102.7 KIIS-FM in Los Angeles is one of the most iconic radio stations in the country. Its call letters have long stood for star power, cultural relevance, and Top 40 domination. Leading that legacy is Beata Murphy, the station’s Program Director and CHR Brand Coordinator for iHeartMedia.
102.7 KISS-FM is today’s featured brand for 20 Brands in 20 Days. We started with how it feels for Murphy to lead 102.7 KISS-FM.
“A dream come true and amazing. To be able to follow John Ivy, to see where he’s brought the legendary KISS. Then, to be able to put my spin on it and build on top of what was already here. It’s truly just a dream come true.”
Continuing KIIS-FM’s legacy means more than just curating hits. It’s about cultivating culture, both on and off the air. At the core of her programming philosophy is a deep commitment to fostering a team culture that feels more like a family.
“I feel that if there are big family elements, we move as a family. We do everything together, and we support each other like a family. And we have fun like a family, that automatically is going to translate across the airwaves and our socials.”
“That’s probably the biggest thing that we work on, just really making sure that we keep that kind of family mentality here at KISS. In addition to that, we have gone full speed into the new things that radio has and the fun things that we have at our disposal now that we didn’t have years ago.
“Including social, having KISS on an app and being on your phone and on your TV and on Alexa. Having that technology that we didn’t have before, and leaning into that technology. Being able to continue to build our brand, not just over the airwaves, but everywhere that the technology allows us to be.”
Ryan Seacrest
Any conversation about KIIS-FM inevitably leads to Ryan Seacrest, whose morning show is a staple for millions of Americans. For Murphy, working with Seacrest has been nothing short of inspiring.
“I’ve never seen somebody work so hard and so dedicated to his craft. He’s constantly engaged. He loves radio. He loves the staff. And he’s got great ideas. He comes up with some really fun things. And the big thing is just his passion for radio. He’s got a passion for radio that I don’t think I’ve ever seen before.”
“He’s got a passion for the team. He loves the team. If anyone thinks it’s Ryan Seacrest, he’s unavailable or he’s a star and he comes in and he does what he does, wrong. He loves the team.”
“When we do team outings, we’ll do stuff to go to him. We did something fun where the team went out to Idol. Then he took everybody to dinner afterwards. He’s such a wonderful human and just such a hard worker. It’s really special.”
102.7 KISS-FM Los Angeles
Murphy agrees that Top 40 is cyclical and KISS-FM has to be agile. So, where is it musically now?
“I see it getting out of the Top 40 phase. It goes Rhythmic into a Top 40 like straight pop. Or it goes straight pop into a Rhythmic into an Alternative. I feel that we’re sliding into that kind of Alternative, which will then go into Hot AC.”
“I think the next one is going to be dance. You’re going to start seeing dance music again, but that’s still a little way out. Dance will be the next one after alt.”
Ratings and Promotion
In a city as vast and diverse as Los Angeles, being on the streets remains a vital strategy—albeit a strategic one.
“That is something that radio has that the streaming services don’t have. In addition to having the live on-air personalities, and having that friend in the car with you. You can touch us, you can see us, when we’re out on the streets.”
“Our jobs are on socials, really trying to engage with the audience. That is an important touch piece. We need to remind people that radio is still here, just like every other medium. Radio’s not dead.”
“There is a pie, and as new things come up, the pie doesn’t get bigger. Everybody’s slice of the pie gets a little bit smaller. There are a lot of things for people to look at and get absorbed in. Their attention span is so short. Part of being out on the street is a way to remind people that, hey, we’re still here. And don’t forget how much fun we are and how much you love us.”
As the industry grapples with shifts like the three-minute qualifier in Nielsen ratings, Murphy admits the full impact is still TBD.
“It’s still too early. I mean, overall, the cume has gone up. They’re like, ‘Oh, CHR is going to see this massive increase’. I haven’t seen anything other than the number of people that we’re getting credit for now. But as far as share goes, nothing’s really changed yet. It still could, and we have adjusted our strategy slightly when it comes to clocks and how we’re teasing things based around that three-minute qualifier.”
I asked if I could toss out the names of a couple of KISS-FM legends and get her reaction.
Rick Dees
“Legend. When I became the Program Director of KISS, he sent me a handwritten note congratulating me on the job. I’ve never met the man, and one of the first things I got was a note congratulating me on the job. Which was really special.”
Ellen K
“Amazing. I love her more than anything. I knew Ellen before I came back to radio, when I worked as a national for Jive Records. I’d come in and bring artists into KISS all the time. So, I got to meet Ellen and Ryan before I even got to KISS. She’s just such a wonderful, caring person.”
Wrapping Up
When it comes to difficult moments—like wildfires or political unrest—Murphy believes in striking the right balance between information and escapism.
“When it comes to politics, I stay away from it. Every piece of research that comes out, people do not want politics from me. I think the radio is supposed to be their escape. They come to us to laugh, smile, and just escape.”
“On the other hand, when it comes to something that affects our community, like the fires, there are so many people affected. Fourteen thousand homes, over 100,000 people are displaced, and the city is burning. That’s where radio comes in. And we’re here for the community because that’s all the community is talking about.”
As she looks ahead, Murphy is focused on nurturing talent, evolving the brand, and staying nimble in an ever-shifting media landscape. She remains energized by the opportunity to lead KIIS-FM into its next chapter while honoring everything that’s come before.
“I want to shout out my amazing KISS staff. I have the best staff, hands down, of any radio station. I’ll put up any one of my jocks against any other jock around this country. I don’t care the format. They are the most supportive, amazing group of people. I couldn’t do what I do without them.
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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.
