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10 Questions with ... Eric Rosado
January 12, 2021
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BRIEF CAREER SYNOPSIS:
KYLD/San Francisco 1997-2004, 2010-Present
KDON and KOCN/Monterey 2004-2013
KGGI/Riverside 2012-2013
WBTT and WZJZ/Fort Myers-Naples 2013-1018
KUBE/Seattle 2018-Present
1. What got you into radio?
Growing up in the San Francisco Bay Area in the 80s and 90s we had some pretty big major market sounding radio stations but to my taste more specifically Rhythm/CHR brands with KYLD and KMEL in San Francisco, KHQT in San Jose and clear bleed-ins of KSFM/Sacramento, and KDON/Monterey. The vibe these stations created from the legendary talent, creative and hyper local Programming, and the credibility they had on the streets painted a picture of this non-stop party that I wanted to be a part of.
As a young mixer and studying their programming, I got the attention of Jazzy Jim Archer, who not long before arrived at KYLD with most of the KHQT staff after they flipped formats. He opened the door and I was down to do anything to show how important this opportunity was to me. I picked up trash, banners, sticker backings at their events and he then brought me on as an intern to open mail, get coffee, and shadow him during on air mixshows. That led to Michael Martin trusting me to copy and mail out weekly playlists on Tuesdays to over 100 Bay Area record stores, collect and compile weekly music research we would obtain on the streets, request sheet tallies (remember those) and record store (remember those too) calls for sales data.
The rest is history and I can safely say the dream I had as a kid to do radio has led me to such a memorable run the last 23 years of my life across the country with amazing experiences both Professionally and Personally. I wouldn’t be anywhere without the names mentioned above, and anyone that’s ever helped me grow such as mentors like Dennis Martinez, Sam Diggedy Segovia, Cat Collins, Louis Kaplan, Dylan Sprague, Mark Adams, Travis Loughran, Jay Stevens, and the current Seattle leadership team Of Robert Dove, Rich Moore, and Maynard.
2. What did you dream of becoming when you were a kid?
See above, it was always radio. Programming was always the goal and eventually to continue to more Programing Leadership/Management opportunities overseeing multiple brands/staffs. I suppose broadcasting in general also. Along with the love for music radio I also grew up (and am still) a huge San Francisco Giants fan and have been lucky to hear some of the greats call the game such as the late HANK GREENWALD, the Hall of Famer JON MILLER, the DUANE KUIPER/MIKE KRUKOW duo and more. They are storytellers who are so compelling and keep you hooked whether it’s a close game or a blowout. Now that’s an art!
3. You've made a couple of cross-country moves since the KDON days. What was the biggest change in the move from Ft. Myers to Seattle?
You pretty much can’t get more across the map (lower 48 that is) and it shows as these are two very different parts of the country. Programming a Hip Hop station in the South vs. one in the Pacific Northwest with the demographics and vibe of the areas alone have major differences. From growing area in the shadows of Miami and Tampa, to the metropolis of Seattle/Tacoma I think the obvious change for me besides missing majestic mountains was the weather. I went from a tropical area that truly is paradise and Summer year round (Christmas on the beach, anyone?) to the Great Northwest which while the summers here are beautiful we have now hit that time of the year where the cold kicks in (which many here love) and there’s often long stretches of weeks with no sunshine which can really mess with you. Imagine seeing no sun for over 90 days, that actually happened last year! Prior to the pandemic trips to Florida and California would give me my sunshine fix but besides the gray skies this is a beautiful part of the country in so many ways from the nature, to the people, to innovation.
Of course tech plays a major role in the rejoin being the fastest growing tech hub dubbed “Silicon Forrest” with Amazon, Google, Facebook, Microsoft, T-Mobile, Expedia, Nintendo of America, then of course throw in Starbucks, Costco, Nordstrom and Boeing, we have some pretty big companies based here. It’s also a major sports town despite having no NBA or NHL team until now with the arrival of the SEATTLE KRAKEN. It’s undeniably a SEAHAWKS town, they run this area without a doubt. The SEATTLE SOUNDERS have arguably the best MLS fanbase, the MARINERS are rebuilding and now with the new CLIMATE PLEDGE ARENA, the NBA has got to have a SONICS return on their mind.
4. The highlight of Eric's Covid-19 pandemic?
This year has been about pivoting, adapting, facing adversity but I’m not sure there are many highlights; let’s see doing Afternoon Drive from my kitchen and being able to get a quick snack in during stopsets! I never ever thought I’d be saying that all of that.
