Marci Wiser is the new Morning Host on the re-imagined legendary Live 105 in San Francisco. Her show “Marci’s Playground” will broadcast live on KITS Monday – Friday from 6a to 10a. Marci describes her goal for her new position: “It’s important for me to connect with listeners and the community itself – that is my top priority,” she explains. “I love to talk to listeners, take requests, be a friend, play their favorite songs, and expose them to new stuff or information they may not know. It’s cliche to say at this point, but personalities are the last line of defense – personalities are all that is standing in the way of radio becoming a predictable playlist with 15 minutes of commercials each hour. And there is research study after research study that says in the Alt and Rock world, personalities are just as important, if not more than, the music. Take away personalities and/or entertainment or information, and not only will listeners drift away, but so will the advertisers.”
Wiser started her radio journey in college. “While studying journalism, I decided to knock out some college credit at the campus radio station. A friend of mine and I did a show called the “Lisa Foxxx & Kasey Wylde” show (I liked the name Lisa Fox and later learned there already was one in the industry). Anyway, I then started doing a solo show at night. A music director at a local popular station happened to hear me while driving through town and called and asked if I wanted a job. I guess you could say this career picked me. The rest is history. I guess I’m doing what I’m supposed to be doing!”
“I grew up listening to a lot of classic rock by default,” says Wiser. “My passion for the format came from my older brothers and sister, who were always listening, and I learned a lot. And then, as I hit my musical age sweet spot, I fell in love with New Wave. Perhaps I was a music-listening unicorn. When Alt and Grunge became popular, I was there for the ride. There are so many songs I could put on the soundtrack to my life, and it would be a total train wreck. Just the way I like it.”
Wiser’s background in both Rock and Alternative comes from her extensive time in the formats. She’s worked on both coasts and now, once again, she’ll be focusing on the West Coast version of the format. “While the best music always transcends a coast or region, and we hear genre variations all over the country, the West Coast really embraces punk and beach rock,” says Wiser. “As an example, here in the west, Social D and Sublime are more popular than in other parts of the country. We could point out significant differences across the country, but that’s what makes music so special and personal.”
“Being in radio for so long, I’ve been lucky enough to have had the opportunity to meet and interview my music heroes and attend some events I probably could have never gotten into if it weren’t for my job,” says Wiser. “Seeing big bands like the Foos or Metallica in very small spaces, for example. Hanging out at the Metallica headquarters was a blast. One of my favorite experiences was when Tony Bennett sang I Left My Heart in San Francisco to me personally backstage. What more could I ask for?”
“My resume includes some nice accomplishments,” she adds. “Like being lucky enough to work in LA, NY, and DC, but what really stands out is being a part of a radio team that broke fund-raising records for St. Jude Children’s Research Hospital for several years in a row, along with winning a Gracie Award, which was something I never expected.”
While it’s a fact that the rock formats mostly target men and have traditionally been male-dominated formats with mostly male artists and bands, Wiser is proof that things are different now. “It’s true that Alt and Rock have historically been dominated by men, but that is changing … quickly. There are a lot of female artists out there kicking ass, and it only takes a minute to discover a sea of teen girls on TikTok who are playing real instruments and getting their Alternative Rock groove on. Linkin Park just hired Emily Armstrong, a ferocious female, to co-front the band … I think the girls are here to stay, and stereotypes are out the window.”
Speaking of Wiser’s thoughts on the new Linkin Park singer? “I trust they knew what they were doing by hiring Emily. I’m giving them the benefit of the doubt and think it’ll work out great. Some initial apprehension from long-time fans is normal; let’s ask this question again after they have some time to gel.”
As far as what’s missing from the Rock formats right now, “I think there needs to be more of a rebellious vibe on the newer end of the spectrum,” says Wiser. “One of the key calling cards for Alternative Rock was being counterculture and rebellious. I love what’s happening these days, but I’d also like to see the next Sex Pistols emerge.”
Some of Wiser’s favorite shows to listen to: “I admire so many in the business. Frank & Heidi, Kevin & Doug “Sluggo” Roberts, Kat Corbett. Rita Wilde … right now, I’m mostly in work mode. Live 105 all day every day! And I love listening to Live and KROQ as well as other California Rock and Alt stations.”
Her advice for Women who want to get into the format: “If you want to really cut-through in radio or music, you have to be confident and willing to be authentically yourself – that means not putting on an act and being secure enough to let people know you’re not perfect, that you struggle sometimes, knowing that not everyone is going to like you, you’ll make mistakes and be wrong sometimes,” explains Wiser. “Be prepared to be yourself. Do your homework, have an opinion, respect the fans and realize you’re one of them. Lastly, understand the world doesn’t owe us anything – be open to do anything – hanging banners, driving the van, calling winners to get them tickets; learn as much as you can and build your way up. Start by getting in the door. Join the team and work hard.”
“As for me, I’m looking forward to getting settled up north and getting to know the Bay Area listeners,” says Wiser. “I can’t wait to get out there and get involved. I’m also shopping Marci’s Playground- The TV show. Keep an ear out for good news!”
Follow Marci Wiser on FB/Instagram/X @marciwiser
Charese Fruge’ is an award-winning Content, Broadcast, and Marketing executive with over 20 years of experience in markets like Los Angeles, San Francisco, Houston, San Diego, and Las Vegas. As the owner of MC Media, she works with radio brands and individual talent, especially young women, helping them grow their brands and negotiate on their own behalf. She is also a Voice Actor and Voice Over Talent as well as a Freelance Writer for International Broadcast Outlets. Find her at @MCMediaOnline or www.mcmediaonline.com.
