10 Questions with ... Lance Ballance

BRIEF CAREER SYNOPSIS:

“I’ve been everywhere, man…”

I’ve been blessed to have been part of some of the most legendary stations in America, like KOST and KBIG/Los Angeles, KSFI/Salt Lake City, WMC (FM 100)/Memphis, and plenty of others with stops in Birmingham, Fort Myers, and now West Texas along the way, learning from some legendary mentors like Jhani Kaye, Bill Jeffries, Mike McVay, Tony Coles, Charlie Tuna, Kurt Johnson, Bill Pasha, and too many more to count.

1. How would you describe your first radio gig?

My VERY first radio gig was in 1984/85 running the Dr. Ruth Westheimer show while in high school and being the gofer monkey at the old KPOP (now KYRV) Sacramento. It was such a fun experience, starting my career during one of the greatest eras of CHR radio. My first ON-AIR gig was at KRFD (K100)/Marysville, CA. I did weekends and nights and was just painful ... still am.

2. What led you to a career in radio?

I had a friend, Bud Kress, who I worked high school dances and wedding receptions with, who had a part-time job at KPOP. I was able to be paired with KPOP PD Bill Jeffries at many of these events, who gave me the chance to run the Sunday public affairs shows at KPOP, and ultimately gave me my first real on-air break at KWG and B101 in Stockton, CA.

3. You’re part of a very dynamic and diverse cluster. What’s your playbook for making sure that all the plates are spinning in the right direction?

We’ve got an incredible group of talent who all have a common goal, to be the best and stay #1. It is a blessing to have been able to walk into a building that was already on top, and to help each of our content creators and Brand Managers focus on creating compelling material for our on-air and digital platforms, without getting lost in the weeds. Townsquare understands this better than anyone, and I truly believe they have made me an even better programmer, working in tandem with our TSQ content team to empower our local talent. My mission has been to give our creative minds the tools and coaching that they want and need, wind them up and let them go to work.

4. What did you learn about yourself as a programmer navigating the pandemic?

I’ve learned that you have to be as flexible as ever to reach the audience in their world, and that content must continue to have that “one-on-one” feel, as people began to pull away from actual human connection during the pandemic. It was never about being first on a new single, it was about how we can be part of the listeners' lives through real conversations and emotions on the air and online. That’s where radio is best, as a partner, friend, and window to the world. The pandemic reinforced radio’s power as the true, local, social media platform.

5. “Local local local” has always been radio’s mantra. How do you keep the stations visible and involved in the community?

We have the best example right here in our own building, with The RockShow on 94.5 FMX. Wes Nessman has been such a huge part of the community for as long as FMX has existed, and is tireless in making sure that no syndicated offering stands a chance. Plus, his co-host, Chrissy Covington, is a local stand-up comedian and always out in public. With our digital content, we have a simple rule: “If it ain’t about Lubbock, it ain’t worth talking about.” Our platforms stand out, due to the fact that they are overflowing with local content, rather than repackaging national content that 100 other brands are already sharing. Townsquare gives our talent a “voice” on many levels, and is our head cheerleader in developing compelling content that matters to our local audience.

6. It’s tough enough getting younger generations to listen to the radio – where will the next wave of broadcasters come from?

We’ve actually been fortunate, in that we are in the backyard of Texas Tech and have found several young content contributors who still have the radio “bug.” Plus, we’ve been able to recruit from the world of television, and found content creators who have passion for our formats, and are coachable enough to help them make the transition, like Kelsee Pitman on KQBR (formerly with KLBK-TV).

7. 'Tis the season—have we heard the Top 40 ‘Song of Summer 2022’ yet?

In a year when one of the most talked about records at CHR is 36 years old…then, I’m going to steer clear.

8. What is the one truth that has held constant throughout your career?

Expect the unexpected, and trust your team. You never know where the world will take you, what events will transpire to bring you where you are, or who will be your champion. Plus, you have to believe in your people to use their creativity to take you in directions and heights of success you would have never expected. Hire people who will teach you something, as you coach them.

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

Growing up in Northern California, it was all about the BIG 610, KFRC. Plus, in Sacramento we had some INCREDIBLE stations and talent to soak up and learn from. It was a wonderful area to learn radio through osmosis, with KROY, KXOA, KZAP, and my first station, the underappreciated and short-lived CHR era of KPOP/Sacramento. Plus, hearing jocks every day like Dr. Don Rose, Bobby Ocean, Terry Nelson, Bryan Davis (Simmons), Bill Jeffries, and JJ Jeffrey on KPOP was like a Masters course in personality radio.

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

I’m pretty sure I’ve already mentioned most of them, but there is no one in the business that I haven’t learned something from, both good and bad. Bill Pasha has been an incredible friend and mentor, and has helped me navigate some of the most challenging days of my career, and also offered immeasurable guidance to help me grow as a mentor and coach.

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

I’d have to give something to each of my music brands here, so it would be rather eclectic.

Metallica
George Strait
Harry Styles
Foo Fighters
Garth Brooks
And, that little ole’ band from Texas, ZZ Top.