10 Questions with ... Brion O'Brion

NAME:Brion O'Brion TITLE:APD/Production Director STATION:KBCE 102.3 JAMZ & KMXH MIX 93.9 WEB:www.myspace.com/radiodjbob MARKET:Alexandria, LA COMPANY:Urban Radio Broadcasting BORN:Oct 15th in Hampton, VA RAISED:Hampton, VA

Please outline your career path.

KBCE/KMXH/Alexandria

1) What was your first job in radio? Early influences?

My first job in radio was being an intern/producer for my mentor Rick Party in Norfolk, VA at WOWI (103 JAMZ). He was one of my biggest influences; I wanted to be just like him. He had nights on lock in the seven cities.

2) What led you to a career in radio? Was there a defining moment THAT made you realize "this is it"?

Growing up in high school, I used to mimic some of the personalities WHO were on the radio in my home market of Virginia Beach. I always thought it was cool how they would stop talking right before the artist they were playing on the radio would start singing. I eventually learned that was called "hitting the post" ... boy, was I green! I then knew that this is what I wanted to do.

3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?

Yes, without a doubt!

4) Where do you see yourself and the industry five years from now? How do you feel about the PPM eventually replacing the diary?

I would like to see myself in a medium to major market, either programming or working somewhere else in upper management.

5) How you feel about being made to wait on a record you hear until the research validates it?

I am not a big fan of research. I'm from the old school, the type of programmer who likes to go on gut instincts. I don't think that a research company in another market has a clue about what is going on in my market. Often, so many companies use research companies outside of their own markets, and they don't have a clue. What about what our listeners want -- and what they are listening to in the clubs and the streets? That's who I like to program for. However, since we all now live and work in a corporate world, we have to adapt and go with the flow. But I still love gut instincts.

6) What is going to happen to the training of tomorrow's talent and programmers if the current trend continues? How do you feel about syndication and voicetracking?

I think that individual-owner stations will make a comeback in the future ... and then we can go back to the way things used to be, and we can continue to train the generation of broadcasters of tomorrow. I don't have a problem with syndication, and voicetracking is cool ... if you get paid for it.

7) What adjustments have you had to make to a new market and a new position?

I am still trying to get used to this market. It is unlike any other market I have ever worked in. Things are a little slower here than I'm used to, and sometimes I think I have to slow myself down, because I am so used to the fast pace of being in a bigger market.

8) Of all the skills you have gained through the years, is there an area you'd like to improve?

I would have to say time management; I could get a little better at it. Some days are better than others.

9) How do you feel the current situation with fines and firings is going to affect future morning shows? Are air personalities going to be less creative and adventuresome because of the fear of being fired?

As long as there is radio, there will always be fines. There are so many wannabe Howard Sterns in the country, so the fines will always be there. I don'think this will scare any shock jocks from doing what they do, because people are always interested in what they will say next. I know I am.

10) As you look back over your career ... any regrets? Missed opportunities?

I only have one regret: I was offered a position working for Radio One in Columbus, OH, ans a position in Charleston, SC -- and I ended up taking the position in Charleston. This was the stupidest choice I ever made in my career, and to this day I regret it. I'd like to tell Paul Strong, I am sorry; I never had a chance to apologize for that. I kick myself in the butt for this whenever I think about it.

What would people who think they know you be surprised to find out about Brion O'Brion?

That I am actually a pretty cool dude, and that I am not an a#@-hole.

What's been your biggest disappointment in Radio today?

Consolidation, I miss the days of single-owned radio stations.

What is your biggest challenge working at this station?

Understanding the people in the market, and trying to find out why they are not very active or responsive to things we sometimes do on the radio here.

What's the best piece of advice anyone's ever given you? The worst?

The best piece of advice came from my mentor Rick Party, he once told me to aircheck every day, because you never know ... even with a contract when your best show could be your last show, so I aircheck every day since he said that to me.

The worst piece of advice I ever got was by an APD who once told me not to sound so professional on the air. To this day, I never knew how to take or respond to that. I guess he wanted me to sound ghetto, but that is not my style. I speak with proper grammar, and it will stay that way as long as I live.

You just won the lotto and you have your boss on the line. What's the first thing that you would say?

"I quit ... and I am NEVER coming back to work for you again!" Just kiddin', Rockey :) LOL