10 Questions with ... Michael Yo

NAME:Michael Yo POSITION:MD/Afternoons STATION:WHYI (Y100) MARKET:Miami, FL COMPANY:Clear Channel

Please outline your radio career so far:

KRBE Houston
KTBZ Houston
KHYS Houston
KHFI Austin
WHYI Miami

1. How would you describe your first radio gig?

I worked in the research department at KRBE/Houston, which meant I called people all day and tried to get them to listen to hooks. This served to prepare me for radio, and by that I mean there was lots of rejection. :

2. What led you to a career in radio?

While Cubby (current Z100 MD, Paul Bryant) worked at KRBE, a mutual friend introduced us, after which, I hired in as an intern. Eventually, I left for college in Arkansas, where I also played football. After suffering one too many concussions on the field - the last of which knocked me out eight hours - I decided to get back into radio.

3. What would you like to be doing 10 years from now?

I would love to create a radio-themed show that would translate well to TV. I'd approach it from a different angle, using a fresh approach. Hopefully I could do it out of South Beach. Stern, Carson Daly and Seacrest took radio to another level with their television and cable programs. Suddenly, there are many new opportunities for people in radio to showcase their talent. TV took two of morning radio's staples, "Big Fat Loser," and "Three Wishes," and reworked them for the small screen. You have to take advantage of it when you get the chance.

4. What is the radio vibe like in your market?

Rhythmic, rhythmic, rhythmic. The people in Miami love beats and rhythms. A Rock song has to be a huge smash before we can put it on the air here. However, since we are the only Pop station in the market, we also try to keep a balanced sound.

5. What was your favorite station to listen to when you were a kid?

When I was a kid it was KBXX (97.9 The Box) and KKBQ (93Q) in Houston. Q ZOOOOOOOOOOOOO IN THE MORNING! I still remember that jingle! And, once they signed on, I was a big fan of 104 KRBE.

6. What do you do to keep ahead of your listeners in terms of trends, likes and dislikes?

In radio, we sometimes forget to talk to our audience, so I try to talk to every 18-34 year old woman I can :. Just being in the scene and staying connected to your audience is key. Hitting hot spots everywhere, not just South Beach, is important. People in Ft. Lauderdale react totally different to music than do people in South Miami.

7. What is the one truth that has held constant throughout your career?

When I was younger, I'd allow myself to be caught up in the drama of other people and the jobs they had. Who went where? What's the market rank? How'd they get that job? I'd make a fuss about it until, one day, a good friend of mine told me, "If you worried about your own career half as much as you worry about everyone else's, you might get somewhere." That was the turning point in my career. It caused me to focus like never before on my show and my career goals.

8. What advice you would give people new to the business?

This business is all about relationships and how to keep them, not destroy them.

9. What effect, if any, has industry consolidation had on your current situation?

With consolidation, you have to learn to play the corporate game. Those who fight it, usually lose. Stop thinking about how it used to be and try to be an asset today.

10. We've all got that one special song that's in our DNA. It stops us in our tracks and causes us to crank it up and block out the world. What's yours?

It's the first song I ever played on the radio: Stone Temple Pilots "Interstate Love Song."

How did you get your on-air name?

It's my real name. Mom gave it to me - she was soooo far ahead of her time. Hi mom!