10 Questions with ... Cruz

NAME:Cruz POSITION:Music Director STATION:KHFI MARKET:Austin, TX OWNER:Clear Channel

Please outline your radio career so far:

Welp ... I've been in radio since I was 13, so I will tell you that the first important gig for me was doing nights in Amarillo, TX from '99-'05 on Power 98.7. Jay Shannon wanted me to come to Austin three years prior, but I refused because I was still living at home with my parents, saving ALL my money. I did nights on KHFI for 3 1/2 years and most recently walked into the Music Director position with afternoons 12p-6p. I currently voicetrack a Sunday night show (7-10p) on KHKS/Dallas every week.

1) How would you describe your first radio gig?

I was 15 and I finally got the chance to be on overnights on the heritage Top 40 in Amarillo at that time, KQIZ (Z-93). I remember some of the older, more experienced jocks at the time came up with my first radio name and ... are you ready for this? ... Shadow Marsh. Absolutely horrific, right? I went along with it, but luckily it didn't stick. Months later I was going by my real name on the air, doing not only overnights, but weekend shifts, too.

2) What led you to a career in radio?

My dad was in the radio business for 30-something years and when I was younger, he would take me to the station on the weekends after my soccer games, so he could get some stuff done. That's when I became fascinated by the DJs and the music. I would make the DJs mad because I would take the CDs that were most popular out of the studio and take them down to the production room to practice ... whoops! It's kinda funny, my dad has always been my biggest supporter, but he used to tell me, "I hope you never get into this business."

3) What makes your station unique? How would you compare it to other stations you've worked at?

I think what makes our station so compelling is that Jay Shannon and myself are very particular when it comes to what we play on the air and how the station as a whole sounds. We like to focus on keeping the music uptempo with very few slow songs in rotation. I work with a program director who "gets it." We also have a dynamite morning show that dominates in every demo every book. It's nice to have that morning foundation set.

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

Oh, yes ... and with a skeleton crew at that. It's just the morning show, Jay Shannon, and me taking care of things. I now have the MD stripes as they say, so I'm talking with labels everyday and doing about 10 other jobs. It sucks that my afternoon show is like fifth priority.

5) What artist would we be surprised to find on your iPod?

I have Ashlee Simpson "Boyfriend" on my iPod! I just completely lost my swagger if I ever had any ... ha ha.

6) Who is your favorite air personality not on your staff and why do you like them?

Billy the Kidd is my favorite personality. Not only is he an amazing talent, but he is humble and always remembers the little people. What up, BTK! His accomplishments speak for themselves. I got to beat him in pool when I was in N.Y. back in March ... good times! Seriously, though, I've looked up to Billy ever since I was in market 194.

7) Looking back, which years hold the best musical memories for you and who were your favorite acts at that time?

Every time I hear Cardigans "Lovefool" or Mark Morrison "Return of the Mack" or OMC "How Bizarre," it really takes me back to when I first got into radio in 1997. I like these songs and I was running Rick Dees and the Weekly Top Fourtyeeeeeeeeeeeeeeeeeeee ... YEAH! (Like the jingle ... ha ha.)

8) What music do you listen to when you're not working?

Surprisingly, my first love is heavy rock music -- Pantera, Metallica, Offspring, AC/DC, Korn, etc. I love it as loud as my ears can tolerate. I've always been a huge fan of Top 40 music as well.

9) What is the one truth that has held constant throughout your career?

I used to get SOO mad when I would mess up on the radio that I actually got a dummy that boxers would use and beat up on it every time I made a mistake. I always used to hear "in radio, nobody dies." That's held true and I've learned to not let things bother me so much. I'm not a robot, and if making a mistake makes me sound human, so be it.

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

Do things for free around the radio station to help out and better your experience. Don't just expect to jump into promotions and be handed an on-air position. Be around professionals and ask questions. Get your hands on the equipment, whether it's someone showing you how or you teaching yourself.

What's the biggest gaffe you've made on-air?

My biggest gaffe was when I was in Amarillo. I told people for about two weeks I was going to walk naked around a park. I got my friend's dog and put a collar on him that said "Naked" like it was the dog's name. Tons of people showed up and I just told them I was walking "Naked" through the park. Cops were even there to arrest me in case of public indecency.