It’s no secret that the radio industry has evolved significantly over the last thirty years, but it’s easy to forget just how different things are now compared to what they once were.
As an example, let’s contrast two hosts. In the late eighties, there was Tom Joyner, who was known as “The Fly Jock.” He hosted mornings on KKDA in Dallas when he was offered the afternoon show at WGCI in Chicago. Instead of choosing between the two, he created an unheard-of arrangement where he flew between the two cities every day, doing a live show in each for over eight years.
Now meet Theresa Clanton, also known as Theresa Rockface on social media. She would probably look at Joyner and say something to the effect of, “two shows a day, that’s adorable.” That’s how much times have changed.
Clanton does five live shows every day around the country for iHeartRadio. The only thing she’s missing is the frequent flier miles, as all the magic originates from her home studio.
She starts her day with a morning show in Salt Lake City. That’s followed by middays shows in Indianapolis, Charlotte, and Dallas, before hosting afternoons on her home station, KTBZ, in Houston. Throw in a show for one of iHeart’s Premium Choice Rock channels, and you can see how Joyner’s example seems quaint.
Five live shows every day. Not voice-tracked the day before like so many out-of-market shows are.
“I prefer to basically do it in real time,” says Clanton. “I’d feel like I’m putting out a subpar show if I’m just throwing out information that’s not current. So yes, I do it live and I think it pays off because I get a lot of feedback from listeners all over the country.”
The drive to do all the shows in close to real time also helps alleviate any imposter syndrome. Clanton wants to ensure that listeners in each individual market can identify with her content, building that personal attachment to the listener.
“I don’t want to feel like a fraud if somebody’s listening to me in Salt Lake City, but they know I’m in Houston,” says Clanton. “They’re not mad about it because I’m putting in the effort to talk about their city and deliver up-to-the-minute content.”
Joyner didn’t have the luxury of the same type of technology available that Clanton does. That includes iHeart personnel in each of her markets who help with prep by providing information about what’s going on. Clanton noted that this is vital to remaining consistent with the audience in real time. However, she doesn’t stop there.
“I’m an overachiever, which will be the death of me. I do my own research so I’m just constantly looking city by city for information. I’ve learned the local websites, news spots, even social media,” said Clanton. “I know Instagram accounts that are tied to each city that will always show me things I’m not getting in my prep. It’s a constant news cycle. It’s like a tornado in here.”
She learned to be organized and well prepared while working with Rod Ryan on the morning show at KTBZ for nearly ten years. That experience alone left an impression on her that she applies every day to her work across multiple markets.
“Looking back, I took so much from it. The structure, prep, and weeding out what you need to and don’t need to talk about. Every aspect of doing that show helped me do these shows today,” she says.
During their time together, the morning show was highly successful. Over time, there came a point when Clanton wanted to control her own destiny instead of continuing her successful tenure with KTBZ.
“Once we got going, the show was number one. We built so much over the time I was there. It was like this ride that was just escalating and getting bigger and bigger,” she noted. “After a time, I wanted to get off the ride. I wanted my own ride.”
Of course, that wasn’t an easy decision. Leavoing a successful morning show and move into the lower-profile music dayparts. Her bosses told her that it could backfire, considering how host positions in those time slots were being condensed.
“They said you’re taking a risk doing middays, but I was willing to take that risk and leave the Rod Ryan show because I wanted my own little island,” Clanton explained.
Betting on herself paid off handsomely. Her show at The Buzz led to weekend shows and then prime-time slots at other stations, eventually building to where she is today. Along the way, Clanton, not surprisingly, embraced social media, which is where her alter ego, Theresa Rockface, was born.
Unfortunately, the story of how she arrived at that name, isn’t as exciting as she’d like it to be.
“It’s the dumbest story on the planet,” Clanton says. “I’m a huge Britney (Spears) fan. I love her. Shaved head, crazy wild woman, I love her.”
When Twitter/X was still a fledgling platform, when she was co-hosting mornings the big news dropped that Spears had started tweeting. So, during a commercial break, Clanton decided to open an account to see if she could get Spears to tweet back at her.
Opening the account in a hurry, she hit a snag when choosing a handle.
“I just made it up on the spot. I was like Theresa… Rockface. Screw it, I’ll change it later,” Clanton said.
The name stuck, and everyone liked it so much that a dumb, in-the-moment joke ended up becoming her name on every social platform. What’s surprising, though, is that the content on Theresa Rockface’s channels is not at all what you’d expect to find.
“I’m a multi-faceted person,” she explains. “I’m a rock chick and a tomboy, but I’m a girly-girl too. There is a whole different side of me. I wanted to connect with women as well as men. So, I decided on my socials, why shouldn’t I just do what I want and do girl s**t.”
The approach worked. Posting about fashion, jewelry, and other non-rock content opened up a whole new audience. The goal was to use social media as an alter-ego and showcase a different side of her personality, which has truly worked to her benefit.
“It’s opened another world as far as clients,” explained Clanton. “More importantly, I don’t want to be detached from women because I’m only on rock stations. I love outfits and girl s**t. That’s who I am.”
While her personality has many facets, Clanton’s success has nothing to do with gender. Her belief is simple; she’s competing with everyone in the industry.
“I tell women don’t worry about if it’s a guy or a girl you’re up against. Don’t feel like because you’re a woman, you’re not going to get the part or get where you need to be,” explained Clanton. “I am proof that is absolutely not true. I’ve been told I wasn’t good enough and pushed through so many stereotypes. I’ve built a career because I’ve been authentic.”
She finishes with this thought for anyone trying to grow in the business.
“It’s all about your talent. Put everything else aside and f***ing focus on your talent. Deliver good shows, be true to who you are, and just go. That’s the best advice,” she explained
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Mike Stern is a Classic Rock columnist and Features writer for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
Theresa is hands down the best Rock talent – male or female – in the country! The brief time she was on my station was like Christmas everyday. Every break an awesome audio gift. Rock Horns way the “F” up 🤘🏻