10 Questions with ... Jave Patterson

BRIEF CAREER SYNOPSIS:

KISS San Antonio '89-'97, KFMW Waterloo '97-'99, Lotus Radio Corp. '99-Present

1) What was your first job in radio?

Promotions Intern

Early influences?

Rich Smith, Dave Madiol, Joe Anthony, Tom Scheppke, John Lisle, Tim Parker, Max Boogie, Rex Gabriel, Debbie Alcocer, Virgil Thompson, Kevin Vargas.

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

I was looking for another way to promote my band. I went to college to get my degree in Radio, Television and Film. The "this is it" moment happened when I started working a lot and getting paid more to do radio then to gig in the band.

3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?

Yes, absolutely! I love technology and try to embrace emerging trends. I also love music. A wise man said, "Do what you love to do, then find someone to pay you for it, and you'll never work another day in your life." I feel I am pretty close to that!

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

Music. The original plan was to spend a few years at the community college in San Antonio, then transfer to the University of North Texas and study Jazz. A wife, child and gainful, exciting employment changed all that.

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

The only competitor I feel is a true threat to terrestrial radio right now is Pandora, based on the listener control and quality programming of their product. We are doing what we can to bring back listener involvement "touches" and spontaneity to our products. Satellite is great for sports, talk or comedy programming, but the sonic quality of the music is still lacking.

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

Still looking for ways to super-serve the core, identify emerging trends and utilize technology for marketing purposes.

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?

I've got everything from the new Red album and Kopek to Dave Barnes and John Mayer in there. AAA is my "guilty pleasure"-- it's good music to chill in the backyard with a glass of vino and nice cigar at the end of the week!

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

There are many: Strive to hire people more talented than you (also ski with people who have a higher ability), be a good person (keep things light around the office; joke with your employees), exhibit a quality work ethic and leave the ego at the door.

9) Most of us have known or even worked for a "colorful" owner/GM/air talent. Care to share a story?

Ha ha, this is a loaded question, as was a night guy I worked with at the start of my career. He was an amazing on-air talent with multiple personalities. He would come in with a duffle bag which held a 12-pack on the bottom, covered with carts on top. By 10p, he'd be done with the 12-pack and ask me to do a beer run for him. He'd hand me a $20 to go get him another 12 of Natural Ice (or some other generic brand that cost barely over $10) and keep the change.

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

Stay humble, learn from your employees, talk to your listeners, be passionate about what you do, and don't get too caught up when you hit a bump in the road. Remember, you work in RADIO; you don't flip burgers for a living!

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

I usually get guidance from my kids, but I try to listen to everything that comes across my desk. It is tough to listen to a lot of digital deliveries as I am working on my computer all day, doing other tasks.

As you look back over your career ... any regrets? Missed opportunities?

Sure, I may have been overly confident a time or two which could have cost me a great programming opportunity.

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

I have high hopes for Kopek; the new Seether song is interesting and Red has released a strong album.

What was the first song or full-length release you purchased?

I was "gifted" the KISS members solo albums, "Permanent Waves" from Rush and some crappy Moody Blues 8-track as a kid. The first cassette I purchased with my own lawn mowing money was either Ozzy's "Blizzard of Ozz," "Diary of a Madman" or Dio's "Holy Diver."

How do you stay in tune with your audience?

Facebook, clubs, shows and events around town.