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10 Questions with ... Ashley Z
June 20, 2023
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BRIEF CAREER SYNOPSIS:
I began as a college intern at 104.5 WSNX back when it was Clear Channel circa 2010. After about 8 months, I went "across the street" to then Citadel and interned for a country morning show, then got hired in to do part-time promotions for the cluster. Eventually I began interning at local television news station Fox17 at the same time. From there, discovering I didn't love television news so much, I landed an internship with Ryan Seacrest Productions in the heart of Hollywood and picked up my entire life to move to Los Angeles less than 7 days after getting the call. I spent the last 6 months of 2012 in a whirlwind working for RSP and 'On Air With Ryan Seacrest' with 11 other interns, absolutely changing the course of all our lives. I returned home to Michigan to graduate college, which I did with a Broadcast News degree in April 2013. By July 2013, I had gotten my first on-air job doing nights full-time in Petoskey, MI at 106 KHQ for MacDonald Garber Broadcasting.
After 6-8 months I was offered the midday gig at the rhythmic Energy 106.9 in Milwaukee, which I took. From there I went off to the game-changing night show gig at 107.9 The End, Now 106.5 The End, in Sacramento, CA. From there, I went to Atlanta, GA to do nights on Q100, then to iHeart to host nights full-time on 96.5 Kiss FM in Cleveland where I won the company-wide Influencer Award for a Breyers Ice Cream endorsement spot I submitted, which was awarded by Bob Pittman and Rich Bressler personally at the end of 2018. It was there that I also hosted nights on 102.9 NOW in Dallas, TX via voice tracking. In January 2020 iHeart laid off most of the company, myself included, so I decided to take a little time off. Soon after, I applied to Harvard Business School Online and was accepted, earning a total of 4 graduate certifications in various business studies. In April 2022 I was given the opportunity to voice track nights on Hubbard's MoViN 92.5 in Seattle through Jason Kidd's Virtual Jock company, then the team at Live 95.5 in Portland, OR brought me on to voice track middays. These gigs began my return to radio. I'm now back in full-time as of March 2023 hosting mornings for the first time and doubling as the Program Director of 106 KHQ in Traverse City, Northern Michigan.
1. How would you describe your first radio gig?
So much fun! I'd describe it as the first job I ever pretended to have way more experience in than I did to actually get. Nobody ever let me have a chance at my own show before then. I had to truly fight my way into being on the air because despite what everyone who tried to detour me had said, I knew it was where I belonged. My first radio gig doing nights at 106 KHQ was the beginning of that dream come true – and a short whirlwind that sent me into a difficult but amazing career that ultimately led me back here to begin again in management, programming, and hosting mornings on my own show. It was my best beginning, and where I made my first real radio friends. That gig was really good to me. It also showed me I not only loved being on-air, but I was actually not terrible at it. I had the freedom to find myself and truly develop my talents and abilities right from night 1, and that made all the difference.
2. What led you to a career in radio?
I fell into it more than anything. I was on my university's dance team in college and our coach was the morning show co-host on the popular rhythmic-leaning Top40 station 104.5 WSNX in Grand Rapids, MI and she came to practice talking about how they needed interns for their show one day. I couldn't believe you could just intern for something like that, and she was like, "you know what? You might actually be perfect. Wanna try?" So she convinced me to show up at 4am the next week, and immediately upon walking into the studio I just felt this sense of being at home fall over me. I can't explain it even now, but looking around at the production studio thinking there's no way I could ever be smart enough to figure any of this out, I wasn't scared. I was excited. I felt like I had just come into a place where there was something for me to find – so I followed that feeling and kept showing up. I caught on fast, and began improving steadily. I was laughed at more than I was believed in, but I never cared. I knew I'd found my future and couldn't give up on whatever that meant. So I didn't.
3. You've been back at KHQ for 3 months now – how's it all been going for you?
How's it going? I'm a new PD and morning show host who finally feels like her world makes sense stepping into this new mountain sized challenge. I've been so busy and have so much to learn that I don't even have time to process what I've accomplished most days. I also don't entirely know how to answer that. I'm the definition of swamped, grateful, and happy. I've had to really seek out the support and help that I need, and am having to lean on people I trust like never before. In terms of this beautiful new beginning in my career and being a new leader to an incredibly strong and good-hearted team of hard working people, I'm building something entirely new (more personally speaking than in regard to the legendary station I'm programming) when you factor in my new morning show as well. And that cannot be done alone. I have an incredible APD in Eric Rae aka Fish, who literally keeps our ship from sinking in so many ways. He's my friend of many years, so having a friendly face you can actually lean on to help with the massive workload is something I'll never take for granted. It's hard. Don't get me wrong. This is the biggest thing I've taken on yet. But I love it.
