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10 Questions with ... Jave Patterson
February 1, 2021
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BRIEF CAREER SYNOPSIS:
As a musician turned radio professional, I graduated from the Radio, Television and Film program at San Antonio College in 1992. I initially pursued a career in radio as a means to find a back door to promote my band to the industry. I quickly found that I had a natural aptitude toward audio production and that I could make more money doing a twenty second stage introduction as a radio personality than my entire band could make over the span of a four-hour long music set at the local live music venues. My father was the SVP/Marketing for the Investment Management division at USAA, so in my early radio days he and I would brainstorm everything from radio promotional ideas to specialty shows and show names. After rising from part-timer to full-time 7p-mid host and Imaging Director for Cox KISS (99.5)/San Antonio, I decided to put my learned skills to work, making the move from market #33 to market #233 to take over programming for Bahakel Communications KFMW/Waterloo, IA. I was there from ’97 to ’99 and was then recruited to come to Reno to take over as PD for KDOT. Over the course of the next 15 years, I rose to become PD/Marketing Director to OM for the cluster. In 2014 I made the move to Lubbock, Texas to work with the digitally savvy Townsquare team and properties in Lubbock as OM, re-launching a Country and a Classic Hits station while programming a CHR. I spent just under three years in Lubbock before Lake Tahoe and Reno beckoned me back, this time to do mornings on the legendary Classic Rock leader KOZZ. I did that for two years then transitioned back to the OM chair and afternoon host on KDOT.
1. How did you become interested in radio?
It had always been a childhood dream as I often did “mock” radio shows using an old tape recorder in my bedroom with my friends. I’d take a newspaper, give a page to each friend, grab whatever noisemaker I could find nearby (bell, whistle, guitar, utensils, etc.) and produce news casts and music shows. At the age of eight, I told my parents I wanted to be a radio station owner and Rockstar, so I could play my own music on the radio.
2. This is your first time overseeing a Triple A station. Tell us about the how you have viewed the format from the outside before now.
Frankly, it has always been my ‘guilty’ musical pleasure. I’ve spent the last thirty some-odd years programming Rock as a specialty with several years programming everything from Oldies/Classic Hits to CHR, Country, Classic Rock and Alternative. Growing up in San Antonio, I played in a multi-cultural variety band for many years. The band Exito was positioned as a “North Of The Border” Menudo and our set list included everything from Polkas, Cumbias and Lambadas (in Spanish), along with songs like UB40’s “Red, Red Wine.” George Strait’s ‘The Chair,” material from INXS, The Cure and other ‘80s pop acts…all the way to Poison and Metallica. I always had an affinity for Americana, Blues (SRV) and Country. My uncle was a jazz drummer for many bands in Detroit back in the ‘60s and ‘70s and my grandmother was one of the hippest people I ever met. She introduced me to Black Sabbath, but also enjoyed Eagles, Dave Clark 5, Neil Diamond and the Disco revolution (the Saturday Night Fever soundtrack was a staple of early life). I’ve just been exposed to so much great music throughout my life, I’ve really developed an appreciation for (just about) every genre! Triple A is such a fun blank canvas for a music snob to dive into. I’ve always had a respect for the musical textures on Triple A.
3. Have you made any significant changes to the station?
Back before we had a multitude of audio choices available on demand, KTHX really was the most unique, avant-garde format in the market. Today, listeners have the choice to visit radio, streaming services or make their own mix in a matter of minutes. My goal has been to champion the new music we expose with information on what makes the artist important to pay attention to, while also helping the audience quickly become familiar with the new songs through top-of-the-hour identifiers, pre-produced pre-sells and live jock back-sells. The biggest challenge is to keep the sense of uniqueness while still being familiar and accessible to the cume.
4. How would you describe the music mix on the station?
The library is well-researched and vast, paying homage to the few ‘60s and ‘70s artists that paved the way for future musicians, an ample amount of ‘80s nostalgia, ‘90s quirk and the rise of early 2000s Americana-pop. That said, it’s never quirky for the sake of being quirky … KTHX is a station for music LOVERS, so quality music above all else.
5. What new artists are most intrigued by?
White Reaper really impressed me last year in Vegas. ZZ Ward has a cool hipness with a bit of R&B. The new Illiterate Light with Devon is the first track from them that I could hear going all the way. Saint Nomad is very catchy. The dreamy techo-vibe (chill electronic) of Cannons is cool. Stuff not on the charts that I’m loving include Cobi, Elise Trouw and the stunningly talented Seattle artist Noah Gunderson. I would advise readers to do a deep dive on YouTube to check out all that Noah and his brother and sister have created over the years. Simply brilliant!
6. The station has tremendous heritage in the market, what are some The X’s benchmark yearly events (during non-COVID-129 times)?
Well, most of our big events fell by the wayside in 2020 thanks to COVID, but we are highly involved in the arts, doing weekly engagements at Reno Museum Of Art, Art Walk, Reno River Fest, Earth Day and more.
7. Besides your own, what is your favorite radio format?
If I were doing this for an Active Rock column, I’d say Triple A. So, I guess my answer (aside from Triple A) is the Active Rock format.
8. What do you view as the most important issue facing radio today?
A year ago, I would say maximizing our digital footprint and monetizing the audience there. Today, due to the fact that we aren’t on the streets at events or even remotes, the biggest challenge for us locally is continuing to grow cume. For radio as a whole, the challenge continues to be how to stay relevant to the audience. A big part of that is community involvement and having an on-air presentation that is genuine and authentic.
9. What is the one truth that has held constant throughout your career?
Play. The. Hits.
10. Fill in the blank: I can't make it through the day without …
… coffee and music- duh.
Bonus Questions
Last non-industry job:
Aside from mowing lawns in the neighborhood? My last other ‘real job’ was working as a Particle Technology Technician manufacturing the calcium supplement Citracal from scratch --about 300 lbs. a day!
First record ever purchased:
No idea…I do remember purchasing Dio’s Holy Diver when it first came out, along with something from The Moody Blues and Rush’s Permanent Waves.
First concert:
Either KISS 1977 or Iron Butterfly “Inagaddadavida” tour.
Favorite band of all-time:
Eagles
What do you enjoy doing in your spare time away from work?
Cooking, hiking and reviewing cigars, wines, music and spirits on my personal YouTube channel Two Doods Reviews
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