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10 Questions with ... Drew Murrell
May 20, 2008
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NAME:Drew MurrellTITLE:Host, Nick and DrewSTATIONS:KTUX and syndicatedMARKET:Shreveport, LACOMPANY:Gap BroadcastingBORN:Port Arthur, TXRAISED:Longview, TX
BRIEF CAREER SYNOPSIS:
KYKX Longview,TX 94-96
KRVE Baton Rouge, LA 00-02
Nationally syndicated Murphy, Sam and Jodi Radio Network 02-present
KTUX, Nick and Drew 03-present1) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
I'm not sure any of them are in competition, just like we don't compete with iPods and CDs. There is plenty of room for everyone. The most successful in any of these mediums will be those who find more ways to connect. Look at how Apple evolves the iPod. First, there were iPods and downloads. They could have sat back and enjoyed the profit margins but they didn't. Instead they've continued to modify and improve their products so they remain relevant. Now your radio can tag the songs you like and your Ipod will remind you to buy them later. That mentality is exactly what terrestrial radio needs to adopt.
2) Where do you see the industry and yourself five years from now?
Hopefully we'll be the Nick and Drew syndicated radio network ... the only syndicated rock show that can deliver major-market entertainment and also promote your local events, promotions -- and even answer your request line.
This summer we're launching Nick and Drew into syndication. The show is free via barter for any daypart. Since we're not a big name yet, we decided to do the show for free to prove we can generate ratings success. All we want is a chance.
If you want to help us see ourselves in five years, e-mail us for more info at nickanddrew@hotmail.com or check us out at www.nickanddrew.com (shameless plug).
If that doesn't work out I'll continue as a licensed minister performing weddings. What started as a radio bit is now serious business where I get paid to perform weddings once a month. This way I can maintain my lifestyle of free food, booze and music.
3) What do you view as the most important issue facing radio today?
Relevance. Outside of morning drive, the personality is being fazed out. Without personality we are just an iPod with more interruptions. It is imperative to give the listener more. It doesn't matter if it is live and local or syndicated. If you relate to what the listener thinks and feels, you will form a connection. Funny, Tck stations that have strong personalities have great ratings and Rock jukeboxes struggle and die.
We've never been complimented on playing Rush or Velvet Revolver, but I've been complimented on segments we've done or comments we've made. That is where we connect and make an impact with our target demo.
4) What is the biggest change that you'd like to see happen in the business?
Quit micromanaging and focus on hiring the best. When you micromanage, your staff will not work harder, do more or attempt creativity. Instead they just do what they are told.
The best business quote I've ever stolen is, "Dumb people" hire people who are smarter than they are and "smart people" hire other smart people who disagree with them. Only when you have smart people asking questions instead of giving answers can we grow and develop as an industry.
5) What's your take on current music? Is it as good as six months ago, better, or about the same?
Music is about the same. The level of music is a state of mind. Has there been a fresh new sound in awhile? Not really. But is the current music bad ... no. I think the current state of music is just there. That being said, if I hear another Creed rip-off I'll probably slit my wrists with a Lady Bic.
It's funny that people say rock music is struggling, yet the concerts are still sold out. Could we be selling the music short?
6) Please describe the best or worst promotion you've ever been part of?
Aerosmithaoke at a Biker Bar. We went to this biker bar in the ghetto for a remote to give Aerosmith tickets away. These bikers had to sing Aerosmith karaoke to win the tickets. When the bar owner's lovely daughter said, "If you don't get people in here, you're gonna f***kin' die," we knew it was time to slide out the back and run for it.
7) Of all the skills you have gained through the years, is there an area you'd like to improve?
Networking. I'm bad at it and unfortunately it has probably cost me in my career. If you don't think it is who you know, then you either have pictures of your boss with a goat or you are sleeping with him/her.
8) How do you interact with your sales staff?
Being a voicetrack/WAN show typically means no interaction with anyone. We've always tried to be different. I think our PD, OM and Sales Manager will agree, ... we send in anything we think can improve our station, whether it is a promotion, client pitch or even a way to market to our demographic.
9) If you are voicetracking shifts or syndicating for stations outside of your market, how do you get familiar with that marketplace/community?
Read the local newspaper, check out the local TV news, and interact with our PDs to make sure we're providing relevant local content for our local breaks. These are important, but not really what connects with a market.
What connects and makes a show local is the common experience. Most males in our target audience share common likes/dislikes and hobbies. Do men hate chick flicks? Do men love sports? Do men feel like dating is similar to prostitution? If you are male and you said no, then you are reading this with your chick looking over your shoulder. That is how you connect, by talking about topics that relate to your audience.
10) As an air-talent, how has industry consolidation helped or hurt you? What effect has industry consolidation had on the way you program your station?
Hasn't really helped or hurt me at all. Being syndicated sadly means that we may take someone's job when we enter a market. That being said, if we don't do it then someone else will. Radio isn't the only business that is downsizing. You just have to the best you can and find your niche.
That was our thought behind Nick and Drew. By launching into syndication primarily as a nightly show, you can spend your money on a daypart that generates more revenue. It is not rocket science that nights on Rock stations don't sell very well and don't generate high ratings. With us you'll get the highest ratings you can get at night and save money you can invest in your PD, other talent, or on marketing your station. Also, we help create branding for your Rock station
Bonus Questions
How often do you aircheck your own shows? Is it mandatory that you run tape everyday? Also, can you honestly critique yourself?
We listen to the show daily. We have never been told to run tape, or shorten our bits or anything like that. Typically we are our worst critics. There is a high threshold for making sure we entertain and/or inform.
What gets you upset at work and how do you channel your anger?
People who pee on the seat of the toilet. We have a floor bathroom instead of individual office bathrooms, and the people who visit the sleazy personal injury lawyer down the hall are usually the culprits of a toilet seat and surrounding floor. I guess their neck and back hurt too bad to aim.
We've had numerous discussions about proper bathroom etiquette. Which urinal do you use if there are several and one is being used? We talked about it and then put frame by frame how to drawings at www.nickanddrew.com.
What do you do in your spare time?
Hang out with my wife, scuba dive, sleep and act as my nine-year-old daughter's personal assistant. Hopefully she'll be famous one day and I can live off rich kid's money!
What do you like best about working in this format?
The freedom to be creative. We took a mutual hatred for chick flicks and turned it into a weekly segment where we give the endings of chick flicks. Our listener tells his chick he heard the ending to Made of Honor on Nick and Drew, and ruins the movie. I promise, when you know the ending to that movie, it is officially ruined!
What is your biggest challenge working at this station?
I've been hear awhile, so it is complacency. There is a tendency to take a day off from thinking and creating because you've deserved it or you've put in so much time previously that you've earned the right.
We've tried to set goals for success so that when we achieve one goal, we have to move on to the next. Nick and Drew has one several awards, so what, what can we do today.
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