10 Questions with ... Brian Corona

BRIEF CAREER SYNOPSIS:

Radio DJ, MD, PD at WICB/Ithaca, NY. Various internships at labels (thank you to all who helped me). Then local, regional or national sales or promotion jobs at Hl Distributors/ Miami, Warner Brothers/Atlanta, Capitol/Atlanta, Virgin/Charisma/ New York, Virgin/Charisma/Philadelphia, Mercury/New York. Epic/550/Los Angeles, Capitol/Los Angeles, Artist Direct/Los Angeles, Atlantic/Los Angeles

1. What got you interested in the record business?

Music ... music ... music ... and then the support of my family. You know, my grandparents giving me their old 45s out of the jukebox every couple of weeks (when it was time to change them from their restaurant jukebox). My parents buying me Beatles albums and letting me follow my dream by supporting my decisions when I grew up. Various friends and family members allowing me to make them mix tapes throughout my youth. Of course, my college mentors who let me participate and then program WICB/ Ithaca -- even though I was a math major! Dave Benjamin, who gave me my first job out of college in the record business in Miami and taught me the biz. The underlying theme of it all, I guess, is to be able to bring joy and strength to so many through the power of music.

2. What was your favorite station to listen to when you were a kid?

I mostly listened to 1310 WTLB, 1260 WNDR and any late-night AM radio station. I feel I was very fortunate to live between two smaller markets in Upstate New York (Syracuse and Utica/Rome) that had some very adventurous radio stations. I got a chance to hear so many records that weren't hits on the stations I could get (WLS/Chicago, CKLW/Detroit). I also loved to listen to Casey Kasem with a passion on Sunday mornings

3. What was the first record you worked to radio and what has been the biggest change since you first began doing radio promotion?

I believe the first record that I officially worked was "Dare To Fall In Love" by Brent Bourgeois, and my first hit came right after that with "Close To You" by Maxi Priest

The biggest change, I feel, is the continually shrinking playlists at radio.

4. Every promotion person has a record close to their heart that for one reason or another never broke through. What is your "One That Got Away" ... and what did you learn from that record?

There were many that may have slipped through -- and some stories are still being written - in the "one that got away" category. But for me it was more of a group than a song; the band was Jellyfish -- which was signed right after I switched over to promotion in 1990 -- and I felt that they had some great left-field radio songs. I learned that timing plays such a pivotal role in everything because even though many of the people that I work with or for may love something, it doesn't mean that the every other person does.

5. Things are changing rapidly in our business. Were it up to you, what would you change in our "system" to give your bands a better shot?

Great question! Our baby bands need time to simmer, but sometimes it's not possible to give them that time. It would be great to have more time to allow artists to develop more before the project is proclaimed as over.

6. Too many records, too few slots. What data seems to be most important to you when jockeying for an open slot on a radio station and why? Ticket sales? Tour info? Prior success? Retail? Internet? Other stations?

All of the above and then even more: When we have an artist that has something special and unique and can connect face-to-face with the radio station and their listening audience, that seems to be a tremendously important step.

7. Where do you see the industry five years from now?

Hopefully rebounding in terms of helping careers -- both for the artists and for the many folks who want to have a career in the music industry.

8. What do you view as the most important issue facing radio today?

One of the most important issues, I feel, is to keep the audience connected and wanting to listen to the station. There are so many other things going on in peoples' lives, that it is hard for any one thing (i.e. radio listening) to have the impact that we all want.

9. What's the wildest thing you ever did to get "the add" at a station?

I am going to pass on that one, but I will say I did see a lot of great ones by other reps when I was out in the field ... many classics. One of my favorites that flashed before me right now involved Mr. Dave Hoeffel while he was at WPST/Trenton ... however, I won't elaborate.

10. What is your best advice for up and coming promotion reps?

Be yourself. Be true. Follow up. Enjoy the process. Have fun. Just take a breath and enjoy the path. After all, you're in the record business -- how lucky is that? At this point, I also want to thank anyone and everyone that has helped me (and the artists I have worked with) along my road; many people have given me patience, opportunities, support, guidance, hope and wisdom. For that I am very grateful and I hope to pass it on to those who follow me.

What career path would you be following had it not been for this industry?

I'm not sure, but I know it would all circle back to music. Perhaps help find a way to heal people through the powers of music.

Last Non-Industry Job:

Waiting tables for the Italian restaurant in my family

First Record Ever Purchased:

My mom says "Yellow Submarine" 45

First Concert:

Genesis

Favorite Band Of All-Time:

The Beatles ... then XTC