Sonia Jimenez is the Music Director and Assistant Program Director for Country 105.1 KNCI in Sacramento.
Jimenez has a passion for Country radio that is evident when speaking to her.
“Well, I feel pretty lucky to be able to be in this format. Starting out as a 15-year-old intern many years ago, I never really had an interest in the Country format. I come from Rhythm and Pop. I love the format so much. It’s refreshing to me. I wish I had done it many years earlier.”
Nashville’s Music Row puts out a lot of music. Stations can’t play it all. I asked Jimenez how she picks and chooses what’s right for KNCI. She says she is appreciative of the resources provided by Bonneville, the station owners.
“We’re lucky enough to be able to have our own resources at our disposal. I love to look and see what’s going on in the chart. That’s how I get familiar with who’s working what. We go from there and see what’s trending.”
Record promotion in Country music has “push week.” That’s the week when labels focus on the final push to get their record to number one. Does that affect Jimenez’s decisions?
“It doesn’t really. It doesn’t have a say in it. I like to know, just in case. Because sometimes if we’re early on a song, we might already be burned by that time. It’s good information.”
Is KNCI a station that still believes country radio should not play two female artists back-to-back?
“No. I mean, I don’t want to play Miranda next to Laney Wilson, and I don’t want to play a Bailey Zimmerman song next to a Jelly Roll. It’s a texture thing. It’s not a gender thing.”
I pointed out that recently, a consultant had told me it wasn’t women who were the problem, but more the gravel-voiced males who are causing separation issues.
“That could be for any format. I’ve been in formats where I’ve had to separate anybody who sounded like they were too rhythm or anything that sounded too rock. You have to know your sound and your sound codes. Be familiar with how you’re coding things, and make sure that you pay attention to that.”
And when a red-hot artist like Morgan Wallen drops a 30-plus song album, how do you play it, and what does it do to artist separation?
“I’ve got to shoot for at least 15 to 20 minutes.”
How does Jimenez view the current state of Country music?
“Well, in the eight years I’ve been doing it, I still feel like a novice. So, to me right now, I think it’s in a good place. Or I think it’s, it’s coming back to a good place.”
The availability of Country artists and their willingness to work with radio is something that Jimenez appreciates.
‘My ego is not too big that I don’t appreciate it when I get a note from an artist, even a new artist. I think that goes all the way. And it means a lot.”
Jimenez likes that some of the artists who were starting at the same time she began in the format are having success now.
“A lot of people that I’ve met at promo tours, eight years ago, are finally starting to get the recognition that they deserve. I feel pretty good about that right now.”
Chad Rufer is the Group Director of Programming for Bonneville Sacramento, and someone Jimenez thanks for taking a chance on her when she had never done the format before.
“Chad Rufer brought me back into the fold, brought me back to this building eight years ago. And then he asked me, do you want to take over NCI? And I’m like, I know nothing about that. I’m just really glad that he had a hand in that and getting me to do it.”
“I didn’t really know was I going to love it day to day. It really helped bring a career spark back into me. A new outlook and appreciation for radio again.
“I just feel pretty lucky to be where I’m at right now. He’s been very supportive with everything that I’ve been doing. I don’t know where I would be without Chad Rufer.”
Reach out to Sonia Jimenez here.
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
