10 Questions with ... Nicky Sparrow

1) What are you working on these days?

I lead the multicultural ad sales revenue by leveraging iHeartMedia's unparalleled assets including radio, digital, podcasting and events. I also educate marketers on how iHeartMedia can help them reach their target demographic. In 160 areas markets across America, we have over 860 live broadcast stations in our portfolio that reach 90 percent of Americans monthly. We also have other Multicultural targeting assets from today's leading on air talent like The Breakfast Club, The Enrique Santos Show, The Steve Harvey Show, Way Up With Angela Yee, Big Boy's Neighborhood, as well as marque events and platforms including Can't Cancel Pride, See Her Hear Her, Fiesta Latina, Living Black, The Black Creators Podcast, The Black Effect Podcast, My Cultura Podcast, The Black Creators Podcast, The Black Information Network, digital, podcast and more.

2) What direction do you see radio going in the future?

Radio continues to be the most dependable media outlet and btw it's free. Every month, radio continues to reach more Americans than any other medium and it's the most trusted source of media in the US. Broadcast radio holds a unique place in American culture. Our on-air personalities offer a relationship with listeners that is ongoing. And today, technology has added more listening opportunities for our stations and brands. With iHeartRadio, listeners can stream live broadcast radio, podcasts, music playlists, and custom Artist Radio stations (small on-demand component) everywhere, on over 250 platforms and over 2,000 different connected devices.

3) Would you share your involvement with St. Jude?

I serve as the chair of the ALSAC/St Jude Children's Research Hospital's Urban Audio & Music Advisory Council. My duties include contributing to the expansion and development of the Urban Music & Audio Engagement initiative. Most importantly, to assist ALSAC/St Jude's fundraising initiatives and raise public awareness of St. Jude Children's Research Hospital among African American audiences. By participating in Radiothons early in my career, I was introduced to St Jude. I became captivated after being welcomed to the hospital, where I saw the job firsthand and how children of various racial and ethnic backgrounds receive the same level of affection and care and discovered the patients never receive a bill.

4) What's the funniest thing that has happened to you during your career?

I took a position as a General Sales Manager in Tallahassee where we were the home of the Florida State Seminoles. Not being from Florida, I did not know how important the "State" was at that time. I moved there during football season. My first week there I sent out an email saying, "Go Florida". I instantly heard the gasp and footsteps coming towards my office. I got a whole lesson on the difference between Florida (The Gators) and Florida State. I was so embarrassed and then everyone burst out laughing. Needless to say, I never made that mistake again.

5) Would you share the names of some air personalities you grew up listening to?

Radio has always been a big part of my life. It was the first thing I heard every morning. The radio was the cue to get up for school during the week. On Saturdays, when I heard the tunes of Anita Baker, Luther Vandross, Earth, Wind, and Fire, I knew it was time to get up to clean. On Sundays, it was the gospel tunes coming from the radio that let me know it was time to get ready for church. I grew up in Baltimore, MD and Frank Ski was the first on-air personality that I bonded with. I remember recording his show every day on my double tape deck boombox. My sister, Keyashia and I wore that boombox out trying to learn all the words to every LL Cool J, MC Shane, Roxanne Shante, Doug E Fresh and Slick Rick songs.

6) How did you get into radio sales?

I was working at a department store, and there was a job fair at the mall. A big-name retailer was coming to town and looking for managers. There I was with my resume in hand and faced with a dilemma. My current employer was right next to my "potential" new employer. I found the area where the people putting on the job fair were housed. I stepped in, and a sweet lady named Melonie Kight asked how she could help me. I told her my situation and asked could someone take my resume to my "potential" new employer, and I would wave from there. Melonie chuckled, glazed at my resume, and said, "you should come work with us". She must have known what I was thinking as she quickly began to tell me that their radio station was putting on the job fair as an NTR event. I was not interested as I had my sights set on the manager position at the retailer. Long story short, Melonie and Hank, the Director of Sales, paid me a couple of visits at my workplace trying to get me to come in for an interview. I finally agreed, and it was one of the best decisions I made. I was hired on the spot. Here I am over 23 years later. I still tell Melonie thank you every time I speak with her.

7) Who have been some of your influencers and mentors?

The person that has had the most impact on me is my grandmother, Jennie Mae Easley. My grandmother believed that I could be and achieve anything in the world. Not only did she believe it, but she supported me and showed up for me. I have been very fortunate as I have had some great influencers and mentors in my media career with diverse backgrounds. I am very happy to say these amazing people are still a part of my life in some capacity.

8) What's something about you that would surprise most people?

I love museums and history. I travel all over the world to learn about diverse cultures. While on vacation, I love getting up early to go on tours. I travel to learn and grow.

9) Fill in the blank: I can't make it through the day without _______?

Coffee. I am 110% addicted to coffee. I have been drinking coffee since I was young. No good conversations are had before I get a cup.

10) And the best advice you've ever been given?

My grandmother used to say, "You are not better than anyone and no one is better than you." I still live by that motto to this day. I teach everyone the same despite titles and position. Every person is special. The second part of her saying instilled in me that no one or nothing is out of reach for me. The sky is the limit.

What thing or things you are most proud of?

My career has afforded my family a great life. We have had some amazing experiences and opportunities that have come directly from my career. I've worked hard to be an asset to iHeart, our partners, my community, and most importantly my family. I am now reaping the benefit of my name being mentioned in rooms that I didn't know existed. Outside of my work with St. Jude, I am an Executive board member of The First Tee of North Florida. I am forever grateful to Wille Gregory, Director of Global Community Impact for Nike, for introducing me to the game of golf and to the First Tee program. Learning to play golf gave me tremendous access to top executives, and I now help to introduce golf to children at a younger age. I also serve on the Florida Association of Broadcasters, and I'm on the RAB Multicultural Committee. It is extremely important to me that I pay it forward.