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10 Questions with ... Danial "Jiggy" Diaz
May 23, 2023
Have an opinion? Add your comment below. What would you like to do better as an air personality and programmer as we move through 2023?
I may get an eyeroll or two with my response here, but my absolute focus is to always provide our audience with assurance that KWIN is still worthy of their attention. Obviously, right?Yet, in a world consumed by numbers, retention scores, ego driven artists trajectory assumptions and chart watching; we cannot afford to look out of the loop.
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BRIEF CAREER SYNOPSIS:
I began my radio career in my hometown of Modesto, CA at KHOP@95-1. Since then, afternoons at KEWB/Redding, CA, Nights/APD responsibilities at WSSX/Charleston, SC and KWNW/Memphis, TN for APD/Nights. Currently, I'm back in California where I am the Program Director/afternoon personality at KWIN/KWNN in both Stockton/Modesto, CA.
1. What got you into radio?
My love for music. However, I credit my musically intelligent father Dan, who made sure to instill not only an appreciation for music but a full understanding of the art. By age 7, I was breaking down song structure, basic melody, chords, harmony, key changes and how they differ from a bridge. I could grasp the mathematics of a song’s measures and bars before I could do actual math in school. I guarantee I was the only kid in elementary school who was arguing Earth Wind and Fire is better than Smashmouth. I was right, btw.
Naturally. I started making music as a teenager. I was featured in The Modesto Bee and KHOP-FM had me on air to perform. It was then PD Chase Murphy, who saw potential in me (or it was because I bugged him like I was his own child for a job). I became an on-air personality overtime and realized this could be my ticket into the music business. I would have done anything that anyone asked. Sometimes I feel like I was a part of the last “old school mentality “radio generation. One of truly working from the bottom towards the top seizing any opportunity or task with enthusiasm and no entitlement.
2. What did you dream of becoming when you were a kid?
I wanted to be an artist, producer, songwriter, or pro athlete. To keep it 100, I would have settled with a mixture of Michael Jackson and Michael Jordan. The music video for Michael Jackson’s “Jam” from Dangerous album only fueled that fire.
3. What would you like to do better as an air personality and programmer as we move through 2023?
I may get an eyeroll or two with my response here, but my absolute focus is to always provide our audience with assurance that KWIN is still worthy of their attention. Obviously, right?
Yet, in a world consumed by numbers, retention scores, ego driven artists trajectory assumptions and chart watching; we cannot afford to look out of the loop. Not every “hit” record will translate to a “hit” for your market. Familiarity is great but does your market associate “familiarity” with being “out of touch?” We never assume our listeners will gravitate to any record. However, our confidence comes from embracing the cultural landscape. What can we do better? We can always stay in tune to the reason people come to KWIN to begin with: The music. Since becoming a PD 7 years ago, I found that our audience will engage increasingly, the less we sound out of the loop. Above all. Our priority is to remain a station which keeps a finger on the pulse of this culture. From viral videos coming out of our station to breaking records of artists who become the superstars; my goal for 2023 is to remain relevant and not get lost in the sauce of numbers and charts. What does your audience want? Deliver within reason and watch your product flourish.
4. What makes Stockton such a fantastic Rhythm market?
Honestly, the diversity. We have a lot of different cultures, social classes and a mass amount of gentrified bay area residents who have been relocated to our area. Commuters from all over northern California. Through demonstrating our knowledge in what is hot and what’s charting. We also provide a regional sound that caters to anyone who may find us or has grown with us. Our dedication to our regional artists and national hits is what sets us apart.
5. Who would be your "bucket list" celebrity interview?
Kanye Omari West and/or Stevie Wonder
6. If you weren't in radio, what do you think you'd be doing professionally?
A&R for an artist I believe in truly/major record label. Easily what I should be doing with my life.
7. Got any hobbies?
My hobbies are limited to the 49ers games and chasing motivation wherever I can. Oddly, I feel most inspired when traveling to a studio for a session, knowing I am there for a reason while surrounded by so much talent, I ask myself, “Why and how am I even in this room?”. It reminds me of why I began my journey in this business. These are the moments that motivate me beyond words and what I aim to consume my time with as much as possible.
8. You've been PD for nearly seven years. What's probably changed the most for you as a programming department manager?
My understanding of market music consumption. Our market is prime real-estate for building any R&B and rhythmic leaning records. The appreciation for beautifully written and soulful music is always apparent. We are a huge cultivator for slang, dance, fashion and creating a new “sound” which tend to be adopted nationally. Embracing this and going against the grain has been an enormous difference maker for KWIN on the West Coast.
9. Who were/are some of your mentors, both in radio and outside of radio?
Radio: Chase Murphy, Joe Roberts, Richard Perry.
Industry: Chelsea Blythe, David (Dave-O) Grear and my father, Dan Diaz.10. American Idol, The Voice or America's Got Talent?
I can't stand singing shows. Country artists like Morgan Wallen have proven me wrong about the overall impact of these shows but traditionally our format does not normally see results from these shows. However, even though I don’t watch them, I do think that this year's winner of American Idol, Iam Tongi is a star ready to go right now.
Bonus Questions
If you could be on any TV reality show or game show, which would you want to be on?
Big Brother or Survivor on CBS. If I wasn’t 5’8” 140 soaking wet, I would want to be on MTV’s The Challenge.
You are alone and stuck on a deserted island. You have a ton of batteries and a portable entertainment center featuring a DVD/CD player. You only have three movies and three albums for the next three months. What movies and cds would you want on hand?
CDs:
Earth Wind & Fire: Essentials/Greatest Hits
2Pac: All Eyes on ME
Westside Connection: Bow DownMovies:
Friday
Gangs of New York
D2: The Mighty Ducks -
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