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Charese Fruge’ @MCMediaonline Talks To Stella Prado
March 7, 2023
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Stella Prado is one of my favorite people in the world. We worked together as programmers for iHeartradio in Los Angeles in the mid 2000’s and discovered we had a lot in common. She programmed KOST, and I Programmed KYSR. At the time, both she and Robin Bertolucci (who still programs KFI-A there) were one of the few female programmers in the business. Both were, and still are smart, powerful and interesting women who offer huge inspiration and hope to women in the industry.
Prado eventually moved from the radio side of the business to the promotion side and is currently Senior Director of West Coast Promotion for BMLG Records. Based in California, she serves as the promotion representative for BMLG Records in the region, working to secure radio airplay and streams for their roster of artists.
Here’s a quick background on her story. “I was born in Brazil and Portuguese is my first language. Just my immediate family moved to the US, the rest of my family still lives in Brazil,” explains Prado. “Since I can remember, music has been my true passion and a huge part of my life—I grew up listening and dancing to the radio.”
“In college I began interning at KOST 103.5 FM in Los Angeles and stayed with them for 21 years. Along the way, I met Jimmy Harnen (at the first iHeart Music Festival)—we stayed in touch and years later he hired me at BMLG Records. I’ve been on the label side for seven years and in 2022, I was promoted to Sr Director of the West Coast. It's crazy how life works out –we used to play Jimmy's song ‘Where Are You Now’ on KOST and it even ended up being my wedding song, long before I met him.”
“When I was a sophomore in college, I couldn’t decide on what I wanted to do as a career. I took a personality test and it came back suggesting television or radio. Since I’ve always had a deep love for music, radio was the clear choice.”
“In college, after deciding to follow the radio path, I had to interview someone in radio for the class final. I interviewed Karen Sharp who was the host of the night show on KOST. We ended up hitting it off and I became her intern for 5 years while I was still going to school and working fulltime, while I also DJed on Saturdays at a local Country station. Eventually they hired me full time and I stayed there for more than two decades!”
“After I departed KOST, I kept in touch with Jimmy Harnen and in February 2016, I received a text from Jimmy asking if I was interested in working on the label side because he had a West Coast job opening. We met for dinner and before it was even over, I asked, "When can I start?"
Over the course of Prado’s career, she’s experienced some big moments in her professional life. One of her biggest accomplishments, “being officially hired at KOST as Assistant Morning Show Director and then following in the footsteps of Jhani Kaye and Johnny Chiang and eventually becoming the Program Director of the station.”
“Something I’m also very proud of is creating the “Month Long of Christmas Songs” format right after 9/11. Being a station that catered to Woman 25-54, I felt in my heart that this would be a huge success. I didn't realize then that it would become popular all over the country! And the norm for years to come.”
Prado’s success on both the radio and record side of the business makes her an excellent role model for women who want to make it in the business. It comes with years of experience. “Always follow your dreams and don’t stop when someone says ‘no.’ It’s their loss – move on. Believe in yourself and follow your heart” she says. “I’m a huge believer in forming relationships with the leaders around me. I would tell anyone to keep an open mind, try and learn as much as possible (especially from those around you) and never stop coming up with creative ideas.”
Two of the biggest challenges we face in the radio and record industry are growing a younger audience and preserving the relationship between the two facets. Prado has a handle on both. “When it comes to growth among Millennials and Gen Z for artists or brands, we need to make sure our artists are well represented on all streaming platforms. That is where I believe this generation finds most of their content and it is also a great source for capturing user data in real-time,” she says. “When it comes to utilizing this data, I believe it’s very helpful and a good indicator for radio as they are now more interested in streaming metrics than they used to be in the past. The information provided is black and white and a clear indication of reality when it comes to the vibe of a song and/or artist.”
What keeps Stella up at night? “Thinking of new plans and how to create new ideas for radio stations to engage with our artists. I always like the win/win attitude and that’s what makes this job the best job ever.” She also does a pretty good job of finding balance. “I try to keep myself on a routine and it helps me keep work and personal time separated. It doesn't always work, but I go with the flow. I am so lucky to love my personal life and my job.”
“I’m excited about what’s ahead for 2023. I love to work with new artists and watch them grow. We never know who we will sign next and I love that part of my job. Watching a new artist become successful gives me so much pride and something I cherish forever.”
Follow Stella Prado on INSTAGRAM: @stellapradokuipers
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