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10 Questions with ... Dustin Males 'Mason on the Beat'
July 2, 2019
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BRIEF CAREER SYNOPSIS:
A Springfield, MO native, I have been in radio for just over six years. Started out as a weekend producer for News/Talk KSGF and then nights on Power 96.5 KSPW. Now I'm rocking middays on 92.9 the Beat KOSP. Have been for over a year.
1) How would you describe your first radio gig?
My first taste of radio came from a summer internship with a Hot AC station in Springfield, MO. It was filled with tons of fun events and remotes and I got to see the impact radio has on a community. My first real gig was also a blast as a weekend producer for the four talk shows that ran during the weekend. It was interesting to have the opportunity to see how radio works at both ends of the spectrum.
2) What led you to a career in radio?
I kind of stumbled into radio. I was taking a broadcasting class and it was the first class the teacher ever taught. She was not familiar with the editing software we were using so I offered to help her and the other students throughout the semester. Turns out the teacher was the OM for a local cluster of stations. She ended up helping me lockdown an internship with their Top 40 and later a weekend producer job for the Talk station.
3) As you're prepping your midday show, what are the kinds of things that you look for that you know will click with your listeners?
Radio is meant to be local, so when I'm prepping for my show, I try to find content that connects the listeners to what's going on in the community. Even when touching on national stories, I still try and relate it to the local scene. People love to be in the know, and if I can stay topical and be one of the first ones to discuss the latest trends, whether it be the newest Oreo flavor or an awkward moment at an awards show that happened over the weekend, it helps me better connect with our listeners.
4) What kinds of social media engagement works best for you?
It's best to treat social media engagement like a friendship. You get a platform where you can interact and discuss. You share the things that interest you, but more importantly you share the things that you think your friends would like. It shows that you care about your friends and who they are. Live streaming is a great way to engage your audience! Instant feedback and real-time interaction. As far as which platform to use, I know the mantra is "USE THEM ALL!," but that can be exhausting. If you have limited resources, I would say to maintain a presence everywhere but let your audience decide where you should focus your time and content. If you can set up a cross-posting system (IFTTT ... You're Welcome!) ... that can help too!
5) "Local, local, local" has always been radio's mantra. How do you make sure that you stay visible and involved in the community?
Our station does a great job engaging the community! We love working with local charities and non-profits and connecting our listeners to resources they might not know are out there. If you support your community, they will support you! It's amazing to see the impact we can make and the gratitude from listeners after we do a food drive for the local teen risk shelter or give out school supplies for the new semester. We also try to make interacting with our station as easy as possible. We recently started doing pop-up activation stations for ticket giveaways and such. I think it has really helped us stay top of mind with listeners coming to them instead of relying on them to come to us.
6) Are you wearing more "hats" than you have in the past?
I feel everyone in radio is wearing all the hats these days. As an on-air personality you're expected to be a social media guru, marketing expert, produce a never-ending supply of content, be a creative factory for promotions, copy, etc. ... and the list is growing every day! Technology has made it so easy to reach out to our audience using every possible medium. You are no longer in a room with a microphone. People are a click away. This is amazing for what we do, but with it comes more work.
7) Who would be the ultimate "dream guest" to have plug in across from you on your show?
I have been making this Taylor Swift T-shirt quilt that I would love to have her sign and maybe come to town to help give it away for charity!
8) What is the one truth that has held constant throughout your career?
Ask for forgiveness, not permission. That's not to say do what you want and never ask forgiveness, but there are a lot of naysayers and gatekeepers that for one reason or another create obstacles for great ideas. Sometimes people need an example to show them just how great an idea can be!
9) As a kid growing up, what was your favorite radio station? Jock?
Rick Dees and the Weekly Top 40 and Casey Kasem, for sure! Oh, and Delilah! I love how Delilah really connects with her listeners. I received a call once while on air-from someone who thought she called Delilah. This woman had a beautiful story about her and her husband who was serving overseas and how they dealt with it. I had to let her know that she called a different station, but I would still play a love song for them!
10) Who were your mentors? Who would you say has influenced your career the most?
There are a ton of people who have influenced my career and helped make me better at what I do, but I probably owe my entire radio career to Valorie Knight, my college teacher who basically helped me get every job I've ever had in radio. Also, I would thank Scott Ellis who helped me take my weird and package it into something people can enjoy!
Bonus Questions
What was the first concert that you ever attended? Best concert?
First concert I remember going to was a Fallout Boy concert in Kansas City. It was outdoors and scorching hot. The moment they came on stage, the crowd was packed like sardines and the temperature rose 20 degrees! The best concert would have to be that record-breaking stadium concert Taylor Swift had at the Sprint Center in Kansas City! There were fireworks and the whole crowd was wearing concert-reactive wristbands!
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