10 Questions with ... Andy Hawk

BRIEF CAREER SYNOPSIS:

I moved to San Diego for college and fell in love with radio there, getting my start at 91X and eventually at The Edge in Phoenix.  After eight years away from Sacramento I was offered a Music Director job in my hometown and have been here for almost 18 years.

1.  2023 begins 17 years in Sacramento working with the same company in a market where you were born and raised. What does that mean to you? 

Something I never thought about. When I left Sacramento in the 90's and spent the next 8 years starting my radio in San Diego and Phoenix I didn't think this would have been my path. When I moved back to Sacramento on 2004 it was not easy at that time. but I was super lucky over the next decade to have mentors like Curtiss Johnson, Jim Fox, and Vince Richards all share their unique wisdoms with me. Learning from them taught me how to apply art to the science while  staying  locally focused, that has made this long run of ratings success all possible.

2. Tell us about your expanded Regional Brand Manager duties. 

It's basically like any Program Director Job just in multiple markets.

  3. KKDO (ALT 94.7)/Sacramento and KVIL (ALT 103.7)/Dallas saw some nice ratings increases in 2022 and both are completely different radio station. Explain the difference between each station.

KKDO and KVIL don't really have much in common at all.  Totally different markets with very different histories. The markets sit differently demographically in the available areas of growth, so they are positioned in specifically different ways. It's actually very exciting, as I get to use a different muscle group on each station.

4. Let's dig into the ALT ratings. Dallas saw some significant ratings growth in 2022. Talk about how each station is growing and why.

In Sacramento we created the station just over 10 years ago and we were very 18-34 focused back then. It was a prefect long term strategy as that audience has stuck with what is now a very strong brand. Now it sits perfectly in the money demos.  In Dallas the ratings success has more to do with what the market was not being served. `Every market has a lane.  Figuring out where that lane lies and then maximizing it is the challenge. Also on KVIL we have also developed a real star with Iam Camfield in middays where we are sitting #1 P18-34. How many Alt stations are #1 in middays?

While we saw the normal tough December Monthly across the format. KKDO held strong showing Top 5 in both P25-54 and P18-49

5.  You talk about Triple A being the secret sauce.

AAA and Alt are just words, the audience does not care or even know the difference. They just want to hear the best songs.  If there is opportunity to own hits, I don't care what chart they come from. Those are just industry created boundaries that don't actually apply to the audience in any real way.

6. How is ALT becoming more of a major player in the all-important 25-54 money demo? 

Upper demo audiences don't want to feel old.  Alt has real history,. 40 and 50 year-olds, especially on the male side act a lot different than their parents did a generation before. They still want to know what's cool and feel alive, and be a part of culture.  So, we make them feel welcome to the party.

7. How do you compete and attract new listeners with all the different choices to consume audio today?

You have to be great every day. Being a trusted voice is earned over time. There are so many sources of music, but most get old fast or are too much work for someone with a busy life. If we give audiences the best and most complete and trusted product, radio still wins. 

8. Talk about all the exclusive free events that you offer listeners in Sacramento?

We have some great owners of venues in town that love partnering with us.  Along with respect from the industry allowing to put on free shows over the years.  It's an identity we have been building over many years. Radio still has access to artists in our local communities in a way other platforms don't. When the pandemic ended and we did not have promo teams back yet, I would get to the venues early and hang banners myself.  Never be scared to go DIY.  What we do matters when it involves getting someone access to their favorite band.

9. What are the takeaways from Audacy's weekly Alt programmers group music meeting?

The team has really transformed a lot in the last 2 plus years. It's now really at a place where I really look forward to the national team call.  Winning at radio is probably harder than it's ever been before with so much competition. So, I have to be on my game every day to make sure my stations are thriving. I look forward to the national calls because I know if I missed something in the last week someone on our team is on top of it , and is sharing what might be working somewhere else.  It's a good vibe for sure.

10.  How would you describe yourself as a programmer? 

Curious.  Early in my career I did not have the success that I've had over the last 6 years. Once I really learned to be more curious about people and habits, instead of thinking of myself as a tastemaker, is when I really grew as a programmer.

What are your favorite places to eat in Sacramento?

Anyone that visits me knows that we go to Mikuni. It's funny right that Sacramento is known for its sushi, but it for sure is. It has become so beloved in the record community I feel like people are bummed if we don't go there.

Favorite food?

Pizza, I could eat pizza every day. My wife is so sick of pizza. Favorite drink? Any Pinot Noir from Santa Barbara or the Central Coast.

Rank your sports teams in order of passion.

1. 49ers
2. Sacramento Kings 
3..Oakland A's- unless they move to Vegas, then I'm out.
4. Any San Diego State team 

Favorite new band in 2022? 

That changes a lot, but I've been listening to Good Kid this week.