to fill the time and ended up with about 45 minutes of no music at the end of my shift. So I just decided to add my own songs. The music was totally not even close to our usual format. I am mortified to think about it now (especially since I spend hours meticulously choosing each song when doing logs). But at the time I thought I was being so creative in making a "special" music hour.

4) What's one thing that would surprise many people to learn about you?

I'm a huge Grateful Dead fan and change my license plate to a new Dead song every year! it's currently "SUGRMAG" for "Sugar Magnolia."

5) What did you want to be when you were growing up?

I love that you think I'm a grown-up!