10 Questions with ... Molly Cruz

BRIEF CAREER SYNOPSIS:

WZSR-FM 2010-2015 - Promotions Coordinator/Afternoons
WMYX-FM 2015-2018 - Assistant Program Director/On-Air Middays
WMYX-FM/WXSS-FM 2018-Present Assistant Program Director/On-Air Middays
WMYX-FM/WXSS-FM/WKXJ-FM 2021-Present Regional Brand Manager

1. How would you describe your first radio gig?

I started like most, as a promotions intern! I was blessed to be able to work at my hometown suburban Chicago radio station, Star 105.5 in Crystal Lake, IL. It was an amazing experience and training ground where I was given the freedom and support to explore basically every job within a radio station. My first break on air was doing some stunting for the morning show with Joe Cicero. The rest is history. I became the go-to fill-in for all shifts and ended up doing afternoons full time, while still working in the promotion department. Working in a local radio station, owned by a small trust, was something I wish more young people wanting to get into radio could experience. I was able to do everything under the sun, produce unique, fun and local promotions and learned how important a connection to your local community is.

2. What led you to a career in radio?

I never really wanted to be in radio until I fell into it. I initially went to school to do more video production, but part of our curriculum was radio broadcasting, too. Once I got a taste, I knew this was what I wanted to do! I started my internship and my love for radio grew exponentially!

3. Like most of us, you're a world class multi-tasker. You're APD/MD for both Kiss and Mix in Milwaukee and Regional Brand Manager for the company's WKXJ/Chattanooga. Any time management tips that you'd care to share?

I am still learning my way through this one, honestly. One of my big goals in 2023 is to be more proactive than reactive. This means being more intentional with time during meetings, time blocking my day to get certain tasks (music logs) done without interruption, and using the team around me to delegate responsibilities. I have a great programming team that supports me. I am so thankful for them!

4. With all the data that's available now, is it easier to identify 'real' hit songs?

Yes and no. We have never had more information, which is awesome but sometimes it muddies up the process. It's important to follow popular culture and social media to be in the know about what's going on, but just because a song has huge streaming doesn't mean it's always a mass appeal radio hit. It's easy to get wrapped up in the stats and numbers and forget who we are programming the radio station for. Not all trending songs are going to cut through. We use all the data and our knowledge of each individual market to make the best music choices for our audience!

5. What's the craziest thing that ever happened to you live on the air?

Oh there are a lot that come to mind! One that sticks with me happened in 2015. I was working at WZSR in Crystal Lake and the Blackhawks won the Stanley Cup. This was a huge deal of course in Chicago proper, but out in the suburbs too. So, Joe Cicero from the morning show sent me out with a Comrex to do live call-ins from the Metra train as I rode to the parade downtown in Chicago. I interviewed fans from our community and created a visual for everyone in our listening area who wanted to go to the parade and be a part of this huge moment, but couldn't physically be there. Another example of how important local and creative ideas can come together to create unforgettable moments!

6. What's your all-time favorite backstage memory?

Oh gosh, this is a tough one because I've had so many it's hard to remember them all! One that pops into my head is when I was at the B96 Jingle Bash, our local Atlantic rep Krista McDevitt (along with my pal, Erik Bradley) knew I was obsessed with Cardi B at the time, so they spotted me backstage and last minute ushered me in to meet her. We were literally running backstage to make it on time! It's always fun to meet an artist you truly love. She was as amazing as you'd expect, and I am thankful for that experience!

7. "Local local local" has always been radio's mantra. How do you keep your stations visible and involved in the community?

This is a great question because it's honestly been a struggle since COVID. First there were restrictions on events and now there's the lack of staff to pull off the live events we used to. I am so grateful to have a creative and proactive team of on-air hosts who have tied themselves to charities and events they feel passionate about. They support and host many charity events throughout the year. They also make sure the content they serve our listeners every day is so local, it couldn't be re-aired any other day or on any other station. Additionally, we are working together as a team to think outside the box. The traditional tent and table promo stop is outdated and really doesn't create a personal connection with anyone. We are doing our best to be intentional with the events we host and where we go out to make sure it aligns with our brand and makes the biggest impact!

8. How do we become more attractive to the potential Gen Z and Gen Alpha audiences?

I think social media is a huge part of this. That's where they are living now. We can, of course, invest in traditional marketing like billboards, etc. but I think social media is the

new billboard. I don't mean just traditional Facebook or Instagram ads, I mean creating content that hits their algorithm. Being where they are, living and talking about the topics and content they want to consume. This is not easy to do because Gen Z/Alpha can sniff out insincerity quickly. They know when people are faking it. We have to generate genuine and authentic content that reaches these people in order to convert them into fans and listeners. With the rise of podcasts, we know people connect with personalities, individuals and long form content now more than ever. It's our job to create and continue to innovate.

9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?

Oh gosh. Growing up in the Chicagoland area, I had so many amazing stations to listen to. My parents were into Rock/Alt, so I was listening to the original Sherman and Tingle and Electra (hey Christine!!) on Q101, lots or XRT, of course the "killer" B96 with Eddie and JoBo. As I got older, I listened to Drex and Angie Taylor in the morning, and I really connected with Angie. Her strong female presence, energy and attitude is something that I had never heard from a female on the radio. I actually fangirled when I met her in real life a few years ago. I have had the pleasure of working with more than a few of these amazing jocks as an adult. A real full circle moment.

10. Who were/are your mentors? Who would you say has influenced your career the most?

First and foremost, I will forever be indebted to Brian Kelly. He took a chance on me in 2015, hiring me for a programming position I knew nothing about. He took me under his wing and taught me everything I know today. He continues to be a pillar in my life, allowing me to lead alongside him, work independently and he always gives me guidance and advice when I need it. Anyone who has worked with him knows he is one of the smartest and most humble people you'll ever meet. Truly the best in the biz.

My partner, Brandon Rowe, has been a huge influence on me also. He has worked in the Milwaukee radio market since he was 12 years old and has shared so many stories, experiences and words of wisdom that I carry with me every day. While he is no longer in radio, he has shown me the unique radio skillset is powerful and applicable anywhere. He is my sounding board and keeps me grounded. He's also an amazing dad to our two beautiful children.

Lastly, I can't forget my roots. Joe Cicero and Lisa Allen both gave me my first opportunities on air and spent a lot of time listening to terrible airchecks. They provided me with consistent, constructive feedback that I still employ today. Joe specifically taught me the importance of local connection to a community and put me through his infamous board op bootcamp. Although I am not on air right now, I know because of this I will always be able to run a tight board!

With the venue of choice at your disposal and an unlimited budget, which 6 acts would you pull together to throw a massive listener concert?

Ok, not overthinking this…Paul McCartney, John Mayer, Billie Eilish, SZA, Elton John, Drake. I'd pay to go to this show!