 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
Mark Zegan is the mid-day air personality at Smooth Jazz 98.1, KIFM, San Diego, California.
KIFM was one of the first in this country to originate the format known today as Smooth Jazz, introducing this genre of music in 1981.
Mark has been with KIFM some 15 years, spending time as Music Director and Program Director in the middle 1980s. Most recently, he was the station’s News Director and was featured on the KIFM “Morning Connection.”
Smooth Jazz radio has evolved and changed through the years and “Smooth Notes and News” feels Mark is uniquely qualified to answer your radio-oriented questions on the genre we all love.
Welcome to Smooth Notes and News!
Inside Smooth Jazz Radio: An Interview with Kelly Cole
In "Ask Mark," we are taking a look at some of the important aspects of your favorite Smooth Jazz Radio Stations. As you enjoy your favorite Smooth Jazz tunes - have you ever wondered how stations choose the songs they play?
Do the DJ's play anything they want? Or, is the music selection procedure a bit more elaborate than that?
For the answers, I've talked with long-time colleague and friend, Kelly Cole of Smooth Jazz, 98.1 KIFM/San Diego. Kelly is in an inimitable position to speak about Smooth Jazz radio -- as she has been with KIFM for 18 years, and has been Music Director for the past seven years.
Kelly has been nominated for (and has won) many awards. In 1996, 1999, and 2001, she was named Music Director of the Year by "Gavin”, a magazine devoted to the music and radio industry. She was recently nominated for Music Director of the Year and Smooth Jazz Personality of the Year by "Radio & Records."
Mark: Listeners are of the impression that a Smooth Jazz radio station receives lots of CD’s… then just places on the air whatever sounds good – but how does a song really get on the air?
Kelly: Well, the first part of that statement is accurate – we get a lot of CD’s…
but generally speaking, the record companies select a single – a song they really want everyone to play, from a CD scheduled for release – then send it to all of the major Smooth Jazz radio stations – usually, before the full CD is shipped.
Mark: When that happens, can you then play whatever you like from that CD?
Kelly: You can – if you decided that you didn’t like the single, and another track is better for your radio station. But the CD singles are better for the artist, this way the whole nation is on one track. This is especially true for the top artists – who may have three or more singles on a release that are really good – and that list may eventually be expanded. I probably have 50 singles on my desk right now from top name artists such as David Benoit, Russ Freeman, and Ottmar Liebert-- all waiting in line to get on our playlist.
Mark: How many new songs get on the air at one time – or perhaps more correctly – how many new ‘openings’ for new songs would the typical Smooth Jazz Radio station have?
Kelly: For most stations, there are about 30 current songs in a number of different categories. Different stations have their own ways of categorizing songs. The most popular songs might be called “power currents”.
These are the top “testing” songs within our audience. KIFM uses call-out research to “test” songs – a rarity in Smooth Jazz. Adult Contemporary Stations, Country stations and other type of formats have used research in picking their music for years.
Mark: How are people found to “test” songs by a radio station?
Kelly: A market research company randomly calls radio listeners to see what type of music they like. If they are found to like Smooth Jazz, they can participate in the music test—but they won’t know it’s for KIFM. Usually, a test will be equally split between men and women; however, it’s up to the station to set the parameters.
The test participant is asked to listen to a 10-second clip of our current songs. That “clip” is usually the “hook” (that part of the song which is most likely to be remembered), then the participant is asked his or her preference: if they like, or do not like the song – or if they are familiar with the song. For example – in Sting’s “Fragile” the test participant would hear the part in the song where Sting sings: “…how fragile they are…how fragile they are…” but we wouldn’t tell them the name of the song.
Mark: This way of selecting music is quite different from the way it used to be when we first started at KIFM…
Kelly: Yes, it is. But back in the early days of this format, it wasn’t as competitive as it is now. We were experimental-
Mark: like a boutique?
Kelly: (laughs) yes, very much a boutique. When I started at KIFM, we didn’t even play Smooth Jazz all day long – just at night. In fact, it didn’t even have a name! We called it “Lites Out Jazz.” Eventually, the format adopted the moniker of “Smooth Jazz.” We’ve created stars in this format.
Mark: The new songs a Smooth Jazz station plays end up on national charts. Do these charts reflect the top songs or is it determined by CD sales?
Kelly: The charts we use are from Radio & Records and reflect airplay. The Billboard charts reflect sales. A problem for some musicians in the Industry is that a lot of airplay may not lead to a lot of sales. This format is difficult for the artists to become stars because -- a guitar’s a guitar. A sax is a sax. Many people will find that hard to latch onto. It’s easier for a vocalist become a star. However, Smooth Jazz listeners – those who really live with a station, like those from KIFM –can tell the differences between the instrumentalists, and can identify them.
The tighter playlists of the current era create Smooth Jazz stars –giving them plenty of exposure. Listeners will go to their concerts, will support them and buy their albums. So, instead of there being just one or two big stars in the genre (for instance: when I first came into the business, David Sanborn was a major saxophone star. Then along came Kenny G), who by opening that door, made it easier for others to follow, crossing over into other markets, such as the Adult Contemporary market. Boney James is another example. Boney, who is getting bigger and bigger is also crossing over into the Urban Contemporary Market.
Mark: Perhaps artists that were played on Smooth Jazz stations 10 years ago aren’t getting as much exposure now. Is that due to the “tightness” of the playlist?
Kelly: We have to play the very best. The best of the very best. But if you are a great artist making great music – you are still getting airplay. Joe Sample….David Sanborn….Larry Carlton and Bob James, for example.
We are breaking new artists all the time, but it is harder these days. In the early days, we had to go looking for artists to fill out a thousand-song playlist. The problem with that is – we’d play great music, but listeners might only hear a particular song once a week! How is anyone supposed to embrace an artist if they only hear them now and then?
We want our audience to get used to the artists and like them. In the beginning, some of these artists could not even support themselves. Still, today, the money they earn isn’t nearly at the scale of the pop artists. Many Smooth Jazz artists support themselves in outside ventures.
Mark: Some musicians might feel they don’t get enough airplay…or are never considered because they don’t fit a – “formula.”
Kelly: A musician should play what is in his or her heart… what is best for them – and should not try to make music “just for radio.” If you try to force music into a formula – it probably won’t be successful.
Want to know more? Send your bouquets, brickbats, or questions to: mark@smoothnotesandnews.com.
Remember… Here at Smooth Notes and News, we’re getting beyond the questions!
Steve Oliver – “Positive Energy” CD Release Party: Aubergene Grill, San Diego, CA July 24, 2002
Read all about Stevo’s triumphant celebration and gigs in the Gaslamp Quarter -- go to the Concert, Tours and Festivals link!
When you’re in the San Diego area for business or some fun in the sun, catch Mark’s mid-day show Monday-Friday from 9am-2pm for the best in unique, relaxing music and start your week on a smooth note - join him Sunday mornings for his Champagne Jazz Brunch from 9am-2pm at some of the most scenic locations in Southern California. For more details, log on to www.KIFM.com.
Mark's currently on hiatus, but you can still enjoy his company Monday through Friday from 9am-2pm on 98.1 KIFM San Diego and for Sunday Jazz Brunch from 9am-2pm at some of the most picturesque venues in Southern California. Stop by, say "hi" and allow all your senses to be satisfied!
Send your bouquets, brickbats, or questions to: mark@smoothnotesandnews.com.
© November 2002 Smooth Notes and News
