Keith McPhail, Senior Account Executive at Clear Channel Media & Entertainment, discusses his love for radio and its continuous evolution.
1) How did you get your start in the radio industry?
I started as a college intern at an Austin, TX based Alternative Rock station known as K-NACK. Working at that internship was the most fun I ever had. I was hanging out in the studio with DJs spinning records and talking about playlist changes, meeting bands that were stopping in to promote a show, and helping out with concerts and movie premieres. I got to know everybody from top to bottom, not because it was a career strategy, but because I genuinely liked the people and was excited to be a part of the group. I read every piece of paper that came across the fax because I was curious and made friends with all the record company people because they were fascinating. When the semester was over, it was a teary-eyed end to summer camp. I didn't realize at the time that I had developed a better understanding of radio than many working professionals without really trying.
2) In the digital age, with the continuous changes in technology, how has radio evolved to meet the needs of a new generation?
Smart entertainment companies are moving with the changing behavior of consumers and technology. Ultimately radio is not about radio. It is about content. That content is often about music, but always about personality, culture and an experience in togetherness. People will always demand content of this nature and investments in new tentacles like iHeartRadio are made to serve the consumer when, where and how they like to receive the experience.
Formats, playlists, and delivery medium will continue to evolve with cultural tastes and trends. The data explosion has made radio much smarter, nimble and better able to respond to user preferences. We understand listener and advertiser behavior much better than 10 years ago. You are hearing shorter spot breaks, shorter spots and less chatter during music sweeps.
We now have numerous DJs with 1M+ twitter followers. The amount of real-time feedback that provides for programming was not just previously inaccessible, it was unimaginable. The talented programmers of today can serve their audience and drive ratings like never before. This is one of many reasons radio is thriving in an environment where some media is struggling.
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3) What suggestion(s) would you provide for someone trying to break into the radio industry?
Start hanging around a radio station and see how you like the experience. Go to promotions and station events and talk to people in programming, sales or promotions. Ask questions, make friends, have fun and be helpful. Inquire about opportunities for internships or openings on the promotions team. Or just call in, I know two great radio personalities that started their careers as regular callers to talk shows.
If you love the experience of being around radio, then there is a good chance you will put in the amount of time and effort necessary to be successful. People who view radio as a job, are generally not successful. People who view radio as their primary lifestyle choice and part of their self-identity are usually unstoppable.
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