4. You're now hosting mornings for the first time, what's that part of your life been like?
It's an entire lifestyle change. I've had to maintain strict discipline in my new schedule, strict dedication to working out my mind and body so I can perform day after day without giving into any feelings of being overwhelmed, and I've had to really face not feeling like I just know what I'm doing so there's no need to really worry about anything, which is how I always felt as a talent by itself. I always knew I had some reserves of natural ability to fall back on, so it would always just be okay. Now, if I don't focus and commit to doing something entirely different and new the best I possibly can, there's real feelings of wanting to give up right around the corner, which I am entirely unused to on the on-air side. Compared to doing mornings, being a regular daypart jock was the easiest thing I'd ever done in radio. Now? Don't let mornings smell your fear man. You won't make it if you don't decide failure's not an option – that alarm's going off at 3:30 am whether you're suffering imposter syndrome with a fully loaded brain or not. Might as well rise to the challenge and grow like you've never grown before, you know? The exhaustion fog doesn't kick in until around 1pm or later, though, which is nice. This is where I'll say the part about how I'm building something entirely new, and that can't be done alone again. I'm amazed at how peaceful the early morning is, though. I love that peace before the day begins for most people. Mornings are a beautiful time of day apart from the aforementioned challenges.
It's interesting remembering I'm the PD so I can just be like, oh yeah, I can change this or adjust this to make it better this way because I'm also that person. I have two literal jobs here, but they're not independent halves. I love the challenge of bringing the two together.
5. AI is a continuing topic within the radio world, and you recently made history with the first AI jock shift on KBFF (Live 95.5)/Portland, where you've been tracking middays for a year and a half. First off, what was the experience like, and secondly were you ready for all of the blowback on social media (that sometimes felt more personal that it should have been)?
It's been a whirlwind to say the least. It's really shown me the importance of proper branding, and always remembering to do it. Stations need to respect their talent's proper branding, as do all leaders, as do we ourselves over our own branding.
For example, regarding AI Ashley's announcement, the video that's being picked up and "going viral" doesn't say Ashley Z, I made the mistake of referring to myself as "just Ashley", so now I just created a ton of extra work for myself to stay ahead of my own branding and making sure it's corrected as much as it can be moving forward. I'm not perfect, but I learn. I think it's only a mistake if you don't learn something from it anytime something can be perceived as a mistake. I'm also learning the media truly does play a game of telephone and report what it thinks it knows rather than what is actually true. AI
Ashley didn't just create opportunity for me to "multitask like never before" – I'm still an on-air personality and that's what I do. AI Ashley isn't taking me off the air, she's only adding to what I do on the air. In a pretty big way, too - at least for now while the storm rages on and people talk about what this could mean for them and the future of our industry. I will continue trying to set as good a precedent for this as I possibly can as the first radio personality to have an AI created after them.
I wasn't ready for the blowback. I don't think anybody can truly prepare for something like that, but I forgive it. I think people are just afraid, but there's no need to be. We just need to be smarter moving forward as talent and radio industry professionals. I don't read comments and don't intend to. I know the truth of the situation, and that's enough for me.
6. How can the format make sure that potential Gen Z and Gen Alpha listeners are being properly served?
You have to be willing to adapt and not just follow the "this is how it was done before, so therefore it must be that way now too" mentality. You have to evolve your ways and ideas. Listen to Millennials more, because we get along with Gen Z and younger much better than given credit for. Don't be afraid to give accurate information you don't exactly know they'll be interested in rather than thinking they're dumb – they like random bits of both useful and not so useful information as long as it's actually teaching them something they didn't know before. Don't underestimate the value of random yet organized modes of entertaining, and infusing true personality into what you're doing just for the sake of drenching your product in fun personality that hits right. Different done well speaks to this audience well I think.
I also think it's important not to pander for the younger generations. So if you're not super into social media, don't force it and pretend to be just because you think you have to serve them there. I think being authentic and being tastefully present online is important, but radio should invest in better marketing strategies, in getting help from actual social media strategists and image consultants and PR consultants who may cost a little more, but can bring Matt Rife level results where social effectiveness is concerned. The entertainment world has lots of options for collaborative assistance. Those partnerships shouldn't just be limited to those in and around Hollywood. Radio needs to find a way to get the best talent and also people who understand talent – and how to best maximize talent. Until we start doing these things and investing in the above, I think we'll be chasing the generations to come rather than truly serving and existing right alongside them.
