So many people in this industry are true, dyed-in-the-wool radio professionals. They know everything about the history of station call letters, formats, and other hosts. They always keep an eye on what’s happening in the small, insular world we call radio.
But every once in a while, you come across someone who loves the medium. Someone passionate about the craft without letting the job define them. That’s Crash from 98ROCK in Tampa Bay, host of the Crash and AJ Show.
“I never thought (radio) was going to last very long. I’ve always had other passion projects, but they’ve been paying me to do it for 38 years so I’m going to keep doing it,” Crash explained.
Those passion projects include writing and performing music. Crash also has a book he has been working on for a long time—one he feels is close to being ready for the world. Last month, Crash was recognized by ranking in the Barrett media Top 20 Rock and Alternative Shows category. While he appreciates the recognition from those in the industry, being recognized does not drive him.
“I’m not big into competing with other radio shows or anything like that. I just love entertaining people. Working with AJ and Producer X, we get up to entertain people,” said Crash. “If we get recognized for it, then that is the cream on top of an already good cake.”
Entertaining listeners and helping them jumpstart their mornings means keeping content mostly light. However, sometimes the content mix can include occasional heavier stories making it on the air.
“We try to stay away from hard news unless we have to,” Crash says. “If it were completely up to me, I would only do compelling, funny, and interesting stories with no hard news at all. We want to keep everybody positive. Hopefully they’ll remember something we said that brightens their day.”
Perhaps the biggest challenge each morning is achieving that goal while also playing seven or more songs per hour. While an all-talk morning show presents its own challenges, creating content that stands out among a heavy music rotation is equally difficult.
This is where the musician in Crash comes through. Acting as his own virtuoso, he explained his approach to combine music with content enhancing the show’s rhythm.
“There’s a cadence and a pace to our show,” he says. “It’s like a drumbeat that’s constantly moving us forward. Any conversations and dialogue we have—if it’s over a 10-second intro or going into a break—have to keep that cadence and forward momentum going so it doesn’t sound like we’re stopping down.”
That need to maintain momentum becomes even more pronounced because his co-host, AJ, also serves as the station’s program director. Her involvement ensures the show stays aligned for maximum ratings credit.
“Everyone’s got to keep their eye on the clock. We know that we’ve got PPM stuff to take care of as far as timing and splitting stop sets,” said Crash.
That focus on ensuring opportunities are maximized applies to each and every segment. When the show dives into longer content, it must meet a high standard. Not just content that the program considers quality, but also leaving the listener with something to remember.
That includes several benchmarks that play key roles in the show. These include “Shove It Friday,” a feature Crash has done for so long that he almost takes it for granted.
“That’s probably the best idea that I’ve had,” said Crash. “It’s turned into a clinical purge of the crap that you build up during the week. The goal is to get it out of your body. Say your name, where you’re from and who or what you want to tell to shove it.”
Another feature is The Mystery Riff, which he has developed in different forms across multiple markets. In Tampa Bay, the latest version features a snippet of a song played by a featured musician. This feature is framed for the show’s social media pages along with the on-air.
Crash provides clues throughout the morning and awards a prize later in the show if someone correctly identifies the song.
Another segment—unusual for a rock station—is their Monday feature with “Star Goddess,” an astrologist who has become a fan favorite. Using the talkback feature on the iHeartRadio app, along with traditional phone calls, listeners can ask her questions.
He says the segment has grown so much that it now exists as its own podcast.
The show also takes a distinctive approach to social media. While many programs aim for constant visibility across platforms, Crash and his team focus on a specific goal.
“We want to make sure we are one of the first scrolls people get in the morning. When you wake up, whatever your protocol is. Whether you’re going to get your coffee or waking and baking. Whatever you do. When you get that phone, we want to have an opportunity to show you what we’re doing and give you an opportunity to listen,” explained Crash.
Each post includes a link to tune into the show to drive listening on the iHeartRadio app. Crash compares the strategy to fishing every morning. Like experienced anglers, they constantly experiment with new types of bait.
Posts may highlight Shove It Friday, The Mystery Riff, or daily prize offerings. Recently, however, they have started incorporating more personal content between show-related posts.
“It’s about what we are like off the radio. Here’s a little taste of non-radio Crash, or non-radio AJ, or non-radio Scott (Producer X) with his new baby. It kind of humanizes us to the audience,” says Crash.
To understand Crash beyond the microphone, consider the final thought he shared during our conversation.
“I was excited to do this interview,” said Crash. “While I don’t really consider myself as much of a radio guy, it was a chance to talk about the show and more importantly to give kudos to my coworkers AJ and Producer X. They’re like brother and sister to me.”
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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.