5. What do you think managing during the pandemic has taught you?
I go back and laugh when I think about this now but in March we were talking about working from home for a couple of weeks max until the curve slowed down. We knew so little back then not just on what COVID-19 could be but how we can operate radio stations and manage staffs from home. I thought it would be more relaxed working from home and while it’s great to be in the comfort of your own place this has been one of the busiest years I’ve ever faced. Because we aren’t face to face, communication is key and that along with mentoring and motivating comes in virtual ways which can be a challenge as it’s not the same as the energy you feel face to face. Those simple in office chats have become meeting after meeting day after day.
This also put us on an aggressive attack to stay relevant and fight new listening patterns with more people at home and less on the road. This means trying new things, different ways of thinking, marketing, contesting, creative messaging and imaging and so on. I have to give props and credit to the KUBE family, one of the hardest working staffs in radio starting with The Wake Up Show with Strawberry and Lizette Love, DJ Supasam, Besa, Bennett Knows, our Imaging guru and Mix Lead DJ Phase, and Promotions Director extraordinaire Samantha Rost. We all just think big and get it.
Through all this year has thrown as at us our listeners have been affected by losing jobs, local businesses shutting their doors for good, students learning from home with help from their parents who at the same time are either working from home or an essential worker, to the social justice and race issues we are facing we have been here for our community and given them a voice. Recently our night host, Besa, hosted a town hall discussion to tackle these issues with community leaders and Seattle’s Mayor Jenny Durkan. That’s where local radio shines and offers companionship and encourages positive change that no streaming service could ever provide. Since it’s return KUBE has been super active and no pandemic was going to slow us down. If anything we’ve had to operate twice as hard and this team does exactly that with putting out good radio/social content, and remembering the most important thing, to have fun. Radio should be fun!
6. What would probably surprise most people about living and working in Seattle?
It really doesn’t rain every day, or hard at all. Now those daily Florida thunderstorms...that’s rain. Seattle is really more like a light mist most of the time, a drizzle if you will. Also our teriyaki game is strong. There’s a sketchy/suspect looking teriyaki spot on just about every corner and they are all good! I think we may have more of those than Starbucks.
7. What's your favorite song on the station right now?
I’ll go with 24kGoldn featuring Iann Dior “Mood”. Not only is it one of the biggest songs in the world but sonically a perfect fit for Seattle and KUBE. I love the success 24kGoldn is seeing. We had him in under a year ago for one of his first radio visits and he was one of the most humble young artists I’ve seen in a long time. He was asking questions and seeking advice on how to grow within the music industry. It didn’t take long and it’s also great to see a Bay Area guy come up!
8. If you weren't in radio, what do you think you'd be doing professionally?
That’s a tough one as this is what I have always done since I was 16 years old. I know how blessed I am daily and never take it for granted. If not radio it would have something to do with broadcasting, media, or marketing in some capacity. Also, if there was money in it probably a UFO specialist. lol.
9. Your radio job keeps you very busy but what do you like to do in spare time you have?
No matter how busy we all are especially these days of multiple hats we wear it’s always important that after we kick ass in our workdays to find balance and good quality of life. Even outside of radio, I enjoy music (big house music dude). I like movies and binging shows. I'm a big sports guy. I like learning new things and before the pandemic, traveling, and exploring the Pacific Northwest with my lovely girlfriend. She keeps me sane. The pandemic has given me a lot of her delicious home cooking and also that workout bike I ordered. lol. While we follow these very important steps to shelter in place and slow the spread we do miss exploring Seattle when more things were open such as its endless list of great restaurants and things to do.
10. If you could be on any TV reality show or game show, which would you want to be on?
I’m not really a reality show or game show guy but I won’t be afraid to admit one guilty pleasure I’ve picked up during the pandemic. The treasure that is 90 Day Fiancee, all the different spin offs! Each episode is a dumpster fire of a hot mess you just have to watch.
Bonus Questions
If you had to eat one type of meal every day for a month, what would it be? (Mexican, Italian..etc)
While I love food from my Puerto Rican and Salvadorean Latin roots, I also love all things Asian and Seattle is a great town for that! There are so many great options but since we are choosing one let’s stick with the sketchy teriyaki spots I mentioned above. Also, honorable mention for the most underrated and, in my opinion, best pizza in the world, Round Table! If you’re from the West Coast you know.
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