10 Questions with ... Enrique Ongpin

BRIEF CAREER SYNOPSIS:

Landmark Theatre Corporation: Film Buying Assistant. Lucasfilm THX/Theatre Alignment Program: Technical Coordinator / Marketing Coordinator. INDI/California Record Distributors: Local Rep. Jive Records: Local Rep. Interscope Records: Local Rep, Crossover / West Coast Regional, Crossover. Virgin Records: Top 40 / Crossover National. Interscope Geffen A&M: West Coast Regional, Crossover Radio

1. What was your first job in the music business?

INDI/California Record Distributors. Working with Chuck Rush. Providing local radio promotion support for independent labels distributed through the INDI network of regional distributors. Ran to radio, clubs, swap meets, etc. It was a roll-up your sleeves and get grimy type of gig. For those of you who don't remember Chuck Rush, he was one of the biggest characters to work urban radio.

2. How big is your territory/region?

The western third of the country: the Rockies through Honolulu. Focus is on crossover radio, with a handful of dance stations.

3. What's the biggest way that your job of record promotion has changed over the last 5 years?

Smaller T&E. Kidding... I think the biggest change is the increased focus on "the big picture" when it comes to promoting our artists and records: the marketing synergies, product tie-ins, co-branding, media and new media exposure. Anything that adds sizzle to the artist's story. We're definitely selling a lifestyle as much as we are a particular single, with the focus always being on the relevance of the artist.

4. Which Rhy-Crossover PD or MD have you known the longest?

Honestly, a lot of the programmers I knew 17-18 years ago aren't in the game anymore. But of the ones still in the game, there's really only one: Bruce St. James. But, he ain't a programmer anymore, right? After Bruce, it would be Don Parker, Tony Coles (though not in the format), Cat Thomas, Mark Adams, Fred Rico, R-Dub-all folks who were in my territory during my tenure at Jive.

5. What's the first job related thing you do in the morning?

Check the Blackberry for all the fresh, steaming stats. I check the BB as I grind up the Kona coffee beans.

6. How did your experience as a National promotions person help you when you made the segue to your gig at Interscope?

Having done the National gig for two years, I have a greater respect for the jobs that Brian Gray and Nino Cuccinello both do. It made me appreciate not being stuck in 4 hour meetings. I sometimes miss being more in the mix with the decision-making, but I also think I'm most effective as a field person, on the road and kissing babies. As old school as it may sound, I think face time with programmers is key to maintaining strong working relationships.

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

In chronological order: Chuck Rush, Ted Higashioka, Sam Bates, Jack Satter, Denise George, Ken Lane, Nino Cuccinello, Michael Plen, Jeffrey Naumann, Cary Vance, Brian Gray. And I'll add to that list Aggie Baghaei-because she's my evil twin.

8. After a long day at work with Nino and Brian in your ear, what do you do to relax?

Honestly, I go on the music blogs for a couple of hours to try and find new music. Then off to eMusic and Amazon for downloads. I'm a huge music consumer and can never get enough music. I'm a huge geek.

9. Any particular artists that you've worked with that have been a real joy to work with?

I love working with artists and try to make some kind of connection with them. I try to make our time working together less of a drudgery for them... Lady Gaga comes to mind first because that project was such a grind when we began it over two years ago. She was/is a hustler and has always brought her "A game" from the very beginning. She has nothing but my respect and admiration. And she deserves all the success she's currently experiencing.

10. Artists aren't always the easiest to keep organized on the road. What's step one?

A few tips: Pad the schedule with a 15-30 minute time buffer. Have cell phone numbers to at least three people in the travel party. Take the time to explain the importance of doing promotion; and give the artist as much background on the station and jocks as possible. Schedule a meal break and feed them!

Which programmer that you work with, could you clearly see having a successful career...in record promotion?

(KQKS/Denver PD) John E. Kage. No explanation needed, especially if you know him.

Let's play word association. What's the first thing that comes to mind when I say, "Lady Gaga"?

A total sweetheart.