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10 Questions with ... Sandra Foxx
September 8, 2009
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NAME:Sandra FoxxLAST WITH:KELO-FM, Sioux Falls, SDPHONE:(319) 330-2485EMAIL:sfoxx@sandrafoxx.com
Please begin by giving us a brief career history ...
I started my radio career in February of 2003 at KNIA-KRLS in Knoxville, IA. Eight months later I joined KOKZ (COOL 105.7 FM) in Waterloo, IA, as the night personality and eventually made my way over to Sioux City, IA, where I held the position of APD/Production Director/Imaging Director and afternoon host on a Country station, KKYY (Y101.3). They sold to our direct competitor and I was brought on board as the new Imaging Director and midday host on KSUX (Today's Best Country 105.7 FM). Soon after, in October of 2007, I was recruited to join Lite 92.5 KELO in Sioux Falls, SD as the new morning show co-host, producer, daily blogger, Imaging Director and Website Administrator. My upcoming marriage played a role in my departure from the show on June 3rd, 2009, which landed me "'on the beach" in Iowa City, IA. The Conclave honored me this year with the "Rockwell Scholarship Award," which fuels the passion for my 'road and radio tour!'
1) What do you do to maintain a positive mental attitude and stay motivated?
I remind myself that being "On The Beach" is a part of this largely sink-or-swim industry of radio and that it won't last forever. I was once told by Mike Kronforst that you are not a real radio personality until you've been fired at least three times. I continue to send packages, network and strive to move ahead. I am not the only person who's looking for work and it can be scary at times, but somehow it all works out in the end. I know I will eventually find another position. Receiving the Rockwell Scholarship Award at this year's Conclave also fueled my passions, and I can't thank them enough for honoring me.
2) How are you occupying your time, besides looking for a job?
When I left my previous morning show, I thought, "How am I ever going to get through a day without being busy busy busy?" I am used to being that busy-body! The,n of course, it dawned on me that my wedding is in Minneapolis this coming October, and the "freaking out because everything isn't done yet" phase has begun. How exciting! I have been concentrating on VO as well.
3) Do you plan on sticking with the radio industry?
My passion for radio, mixed with the drive to succeed, leaves me forever on the road and radio tour! I love what I do! If I ever have those bad days, I reflect on how overjoyed and fortunate I am to be in a largely sink-or-swim industry where I can scream out my passions, fears, loves and woes. (My father is still in shock that my gregarious personality and overwhelming desire to verbally express myself is something I actually get paid to do.)
My philosophy on radio is to pay it forward. I have been touched by how much a listener can impact my life, and I feel responsible for the entertainment and information I am providing on a daily basis. I realized that sometimes our show was the only source the listener was choosing for their information before they headed out for the day. That is a lot of responsibility.
4) What's the best way to get your foot in the door?
Let's face it, when starting out you have those stars in your eyes and are absolutely convinced of your exceptional talent ... that you will be different, that you will be whisked away into the loving arms of a major market with a morning show while being showered with compliments on your extreme uniqueness to this business. Remove such thoughts!
A man I greatly admire, my previous boss and friend, Tom Gjerdrum, has in his office this statement: "You are only as secure as your ability." Tweak those abilities and learn all that you can. This means you will be taking a job in a small town with an income of around $12,500 a year and virtually no days off. Relish in this. Soak it in and learn everything you possibly can, and love it! Small markets are usually looking for radio personalities and are fine with the fact that you have little to no experience. Start there, aircheck yourself (do not always count on the busy PD) and ask for help. This is where it begins. Start small. You will eventually get there with hard work, networking and skill.
5) What is the next job you'd like to obtain?
I am spoiled rotten with mornings now, and with all the wonderful creative control my previous boss allowed me, my taste has only sweetened for that to continue on to my next gig. Being able to wrap my fingers around promos, bits, interviews, features and spin them into a solid morning show was so fulfilling! Loving the production studio and producing was a blast, and I want it back! Although, let's face it, any shift would do! I have done them all and appreciate the opportunity to 'get back to it.'
6) With consolidation there are definitely fewer jobs. How do you separate yourself from the pack?
I emphasized this with a panel I spoke on at Brown College recently. Here it is: be multi-faceted! I cannot express that enough! It is not enough to be a good voice anymore. You need to be able to rock the production studio (being proficient in Adobe), write/produce promos/bits, have creative input, update the station's website and have creative ideas to add to the website. When you have a gig, ask to learn more even if your plate is full, and make sure the clients and listeners love you!
Be nice to people! Make them feel important, because they are! Make sure that if there are any rollbacks, you are the last person they consider. Why let loose someone who can do everything? This comes back to starting at a small radio station. I had to know everything, so I learned everything and begged for more.
7) Are you spending as much time listening to radio as you used to?
Of course! The only thing I wish for is the blind ear (it can't be deaf or I won't hear anything! Ha!) I think most people in this industry do not have the ability to listen to a break and not give their advice to the un-answering radio blaring back at them, or to give praise. "What a great break! I will have to remember how he/she did that!" or "Shut up! Stop talking! Now! Stop! Stop saying "UM!" I never ever heard those things when I was a normal 'non-radio' geek. It is actually quite fun!
8) What has been your biggest career accomplishment?
Landing my first radio gig! It was in Knoxville, IA. I would not be where I am with all the skills needed to move further in my career and loving with a great passion what I do, without that first door opening. I was terrified and almost did not take that leap into radio over five years ago. No money, small town, away from my comfort zone of friends and family and virtually no pay. If Karol Baumeister from Brown College had not pampered me and counseled me on the ways of radio beginnings and how this was my first shot, who knows what I would be doing.
Taking that first leap into the radio industry is my big accomplishment, because it was scary, hard, and without that leap, I would not be here. I do have to add that helping to raise over $118,000 for Children's Miracle Network through "Tom & Sandra's 32-Hour Radiothon for Kids" on KELO has left a sweet spot on my heart and the desire to continue charity work.
9) Having been through all you have dealt with in this biz, what advice would you give people trying to break in?
Take your first leap; your rewards will be plentiful! Do not get stuck on formats, either. If you don't love Country music, pretend that you do or learn to appreciate it and project that on the air. Learn everything that you can, knowing that the beginning of your career is a lot like getting your first credit card. You applied everywhere and everywhere wants you to have previous credit. "How do I get previous credit if no one gives me credit?" Then you thank Target for your first credit card and charge ahead! It's a rough beginning, but if you network, work hard and become that multi-faceted personality, the rewards you will see down the road will all be worth it. Besides, look at all the great stories you can tell your grandkids. 'When I was a kid, I worked for $12,000 a year! I had a rusted car! I had no cable! Now you kids are 'beaming everywhere' and flying around in your little automobiles."
10) Where do you see yourself in five years? Ten years?
That is the beauty of this industry, I don't know! I believe this: "It is not the strongest who survive, but those most adaptable to change." (This should be the motto for radio people.) I can go anywhere this road leads me and am excited myself, to see where I will be in five to 10 years! (And my fiancé backs me the entire way! I am so fortunate!)
Bonus Questions
Any books you can recommend to people who need something inspirational to read?
I absolutely love to read and am on the third book of the "Princess Trilog" books right now from author Jean Sasson. I have a really hard time with women's suffrage books, but we need to be educated with the world around us and other cultures. This is an inside look at the royal family in Saudi Arabia and the many trials and tribulations surrounding one particular princess who sees a future for women to be free in her country. My heart aches for the lives of women in Middle Eastern countries and the power of men to control them. You will cry.
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