10 Questions with ... Cheryl Valentine

NAME:Cheryl Valentine TITLES:good one -- how about Radio Promotions COMPANY:ILG/East West/Asylum/Warner Music Group MARKET:National Promotion based out of NYC BORN:Dayton RAISED:Dayton

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

I may have actually followed my parents' advice on a career in advertising because it still marries art with commerce. I wanted to be an architect when I was 9 but then decided that even though I was good at math, I didn't really like it. Usually math geeks aren't very cool either. That's why I purposely flunked that placement test.

2) Where do you see the industry and yourself five years from now?

This is where it gets exciting! After some of these stations totally implode and others are bought by smaller radio groups, I believe that new music and localized programming will become increasingly more prominent. It's probably going to get worse before it gets better, but I believe it will all shake out within the next couple of years. I'm sure it will be too much to ask that with this change comes radio seeking innovative artists instead of this straight up the middle comfortable rock crap that Active Rock keeps embracing. Hey, a gal can dream, right?

3) How is the relationship between programmer and record label changing? For better or worse?

Overall it's way better. It has a lot more to do with the music, which is refreshing. However, there are some programmers and consultants who believe label relationships are unnecessary. I don't think they realize how much easier people like me can make their jobs if we're utilized in the process. Great promotion people have uncanny talents like being able to tell you when you don't have a chance in hell of an artist playing your show instead of stringing you along. They can also act as a liaison and buffer to management and agents who have less than a bedside manner. At the end of the day, we want to expose our artists and keep the relationships between the artists and radio comfy cozy. That takes finesse.

4) What do you view as the most important issue facing radio today?

How to stay relevant and how to get the Internet folks back.

5) What is the biggest change that you'd like to see happen in the business?

I would like folks to grow a pair of balls. And it would be excellent if everyone in it actually loved music. That would be hot.

6) What's the best concert you've been to so far this year and why?

SLAYER! Dude! They were tighter than a nun's... you get the drift. They brought the rock and left you a quivering mess at the end just as you should be.

7) Tell us what music we would find on your car or home CD player (or turntable) right now, and what is it you enjoy about that particular selection?

My Chemical Romance "The Black Parade" ("we give you blood, blood, gallons of the stuff...") because of the great lyrics, exceptional creativity, beautiful playing and the uniforms. Lamb of God "Sacrament" because it literally scares the fucking shit outta me. Peeping Tom because any time Mike Patton is really singing, I get all giddy. Sevendust's "Alpha" because they are hungry, pissed and SO back in action. I'm also growing increasingly addicted to the new Fair to Midland album. Dave Downey's really got something there.

8) Please describe the best or worst promotion you've ever been part of.

I was not involved with these particular artists when these promotions happened, but I gotta tell you, my faves were the Sacred Reich bongs and the Dope syringes. You decide if they're the best or worst.

9) How do you stay in touch with the latest music trends?

I go to a lot of shows, talk to similarly minded music heads, read magazines and listen to new bands on MySpace and PureVolume all the time. I'm also fortunate enough to travel a lot where you can talk to a wide range of people and spot anything that looks like it's catching on everywhere.

10) What is your favorite TV show?

Prison Break!