10 Questions with ... Scotty 'Bunz Of' Steele

NAME:Scotty 'Bunz Of' Steele TITLE:Program Director STATION:KXRX 97 Rock MARKET:Tri-Cities Washington COMPANY:GapWest Broadcasting BORN:Aug 16th 1978 RAISED:New Mexico

BRIEF CAREER SYNOPSIS:

88.1 The Alternative KTCV (Vocational Radio) 1993-95
KNLT (Oldies 95.7 ) 1995-96
KXRX (97 Rock) 1996-Now

1) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?

When I was 7, I remember trying to hit the post of Def Leppard's "Pour Some Sugar on Me" just like the DJ did. After that, I was hooked on radio.

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

More than likely, something that involves dipping chicken with 11 herbs and spices just to get money to go to concerts.

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

97 Rock is an interesting animal. It's not an Active Rock station ... it's not a Mainstream Rock station. It's somewhere in between.

4) How do you feel terrestrial radio competes with the satellite radio and Internet these days?

I'm not too worried about Satellite radio. People still like free music over their radio. Now Internet radio ... that's a scary animal -- especially with the advancements in WiFi coming into people's cars. Terrestrial can still win with great content and local ties.

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

Well, in a 150+ market like ours, major label relationships are almost nonexistent. It was like pulling teeth just to try to get a new single from a band. Now with programs like Play MPE and DMDS, we can now get our new music product when the large markets do. Now if only we can get those perks like the big stations, life would be much better!

6) What is your favorite radio station outside of the market and why?

I've always checked out Rock 94 1/2 in Spokane. Great presentation ... and their numbers show it. Lately I've been monitoring KISS/San Antonio. They keep their breaks short and sweet, just to jam in as much music as possible.

7) What's your take on current music? Is it as good as six months ago, better, or about the same?

In the past two years, rock music has been pretty quiet. But here in the next 30 days, we have bands like Alice In Chains and Pearl Jam releasing new albums. I'm not sure about other areas, but that is a DEFINITE bonus for us here in the Northwest.

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

I'm a little biased, but in January we had our first major acts here in town ... Disturbed, Sevendust and Skindred. Sold out a 6,500-seat arena in less than 30 days. The crowd was the most energetic group I've ever seen! I even had the band members comment to me after the show on how lucky we are to have such a core of diehard rock fans.

9) What is the one truth that has held constant throughout your career?

Learn! Learn everything there is to know about radio -- on-air, production, imaging, sales, Engineering/IT, web design, sales, promotions. With corporations cutting back on employees, they'll keep the ones who are multi-talented. I don't know if you've received the memo yet, but the days of the "DJ who comes in an hour before the show, goes on-air for four hours, then leave" are DONE!

10) What are your three favorite artists or songs of this year?

Anything Alice In Chains has released in the past two months. Also I'm real interested to see what the new Creed CD is gonna do. If their album is anything like their new single, "Overcome," watch out!

How do you position the station musically and why did you choose this direction?

With our market being a little more conservative and mature, we still try to service those people with the rock they wanna hear. But we don't want to forget about the younger audience, either, because they'll eventually be in our focused demographic.

What approach do you take after a soft book?

1. Go to the liquor store. 2. Review the book with a raging hangover and find out what does and doesn't work for the station. 3. Do what needs to be done to get back to the top because I REALLY HATE HANGOVERS!

How do you interact with your sales staff?

I actually work very closely with the sales staff and sales management. We give them numbers to sell, they give us remotes for extra $$$.

Over the years, we've had the "British Invasion," "Disco," "New Wave," "Rap & Hip Hop," "Boy Bands," and many other genres and sub-genres of music take off. What do you think is the next emerging music trend?

Mark my words ... it's bound to happen. With the popularity of cover songs, you're gonna see a hard rock act eventually cover a country song. I almost saw it last weekend when Nickelback did "Friends In Low Places" on stage. Just you wait ... a band like Disturbed will cover a George Strait song!

What is the best advice you would give to young programmers/promotion people?

1. Watch what you say, because bridges are EASILY burned in this business! 2. If you have a passion to be in radio, you'll do anything to be in it ... even if it is cleaning toilets.