10 Questions with ... Kevin Cruise

NAME:Kevin Cruise POSITION:APD/MD/afternoons STATION:KUUU U92...Where Hip Hop Lives, Bitches MARKET:Salt Lake City, UT (although I tend to shop at Albertson's) COMPANY:Salt Lake Radio BORN:Mission Viejo, CA (I'm a Cali boy at heart) RAISED:St. Louis, MO

BRIEF CAREER SYNOPSIS:

WVRV/St. Louis

WGTZ/Dayton - just about everything over there

2000 - present: KUUU where I started at middays, then was told I was becoming production director along with my midday shift. I didn't get a choice...memo went out and that's how I found out I was the new production director, then moved to MD and afternoons around 2002 or so. I eventually became APD, and production manager for our two yearly shows (Cinco de Mayo and Summerjam)

Ok, so I totally could've gone the "brief career synopsis" and said: "I started wearing tighty whiteys and eventually moved to boxers...then to boxer briefs...now I wear Diesel briefs because I like to be trendy." That may have been too much information for the industry.

1. How far into your career were you when it was clear that Radio was in your blood?

I think it happened after the first time I was allowed to open the mic and do my very first break. It's an addiction! Once you hear the compression of your voice in the headphones and have talked up a song it becomes addicting. You need to have that fix. To this day I can't go more than a week off the air. I get the shakes and cold sweats when I'm not on-air. I wonder if there is rehab for radio? If not maybe I should start it and then I too can have a billi a billi a billi. We'll call it the Kevin Cruise Clinic for Crack (I just like the alliteration) - eat your heart out Betty Ford!

2) What separates Salt Lake City from a market like Los Angeles?

Besides Nevada? Cume! KPWR gets away with being a little more broad and can play some cool shit that I would love to have on air. We don't have as many people in Salt Lake City so we have to be more focused about what we play. Another difference is we are an independent company. Major markets can sometimes have politics determine what they play. We get to pick what is going to be the most relevant tracks for our listeners, and sometimes that means playing an album cut or some other obscure track that someone may think is whack, but turns out to be huge for us.

3) What's the lastest on the reality TV show about the station?

I have teamed up with some people in Los Angeles to work on pitching the idea to television networks. We are still in the process of pitching and working a few projects at the same time. It's amazing what will make it to television. There's a new reality show about a high school principal, and there was one about dog groomers. Really? Dog groomers? I have to think the music industry and behind-the-scenes at radio is more interesting than grooming a dog.

4) What do you look for in a hit record?

The first thing I listen for is a catchy hook. I don't know that I really look for anything specific. Overall it's more of a gut feeling for me. The biggest sign of a hit is when I listen to a record a few times and I'm singing the hook the next day or wake up with that hook in my head. Ultimately, I want to know if this song is going to be the next record to go to POWER rotation.

5) What record has been the biggest surprise of 2008?

Maybe because I'm older now, but (and no offense Franco) the V.I.C. record. Really? This is what passes for "good" hip hop now? Don't get me wrong; I completely understand why the kids like the song and why stations played it. Maybe I'm a hater, ok...I am a hater, but still...V.I.C.? A legitimate artist? I just think records like that hurt the industry more than they help it. Again...I'm a hater but a true fan of MUSIC as well. I'd like to say nothing surprises me, but to this day I can't figure out why that song was ever made.

6) Who do you consider to be your mentor(s)?

I have to give a lot of love to Joe Hecht. Sure he's old as hell...and ugly. I can't believe his wife puts up with his shit. If I were her I would've left his ass a long time ago. Joe is the perfect example of why kids should not do drugs. And yet, he has some really good advice - unless he's working one of HIS records. All kidding aside, I don't think I would be as knowledgeable about the industry if it wasn't for Joe. I've learned that ho's give you herpes and you should stay as far away as possible. All thanks to Joe Hecht! He's kept me herpes free for years.

7) Who are some of the superstar record promotion people out there?

These are the guys and gals that really get shit done. Honestly, every promotion person we work with is awesome. I know it's a political answer, but it's really not like that. I enjoy talking to everyone and they always make sure things are taken care of - I almost feel like if I start naming names I'm going to get myself in trouble. Alisa Applegate aka Flakey Chola, Gary Spangler - which I have to say I've helped back him off the Golden Gate bridge a few times after he's wanted to jump. Lee L'Heureux - he has the most impossible name to spell, but can hear a hit even when it's not his. Rick Sackheim and Noah Sheer; Enrique Ongpin and everyone at Interscope. Davey Dee is EXCEPTIONAL at what he does! I have to give Davey some mad love because he really knows his shit. Plus, he knows how to pick a hot West Coast joint! I'll now wait for the calls of the people I missed...

8) What's the worst thing a promotion rep could say to you in trying to get their record on at KUUU?

There's not ONE thing a rep could say. It would have to be a number of things, but here are two criteria that turn us off of their records. A.) Calling on a Tuesday - especially if you call the cell phone. That's a big no-no. B.) telling us we're "missing" a record. Unless you've been in this market as long as we have, please don't tell me we're "missing" a record. You're not hurt by what you don't play.

9) What's your favorite thing about living and working in Salt Lake City?

Best thing? Multiple Wives! Actually, the best thing about living here is the snow. Utah has the best snow in the Mountain West (sorry Denver...doesn't compare). Plus, we're a lot closer to the mountains. I can't tell you how many powder days I got in last season. We're so close to the mountains that I can take a half day and snowboard during the morning then do my show in the afternoon. What's better than getting to do the two things you love in one day? The best thing about working in Salt Lake City is the people at the station. We are a family over here. A polygamous family...but still...a family.

10) Would you leave the radio side of the music business?

If the opportunity was right I would leave the radio side; however, I would have to stay in the music industry. I don't know that I can go to the "real world". I just don't think I could take it. So, ya...if there are any really good opportunities out there and you have lots of money to throw at me feel free to give me a call!

What's your favorite song you're not playing?

Favorite song right now?? Keri Hilson "Energy".

Got any advice for someone that wants to get into programming?

On the real: Hustle. The best thing anyone can do is to be on top of their game and to constantly hustle.