Nikki Nite is Audacy AC Format VP, Vice President of Programming & Operations at Audacy Austin, Brand Manager for 96.5 KYXY in San Diego and Brand Manager of Majic 95.5 and Mix 94.7 in Austin. She was peer-voted a spot in Barrett Media’s Top 20 AC/Hot AC Program Directors of 2024.
I began our conversation by asking Nite what she sees as radio’s advantage in the battle for the ear.
“Our personalities, our content. It’s programming basics on music stations. You have to get that right, but the thing that differentiates us is everything that’s in between all that great music that we’re playing.”
“How the station is positioned, branded in the mind of the listener, how consistent are you with that messaging? Are you pleasing your core consumer over and over? And then our air talent. That’s what can’t be duplicated, right? Anybody can play a Taylor Swift song, but not anybody can talk about Taylor Swift in the same way a particular personality would.”
On the flipside, what should radio be doing better to win that battle?
“Amplifying our content in as many places as possible. Just really giving our talent the opportunity to make those connections beyond the traditional FM broadcast or the streaming broadcast. Where else are we diligently exposing this content to consumers who will then come back to us on our core brands and consume it?”
“How well are we putting ourselves out there next to all of our competitors? I think we’ve all grown past this, but sometimes we fall into believing that we’re just competing with the other radio stations that are in our market.”
“We’re competing against every piece of digital entertainment that is out there. TikTok videos, Instagram Reels, YouTube Shorts —all of it is competing for the consumer’s time and attention. Therefore, we need our content to be available in the same places where people seeking that content can be exposed to it.”
Nite sees social media as a tool for brand extension.
“It’s great if you can give your very passionate audience a deeper look into who you are and what you offer that’s unique. It’s another avenue to grow superfans. Talent needs to be able to handle the workload, be consistent, and produce quality work. I wouldn’t do it just for the sake of doing it. I would do it if you have a plan and if you think you can execute it with excellence.”
The Nielsen 3-minute qualifier remains top of mind for many as we navigate through the early returns. Has Nite seen any notable changes in Austin?
“I think we’re seeing larger audiences represented that were likely always there, but just weren’t being captured with the older methodology, so that’s encouraging.”
However, regarding changing tactics, Nite believes that brand execution is still job one.
“We’ve just continued to execute with excellence. The same rules apply. You need to have amazing content, be a great brand, connect with your audience, and then, in a PPM market, you must hit your marks in basic mathematics. Beyond that, great stations just win.”
As a successful woman in a leadership role, I asked Nite how she feels the radio industry is doing with putting women in leadership positions.
“I just think radio needs great leaders, whether they’re men or women. I’m very encouraged that there are more women in leadership roles in our industry. Women have had more opportunities, and I’m encouraged by seeing women mentor other women. I’m also encouraged by seeing the men who mentor women.”
“The radio industry just needs as many creative people and thought leaders as possible. I’m glad that more of them have been women, and that women have had more opportunities.”
With Adult Contemporary formats, the amount of current product in the music mix is a frequent topic of discussion. How does Nite see that on her stations?
“Familiarity is so important in the Adult Contemporary format, and really at most formats. But particularly at Adult Contemporary radio. I believe in letting songs become more familiar, because that audience is coming to you for comfort. For their favorite songs that they know, and they don’t want to discover anything new. There is a place for that at Adult Contemporary, but I don’t make it the focus.”
As far as comfort goes, does that extend to escapism from today’s angry political climate?
“We’re an entertainment medium. I think all entertainment plays a role in that. One of the great privileges that we have as broadcasters, beyond serving our communities, which is so important, is that we get to make people happy.”
“Sometimes we forget that there could be somebody who turns on your station that’s having the worst day, and you may play their favorite song. Or an air talent says something that makes them smile, or makes them feel encouraged, or amuses them. All of a sudden, their day is better, and there’s something to be said for that.”
I asked Nite what advice she would give someone starting out who wants to be on the radio or do what she does.
“Just do it. Somebody told me a story the other day about a young person who came to their radio station, walked into the building, and said, ‘I want to work here.’ They said, well we don’t have any on-air positions right now. We have some sales positions, and the person said, ‘well, I can sell,’ and they ended up getting an interview, and got hired on the spot.”
“Now they’re inside a radio station, experiencing all the different roles that exist, and being exposed to those things, and starting to build themselves a path.”
“I would say, get in there, and find any opportunities you can and learn about all the different roles that exist in this business. You’ll find your place, and you’ll find people who want to help you. They are all there.”
“My biggest advice would be to say out loud what you want. Ask people to help you, and generally, they will. If you don’t tell people what you want, nobody knows, and nobody can help you.”
“I just love this business, and I feel very fortunate to have been able to be a part of it through all of its evolution and hopefully continue to be a part of it as we continue to evolve.”
“It’s exciting because it is always changing. It doesn’t stay the same, and if we can embrace that and be comfortable with that, I think great things will keep happening. As long as we’re open to change and we take intelligent risks.”
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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.
