10 Questions with ... Christian Morgan

BRIEF CAREER SYNOPSIS:

Facebook: www.facebook.com/christian.morgan.35
Twitter: @clmorgan92
Instagram: @clmorgan92

While still a student at Appalachian State University, I started part time in the Spring of 2012 with DBC Greensboro (WKKR/WKZL). I was a board op and pulled swing shifts during the summer and holidays when I was home from college. After graduation in 2014 DBC hired me full-time as a Traffic Assistant and overnight guy on Rock 92. In 2015 I moved to middays on Rock 92, swing shifts on WKZL and into a programming role with both stations and in the Fall was awarded as one of REELWORLD's Rising Stars at Morning Show Boot Camp. Early 2016, I took over as AMD for DBC Greensboro.

1) What led you to a career in radio?

My dad was in radio back in his home town of Salisbury, NC at WSTP. He met my Mom, got involved with the family business at the time and made radio a part-time hobby which it still is today, broadcasting local sports in Asheboro, NC. Hanging around with dad, I always thought radio was this magical thing (I still do) and I would spend my snow days off from school at the local AM WKXR hanging out with their morning guy, who let me on the air doing the swap shop -- which seemed like the greatest thing ever to a 14-year-old boy. I convinced management to give me my own night show in the summers while in high school. There was no organization to it at all. My brother and I trying to be comedians, bringing in our friends as "special guests," and getting the manager of the local Chick-Fil-A to donate prizes to give away ... but hey, you have to start somewhere, right? Once I got to college as a freshman the first thing I did was find the radio station and I met Dan Vallie. I worked my way up from air talent, webmaster, PD, and was the station manager my senior year and hosted the morning show.

2) How would you describe the radio landscape in your market?

Competitive! DBC has two stations in the market - two, strong, heritage stations mind you, going up against the big guys at iHeart and Entercom. It's a great battle in this market. There are no format "holes." Everyone has their shot at a piece of the pie.

3) Are you wearing more "hats" than you have in the past?

Absolutely. When I first started doing part-time work in 2012, I was still a sophomore at Appalachian State, driving home weekends and holidays to board op and cover air shifts. After graduation I went full-time doing swing shifts on both stations and doing traffic, and I was the sales assistant, too. That's changed as I moved into programming roles. But I'm not just an air personality or the MD. I'm on the air on both stations, handle the music on Rock 92, schedule KZL from time to time, do production, and a lot more, too. I'm involved in every aspect of the station, and that's the way the industry has moved. You have to be willing and able to handle multiple roles and wear multiple hats. The era of doing your show and going home is over. Honestly, I like it this way. For someone who loves everything about the business, I'm able to be involved in all of it.

4) What are you doing social media-wise?

We're engaging our listeners and producing content just like we do on the air. I see so many stations using their socials to try and generate unique hits on their website or using social media solely as way to push ads for clients. That's not what social media is. Yes, you can do some of that in a way that's tasteful, but the conversation you're having on the air isn't over after the eight-second intro. The story isn't done there. Facebook Live is such a neat tool to continue engaging with your listeners, too; you can actually have a conversation back and forth. People are curious now, too, more than they've ever been about what's happening behind the scenes. The human interest portion is so huge now. We're using Instagram to show followers what's going on behind the scenes and so that they can really get to know our personalities. They want to know them and they want to be friends with them. We don't just wake up at the start of our show and go to sleep when it's over. Personalities live a life outside of radio. Highs and lows, we share it.

5) "Local, local, local" has always been radio's mantra. How do you keep your station visible and involved in the community?

At Dick Broadcasting, we've always focused on being live and local. We talk about the local community on the air and tie in the way of life here into the structure of our shows. We bring in local talent and showcase them; our personalities are always out in the market and approachable, and DBC/Greensboro has cultivated such good relationships with our local schools and colleges in the area. It's really an attractive place to live, work and go to school. We've been able to establish a fantastic internship program through that. Our interns aren't just going out and setting up the tent or screening phones. We get them involved and give them hands-on experience. More times than not it turns into part-time jobs with our stations; 90% of our air staff started as interns or part-timers here - they're local people with connections and roots in our market, so being hyper-local comes natural. We're growing at DBC, too, with the acquisition of 18 more radio stations across NC, SC, and GA, we're bringing that live and local focus and way of programming to three new markets. It's exciting!

6) What's the most unbelievable on-air bit you were allowed to do?

Ha ha, we buried a guy alive on Halloween. Casket and all. In the ground. Covered in dirt. Our Top 40 morning show Jared & Katie buried a member of their show, Hugs O'Houlihan, at a haunted attraction in town. We even had listeners come out with shovels to throw the dirt back over the casket.

7) Who were your mentors? Who would you say has influenced your career the most?

I've got to shout-out my Dad for lighting that fire in me, Larry Reid at WKXR/Asheboro for giving me my first shot on the air, and to Dan Vallie who has been instrumental in helping me launch my career. He was my supervisor and mentor through college and I'm really blessed to have been able to work beside him for four years to continue growing the college radio station WASU. I also am a graduate of the Kellar Radio Talent Institute, which he orchestrated and that has now grown to be part of a bigger talent farm, the National Radio Talent System. Also, our VP/Programming Jason Goodman and our COO Dick Harlow have believed in me since I set foot in our home office at DBC/Greensboro. Two of the industry's A+ people and leaders. They lead in a teaching way and I've grown immensely on the air and off the air, too, because of them.

8) Do you have a favorite hobby outside of radio?

Well, not so shockingly I'm a music guy. I'm the drummer and one of the lead singers in a 10-piece party and dance band, Bantum Rooster (shameless plug). We play quite a bit across the Carolinas and do some traveling from time to time. We just have a good time with it! That's probably my favorite.

9) What advice would you give people new to the business?

Do everything you can to get your foot in the door. Be creative and get noticed! Show up and take out the trash ... for real! Go set up the tent in the pouring rain, pump up the tires on the station vehicle. Show them you want it and are willing to work for it. Whatever needs to be done, do it without complaining or expecting something in return. I used to find out where Rock 92 and 107.5 KZL were going to be on location at and I'd go hang out. I bothered the 2 Guys Named Chris Show on Facebook until they finally invited me to take a tour of the station. I even heard Dave Aiken from the 2 Guys Named Chris Show one day say he was going to the local bar down the street after work, so ... I went and found him and introduced myself. He was a little weirded out ... but he remembered me. Be memorable!

10) What is the current state of the radio 'talent pool?'

There are definitely challenges with so much syndication and voicetracking in the industry now, but there's so much great young talent out there. People who are really passionate about it. The industry needs that! People who are not only on fire for radio, but who are creative and who understand the digital age and heck, we're living in it! And the great thing about it now is that you can come from any walk of life. People who never dreamed they could be on the air, are. Plus, Dan Vallie has created something that radio has needed for a long time in the National Radio Talent System and it continues to grow, with eight institutes across the country now, and I'm sure that more are to come. It's a system of 10-day institutes taught by industry professionals. For the longest time, there's been nowhere to really go and find young talent and that's it. Not only is it finding the talent, but it takes PDs who are passionate about growing and grooming their new talent, too.

What was your last non-industry job?

Ha ha, while I was home from college in the summer before getting my part-time radio job, I worked for the City of Asheboro painting fire hydrants. It was hot, but I got a great farmer's tan...