7. What's your all-time favorite backstage memory?
Co-interviewing Ava Max with Elvis Duran while broadcasting my night show live from our 'Kiss The Summer Hello' show in Cleveland. He and the morning show flew out from New York to host the show with us, and I was in one of the dressing rooms backstage. He came into the room where I had my setup and just sat down, put on the headphones I had laid out, let me take the lead, and treated me like a true equal for the entire interview. He treated me like he saw something in me, and truly took an interest in making me just as much a part of the interview as the 2 stars I was sitting with. He showed me how a true class act and top-tier professional conducts himself with people who not only look up to him, but do what he does. The lesson was not lost on me.
8. If you could take a spin in the custom 'All Access Back To The Future Delorean,' which legendary station from the past would you like to work at for a week?
102.7 KIIS FM in Los Angeles. Back when my dream was still centered around making it into the entertainment world in Hollywood prior to working for Ryan Seacrest and his production company, I would've lost my mind to work for the radio station. Now I think I'd like to return to that place as the person I am now and see how different the experience would be.
9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?
I was a CD girl. Whenever my dad would take my brother and me to Target I'd spend as long as he'd let us in the CD section picking one out – something bubblegum 90s pop or country. Winona Judd and Britney Spears were my favorite, but I was the child version of obsessed with everything from Jessica Simpson to Spice Girls to Hanson to 3LW and S Club 7. But I grew up in Grand Rapids, MI in a very musical family, and my parents always had classic rock on. So I could say 96.9 WLAV, B93, and 104.5 WSNX were my favorite and most familiar stations to listen to. I don't remember any specific jocks besides the Free Beer and Hot Wings morning show on WGRD.
10. Who were your mentors? Who would you say has influenced your career the most?
I never had any one specific mentor. But I do have a lot of incredible people who want to see me succeed, and answer their phones, texts, or emails when I come knockin' for a word. Most notably Cat Thomas, My PD at MoViN 92.5, who said to reach out any time I have a question or just need to talk, which he's made good on every single time I do. He sent me a book compilation of 50 "success" best sellers to aid in my personal development as a "congrats new PD" gift, which I love. Randy Chase, SVP at SummitMedia, told me "don't go too far into the weeds, control what you can control" which I remember often. Our VP of Programming at KHQ Peter Garber told me "this is as complicated and cluttered as your job will ever be because you're just beginning. The job is always the hardest at the beginning – but you'll get better each day as long as you focus on what's most important" and that's been hugely helpful. My PD at Live 95.5 in Portland, Dylan Salisbury, has been so kind with sharing connections and helping to bridge professional relationships which has been incredible and so awesome. Another friend told me, referring to this new point in my career, "sure, you're a Toyota now. But you'll be a Mercedes Benz one day. You just will be." And I like to think so, too.
As for who has influenced my career the most? That answer's easy. And simple: God.
Bonus Questions
With the venue of your choice available and an unlimited budget, which 6 artists would you pull together for a listener concert event?
1.) Morgan Wallen. All previous controversies forgiven, he's my favorite artist.
2.) Ariana Grande. I love her style and almost every one of her songs. She'd be a lot of fun to have willingly show up for a concert event I helped pull together.
3.) Kelsea Ballerini. I understand I'm a Top 40 programmer and longtime Top 40 talent, but hear me out. I love Kelsea's visuals, stage outfits, and she's such a talented songwriter and obviously very gifted at putting the visual and overall performance aspects of a show together. Her set would be gorgeous and so fun. Plus her songs hit hard for women in today's world. Like, wanna relate hard for (insert set length here)? It's her.
4.) Harry Styles. You want to secure the highest attendance and revenue potential possible, right? I also see what's so sexy about him, so. It's a go for Harry.
5.) SZA. 'SOS' stats aside, she has one of the best voices in mainstream music right now. I love her, she's hilarious, and an incredible songwriter. It's so fun watching her blossom onto the A-list of performing singers. She'd put together a breathtaking set as well.
6.) Hilary Duff. Again, hear me out. I think 'So Yesterday', 'Come Clean', and 'What Dreams Are Made Of' speak for them-throwback-selves. Also maybe we could throw in the ability to bring her husband Matthew Koma on stage to perform a few Winnetka Bowling League songs for us as well? Please. Done. -
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