10 Questions with ... Willobee

BRIEF CAREER SYNOPSIS:

I started my love affair with music as a nightclub DJ at various NY landmarks including The Nursery, Electric Circus, Malibu, Danceteria and Studio 54. I began my radio career as an air talent for New York's infamous WLIR, "the station that dared to be different." I worked my way across the country, programming Rock and Alternative stations in New Jersey, a start-up in Santa Barbara, KCQR, and launched The Edge in Fresno and then The Edge in Phoenix before it became a national brand.

In Santa Barbara, I ventured into artist management working with Pete Townshend's brother Paul and also discovered Ugly Kid Joe. In Phoenix, I managed the Phunk Junkeez (Trauma/Interscope). I represented ex-members of Flesh For Lulu, Gigantic (Columbia). I also worked with Chronic Future (Tommy Boy/Interscope).

I became an associate at Q Management in L.A. with Jeff Kwatinetz and Pete Katsis (of The Firm and Prospect Park) where I worked with Korn, General Public, Material Issue, Tuck & Patti and more.

In Austin, I launched my own company, got into the nightclub business and helped to create and build Two River Canyon Amphitheater, where I served as GM. We produced the Willie Nelson Family Picnic with Willie, The Dead, Neil Young, Toby Keith, Merle Haggard, Leon Russell, Los Lonely Boys and many more. I also worked as air talent for Clear Channel's Classic Rock station Z102.

I returned to radio full-time as OM/PD for independent alternative WEQX in Albany, NY. I then joined Shamrock Communications in Scranton, PA as OM/PD for Classic Rock107 and Alternative FM 92.1. I went on to serve as Dir./Broadcast Operations and PD for Shamrock's four-station cluster in Reno, NV which includes KRZQ, POP FM, Z105.3 and K-NEWS

1. How did you become interested in radio?

When I was 10, my cousin and I used to record our own fake radio shows and that's when I caught the bug. I got my first job in radio while a junior in high school working for a multi-language block programming station. I started as a producer, editing shows for people who bought air time and could not speak a word of English. It was a great learning experience which led to college radio.

2. How did the opportunity to join Nevada Public Radio come about?

I had experience working with Mike Henry in the past and he was brought in very early on. Apparently, he had me in mind for this job since his involvement with NVPR, but didn't reach out until he heard I was getting ready to leave Shamrock and most likely leave the market. The timing could not have been any more fortuitous as my wife and I really didn't want to leave Reno.

3. What is the metro reach the Reno 89.1 signal?

The signal has its share of challenges in the fringes, but we cover most of Reno and the company has already purchased a translator to fully cover Carson City.

4. In what other ways can the station be heard?

Aside from our stream, NV89 is carried on a network of HD repeaters covering the entire state of Nevada, as well as a few markets outside the state including Lake Havasu City /Bullhead AZ, China Lake, CA and St. George UT.

5. With your background in other commercial radio formats, what do think will translate to the public radio side?

I bring to the table a fresh slant to the non-comm format. The idea is to be more accessible to millennials and to grow a younger audience than non-comm has not been accustomed to. Using more of a commercial radio approach with tons of new music and no commercials provides the content and energy that we need to engage a target that has been elusive.

6. How would you describe the musical approach on the station?

We definitely color outside the lines and don't fit into a square box. We are a hybrid Alternative and Triple A. We are carefully curating an experience that includes established artists as well as great new artists from both worlds. We sprinkle in a healthy dose of artists that helped build those categories.

7. What new acts are you most excited about?

This is the perfect time for a station like this to develop with emerging artists like Mondo Cozmo, Chicano Batman, Rubblebucket, Sylvan Esso, Shibashi and there's plenty more who might not get noticed at the commercial level.

8. Tell us about the great air staff you have gathered.

Let's just say the planets aligned and I was lucky to find a handful of passionate music heads who are a perfect fit as curators of NV89. Malayna Joy comes from a few years on Reno's long-lived KTHX so she knows the music and the audience. Gia DeSantis who has a long background with KROQ, Indie103.1 in L.A., MTV and working at several record labels brings a deep knowledge of alternative music history. Jake Wagner was already working for Nevada Public Radio when I came along. His background in the indie music scene and experience working with Life Is Beautiful brings a new perspective to the care and feeding of this animal.

9. What is the best advice you would give to young programmers?

Ruuuunnnnn! It's hard to give blanket advice as every company, every station and every situation is different. If I was to speak to someone in their first programming position, whether at a major broadcaster or indie, I would say to pay attention to detail, trust your gut and question what is the norm. You might get pushback, but don't be afraid to share your thoughts and ideas, and hope that some of them will be implemented and you will have more of a hand in shaping your brand.

10. What is the one truth that held throughout your career?

Integrity. At the end of the day, all I have is my integrity. If I do the best job I can, give 110% and always protect the company and brand, I can at the least maintain a rewarding career.

Last non-industry job:

Customer Service Rep for General Motors. I'd rather shovel shit.

First record ever purchased:

I got mostly hand-me-downs from my older sister so it's tough to recall, I would have to say Who's Next.

First concert:

Pink Floyd at Radio City Music Hall

Favorite band of all-time:

Pink Floyd

What do you enjoy doing in your spare time away from work?

Aside from hanging with my family, I enjoy Texas Hold 'Em. I do live in Reno, ya know.