10 Questions with ... Nikki Brown

BRIEF CAREER SYNOPSIS:

In 30 years of radio I’ve been on the air on most all formats and have been a PD of Country, AC, CHR, Hot AC, Classic Country and News/Talk. I’ve had 3 different air names and have to use a post-it on the mic to tell me where I am, who I am and which station I’m on… just like most others in our business! For most of my career I’ve been a morning personality and I’m THRILLED that I haven’t had to get up to do mornings in 3 years. I’m currently middays on WUSJ (Country), will be afternoon drive on WYOY (CHR) and track a morning show on WWUU (Classic Hits). Started out in radio in the Washington, D.C. area doing news, sports and music radio. Moved to Mississippi 25+ years ago because my parents relocated to the ‘Sip. I choose to work here because I like working for a family owned business where I’m in control of my own destiny.

1. It’s not uncommon for programmers to cross the street, but you recently crossed the hall. What are some initial thoughts about moving from Country to Top 40?

My initial thought was, “Really? That many spins/week on the powers”? I love both formats! Luckily I get to do an air shift on both Country and on Top 40.

2. What led you to a career in radio?

Didn’t pursue it. I was a dance teacher and back then we had local radio jocks put the music together for our classes. Picked up the latest set of cassette tapes for my dance studio at the radio station 5pm on a Friday. The jock waved me into the studio and said on a hot mic “my favorite little dance instructor is in studio.” To that I replied “that makes that 11 years of intensive training seem so trivial, I’m sure your parents are super proud that you graduated from DJ school.” This was all in good fun, he laughed, I laughed. The hotline rang, it was the owner and he said “Offer that girl a job!” After six months of trying to get me on board I finally caved. Worked out.

3. How would you describe your first radio gig?

I was morning show co-host on a rock station in the late 80’s and it was awesome! I also did the Sunday night all request and dedication party. I got dozens of letters from the prison inmates requesting me to play “Every Rose Has It’s Thorn” for their lady on the outside.

4. How has steering the ship during the pandemic made you a better programmer?

Any time that you have to think on your feet you become a better programmer. Reinventing how we deliver entertainment is how we stay relevant. Knowing that we were there to help keep people informed, entertained and getting them through days that were different and scary is what local radio is all about.

5. With all the technology we now have at hand is it easier to find the hits?

Yes. I love discovering what artists are working on through their socials. When it comes to fruition I feel like I was part of the process because I got to watch it progress.

6. “Local local local” has always been radio’s mantra. How do you keep the station visible and involved in the community in the midst of everything that’s been going on?

Text Keywords with links to our websites helped us connect our listeners with local community resources through us. Social media has helped but there’s nothing like being out in person. The main missing component here in the deep south is the human contact. We’re huggers! Our listeners have stepped up big time with our text line by sending pictures of their projects. The phones have been hopping. That’s old school radio, you know, local jocks who answer the phones and make you part of the show!

7. Which social media platforms best help you to engage with your listeners these days?

I’m old so I still stick to Instagram and Facebook and, sadly, I’m dreadful at it. It’s my least favorite part of the job.

8. What is your favorite part of the job and what is the most challenging part of the job?

When a listener is excited to see me at an event is always special, and by far the most challenging is social media.

9. Who were your mentors?

She’s going to hate me for this… Nikki Thomas. Even though I only met her a couple years ago, she really helped me out as a newbie in Country. Nikki, if you’re reading this… help a sister out with CHR?

10. Who would you say has influenced your career the most?

Garrison Keillor, trying to emulate a fraction of his story telling ability has kept me striving to be a better personality.

When all of this is behind us, and budget is not a consideration, what 3 artists are you pulling together for a station listener concert?

Taylor Swift, Post Malone and Lizzo