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10 Questions with ... Chris 'In The Mix' Mercado
April 10, 2007
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TITLE:Creative Services Director WBLS / WLIB New YorkMARKET:New YorkCOMPANY:ICBC Broadcast HoldingsBORN:July 28, 1969, South Hill, VARAISED:Bronx, Yonkers, Harlem, Manhattan (I'm a New Yorker with a dirty south heart!)
Please outline your radio career so far.
I started in 1989 at WRKS, 98.7 Kiss FM then in 1995 moved over to WQHT, HOT 97, in 2003 I moved to Sirius Satellite and now am at WBLS/WLIB. All New York right out of college. Whew...no pressure...
1) What was your first job in radio? Early influences?
I was an intern at the perfect time in June 1989. I was in my last semester at Iona College (Elizabeth Seton Campus). I had to do a report on the public files for my radio 3 class. I met up with a wonderful woman by the name of Milta McLean-Dennis who helped me so much that I received an excellent score on my paper. I came back to thank her and she asked what I was doing during the summer, I said "just working." Two weeks later I was working at 98.7 Kiss FM.
My early influences were DJ's such as Red Alert, Jazzy Jay and Chuck Chillout because my background was DJ'ing. Radio wise, Jay "Mixin'" Dixon and Mitch Faulkner.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
I loved radio in college and had two shows. One was Hip-Hop and the other was Heavy Metal (yes, Heavy Metal...I'm half Puerto Rican what do you want?) When I had to learn production as a requirement for my class, it just clicked and the next thing you know, I was assisting the instructors. This was it!
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Definitely, but my tactics would have been slightly different. I would have guarded some of the records my mom threw out when I was younger.
4) Where do you see yourself and the industry five years from now? How do you feel about the PPM eventually replacing the diary?
Five years from now, I see my syndication experience growing. I currently produce the first Black and Latino owned and self-syndicated college radio show, Live From Da Yard (www.livefromdayrd.com). I'm loving it!
I also see my role at WBLS/WLIB evolving. I'm all for the PPM. I'd like to see how everything changes now.
5) How you feel about making the transition from Sirius back to terrestrial radio? Elaborate.
I'm excited to use all of the new training I received from Sirius on the "other side" now. At Sirius, we were always thinking "outside of the box" because we never had one to begin with. We were challenged to produce everything in 20 seconds or less but give it the intensity of 60. It was challenging, but after my four years there, you really do listen to radio in a different way. You hear all of the crutches and predictability. I'm using that new knowledge to make my stations the best they can be.
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 voice-tracking?
Unfortunately, I think much of the talent will be on the technical side. There's so much technical training in the way of voice tracking and automation and it feels like there's less emphasis on content being unique and effective. If I hear one more jock say, "This is your boy..." or "let's pay some bills," I'm going to loose my mind and turn off my radio.
I've been involved with syndication since the early 90's and the trick with it is making each region feel like you're with them in their car or living room or at the beach. Most syndication that I've heard feels very generic or stereotypical to serve all. To me, the listeners miss out in that scenario. Do you really want that black + white can on the bottom shelf in aisle 13 or the hot one with beautiful colors on the end cap with the blinking neon sign?
7) What adjustments do you anticipate having to make in your new position?
I'm used to broadcasting the entire nation and beyond into Canada. I'll have to focus more on my New York market and personalize everything.
I also have a ton of Rock + Pop influence from working at Sirius. I'd like to incorporate some of that feel to traditional Urban without going to far out.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Learning Programming software (Selector + Music Master) just to know it. I have no interest in being a programmer. I know about five audio programs already and I'm very confident with my technical side. My main program is Pro Tools.
9) How do you feel the current situation wherein the training that was formerly available for broadcasters has now been severely limited because of budget constraints, syndication and voice-tracking? Where are tomorrow's broadcasters going to have to go to hone their craft?
I believe it will be a combination of seminars, classes in college, and really good books. Most importantly...internships.
10) As you look back over your career ... any regrets? Missed opportunities?
If I would have continued to DJ, I would have been able to possibly spin at Kiss, HOT 97 and Sirius. Would've been nice but it wasn't my calling.
Bonus Questions
What would people who think they know you be surprised to find out about you?
I'm a 4th Degree Knight of Columbus (yes a Black Knight), very active in my Catholic church, a Blackbelt in Ninjutsu, a Playstation 2 (SOCOM) and XBOX360 (Ghost Recon 2) fanatic, and love the military and aviation (air shows are incredible). I've also been a die hard Metallica fan since 1986 and took part in a two week Navy SEAL taught PT boot camp in 2001 that completely restructured my way of thinking and my body. HOOYAH!
What's been your biggest disappointment in radio today?
Repetition and predictability.
How did you get your present job?
I received a call from Vinny Brown who along with Charles M. Warfield, hired me 18 years ago. The phone call started out "So are you happy where you are now?..." I knew what was up after that.
What is your biggest challenge working at this station?
Making changes at a legacy station of 36 years without being drastic but being effective at the same time. No pressure...
What do you do with a song you don't like?
I use the CDs as shuriken (throwing stars) and practice in the hallway.
What's the best piece of advice anyone's ever given you? The worst?
You're only as good as your last promo.
How did the events of 9/11 change you personally?
Living in New York and having seen the towers fall with my own eyes and experiencing the choking smoke fill my beautiful island of Manhattan, I can never look at people the same way. I'm always on guard and ready for whatever is next. Bring it on terrorists, New Yorker's are 'bout it, 'bout it and are ready for action. Sad but true...
Is there any question that we didn't cover here? Feel free to ask it and answer it here and we'll add it to the list:
I have to definitely shout out Jay "Mixin'" Dixon, Tony Gray, Milta McLean-Denis, Toya Beasley, Bob Slade, Charles M. Warfield, and Mitch Todd for believing in me and training me to get where I'm at today. Internships are the way to go!
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