10 Questions with ... Kelly Mac

BRIEF CAREER SYNOPSIS:

I started my 20-year career in radio as a receptionist at WENZ (Cleveland, OH) right after Radio One acquired the station from Chancellor Media. This was years before cell phones and direct dial options were common, so I quickly became familiar with the labels, reps, promotors, business owners and other key players because I was what many considered the “gatekeeper.” When someone needed to speak to or reach a PD, On Air Talent, the GM or Sales Manager, I was the person that helped to make it happen (or not LOL.)

At the time, I was a single mom who was also a hustler a go getter and I loved to kick it too, so radio and I hit it off very well. With time and hard work, I was promoted to Programming Assistant by my PD at the time Lance Panton. Lance always believed in me and was a great teacher too and I was a sponge and ready to learn everything. After Lance was promoted to Detroit, my next Program Director was Sam Sylk (WENZ) and Kim Johnson (WZAK) and they made sure I learned Selector (V12) and also prepped me to be an Air Talent as well. A couple years later, my position was eliminated due to “downsizing,” and I was so hurt that I was ready to go into banking (or something else), just to get away from the industry, but it was too late, radio was in my DNA and I was eventually offered an APD and Afternoon Show opportunity at WWBZ in Charleston, SC with Cliff Fletcher. WWBZ eventually flipped to a Hispanic speaking format, so I crossed the street to work with the legendary Terry Base at WWWZ. I started off as a traffic reporter for the 4-station cluster and eventually, Terry Base promoted me to his Night Show Host. In this role, I was responsible for helping out with production, yet I didn’t know how to produce audio, but I was determined to learn.

BTW…shout outs to Yonni “Da Rude Boy” who taught me how to do production. After Charleston, SC Steve Crumbley recruited me to do mornings at WBLX in Mobile, AL and when he relocated to Greenville, SC to WJMZ, he brought me along to do afternoons. During my time at WJMZ, Crumbley and I made one heck of a team. We quickly took afternoons to #1 for the 1st time in the history of the station and we won a lot of awards together including two coveted Marconi’s. After my Greenville, SC run, I joined Ken Johnson in Philly at WDAS and WUSL. After 2 years or so, iHeart went through a major change and my APD/On Air position was eliminated. The company offered me a transfer to Chicago, but unfortunately, the timing wasn’t conducive to relocate because my son was graduating in a few months. After my son graduated, we moved back to SC and I rejoined WJMZ for another 3 and a ½ years. My career stops also include Indianapolis, Charlotte and now Southeast Texas for the last 3 years where we are currently ranked #1 with a bullet in all dayparts and major demos.

1) Why did you decide to go into radio?

I loved music, people, and I needed a job.

2) What are you and the station up to these days?”

We are in straight grind mode and doing our best to maintain our incredible rankings all while continuing to expand our reach and brand on air, online and on the go.

3) How would you describe yourself on air as an air personality?

Fun, relatable, authentic, motivational and energetic. My constant goal on air is to inform. entertain, educate & motivate.

4) Who Inspires You?

My grandfather was quite an amazing inspiration (God rest his soul). He fought and survived WW2, The Vietnam War, The Korean War, and battled racism in the 50’s and 60’s as well. If that’s not a sure sign of strength and inspiration, I don’t know what is. I’m also inspired by my radio and record colleagues who are entrepreneurs and have ultimately created multiple streams of revenue outside of the industry. We all know nothing lasts forever, including a radio career.

5) What’s the most challenging part of the job these days?

Work life balance and consolidation. Currently, I’m the Program Director for my station, the Midday Show Host, Promotions Director and Social Media Manager. I am also helping out in production because our Production Manager position was eliminated.

6) What are you most proud of? (it does not have to be radio related)

I’m a proud mother and I constantly thank God for covering and providing for me and my son through the good, bad and the ugly. I’m also proud of some of the work I’ve done to uplift, inform and provide for the communities I’ve lived and worked in.

7) Who have been some of your influencers and mentors? (In detail, explain what you learned from each of them)

Wow! I have quite a few and I don’t want anyone to feel slighted so I’ll name a few of the key ones. Let’s start with Uzi D, he’s got to be one of the most creative PDs I’ve worked with. He’s a forward thinker when it comes to specialty programming and promotions and he taught me about the importance of creating compelling listening moments. He always stressed the importance of creating compelling and memorable listening experiences. Next, we have Elroy Smith. Elroy is an amazing talent coach and he poured a lot of time and attention into helping me grow as a talent. He also taught me how to politic and how to choose my battles. I also admire and respect Sam Sylk a great deal. Sam and I worked together in Cleveland, OH (my hometown) at WENZ. Sam was always a man of faith and a man of God and he wasn’t ashamed to let people know that. He introduced me to Gospel Music, helped me get back on the right path with my spirituality (after I strayed) and he gave me my 1st shot on air and eventually helped me prepare for fulltime on air work. He also taught me about the importance of embracing the community and always being active in the community as well. Linda Mayfield was the Office Manager who gave me a chance and hired me as a receptionist at Radio One in Cleveland.

I was very young, very rough around the edges and probably deserved to be fired a few times, but she took me under her wing and worked with me and prayed for me. I call her my God Mother in radio. Next we have Terry Base who taught me the importance of team work and how crucial it is to be trusted by your team and how “you’re only as strong as your weakest link.” Ken Johnson taught me to count my blessings and not my problems. Although Ken and I worked 12-14 hour shifts in Philly, he always said “it beats digging a ditch” and “at least we’re doing what we love”. Steve Crumbley and I worked together for 6 years and he taught me about forward motion (on air), how to better schedule music and he showed me how to maintain a solid music database. He also helped me grow me as a manager and talent coach as well. Last but not least, my current VP of Urban Programming; Kenny Smoove. Kenny is an authentic and a solid leader and programmer. He’s a forward thinker with a clear vision and he pushes us to be better than just great. He’s also a good teacher and advocates and empowers his team. He believes in being real and for standing for what’s right and I respect and admire that most about him.

8) What frustrates you the most about the music and radio industry?

Disingenuous people and opportunists.

9) Would you share one of your funnier moments in radio?

When I started working for Terry Base as a Traffic Reporter I had a sponsorship script that read; “Lance Crackers-I got Lance in my pants and they’re making me dance!” I didn’t review that sponsorship prior to the break, so when I read it live on air with the infamous Tessa and Baby J on WWWZ, I busted out laughing uncontrollably and it was so bad to the point that they too couldn’t stop laughing and we just had to make a run for it and go to commercials.

10) What’s the best advice you’ve ever been given?

1st and foremost, your health is your wealth so take care of yourself. Being well emotionally, mentally, physically, and spiritually is always more important than any gig, position or event.

How do you see your future evolving?

Only God knows how my future will evolve and what direction I will be led in. During my 20-year career, I’ve experienced a lot of victories and a few disappointments too, BUT no matter what I had planned, I learned if you want to humor God, tell him what your plans are. My plans don’t matter if they’re not in line with his.