10 Questions with ... Vicky James

BRIEF CAREER SYNOPSIS:

• WJMZ
• WFXE
• WRBP
• WXST
• WPRW
• WWWZ
• WFXE

1) What do you think about female leadership in radio?

Female programmers are very rare so I'm extremely blessed to be in this position! I'm ecstatic when I do see women take the top spot. Women are just as capable as men. Females are very nurturing which helps us to be considerate of others. Women have just as much passion to progress radio to the next level as anyone. I'm inspired by female leaders and intend to be a part of that movement.

2) How difficult is it to be an on-air PD?

It brings things full circle, being able to put a plan in place and not just hear it but execute the plan. I can fully go in and be hands-on, whether it's a contest or making sure imaging is set perfect or hearing a song and getting the listeners feedback. You are on the front line and I'm able to feel the pulse of what my listeners are thinking.

3) Who have been your mentors?

Terry Base was the first person to hire me when I got to college at Charleston Southern University, SC at WWWZ. Also, I got the opportunity to work and study under Minnesota Fattz at WPRW in Augusta, GA, at which time I knew I had to be a programmer! I happened to be sitting in his office when record executive Rodney Terry was there for a music meeting and told Fattz that a PD in the Charleston area was looking for me. I was in absolute shock that a PD was looking for me!

That conversation led me to Michael Tee at WXST (Star 99-7), where I landed my first full-time gig as the morning show co-hostess/APD/MD. Star 99-7 quickly became my first radio love! I will forever cherish the opportunity of working alongside Michael Tee!

Delores Jones, my Professor at CSU, probably believed in me more than anybody.

Some of the recent people who I've had the pleasure of working alongside, just to name a few: Steve Crumbley, Bill Tanner, Mark & Colleen Shands, John Olsen, Carl Conner and Greg Davis.

There are so many people that I would not want to leave anyone out who has contributed to my career over the last so I graciously say Thank you!

4) What's your philosophy for on-air?

My philosophy is to respond to the desires of my listeners. That means to put my personal taste aside and if a listener wants to hear a certain song, play it. I believe listeners give us direction and we should find a way within the rules to accommodate. To go a little bit farther, there are some areas I believe that are helpful to listening community.

• Matters of the heart and things that touch people. For example, while working in Greenville, we had a drive to help the flood victims in Columbia, SC. Our listeners helped us to pack two trucks and an 18-wheeler of supplies for the victims.
• Health matters. I've worked with stations who annually participate in health summits with free health screenings to the community.
• Money. I believe career fairs information and hiring information for listeners is important in today's economy.

Finally, no matter what the job is, you must have to have a concrete work ethic. Thanks to my daddy who still thinks radio isn't a real job, I attribute much of my successes to being a very detailed programmer and air personality.

5) Where did you get started in radio?

My first job working in radio was at WFXE "Foxie 103 Jamz!"/Augusta, GA in 1997. I grew up listening to this station as a kid! I was introduced to radio by DJ Boss who arranged for me to meet Kevin "Koolin" Fox, who was the OM. The Fly Night Guy, Robert Taylor, was the PD. They put me in promotions and on the fourth day, Kevin said you're going in the studio tonight (to learn how to run the board?). From that day, I was bitten by the radio bug. Before long I was doing their weekend overnight shifts.

6) How can a personality personal and work?

My goodness ... There are days when you can't turn it off in your head because the radio station is on 24/7! Since I live, eat and drink radio it becomes either show prep or I think you should always access what people think of your radio station. However, balance is a must! I think it should be a priority to reset yourself every day.

7) What is your outlook on music?

I take a broader outlook at what's out there musically. Every station has a base identity, but some songs may not be an obvious fit for the format. Learn your target audience.

8) Explain your style of management.

I'm able to not only program, but I can also jump on the air at any given moment. We get so caught up in e-mails but I believe in a conversation to make sure we're on the same page, because a text message or e-mails don't always translate the passion that I would like to convey. Managing also requires taking the time to learn your team's strengths and matching them to be a part of projects that highlight those talents.

9) How have you used this brief time away from radio?

I have been doing a lot of voiceover work and some voicetracking. I am taking this time to reintroduce myself to things outside the radio bubble. It has been a great way to reconnect with the daily lives of listeners. This experience will make help me see things more clearly when it comes to the average listener.

10) What are your thoughts on the future of radio?

I'm excited about the future but this requires us as programmers to be innovative. This includes finding a way to intertwine raw talent like a YouTube sensation or local talent who's found a voice in the community and develop them. Hunger for radio can't cease, but we as programmers have to expand the brand to the social media scene.